(08) 8363 4499  /        

BIAS (Aust) Pty Ltd

The Team


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(08) 8363 4499




South Australian strategic management specialist and passionate entrepreneur, John Zerella established BIAS in response to the growing need for professional business advisory services for small to medium sized enterprises. He works alongside a close-knit team of qualified professionals, who are committed to providing high quality services to each of their clients in Adelaide. John has over 30 years’ experience in the business and finance industry. He is the founder and managing director of the successful Adelaide based accounting practice, AFM Services, providing comprehensive accounting and compliance services to clients throughout Australia. Having successfully run his own practice, John and his team have a sound knowledge of the strategies and techniques required to effectively manage a business throughout each phase of its growth.


At BIAS in Adelaide, it is our mission to deliver straightforward business performance improvement techniques to small and medium sized enterprises in each phase of survival, cruise and growth. We have used our expertise and industry knowledge to devise our BIAS 5 step proprietary process that is tailored to suit the personalised business needs of each of our clients in Adelaide. Our process has been specifically designed to 'bullet proof' your business and see you achieve prosperity and reach your individual business and financial goals.

Our business model has been effectively proven to add value through increased profit, improved cash flow and increased business value. We work closely with our clients in Adelaide to achieve excellence, simplicity and add value through trust, compassion and understanding.


At BIAS in Adelaide, we have a strong focus on the traditional values of quality customer service. We pride ourselves on our friendly and approachable nature. We want our clients to feel secure and welcome when they meet with us.


We strongly believe that delivering a personable approach and forming strong and trusting relationships with each of our clients in Adelaide, will provide both parties with a positive outcome and highly rewarding results. When working with the team at BIAS in Adelaide, you will feel confident knowing that we will strive to go above and beyond to effectively service your needs and exceed your expectations.


Contact our friendly staff today to see how we can come up with an effective strategy that will see you reach success and achieve your goals.





John Zerella

Founder & Managing Director


John is a passionate and articulate entrepreneur with exceptional drive and commitment to excellence... 


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Rose Zerella

Practice Manager


Rose is one of the original staff and she assumes the role of the “mother” of the team, with her natural ability to nurture...


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Anneli Richards

Advisory Consultant


Anneli is a motivated finance and accounting professional. She is a qualified member of the Institute of Chartered...


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Simon Chaplin



Simon is an intelligent and knowledgeable employee who genuinely loves his work! His dedication, attention to detail...


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Natalie Cardinale



Natalie is the face of the company. She’s the friendly voice you will hear over the phone and her contagious smile effects...


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Eleesha Harrap

Office Manager


The newest member of the team, Eleesha, is a skilled multi-tasker. Recently celebrating one year as our office...


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Client Stories