# Journey

> Journey is the go-to-market agency for accounting SaaS companies. We help software companies sell into accounting and bookkeeping firms — and sell through the accounting channel — across Australia, New Zealand, the United Kingdom, the United States, Canada and South Africa.

Journey was founded by Trent McLaren, Liss McLaren and Jordan Vickery, who between them have spent 30+ years inside accounting technology building and scaling the products accountants use daily. Journey has grown 70+ brands in the accounting industry.

We are not a general SaaS marketing agency. Our entire focus is the accounting channel: the professional bodies, app marketplaces, resellers, communities, conferences and practitioners that accounting firms actually buy through.

Journey also publishes [The Firm](https://thefirm.media/), a media platform for accountants and bookkeepers in public practice — news, articles, podcasts, an events directory and a jobs board for the profession.

## Services

- [Go-to-market strategy](https://www.letsjourney.io/services/go-to-market-strategy/): Positioning, customer research, segmentation and a costed plan built around accountants as the buyer.
- [Accounting channel & partnerships](https://www.letsjourney.io/services/accounting-channel-partnerships/): Partner and reseller programs, Xero/QuickBooks/Sage app marketplace strategy, professional body partnerships (ACCA, ICB and others) and partner enablement.
- [Demand generation](https://www.letsjourney.io/services/demand-generation/): Content, email, paid media, webinars, SEO, industry media and conversion — pipeline that runs year-round rather than only around conference season.
- [Events & conferences](https://www.letsjourney.io/services/events-and-conferences/): Stand strategy, pre-event demand, speaker programs, roadshows and virtual summits at Xerocon, Accountex, the Digital Accountancy Show and beyond.
- [International expansion](https://www.letsjourney.io/services/international-expansion/): Market validation, localised positioning, channel access and launch execution for the UK, US and Australian accounting markets.

## Programs

- [Crack the Channel](https://www.letsjourney.io/crack-the-channel/): A program for accounting SaaS founders on selling through the accounting channel — the firm buying committee, finding the wedge, Xero/QuickBooks/Sage app marketplaces, professional bodies (ACCA, ICB, ABN, ICAEW, CA ANZ), partner program design and winning the first ten partners. A live cohort of ten seats taught by Trent McLaren and Jordan Vickery, A$4,500 one-off, for pre-product-market-fit teams below the agency retainer floor. Applications open; ten seats, no cohort dates set yet.

## Guides

- [Accounting conferences: a guide for software vendors](https://www.letsjourney.io/accounting-conferences/): Which accounting conferences are worth exhibiting at, by market — who is in the room, what each is good for, and where vendors waste money.
- [Accounting software market size by region (2026)](https://www.letsjourney.io/accounting-software-market-size/): Global accounting software market size estimates side by side (US$19.7bn to US$25bn for 2026, 8-10% CAGR), regional shares for AMER, EMEA and APAC, accounting firm counts on three different bases (IRS PTIN listings, Companies House and the TPB register) and SME counts by market, ledger install bases, the 2026-2030 e-invoicing mandate calendar, where early-stage accounting tech capital actually lands by city (New York 35.4%, San Francisco 23.4%, London 11.1%, per Alex Tong's The Accounting VC), and every source listed.

## Company

- [Home](https://www.letsjourney.io/): What Journey does and who it is for.
- [About](https://www.letsjourney.io/about/): The team, the anti-agency model and the industry background.
- [How we work](https://www.letsjourney.io/how-we-work/): The Journey Method — discovery, bespoke strategy, relentless execution.
- [Pricing](https://www.letsjourney.io/pricing/): Indicative pricing in AUD, USD and GBP, plus a build-your-own engagement tool.
- [Case studies](https://www.letsjourney.io/case-studies/): Client work including XBert (206% revenue growth), Ignition, Vinyl, Translucent, ACSISS, Dashboard Insights, AdvanceTrack and FirmCheck.
- [Contact](https://www.letsjourney.io/contact/): Book a growth consultation.

## Blog

Go-to-market playbooks for accounting SaaS. Index: [https://www.letsjourney.io/blog/](https://www.letsjourney.io/blog/) · Feed: [https://www.letsjourney.io/rss.xml](https://www.letsjourney.io/rss.xml)

### Channel — selling through the accounting channel

- [Who really signs off software inside an accounting firm](https://www.letsjourney.io/blog/accounting-firm-buying-committee/): The five roles in the buying committee and how firm size changes the shape.
- [Xero and Intuit are two ecosystems. Here are 9 more.](https://www.letsjourney.io/blog/beyond-xero-and-intuit-where-else-to-build/): Where accounting software vendors can build and distribute beyond the big two: challenger ledgers (COUNT, Kick, Digits, Puzzle) and the AI-native ERPs going upmarket at NetSuite and Sage Intacct (Rillet, Campfire, DualEntry, Light), the other incumbents (Sage, MYOB, FreeAgent, Reckon), open-API practice management platforms (Karbon, FYI, TaxDome, Canopy, Financial Cents), the apps that became platforms of their own (Ignition, Anchor, Dext, ApprovalMax, Fathom, Double formerly Keeper), payroll and workforce platforms, payments and banking rails, vertical SaaS, the OpenAI and Anthropic app directories, automation platforms as the side door (Zapier, Make, n8n), and the non-platform channels.
- [Getting found in the Xero and QuickBooks app stores](https://www.letsjourney.io/blog/app-marketplace-strategy/): Why a listing is a shelf not a channel, what drives marketplace ranking, and the role of reviews.
- [How to build a partner program for accounting software](https://www.letsjourney.io/blog/partner-program-accounting-software/): Referral vs reseller, tier design, margin, channel conflict and how to measure it.
- [What professional bodies actually want from a software vendor](https://www.letsjourney.io/blog/professional-body-partnerships/): How ACCA, ICB, ICAEW, CPA and CA ANZ evaluate vendors, what they will never agree to, and how the conversation really goes.

