MYOB Named Top-Tier Software Vendor by APPS RUN THE WORLD in the APPS TOP 500 Market Report

MYOB Strengths, Domain Expertise, and Key Differentiators

MYOB’s key strengths lie in its cloud-native architecture, market-specific domain expertise, and broad product portfolio spanning over 50 business management applications. The platform supports accounting, payroll, CRM, retail POS, professional tax, payments, and more. Its user-centric design improvements and AI-infused features like Gen AI-powered digital assistants enhance productivity, usability, and time-to-value for SMEs.

MYOB’s high SaaS penetration—93% of its customer base now uses cloud subscriptions, up from 25% in 2019—is a testament to its successful digital transformation. Moreover, the rebranded MYOB Acumatica ERP offers mid-market clients a scalable, modular, and configurable solution capable of unifying financial, operational, employee, and customer workflows—essential in today’s IoT-connected, data-rich business environments.

MYOB Recent Developments

In the past 12 months, MYOB has executed a series of strategic moves reinforcing its position as a cloud-centric business management platform. The December 2024 launch of Solo by MYOB highlights its foray into the sole operator segment, which now makes up 61% of Australia’s SME landscape. With features like Tap to Pay, OCR-based expense capture, and Gen AI–powered digital assistance, Solo empowers microbusinesses to digitize operations and reclaim up to 17 hours monthly in administrative work.

In May 2024, MYOB enhanced its Business and AccountRight browser platforms, simplifying UX with intuitive terminology and navigation features designed to improve SaaS adoption among SMEs. These usability-focused updates increase customer stickiness and reduce onboarding time for accountants and bookkeepers.

The rebranding of MYOB Advanced to MYOB Acumatica in early 2024 cemented MYOB’s partnership with Acumatica, offering expanded access to global innovation networks and aligning the product suite with one of the world’s fastest-growing ERP ecosystems. Notably, MYOB’s mid-market ERP recurring revenue grew 27% YoY. These innovations support its long-term goal: to serve as the end-to-end digital backbone for ANZ businesses at every stage of growth.

MYOB Mergers and Acquisitions (M&A) Activities

MYOB has maintained an active M&A strategy to expand its capabilities across the business lifecycle. The September 2023 acquisition of Flare, a workplace financial services platform, extends MYOB’s value proposition beyond core accounting into employee experience, benefits management, and payroll-linked financial wellness. This integration is key for SMEs aiming to attract and retain talent in an increasingly competitive labor market.

Additionally, the company previously acquired Roubler, a cloud-native workforce management platform, and Star Business Solutions to mitigate risks associated with its on-premises client attrition. With backing from private equity firm KKR, MYOB has the capital strength and strategic clarity to continue investing in innovation and ecosystem growth.

MYOB Customers in ARTW Customer Database

Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying MYOB applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of MYOB and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified MYOB Essentials, MYOB Accountright, MYOB Essentials Payroll, MYOB Advanced, MYOB EXO, MYOB PayGlobal, MYOB GreenTree, MYOB Practice, customers.

MYOB Key Enterprise and Cloud Applications

MYOB Essentials, MYOB Accountright, MYOB Essentials Payroll, MYOB Advanced, MYOB EXO, MYOB PayGlobal, MYOB GreenTree, MYOB Practice,

MYOB Revenues, $M:

MYOB Revenue Breakdown By Type, $M:

MYOB Enterprise Applications Revenues By Functional Markets, $M:

MYOB Enterprise Applications Revenues By Verticals, $M:

MYOB Revenues By Region, $M

MYOB Direct vs Indirect sales

MYOB Customers - Breakdown by Geo, Size, Vertical and Product

List of Verified MYOB Customers

No. of MYOB Customers: 40000

No. of MYOB Enterprise Applications Customers: 40000

No. of MYOB Cloud Customers: x

No. of MYOB Cloud Subscribers: 1.2 million

MYOB serves over 1.2 million businesses across Australia and New Zealand, including a robust mix of SMEs, sole operators, and mid-market enterprises. Recent wins include Hegi Design House, which adopted MYOB Business Lite for automation, and Multi Dwell Developments, which streamlined construction finance tracking using MYOB tools.

Its customer base spans industries such as manufacturing, retail, hospitality, construction, and services. Notable clients include Arcadia, DDK Commercial Interiors, Seashells Hospitality Group, Barkers of Geraldine, and Ullrich Aluminium. With 1 in 5 Australians paid via MYOB and 1 in 4 interacting with Flare annually during onboarding, the company commands a unique position in payroll and HR management in the region.

MYOB Market Opportunities, M&A and Geo Expansions

With a tailored focus on the ANZ market, MYOB is uniquely positioned to drive digital transformation for sole operators and SMEs by leveraging its deep regional insights. Vertical growth opportunities exist in construction, manufacturing, and hospitality industries where MYOB already has strong penetration and can expand with industry-specific cloud apps and IoT integrations.

Horizontally, the Solo by MYOB app opens new routes to early-stage entrepreneurs, freelancers, and side hustlers—segments typically underserved by traditional ERP vendors. Additionally, its growing ecosystem enables the company to explore international expansion via channel partners or embedded FinTech capabilities.

The increasing adoption of Gen AI across business applications presents another avenue. MYOB is well-positioned to infuse generative AI into areas like cash flow forecasting, automated advisory services, and document processing, further differentiating its cloud offerings.

MYOB Risks and Challenges

MYOB faces competitive pressure from fast-growing cloud-native vendors such as Xero, Reckon, and global SaaS ERP providers. While MYOB has successfully migrated most of its customers to the cloud, its legacy on-premises base could remain a revenue drag if not carefully managed.

Another risk is in the transition to the mid-market, which involves more complex sales cycles, higher implementation costs, and longer deal durations. Winning in this space will require continued investment in vertical customization, partner training, and scalable onboarding.

Economic uncertainty, particularly in SME-heavy sectors like construction and hospitality, could slow adoption. Talent acquisition and retention—especially in AI, cloud infrastructure, and customer success—will also be critical as MYOB scales.

MYOB Ecosystem, Partners, Resellers and SI

MYOB’s ecosystem strategy is multi-dimensional. It leverages a strong direct sales channel complemented by a wide indirect network of over 40,000 accountants, bookkeepers, and consultants. It also works closely with system integrators, ISVs, and value-added resellers to support mid-market and enterprise-grade deployments of MYOB Acumatica.

The company recently introduced the MYOB Partner Program, offering free certifications, educational modules, and reward points for ongoing learning. This initiative strengthens channel loyalty and incentivizes partners to act as trusted digital advisors for their clients.

Technology-wise, MYOB provides open APIs and developer programs, enabling seamless integration with third-party tools across e-commerce, payments, CRM, and IoT platforms. Its partnerships with Acumatica, Flare, and Roubler create network effects that improve platform value with every integration and user.

Research Methodology

Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.

Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).

For additional information on our methodologies, here's the link: