ABOUT US
With nearly two decades of experience in public practice, I am a fully qualified accountant and proud member of the Institute of Public Accountants (IPA). As Co-Founder and Co-Director of Sentia Advisory alongside Mick Alcorn, I have a deep understanding of small to medium-sized business operations, finance, and strategic planning.
I am very passionate about helping business owners not only improve how their businesses perform but also how they live. Its about understanding that running a business can often feel overwhelming and complex, and my mission is to simplify the financial side of business so owners can make confident, informed decisions.
My hands-on, personable approach has made me a trusted advisor to many, with a focus on creating clarity, control, and long-term value for clients across a wide range of industries.
I’m a fully qualified public accountant, who started Sentia Advisory after working in the industry for 17 years. I noticed many business owners struggling and saw frustration due to the inability of being able to get help or the advice they were seeking, fast and effectively.
Today I am in a happy position where we can provide the backup, support and business advice needed.
In short, we help people like you in business by eliminating confusion, stress and overwhelm, saving you time and money.
After meeting hundreds of clients, we became aware that they fell into two major groupings:
The first group were hostages; their businesses told them what to do and pretty much controlled their lives. It was a gun pointed at their head and it said, “You can’t!”
The second group owned their business and controlled their business – it did not control them. They lived in a way that caused circumstances to serve them. They were deliberate and perhaps even driven, but in a fulfilling way that empowered success and peace of mind.
These people were not held hostage. They were free!
Deciding that we wanted ‘what the second group was having’, a question began to burn within us:
"How do you have success, satisfaction and lifestyle?"
Attaining these things is our desire!
In July 2025, a new chapter began as Conqa Business and Ignition Accountants united to form Sentia Advisory. This merger brought together the personalized, one-on-one service ethos of Dane Crandon from Conqa Business with the strategic, growth-focused approach of Mick Alcorn from Ignition Accountants.
At Sentia Advisory, we're more than just accountants; we're your partners in navigating the complexities of business growth. Our unified approach ensures that you receive consistent, expert guidance every step of the way.
By combining our strengths, we’ve created a comprehensive advisory firm that offers a full spectrum of services—from bookkeeping and tax compliance to strategic business planning and wealth management. Our clients now benefit from a collaborative team that understands the nuances of small business challenges and provides tailored solutions to drive success.
Today, we have a talented hand-picked crew that have a single purpose: they help us to help you.
We enjoy the buzz of helping you. Sometimes it’s just minor tweaks that gets people there; often it’s massive, the accountant’s equivalent of being on Seal Team 6 and throwing flash-bangs before rescuing the hostages.
Regardless of the process, it’s consistently a pleasure.
Sentia Advisory is built on the belief that accountants should be true partners in their clients’ journeys—not just number crunchers. That belief began with with one key idea:
“Why should accountants only work in the past, reporting on what’s already happened? What if we could stand beside small business owners in real time—offering valuable, forward-looking advice to help shape their future?”
What began as a simple idea on paper has evolved into a client-first philosophy that now defines how Sentia Advisory operates. Today, that vision is stronger than ever, shared and delivered by a dedicated team of professionals. Each team member brings unique expertise, energy, and a shared commitment to helping our clients succeed.
We take pride in building long-term relationships with business owners across Australia, offering tailored support that goes far beyond tax compliance. With fixed-fee packages and unlimited phone and email access, our clients enjoy transparent pricing and open communication—hallmarks of our non-traditional, value-driven approach.
The future of accounting is collaborative, strategic, and deeply personal. At Sentia Advisory, we’re proud to be leading that change.
Founder & Director
Founder & Director
Office Admin
Operations Manager
This guide is structured to help small business people understand the three vital issues that are often missed because they are at times quite abstract or difficult to get a handle of.