### Growth — go-to-market mechanics

- [How to get real ROI from an accounting conference stand](https://www.letsjourney.io/blog/conference-roi/): The three months before and eight weeks after that decide conference ROI.
- [Per-seat, per-client or per-entity](https://www.letsjourney.io/blog/saas-pricing-models/): Choosing the pricing unit that matches how accounting firms actually make money.
- [Coming out of beta](https://www.letsjourney.io/blog/coming-out-of-beta/): Five foundations accounting-tech founders skip at launch and pay for later.
- [Control points](https://www.letsjourney.io/blog/control-points/): The features, integrations and workflows that make accounting SaaS indispensable and cut churn.
- [Brand, demand, expand](https://www.letsjourney.io/blog/brand-demand-expand/): The framework for steady growth in accounting tech instead of event-driven spikes, built on the 95/5 rule.
- [We built a movement](https://www.letsjourney.io/blog/we-built-a-movement/): How Vinyl launched with 320+ waitlist signups and zero ad spend.
- [That's a wrap: 2024](https://www.letsjourney.io/blog/thats-a-wrap-2024/): $17M in client revenue and 20,000 accountants brought together.
- [The golden rule of SaaS pricing](https://www.letsjourney.io/blog/saas-pricing-keep-it-simple/): Why complex pricing kills conversion, and the three-tier fix.
- [What accounting SaaS vendors got right in GTM in 2023](https://www.letsjourney.io/blog/gtm-lessons-2023/): Six things that worked across 20+ vendors in four markets.
- [7 ways to improve your sales in accounting tech](https://www.letsjourney.io/blog/improve-sales-accounting-tech/): What accounting tech sales reps get wrong in demos, qualification and follow-up.
- [Throwing away the SaaS marketing rulebook](https://www.letsjourney.io/blog/saas-marketing-rulebook/): Why marketing to accountants needs its own rulebook.

### Product — activation and retention

- [Why accounting firms churn in the first 90 days](https://www.letsjourney.io/blog/churn-first-90-days/): The four ways early churn happens and what actually moves the number.
- [Xero just ate the middle of your stack: 5 places left to build](https://www.letsjourney.io/blog/5-places-to-build-xero-ecosystem/): What Xero and Intuit shipped in 2026 (Smart Document Capture, Bill Payments, Melio expenses, Casper, XeroForce, Partner Hub, Accountant Suite), what metered API pricing changes for app economics, and where SMB apps and practice apps should build next.
- [Time to value](https://www.letsjourney.io/blog/time-to-value/): Why TTV is the metric accounting tech startups should track, and how to shorten it.

### Industry — the accounting channel

- [Puzzle just sold its firm business to Accrual. The lesson isn't about AI.](https://www.letsjourney.io/blog/puzzle-accrual-ledger-lesson/): Puzzle built a genuinely better ledger and still couldn't get firms to move clients onto it. Xero solved that same problem in 2012 by buying a practice management tool instead. What founders should take from both.
- [ICB UK and Journey partner to bring better tech to bookkeepers in the UK](https://www.letsjourney.io/blog/icb-partnership/): Journey and the Institute of Certified Bookkeepers UK announce a partnership to give bookkeepers greater influence over technology development through a dedicated Tech Board and vendor engagement opportunities.
- [Journey Announced as Marketing Partner To Help Launch Tax Torch](https://www.letsjourney.io/blog/tax-torch/): Journey partners with Tax Torch to launch real-time personal tax planning for accounting professionals, combining market expertise with innovative SaaS solutions in the UK accounting sector.
- [Journey announces partnership with Adfin to help Accountants, Bookkeepers, and their clients get paid: faster, cheaper, easier.](https://www.letsjourney.io/blog/adfin/): Journey partners with Adfin to offer accounting firms a transparent payment and invoicing platform with automated workflows and multi-channel distribution capabilities.
- [Journey Announces Multi-Year Partnership with ACCA UK to Drive Tech Advancement in Accounting](https://www.letsjourney.io/blog/acca-partnership/): Journey partners with ACCA UK for multi-year collaboration featuring national roadshows and exclusive member benefits to advance accounting technology adoption.
- [Journey partners with Digital Accountancy Show to accelerate show growth and support exhibitors](https://www.letsjourney.io/blog/digital-accountancy-show/): Journey, a go-to-market agency for accounting technology, announces a strategic partnership with the Digital Accountancy Show to drive attendee growth and support 100+ exhibitors.
- [Australian accounting events suck](https://www.letsjourney.io/blog/australian-accounting-events/): What conference organisers need to change, and why more events isn't the answer.
- [Journey partners with Translucent to revolutionise multi-entity accounting](https://www.letsjourney.io/blog/translucent-partnership/): Translucent, the software that turns Xero into a multi-entity accounting solution, has chosen Journey as its global go-to-market partner to launch across international markets.

## Contact

- Email: hello@letsjourney.io
- LinkedIn: https://www.linkedin.com/company/lets-journey