Eighteen months ago, Journey was nothing more than an idea. I had a vision to build something different, something that would genuinely make an impact in the Xero app ecosystem.

Fast forward to today, and we’ve grown from zero to over 20 team members, generating AUD 1.7 million in annual revenue across all our ventures, and have worked with more than 40 accounting Xero app partners across Australia, New Zealand, the UK, and the USA. This is our story, a story of moving fast, breaking things, and staying laser-focused on what matters most—our customers.

The Beginning

When I founded Journey, I knew there was a massive gap in the market. Xero App partners are being underserved by generic marketing agencies that didn’t understand the unique challenges of the accounting industry. I was determined to change that. But starting with no team, no clients, and no revenue was daunting. It was just me, a laptop, and a relentless drive to make this work.

I decided early on that Journey would be different. We wouldn’t be just another agency offering cookie-cutter solutions. Instead, we would become partners to our clients, understanding their pain points and working alongside them to achieve their goals. This approach quickly resonated with the market.

Moving Fast and Breaking Things

In the first six months, we secured our first five clients. These were all Xero app partners that were struggling to scale their GTM efforts. They needed someone who could not only execute but do so with the speed and precision that their growth demanded. We moved fast—sometimes too fast—but it was necessary. We made mistakes, broke things along the way, but each time we learned, we improved, and we grew stronger. That’s life in SaaS.

Our focus was always on delivering real value, not just ticking boxes. We weren’t afraid to challenge the status quo or push our clients out of their comfort zones if we believed it would lead to better results. This approach helped us quickly build a reputation as an industry expert, leading to a sharp increase in client inquiries and opportunities.

Building the Team

As demand grew, so did the need to expand our team. We appointed Jordan Vickery as Global Director and Head of EMEA and officially launched our operations in Europe. I knew I needed experts who not only excelled in sales, marketing and partnerships but also understood the nuances of the accounting tech space. Over the next 18 months, we have built a team of over 20 incredibly talented people. These aren’t just marketers—they are strategists, content creators, and account managers who are passionate about driving success for our clients.

We’ve worked hard to create a culture at Journey that values speed, agility, and customer focus. Everyone on the team understands that our clients’ success is our success. We move quickly, but we never lose sight of our commitment to quality and delivering results that matter.

The Results

In just 18 months, we’ve achieved AUD 1.7 million in annual revenue and have had the privilege of working with more than 40 accounting app partners across multiple continents. We’ve helped these companies navigate complex go-to-market challenges, improve their market penetration, and significantly enhance their brand visibility.

Client Testimonials:

Journey’s impact is best illustrated by the success and satisfaction of its clients. Here’s what some of them had to say:

“Journey have enabled us to scale our marketing, to move fast, and to access our target market. Journey have brought great new capabilities to our business.”  — John Dunkerley, SISS Data Services

“The biggest draw was consulting with Trent and the Journey team. That’s because of knowledge of the industry and connections. More confidence in some decisions.”  — James Rose, Content Snare

“Since working with Journey, we now have deep connections within the ecosystem, allowing us to work with different apps and advocates.”  — Elouise Craddock, ApprovalMax

“Connect marketing to lead generation to sales conversion that generates business growth." — Ryan Richardson, Dashboard Insights

"Consistency and clarity. When entering a new domain space, it is a challenge to know what works, and when you are under constant pressure to deliver, you worry that your strategy is not working, often not giving it the time it deserves. Journey provided confidence and clarity to hold the course, and change where required." — Aaron Wittman, XBert

I reflect on the past 18 months. I'm incredibly proud of what we’ve achieved at Journey. From a one-man operation with a vision, we’ve grown into a thriving agency that’s making a real impact in the accounting SaaS industry. But this is just the beginning.

The road ahead is filled with opportunities to grow, to innovate, and to continue delivering unparalleled value to our clients. We’re committed to staying agile, embracing challenges, and always putting our customers at the heart of everything we do.

Our journey so far has been defined by rapid growth, relentless focus, and a willingness to take risks. As we look forward, that same energy and drive will continue to fuel our success. I’m excited for what’s next, and I’m grateful to our clients, our team, and everyone who has been part of this incredible journey so far.

Here’s to the future—fast-paced, customer-focused, and full of possibility. — Trent, Founder of Journey