About ProfitPal
We pair finance strategy with Microsoft-first engineering to modernise day-to-day operations—training teams, tightening controls, and building automations that keep the numbers accurate and the business moving.
ProfitPal bridges commercial strategy (MBA) and deep technical execution (MSc). We partner with founders, finance leaders, and IT teams to roll out AI-powered ways of working that stick—without losing sight of security, compliance, or ROI. Much of our work sits inside finance: faster closes, cleaner reconciliations, stronger management reporting, and controls that keep auditors happy.
From Microsoft 365 Copilot training to bespoke software builds, we align every engagement with the business outcomes and measures that matter to your board.
ProfitPal is led by two directors: Erica and Alex. Together they bring board-level experience plus hands-on delivery across Microsoft 365, Azure, Power Platform, Xero, and custom development.
We collaborate with Microsoft-certified trainers, CSP specialists, and senior engineers. That gives you flexible access to the right skills at each stage—from training to build to managed support.
We’re based in Christchurch and work with clients across Aotearoa. Local context matters—whether it’s NZ privacy regulations, grant opportunities, or the realities of lean teams adopting AI while keeping day-to-day operations on track.
Wherever you are in the country, we meet you where you are—remotely or in person—and build solutions that fit the rhythms of your business.
Two perspectives—finance and engineering—combined into one leadership team focused on measurable AI outcomes.
Co-Director · Engineering & Product
Alexander Fry is Co-Founder and Technical Lead at ProfitPal Limited. A Senior Software Engineer with over 13 years’ experience, he specialises in AI-driven, cloud-based solutions on Azure. Alex holds an MSc in Software Engineering and has an extensive research background in artificial intelligence and natural language processing (NLP), which he applies to real-world finance automation projects.
Co-Director · Finance & Operations
Erica Denny is Co-Founder and Finance Automation Lead at ProfitPal Limited. A finance professional with over 15 years’ international experience, she specialises in management reporting, budgeting, and process improvement. Erica holds an MBA in Finance and has an extensive research background in automation in finance, alongside hands-on expertise in Xero, MYOB, Dynamics 365, and other core finance systems.