Rival companies
Accounting software
Accounting software sponsors side by side: Sage, Xero, QuickBooks and FreshBooks, and where each one ran by quarter.
45Sage3 newsletter · 5 podcast · 37 event
36Xero19 newsletter · 15 podcast · 2 event
30QuickBooks0 newsletter · 30 podcast · 0 event
25FreshBooks2 newsletter · 23 podcast · 0 event
Where they ran Newsletter and podcast placements by lane and quarter.
Lanes come from each newsletter’s topic and each podcast’s genre. 2026 Q4 runs through 2026-11-02. We read many more newsletters and podcasts from late 2026, so compare companies within a quarter, not one quarter to the next.
| Sage | Xero | QuickBooks | FreshBooks | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Lane | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | |||
| Business podcasts | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 1 | 1 | 0 | 9 | 16 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 6 | 9 | |||
| Retail & e-commerce newsletters | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 7 | 10 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| TV & film podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 6 | |||
| News podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 3 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Sports podcasts | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Comedy podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 1 | |||
| Arts podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Education podcasts | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Finance & investing newsletters | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Health & fitness podcasts | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||
| Other lanes | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | |||
Events Sponsor lists, booths and partner listings by event sector.
| Sector | Sage | Xero | QuickBooks | FreshBooks |
|---|---|---|---|---|
| Construction & real estate | 11 | 0 | 0 | 0 |
| Retail & consumer | 5 | 0 | 0 | 0 |
| Finance & crypto | 2 | 2 | 0 | 0 |
| Automotive & transport | 4 | 0 | 0 | 0 |
| Business & tech | 3 | 0 | 0 | 0 |
| Industrial | 3 | 0 | 0 | 0 |
| Marketing & media | 2 | 0 | 0 | 0 |
| Food & hospitality | 2 | 0 | 0 | 0 |
Top outlets By newsletter and podcast placements.
Sage
- CFO Brew2
- Founders2
- SHE MD2
- TLDR1
- Rates & Barrels: A show about Baseball1
Xero
- Ecommerce Coffee Break17
- The Good, The Bad & The Rugby2
- The Jordan Harbinger Show2
- Prof G Markets2
- Prof G Media1
- Latestly AI1
QuickBooks
- Young and Profiting (YAP) with Hala Taha: Entrepreneurship and Self-Improvement Podcast28
- The Diary Of A CEO with Steven Bartlett2
FreshBooks
- the bossbabe podcast7
- The Sarah Fraser Show6
- Call Her Creator with Katelyn Rhoades4
- Young and Profiting (YAP) with Hala Taha: Entrepreneurship and Self-Improvement Podcast3
- The Toast2
- The Loud Part™1
The detail Outlets behind each lane.
Sage · Business podcasts · 2026 Q3
- Founders2 placements
Xero · Business podcasts · 2026 Q3
- Prof G Markets1 placement
Xero · Business podcasts · 2026 Q4
- Prof G Markets1 placement
QuickBooks · Business podcasts · 2025 Q4
QuickBooks · Business podcasts · 2026 Q1
QuickBooks · Business podcasts · 2026 Q2
FreshBooks · Business podcasts · 2026 Q3
FreshBooks · Business podcasts · 2026 Q4
- the bossbabe podcast4 placements
- Call Her Creator with Katelyn Rhoades4 placements
Xero · Retail & e-commerce newsletters · 2026 Q3
- Ecommerce Coffee Break7 placements
Xero · Retail & e-commerce newsletters · 2026 Q4
- Ecommerce Coffee Break10 placements
FreshBooks · TV & film podcasts · 2026 Q4
- The Sarah Fraser Show6 placements
Xero · News podcasts · 2026 Q4
- Fast Politics with Molly Jong-Fast1 placement
- Today, Explained1 placement
Sage · Sports podcasts · 2026 Q4
- Rates & Barrels: A show about Baseball1 placement
Xero · Sports podcasts · 2026 Q4
- The Good, The Bad & The Rugby2 placements
Xero · Comedy podcasts · 2026 Q3
- Wait Wait... Don't Tell Me!1 placement
FreshBooks · Comedy podcasts · 2026 Q3
- The Toast1 placement
FreshBooks · Comedy podcasts · 2026 Q4
- The Toast1 placement
Xero · Arts podcasts · 2026 Q4
Xero · Education podcasts · 2026 Q4
- The Jordan Harbinger Show2 placements
Sage · Finance & investing newsletters · 2026 Q3
- CFO Brew2 placements
Sage · Health & fitness podcasts · 2025 Q4
- SHE MD2 placements
Sage · Other lanes · 2026 Q2
- TLDR1 placement
Xero · Other lanes · 2026 Q3
- This American Life1 placement
Xero · Other lanes · 2026 Q4
- Prof G Media1 placement
- Latestly AI1 placement
FreshBooks · Other lanes · 2026 Q3
- The Loud Part™1 placement
- How To Go Freelance by Grace Abbott1 placement
Counts are the ads we’ve found. They don’t show spend. A company with few ads here may buy elsewhere.