What's New - November 9, 2026

Accountability Is Now Counta

As of November 9, 2026, Accountability is now Counta, bringing our company and platform together under one name and visual identity.

You'll begin seeing the Counta name and logo across our platform, website, communications, and supporting materials.

While our name and visual identity are changing, the platform, your data, existing functionality, and the way you work remain the same.

Our new identity reflects our continued commitment to helping marketing and advertising agencies manage their finances more effectively through purpose-built technology and ongoing innovation.

Learn more: Accountability Is Now Counta

Counta AI Connector: Expanded Write Capabilities

Counta AI Connector now supports creating and maintaining client records and expense claims through connected AI assistants, reducing manual administration while preserving Counta's existing business rules, financial controls, and access restrictions.

Manage Clients with Counta AI Connector (MCP)

What is it?

Authorized users can now create and update client records through their connected AI assistant.

Supported information includes office assignments, client managers, currency, tax information, billing and media settings, and reporting preferences.

Why it matters

Agencies can streamline client onboarding, account management changes, and the maintenance of billing and financial settings across offices.

AI-assisted workflows reduce repetitive data entry while enforcing existing validation and access controls to maintain accurate client information.

How it works

Ask your connected AI assistant to create or update a client and provide the relevant information.

Counta validates client codes, required fields, financial settings, and access permissions before saving changes.

Important: Client updates require complete information, as omitted values may be cleared or reset to defaults. Client codes cannot be changed after creation, and additional restrictions apply to Freewheel-connected clients. Client deletion is not supported.

For more information, see Manage Clients with Counta AI Connector (MCP).

Manage Expense Claims with Counta AI Connector (MCP)

What is it?

Authorized users can now create and update expense claims and manage individual expense entries through their connected AI assistant.

Supported actions include:

• Creating and updating expense claims, including partial updates.
• Adding, updating, and deleting individual expense entries.
• Specifying the currency when creating or updating eligible claims.
• Allocating expenses to applicable clients and jobs.

Why it matters

Agencies can reduce manual effort when managing employee expenses, campaign-related costs, and job allocations.

AI-assisted workflows make expense administration more efficient while preserving existing approval, payment, financial validation, and access controls.

How it works

Ask your connected AI assistant to create or update an expense claim and provide the relevant expense information.

Counta validates the information before saving changes and enforces existing employee, office, client, and job access restrictions.

Important: Claim currency cannot be changed once expense entries have been added. Claims in protected approval or financial states cannot be modified. Expense claim deletion is not supported, although eligible individual entries can be deleted.

For more information, see Manage Expense Claims with Counta AI Connector (MCP).

Updated Supplier Import Template

The Suppress Name on Reports column has been removed from the Supplier Import Template, as this setting belongs to the Contact record, not the Supplier record.

Please redownload and use the updated template for future supplier imports.