A boutique firm built on
two decades of doing the work.
Amara was founded on a simple conviction: UAE SMEs deserve financial leadership, not just financial administration. There is a difference — and most businesses in this market have never experienced it.
The problem with how
finance is sold in the UAE.
The UAE professional services market has no shortage of accounting firms. Most compete on price, process volume quickly, and assign your work to junior staff. They'll keep you compliant. They won't think about your business.
There is a small tier above this — the large advisory firms — but their fees and minimum engagement sizes are designed for listed companies and multinationals, not for the ambitious SME turning over AED 5 to 30 million.
Amara exists in the space between. A boutique practice with the depth of a Finance Director and the agility of a dedicated partner. Senior-led from day one, and designed to grow with the businesses we work with.
The person behind Amara
You'll always work with
the principal.
Amara was founded and is led by Eben Johansen. Every client engagement is managed directly by Eben — there are no account managers or junior staff standing between you and the person doing the work.
Eben Johansen
Founder & Finance Director · Amara
Eben brings over 20 years of experience in financial management, audit, and business operations across three continents. His background spans international group finance, Fortune 500-backed operations, and the UAE regulatory environment — a combination that is rare in the local market.
Before founding Amara, Eben served as Group Financial Director at Albatros Software — a SaaS group operating across Southern Africa, Central Europe, and French Territories — where he led the finance function through a decade of growth and ultimately a 100% acquisition by NBC Sports Next, a division of Comcast/NBCUniversal. He was subsequently appointed Director of three NBC Sports Next subsidiaries.
Earlier in his career, Eben trained as an auditor at PKF and has also co-founded a virtual accounting practice in South Africa. He holds a CIMA Diploma in Management Accounting and has been based in Abu Dhabi since 2013.
Career highlights
- 2013–2023Group Financial Director, Albatros Software — led finance across Southern Africa, Central Europe and French Territories; scaled operations through five-year business plan and multiple fundraising rounds.
- 2018–2020Co-founded DigMe Solutions — a virtual accounting and business administration firm providing bookkeeping, payroll, and digital accounting services.
- 2022Led financial due diligence and completed 100% acquisition of Albatros Group by NBC Sports Next (Comcast/NBCUniversal). Appointed Director of three NBC subsidiaries.
- 2023–2025Head of Digital Transformation, Kounted — led digital transformation of accounting operations and product development in the UAE.
- 2025–Founded Johansen Holdings Limited and launched Amara as a boutique professional solutions provider in Abu Dhabi.
How we approach
every engagement.
Clarity over complexity. — Financial management should make your life simpler, not harder. We work to reduce the cognitive load of running a business — not add to it.
Honesty over comfort. — If your numbers are telling you something you don't want to hear, we'll tell you clearly. A Finance Director who only delivers good news isn't doing their job.
Structure over speed. — We build financial systems and disciplines that compound over time. Clean books today mean faster audits, better financing terms, and clearer decisions tomorrow.
Accountability without bureaucracy. — You'll always know where your numbers stand. Monthly reporting on a fixed schedule, responses within one business day, and no unexplained delays.
What we offer
Amara coordinates a variety of professionals and services. For activities that require independent licensing — statutory audits, FTA representation as a licensed Tax Agent, legal advice, or immigration — we coordinate trusted licensed partners. We manage those relationships and remain your single point of contact throughout.
Direct deliveryFinancial management
Bookkeeping, management accounts, VAT compliance, Corporate Tax, payroll, CFO advisory, cash flow management, and audit preparation.
Direct deliveryCompliance management
AML/CFT programme management, company secretarial, UBO registration, ESR, Emiratisation compliance, and annual compliance calendar management.
Coordinated via partnersRegulated activities
Statutory audits, FTA Tax Agent representation, legal advisory, and immigration processing — coordinated through licensed third-party specialists under our oversight.
If this sounds like what
your business has been missing —
Start with a conversation. Complimentary, no obligation, and no sales pressure. If Amara is the right fit, we'll tell you exactly how we'd work together and what it would cost.