What does ‘Beautiful business’ mean?

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‘Beautiful accounting software’ has served us well as a tagline over the past seven years.

We’ve grown and evolved substantially in recent years, so it’s time for our brand to evolve to effectively reflect what Xero and our community is today, and where we are going. ‘Beautiful accounting software’ will always be at the core of what we do, but it doesn’t encompass the thriving business technology platform Xero has become.

By combining the two words ‘beautiful business’, we’re reflecting the full potential of Xero to impact the small business economy by connecting millions of businesses to their advisors, banks, apps, enterprises and each other. We’re making an impact on small businesses, and in doing so we aim to have a positive economic contribution to the world.

Businesses on Xero can do anything because they’ve got the power of Xero and the whole community behind them. And when small business is successful, jobs are created, economies thrive and communities prosper.

After months of internal and external research, we found that our customers, partners and staff all see real value in the concept of ‘beautiful business’. We’ve spent the last 12 years enhancing and developing the Xero platform to take full advantage of the opportunities a strong community of ecosystem partners and advisors offer to small businesses. That’s why Xero today is more than just ‘beautiful accounting software’, we help to create a far more ‘beautiful business’ experience.

Our pledge to beautiful business reflects the reasoning behind our brand refresh, and how you all fit into it. We appreciate the hard work that you put into your businesses and we want to be by your side, every step of the way.

What does it look like?

Xero is here to help create and recognise beautiful moments in small business. Nothing beats clinching the first sale, securing a second location downtown, seeing a product in store across the country, or hiring the tenth employee.

Small business can be full of uncertainty. However, with Xero’s powerful platform and community by your side, small business can run smoother and be less stressful. We know the risks people take in starting up a small business, and we want to be there to support them.

‘Beautiful’ is at the core of everything we do. Whether it’s building beautiful software or delivering beautiful experiences. And when we say beautiful, we’re not just talking about aesthetics. It’s about making every interaction with our partners and customers engaging and inspiring. We do this through our product, our teams and our interactions with you: our Xero community.

It’s about the relationship we help you build with your customers, the efficiencies you get with the right software and the community that you’re a part of. It’s when everything comes together and it’s even better than you expected.

Moments of beauty in your business

Whether you’re a partner, a business owner, or a Xero, the impact you have on the small business economy is huge.

From Xerocon Atlanta, where the reception of our rebrand was very positive and enthusiastic, to down under in Australia, where we launched the beautiful business campaign with influencers and small business owners. Right down to the home of Xero: New Zealand. We chatted to some of our customers and partners about what the new tagline and manifesto means to them.

Claire Mackay from Quantum Financial sees the beauty in business as the interactions she has with her clients, and watching them succeed. “Beautiful business to me is knowing the names of all my clients, knowing the names of their children, and even their pets. Because when you’re working in small business, it’s more than just a paycheck. It’s a passion.”

For Sophie Andrews, from Accounts Studio, ‘Beautiful business’ is about educating business owners on the impact of cash-flow and the strategies they can implement. “Changing these perceptions, getting people excited about their own numbers, and making sure small business owners get the right advice can make all the difference to someone’s life and livelihood. That’s why I do what I do, and it brings a great deal of satisfaction.”

Wyndi Tagi from WE Accounting says “we see ‘Beautiful business’ as a collaboration, which is why we named our company WE. It’s us and the client working in partnership with a software that allows collaboration to flow seamlessly. Like Xero, WE believe that our small businesses are the backbone of our economy. And with 600 million small businesses around the world, there’s a whole lot of business to make beautiful.”

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