AccountEdge Customer Persona Playbook

🤷 Solo Sam The Small Business Owner / DIY Bookkeeper

Who they are

Running their own business and doing their own books. No accounting background. Examples: Donna Fasi, Stephen Zeller, K&B Plastic, Darrin F.

Their job

Help me run the financial side of my business without needing an accountant.

What they actually need

• AccountEdge Pro; single user is usually fine.
• Base software plus Bank Feeds may be enough to start.
• Payments branch: do they accept credit cards, ACH, or both? If yes, they may need a Forte merchant account.
• Payroll branch: do they have employees? Do they need direct deposit? Do they need payroll forms?
• Remote access branch: if they want to work from more than one location, Hosted may be added for accessibility. Hosted is an add-on, not a separate plan.

Biggest friction points

• Overwhelmed by the full feature set.
• Help content often assumes accounting knowledge.
• They do not know what they do not know; for example, they may not realize they need Forte until trying to process a payment.
• Trial emails can dump feature lists instead of guiding first steps.
• Likely churn driver for the 25% cancellation reason: too complicated / difficult to use. This still needs to be qualified against Lauren’s customer numbers.

Content they need

• Just Getting Started? Here’s What to Set Up First.
• Simplified onboarding path: invoicing → bank connection → expand.
• Do I need payroll? decision guide.
• Do I need direct deposit? decision guide.
• Do I need payroll forms? decision guide.
• Do I need to accept credit cards? decision guide.

Related hub links

• New User Guide
• Bank Feeds / Plaid
• Payroll Troubleshooting

🤦🏾‍♀️ Bookkeeper Brenda The Accountant / Bookkeeper Managing Multiple Clients

Who they are

Professional bookkeeper or accountant managing multiple clients’ books. May manage 5–20+ company files. Often needs remote access and team collaboration. Examples: Conny, Marla Benderoff, David Black, Penny McIvor.

Their job

Manage the books for my clients efficiently from one system.

What they actually need

• Network Edition or Hosted for remote access/team access.
• Additional company files at $10/file/month beyond the 10 included.
• Potentially AccountEdge Connect for remote data entry.
• Forte merchant accounts for each client that processes payments; each requires a separate application.
• Workstation licenses and a clear understanding of Desktop vs. Hosted vs. Network Edition + Connect combinations.

Key qualifier questions from Lisa

• Are the clients going to be end users on AccountEdge as well? If so, they’ll have their own serial number and it does not count against the company file limit.
• Do you need to share the files with others in the office? If yes, they likely need Network Edition.

Pricing nuances from Lisa

• Desktop: do not charge per user; charge per computer. Costs are determined by the number of computers installing AccountEdge.
• Hosted: $50 per user. Hosted is per user, not per computer.
• Cannot mix Mac and Windows in the same local environment unless using Hosted.

Biggest friction points

• Desktop vs. Hosted vs. Network Edition decision is confusing.
• Cannot mix hosted and non-hosted users on the same file.
• Each client may need separate Forte setup.
• Cost scales differently than expected: per-computer on Desktop, per-user on Hosted, per-file charges, and per-client Forte.
• Partner Program details are not clearly communicated.

Content they need

• Which AccountEdge Setup is Right for Your Practice? decision guide.
• Managing Multiple Clients in AccountEdge guide.
• Partner Program overview, referring to Lisa’s explanation on minimizing fees by becoming a partner; call timestamp 10:45–10:54.
• Cost calculator showing total cost based on clients, users, and services.

Related hub links

• Network / Multiuser
• AE Connect
• Cash Basis / ADI-ADE
• Bank Rec Troubleshooting

🙋🏻‍♀️ QuickBooks Quitter Quinn The QuickBooks Refugee

Who they are

Currently using QuickBooks Desktop, Online, or Enterprise. Has existing accounting knowledge and data. Switching because of price increases, Intuit’s cloud push, or feature needs. Examples: Charles McLeod, Angela Horst, brnewmon.

Their job

Find something that does what QuickBooks does but doesn’t cost as much or force me to the cloud.

What they actually need

• AccountEdge Pro or Network Edition.
• Paid conversion for a new company: $389 through the AccountEdge QuickBooks conversion path; Lisa has a portal where she can check progress. Good for most migrations.
• Paid conversion for complex/Sage cases: about $1,000+ through Gary; better for intricate work and people coming from Sage.
• IIF Import as a DIY option for customers comfortable with the process.
• Manual fresh-start setup.
• Forte merchant account application.
• Payroll Tax Service and Payroll Forms Service if they process payroll.
• Bank Feeds setup.
• Clear understanding that AccountEdge is subscription desktop software, not cloud.

