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FreeAgent: The UK's Secret Accounting Weapon
How a 398-person team built a $72M unicorn for small business finance
While Silicon Valley obsesses over AI-powered everything, a Scottish startup quietly built the most trusted accounting platform for UK small businesses—generating $72M in revenue with just 398 employees.
"When users type 'freeagent' 49K times monthly and 'free agent' only 8K times, you've achieved brand dominance that money can't buy."
The Trust Paradox
FreeAgent's 77% direct traffic reveals a counterintuitive truth: in B2B finance software, brand trust beats SEO. Users aren't discovering FreeAgent—they're returning to it. This 77% direct rate (vs. 20% organic) suggests a product so sticky that competitors' marketing budgets are irrelevant. For founders: this is what product-led growth actually looks like when it works.
The Keyword Moat
FreeAgent owns 'freeagent' (49K searches) but the real gold is in adjacent territory: 'government gateway' (89K searches) and 'vat calculator' (71K searches). They've positioned themselves not as an accounting tool, but as the government compliance gateway. It's a brilliant SEO arbitrage—owning the pain points before customers even know they need accounting software.
The company's leadership team tells the story: CEO Roan Lavery (former accountant), Chief Accountant Emily Coltman, and Head User Research Ryan Sackett. This isn't a tech team that learned finance—it's finance experts who built tech. That DNA explains why 91.8% of traffic comes from one country: the UK's complex tax system is their fortress.
- 398 employees generating $72M revenue = $181K revenue per employee (exceptional efficiency)
- Trustpilot's 2,740 reviews at 4.6/5 proves B2B accounting can be loved
- 91.8% UK concentration = deep moat in complex regulatory environment
- PWA + Vite stack shows modern engineering despite serving traditional market
The Unsexy Unicorn
FreeAgent proves that in enterprise software, boring beats flashy. While competitors chase AI features, they're building unbreakable trust with accountants who recommend them to every client. That's not a growth strategy—it's a monopoly in the making.
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Accounting software for every small business - FreeAgent
If you’re starting out, rapidly growing or running a well-oiled machine, FreeAgent gives you confidence in your numbers and streamlines admin so you can make it count.
Accounting software for every small business
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Reviews (20)
I think it's a great tool
I think it's a great tool. Easy to use, allowing hmrc returns directly from the platform really helps. The staff are always helpful for queries. Although they can advise, they are able to direct and reassure use of the tool. They help you understand key things needed to be done.
Customer service - top class
The customer service rep knew exactly what I needed and the issue was sorted.
Very good for accouting purposes
Very good for accouting purposes, they respond straight away when there's a question about what to do next.
Very helpful and friendly
Very helpful and friendly. Gillian followed up with useful links on an email. Went a little bit further to help me.
I wish there is a way to attach…
I wish there is a way to attach receipts to the invoice. Maybe there is a way I wish I knew how to it will be so much better
Hi there! While you can't attach receipts to the invoice, you can attach them to the email when sending it out. Read more about that here: https://support.freeagent.com/hc/en-gb/articles/115001219250-Send-an-invoice-to-a-contact#:~:text=Subject%20line%20and%20attachments Thanks, Team FreeAgent
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About freeagent.com
If you’re starting out, rapidly growing or running a well-oiled machine, FreeAgent gives you confidence in your numbers and streamlines admin so you can make it count.
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freeagent.com uses 20 technologies across their website including Cloudinary, Font Awesome, HSTS, and more.
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freeagent.com receives approximately 1.6M monthly visitors and ranks #20,137 globally. The website has a bounce rate of 27% with visitors viewing an average of 12.2 pages per visit. Users spend an average of 8:06 on the site.
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