Doing beautiful business with Accountants and Small Business Owners globally by having their core interests at the heart of everything they do


Xero is an online accounting software that connects small business owners with their numbers, their bank, and advisors anytime. Their ambition is to help businesses thrive worldwide by providing intuitive and intelligent solutions that enable their customers to work better and smarter.  

We have partnered with Xero for the last three years to help understand the needs, motivations and behaviours of small business owners and accountants so that they are at the heart of commercial decision making and product development. Recently we have worked with the Xero Team to engage with Xero Partners to better understand what it means to be a Partner. 


Engage with Xero Partners to understand what their day to day challenges and successes are and understand what opportunity gaps to better support them exist in the market. We did this by engaging in one on one interview sessions before building a highly insightful and strategic report to articulate what Xero needs to prioritise moving forward. 


An action orientated report that has enabled the wider Xero business to not only understand the core experiences of Partners but insights that have help chart the course of the wider Xero strategy over the next couple of years. 


"Working with the Jen and the One Picture team was an absolute pleasure – the team were open and collaborative through the entire project, bringing us along on the entire journey and making us feel like we were an extension of their insights team! This collaborative approach and Jen's empathetic delivery of the final presentation meant the insights landed really well across the business."