Biggest friction points

• Data conversion is not instant; it is a process.
• Forte application/approval takes time, so they cannot process payments on Day 1.
• Payroll is an add-on, not built into a QB-like bundle.
• They may expect 'QuickBooks but cheaper' and instead encounter a different product and different architecture.

Content they need

• Switching from QuickBooks: What to Expect and What’s Different.
• Decision tree: what do you need to migrate?
• Data conversion options and timeline guide.
• Checklist of all accounts/services they need based on what they used in QuickBooks.
• Clear comparison of what is included vs. what is an add-on.

Related hub links

• New User Guide
• Cash Basis / ADI-ADE
• Bank Feeds / Plaid
• Payroll Troubleshooting

🇨🇦 Canadian Charlie The Canadian Customer

Who they are

Canadian business owner or bookkeeper. May be using MYOB legacy or another Canadian accounting product.

Their job

Run my Canadian business with proper Canadian tax compliance and payment processing.

What they actually need

• AccountEdge Pro or Network Edition, Canadian version.
• Elavon merchant account application; this is different from US Forte and uses a different form.
• Understanding that pricing is in USD.
• Provincial tax compliance.
• Canadian payroll is different from US payroll. What they need is built into AccountEdge, not a separate add-on service like in the US.
• Need to know about the AccountEdge accept-payments page.

Biggest friction points

• Canadian users have received the US Forte application when they needed the Canadian Elavon application; this happened to Rosie from Great West Graphics.
• Pricing confusion: software is USD, merchant fees are CAD.
• Different payment processing partner than what most help content describes.
• MYOB legacy users may have purchased software that is now unsupported.

Content they need

• Getting Started with AccountEdge in Canada guide.
• Clear guidance on payment processing partners for Canadian businesses.
• USD pricing disclosure upfront.
• MYOB migration path.

Related hub links

• Payroll Troubleshooting
• Payroll Forms / Aatrix
• Bank Feeds / Plaid

👵🏼 Martha The MYOB Legacy User

Who they are

Long-time MYOB user, sometimes for 20+ years. Software may require confirmation codes that are no longer available because the service was discontinued in October 2022. Computer may not be internet-connected.

Their job

Keep my business running without being forced into something I didn’t ask for.

What they actually need

• Understanding that the MYOB confirmation service is discontinued.
• Clear upgrade path to AccountEdge subscription.
• Data migration from legacy MYOB files.
• Empathy. These are loyal customers who may feel forced into a subscription model.

Biggest friction points

• They may say AccountEdge is holding them and their business hostage.
• Purchased software is effectively bricked without confirmation.
• They may not want cloud or subscription but feel they have no choice.
• They may not have internet on the machine.
• They may have 20+ years of data they cannot access without a confirmation code that no longer exists.

Content they need

• For MYOB Users: Your Options and Next Steps.
• Clear empathetic explanation of what happened and why.
• Data migration guide from legacy MYOB files.
• Offline access options and internet requirement details.

Lisa’s MYOB macro

Effective October 10th, 2022 the MYOB confirmation service is no longer available. If you would like to upgrade your software to a non-confirmation version we have the following option which has the ability to upgrade your current MYOB file, so that you do not lose access to your data. AccountEdge is Desktop software. Your data file and the application are installed / saved on your local computer. You can cancel at anytime without the loss of data. Your company file, will however, become read only. Monthly Pricing: $20 USD - initial license, $10 USD - Additional License, $20 USD - Payroll, $10 USD - Phone Support, $5 USD - Bank Feeds. Licenses are based on number of computers installing AccountEdge.

Related hub links

• Installation / Update
• Finding Company Files

👨🏽‍💼 Growing Greg The Multi-User / Network Customer

Who they are

Business with multiple employees who need simultaneous access to the same company file. Typically a growing small business with an office LAN. Example: Michele from Lunbar Marine.

Their job

Let my team work in the same accounting file at the same time without stepping on each other.

What they actually need

• AccountEdge Network Edition specifically, not Pro.
• FileConnect running on the host machine.
• Proper LAN configuration: 100BaseT+ Ethernet, TCP/IP, wired preferred.
• Workstation licenses for each additional user.
• Host machine meeting recommended specs.

Key distinction from Lisa

• Network Edition does not provide remote access. Everybody has to be at the same location. If they need remote access, they need Hosted.

