UK SMB Accounting Software: Xero vs Sage vs Intuit

Current VP Sales at FreeAgent & Former VP Sales at Xero

Why is this interview interesting?

  • How Xero successfully drove down customer acquisition costs by focusing on adding value to the accountant channel
  • Why it is harder to move down-market than up-market as software a vendor
  • Comparison of Xero vs Intuit pricing and go-to-market strategy in the UK market
  • How Xero creates value for accountants and helps them make more money
  • How to benchmark at CAC/LTV ratios for fast growing SaaS businesses in the SMB market

Executive Bio

Nick Longden

Current VP Sales at FreeAgent & Former VP Sales at Xero

Nick has over 20 years experience in financial technology and software businesses. He was Xero's first UK Sales Director (2012-14), after which he moved to one of the UK’s largest FTSE 100 tech businesses, Sage, where he served as General Manager of the Sage One product and later as VP of Sales (2014-16). Nick has remained in the accounting software space and is currently VP of Sales at FreeAgent, an online accounting system specifically designed to meet the needs of micro businesses, freelancers and their accountants. Read more

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Interview Transcript

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