Cassell & Co moves 159 Xero dubscriptions in-house with partner discounts

Before Rechargly, Cassell & Co avoided managing client software subscriptions altogether, as the admin required to track and bill subscriptions manually outweighed any potential benefit. When Xero introduced pricing changes, clients began reconsidering their plans. The firm wanted to keep clients on Xero but needed a way to offer competitive pricing without adding operational complexity.

By implementing Rechargly, Cassell & Co centralised subscription management, passed on partner discounts, and maintained client adoption of Xero without increasing admin workload. The result is a simple, low-effort process that keeps clients on the same system while improving consistency and control.

At-a-glance stats

• Location: Surry Hills, Sydney, Australia
• Client type: Small to medium businesses, particularly in the creative sector
• Core systems: Xero
• Key outcome: 159 clients took Cassell & Co’s offer to receive half of their Xero discount
• Efficiency gain: Minimal ongoing admin required to manage subscriptions

Before: What life looked like pre-change

Context

Cassell & Co is a boutique accounting firm working with small to medium-sized businesses, particularly in the creative sector. The firm prioritises hands-on, responsive service and had intentionally avoided managing client software subscriptions to prevent unnecessary admin.

Old workflow

Clients were responsible for managing and paying for their own software subscriptions.

The firm’s approach was simple:

• Clients held their own Xero subscriptions
• No central tracking of subscription costs
• No involvement in billing or pricing changes

This avoided admin but limited the firm’s ability to influence pricing or standardise systems.

Where the process broke down

Inability to influence pricing or adoption

When Xero introduced price increases and plan changes:

• Clients began questioning whether to stay on Xero
• The firm had limited ability to offer pricing support
• Risk of clients moving away from the platform increased

“It made sense to take that opportunity to pass on a discount to keep the clients using Xero.” — Kat Abrahams, Director, Cassell & Co

Manual management was not viable

Taking over subscription billing manually would have required:

• Tracking subscriptions across clients
• Managing invoices and payments
• Handling pricing updates

The team had already identified that this would be inefficient.

“A lot of time and money gets lost.” — Kat Abrahams, Director, Cassell & Co

The trigger

The Xero price increase created a clear opportunity to rethink how subscriptions were managed. The firm wanted to:

• Retain clients on Xero
• Offer competitive pricing
• Avoid introducing manual admin

They needed a way to centralise subscriptions without increasing workload.

During: How the firm made the change

Implementation

Cassell & Co introduced Rechargly to manage client subscriptions and pass on part of their Xero partner discount. The rollout began with a small group of clients before expanding to the wider client base. Within a year, it was taken up by 159 clients.

• Early adopters transferred first
• Follow-up reminders encouraged broader uptake
• Adoption increased steadily over time

Passing on discounts and centralising billing

With Rechargly in place:

• The firm could manage subscriptions centrally
• Clients received discounted pricing
• Billing was handled consistently

This allowed the firm to keep clients on Xero while maintaining a clear and structured process.

Refining internal processes

The team quickly established a repeatable workflow:

• Clients are invoiced at month-end
• Timing aligns closely with Xero billing cycles
• Separate line items are used to track incoming and outgoing amounts

This made reconciliation straightforward and reduced risk of discrepancies.

Managing early challenges

Some initial issues required adjustment:

• Billing cycles felt uneven in the first two months
• Stripe communication did not match the firm’s tone
• Some client records needed correction
• Clients occasionally requested tax invoices instead of receipts

These were resolved through small process changes and internal checks.

“Nothing we’ve encountered has made it harder or made us regret doing it. It’s just been about refining our internal processes.” — Kat Abrahams, Director, Cassell & Co

The new playbook

The updated workflow is simple and repeatable:

• Client subscriptions are managed centrally
• Discounts are applied through the firm
• Clients are invoiced monthly
• Billing aligns with Xero charges

The process requires minimal ongoing effort.

After: Results + proof

What changed (Before to After)

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Day-to-day impact

The team now manages subscriptions without adding meaningful admin.Once the process was established, ongoing involvement became minimal. Most work is handled automatically, with only occasional follow-up required for exceptions.

“It doesn’t take me any time now.” — Kat Abrahams, Director, Cassell & Co

Business impact

The shift has delivered both operational and strategic benefits:

• Clients remain on Xero despite pricing changes
• Subscription costs are more competitive
• Billing is consistent and predictable
• The process scales without increasing admin

The firm maintains control without adding complexity.

Bottom line

Cassell & Co used Rechargly to shield clients from Xero price increases by passing on part of its partner discount. This helped reduce the risk of clients moving to lower-cost alternatives, while giving the firm a centralised billing process that was efficient to run.