Biggest friction points

• FileConnect errors and network configuration issues.
• Michele from Lunbar Marine was hung up on by phone support three times.
• NAS drives are not supported; this is a common misconception.
• Cannot share a file between Network Edition and Pro users simultaneously.
• Performance issues if the host machine is underpowered.

Content they need

• Setting Up AccountEdge for Multiple Users: Complete Guide.
• Network requirements checklist before installing.
• FileConnect troubleshooting guide.
• Do I need Network Edition, Hosted, or Both? decision guide.

Related hub links

• Network / Multiuser
• AE Connect
• Installation / Update

🙆🏻‍♀️ Payroll Patty The Payroll-Focused Customer

Who they are

Their primary driver is payroll processing. They may not even know AccountEdge is a full accounting suite. They found it by searching for payroll solutions. Usually a business owner or office manager whose primary concern is running payroll correctly and on time.

Their job

Make sure my employees get paid correctly and my tax filings are right.

What they actually need

• AccountEdge Pro or Network Edition with Payroll Tax Service add-on.
• Payroll Forms Service / Aatrix for filing.
• Updated payroll tax tables at the start of each year.
• Clear understanding that the payroll module, payroll forms, and payroll tax tables are three separate things with separate subscriptions.

Relationship to Solo Sam

• Payroll Patty is essentially Solo Sam through a payroll lens. The persona structure and friction points mirror Solo Sam, with payroll as the core concern.

CX Health Check signals

• 53 payroll-related conversations in 750 conversations.
• Barrett Haus had payroll tables dated 2025 after updating.
• MELISSA had a 96-part thread on payroll journal entries and reporting mismatches.

Biggest friction points

• Customers do not understand the difference between payroll module, payroll forms, and payroll tax tables.
• When something expires or does not update, they do not know which piece to fix.
• Tax tables may not update automatically or may still show prior-year dates after an update.
• Filing deadlines create urgency, especially around 941, 940, and W-2 deadlines.
• Payroll report mismatches erode confidence in the numbers.
• They can get redirected to technical support when asking payroll questions in chat.

Content they need

• Understanding Payroll in AccountEdge: What’s Included and What’s an Add-On.
• Payroll Tax Tables Not Updated? Here’s What to Check.
• Filing deadline checklist with what needs to happen in AccountEdge before each deadline.
• Setting Up Payroll When Switching to AccountEdge for Quinn-crossover customers who had payroll bundled in QuickBooks.

Related hub links

• Payroll Troubleshooting
• Payroll Forms / Aatrix
• New User Guide

👨‍🦳 Tire-Kicker Tom The Trial User

Who they are

Evaluating AccountEdge alongside other options. May or may not convert. Asking comparison, pricing, and feature questions but has not committed.

Their job

Figure out if this is the right tool for my business before I commit.

What they actually need

• Clear comparison information: what is included vs. what is add-on, and how AccountEdge differs from what they use now.
• Straightforward pricing.
• A trial experience that lets them evaluate without hitting walls.
• A path to talk to a real person for pre-purchase questions.

Important reframe

• Tom is not a persona in the same way the others are. Tom is any persona in trial mode. The real question is how to identify which persona Tom actually is during the trial so he can be routed correctly.

Trial flow from Lisa

• They get an email with a download and serial number.
• Use the serial number to register the application.
• Do not create a live file in the trial. If they make a mess, it will create horrible support information.
• If they put a real file in the trial, it will still be there; they just register and that is it.
• The trial will have widgets but no payroll unless they register.

CX Health Check signals

• 85+ potential customer/partner conversations spiraled to 60–100+ message parts with 4–5 reopens.
• 8+ trial-experience breaking conversations.

Biggest friction points

• Getting stuck in loops with Eddie instead of being connected to sales.
• Trial periods expiring or breaking before enough evaluation time.
• Not understanding which version they need: Pro vs Network Edition, Mac vs Windows.
• Pricing and plan confusion at signup.
• No clear path from 'I’m interested' to 'here’s what you need based on your situation.'

Content they need

• Which AccountEdge Is Right for You? interactive guide or decision tree.
• Clear pricing comparison page.
• What’s Included vs. What’s an Add-On breakdown.
• Visible path to schedule a call with sales.
• Qualifier questions could become the trial onboarding flow that identifies which persona Tom actually is and routes him accordingly, or respectfully qualifies him out if AccountEdge is not a fit.

Related hub links

• New User Guide
• Installation / Update