The 12.5% MYOB Price Update That Revealed What Accountants Already Knew
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When MYOB announced a 12.5 percent increase for AE and AO, the number itself wasn’t what caught my attention. It was how they justified it.
Out of all the explanations they could have given, the line that stood out was simple:
“To keep desktop products supported.”
A double-digit increase in 2026 to keep desktop software alive. It didn’t read like strategy. It read like a reluctant admission. And judging by the reaction when I posted about it, the accounting industry felt exactly the same way.
The post went viral, reaching more than 150,000 accountants and bookkeepers. People weren’t reacting to the price point. They were reacting to what it symbolised: another decision made upstream that creates work downstream, usually for accountants, and usually for free.
Why this struck a nerve
The many comments made one thing clear. The great frustration wasn’t about MYOB specifically. It was about the pattern, a pattern accountants know too well.
We’ve all seen it play out: a vendor adjusts pricing; a short announcement goes out; clients skim it and immediately ask their accountant what it means. Then firms spend time interpreting someone else’s decision, answering questions, updating internal notes, and reviewing how the change fits within existing engagements.
None of this is complicated. But it is constant. And when the industry’s largest platforms push through increases across the same 12–18 month window, that load becomes impossible to ignore.
The bigger picture: revenue growth without meaningful change
This MYOB increase isn’t an outlier. Xero’s FY26 H1 results showed Average Revenue Per Customer rising almost 10 percent, and most of that lift came from price increases, not new features or subscriber growth.
So while the platforms talk publicly about AI, advisor enablement, and productivity, the numbers tell a different story. Short-term revenue growth is being driven by pricing, not innovation.
Accountants feel the disconnect more than anyone because they are the ones who have to explain these changes to clients. It is one thing for a vendor to increase costs. It is another for the justification to feel thin.

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