Xero rebrand reflects evolution from accounting software to business platform

Xero has announced a global brand update, introducing a new tagline - 'Beautiful business', representing its business technology platform and global community.

Accounting software remains at Xero's core, however, after seven years the company has decided the time is right to update its 'Beautiful accounting software' tagline to 'Beautiful business' to reflect the fact that Xero has evolved into more today. The Xero platform connects millions of businesses to their advisors, banks, apps, enterprises and each other.

'Beautiful business' highlights Xero's platform and community supporting small business to help them work past the chaos, uncertainty and stress to reclaim valuable time. Xero global marketing director James Kyd says, "We believe there is something beautiful that happens when our small businesses, accounting partners and broader ecosystem work seamlessly together." "Enabling a small business to pursue their passion and thrive is good for everyone - when small business is successful, jobs are created, economies thrive, communities prosper," says Kyd. Xero tested different tagline options with customers, partners and staff across its markets.

All agreed there was real value in 'beautiful' which is also one of Xero's core values.

Combining the two words 'Beautiful business' is about communicating the full potential of Xero and its impact on the small business economy. "Beautiful business' is our promise and what we stand for in the eyes of our customers, community and our team across the globe," Kyd says.

"In two punchy and aspirational words, it reflects our strategy, purpose, and mission." "We want to represent beautiful business as more than aesthetics – it's an experience. It's the 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," says Kyd.