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Xero announces future plans for WorkflowMax

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Rachael Powell

Mar 22, 2023

Over a decade ago, Xero acquired the WorkflowMax (WFM) product to build out Xero’s practice tool offering globally, and ultimately help us to create a more seamless experience for accountants and bookkeepers to run their practice in the cloud. 

We followed with the launch of Xero Practice Manager (XPM), bringing to fruition the early vision we had for the WorkflowMax product. This resulted in two products – WorkflowMax and Xero Practice Manager – both of which needed their own investments and focus, but provided us flexibility to develop both products independent of each other.

Fast forward to today, and we have a clear focus on our Xero Practice Manager strategy, however when we look to the future of WorkflowMax, the current product experience needs significant investment to meet the evolving expectations of our customers.

Why we’re retiring WorkflowMax

After much consideration Xero has decided to retire WorkflowMax on 26 June 2024.  This means that from this date, the product will no longer be available. And, from today, no new WorkflowMax trials will be able to be started. As much as we’d love to focus all our efforts on WorkflowMax, and add all the new features and functionality our customers are seeking, the reality is we can’t do everything and sometimes we need to make difficult decisions like this as we prioritise our efforts as a business to help us meet customer expectations. 

This isn’t a decision that has been made lightly, nor does it have any reflection on how much the product has been used over the years.

A future solution

Instead of us simply retiring the product next year, we explored a number of options for our customers when considering the future of WorkflowMax.

I’m pleased to share that BlueRock, a tech-led business advisory firm, has commenced plans to offer a product with similar functionality to Xero’s WorkflowMax. BlueRock intends to make its solution available to customers in early 2024 as an alternate job management solution for them. BlueRock is a long-time WorkflowMax partner, having implemented customers on WorkflowMax over the past 8 years. As part of the brand acquisition, BlueRock will take over the WorkflowMax name, to be known as WorkflowMax by BlueRock

It will be entirely up to existing customers to choose the right solution that meets their needs, and existing WorkflowMax customers will not automatically be migrated to the new WorkflowMax product. BlueRock intends to develop a conversion tool to help support the transition of existing WorkflowMax subscribers, should they choose to go to WorkflowMax by BlueRock. Xero will have an ongoing revenue share arrangement with BlueRock in connection with WorkflowMax by BlueRock. 

Once released, WorkflowMax by BlueRock will be available in the Xero App Store, alongside other solutions that may suit your future needs. For more information visit this page.

No impact to XPM

Our decision on WorkflowMax has no impact on Xero Practice Manager. You can read more about our plans to create a more integrated practice experience.

What do WorkflowMax customers need to do?

We hope that by letting you know well in advance before we retire the WorkflowMax product, it will allow you the time you need to consider your next step that suits your specific needs – whether that be WorkflowMax by BlueRock or another solution. 

We’re committed to maintaining the current experience for existing customers up until the date of retirement of the product on 26 June 2024. While this was a difficult decision to make, it was made lighter knowing BlueRock has commenced plans to offer a solution with similar functionality to Xero’s WorkflowMax. To keep up-to-date with the latest information, including details about BlueRock, visit this page.

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