Aug 23, 2026 – 12.00pmXero chief executive Sukhinder Singh Cassidy has defended a decision to raise subscription prices amid a backlash from customers, arguing that the company was adding more value to its products each year, which justified the increase, and describing the increase as less than the cost of a cup of coffee.Customers, including Xero’s former chief technology officer, have complained that there are too few new features to justify the increases, and are suspicious that the higher subscription prices have been introduced as the company tries to correct a near 25 per cent share slide.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Fetching latest articles
Xero chief says price rises ‘less than a cup of coffee’ amid backlash
The ASX-listed accounting software giant has increased the cost of subscriptions six time in six years, but added several features including AI integration.
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