Director of Product, Xero

Xero is one of the largest companies of its kind, with its promise to save time and effort for small business owners - who often don’t have in-house accounting teams - capturing interest and allowing the company to scale. It has a strong rival in Intuit QuickBooks, which offers similar services, but competes by being most effective for growing startups, and having an incredibly simple user experience.

A series of acquisitions and partnerships, including the purchase of Instafile in 2018, have consolidated Xero’s market share. The company continues to add new integrations, such as with Vehocheck Workshop Manager, and the 2023 launched Beautiful Business Fund that will help small businesses accelerate growth.