Mirco and Small
Business Purchase
Intent and Investment

Includes a deep dive into the Account Software Category in 2024.

There are approximately 5.5 million small and medium-sized enterprises (SMEs) in the UK, representing over 99% of the total business population. In our analysis of businesses under 50 employees over 90% fall into the micro-business category. Yet while micro businesses dominate in number, small businesses, with an average turnover ten times higher, hold the greater spending power.

When it comes to influencing SME purchase decisions, being remembered matters. Research shows 90% of B2B purchases come from one of the first three brands that come to mind when a need arises. If you're not top-of-mind, you’re not in the game.

In this report, we explore the evolving purchase intent and investment behaviours of SMEs within the Accounting Software category. Powered by True’s proprietary Audience IQ™ platform, this analysis taps into real-world intent signals to reveal how SMEs are navigating the crowded landscape of accounting solutions — and where the opportunities for brands truly lie.

WHY THIS MATTERS

With SMEs actively seeking solutions to power their growth but showing caution around accounting software, brands have a pivotal opportunity: reframe their offer around business enablement, not just financial management.

Those who can align creative messaging, tailored product propositions, and proof of real business impact will not only secure top-of-mind awareness — they will win market share.

Ready to focus on what actually matters to your SME audience? Download the full report now or get in touch for a bespoke report featuring insights relevant to your industry.