Users switch for better US support (phone available), stronger payroll integration, and wider accountant familiarity. However, per-user pricing makes it expensive for teams.

Simpler interface for service businesses. Better for freelancers who find Xero overwhelming but don't need full double-entry accounting.

Free accounting software for very small businesses. Users switch when Xero's cost outweighs the features they actually use.

Significantly cheaper with a free tier for small businesses. Good for users already in the Zoho ecosystem.

Similar feature set with better support options in some regions. Some users find Sage's interface more intuitive.