Cassell & Co Retains Clients and Boosts Xero Adoption with Rechargly

Cassell & Co is a boutique accounting firm based in Surry Hills, Sydney. Founded eight years ago, the firm focuses on small to medium-sized businesses, particularly those in the creative space. Led by partners Jacquelyn Cassell and Kat Abrahams, the team prides itself on being hands-on, personal, and responsive to client needs.

The Challenge: Hold The Line On Xero Without Extra Admin

Cassell & Co had long asked clients to hold their own software subscriptions to avoid admin that “just becomes messy” and where “a lot of time and money gets lost.”

When Xero introduced a major price rise and plan changes, many clients began questioning whether to stay. The team wanted to keep clients on Xero but could not justify managing subscriptions manually because the effort would outweigh any discount they could offer.

“It made sense to take that opportunity to give up some of the discount to keep the clients using Xero,” Kat said.

The Solution: Use Rechargly To Pass On Discount And Centralise Management

Cassell & Co adopted Rechargly so they could manage client subscriptions and pass on part of their Xero partner discount.

They started with a small group of clients, then invited their wider base to transfer subscriptions. The initial uptake was strong, and follow-up reminders brought steady ongoing transfers.

Clients responded because the discount kept their Xero costs in line with what they had been paying before. Kat noted that it “made it cheaper for everyone” and “kept it in a similar price range.” For the firm, it also ensured clients continued using the same system, making accounting work simpler and more consistent.

Over time, the number of managed subscriptions has grown significantly, with their Xero bill increasing from around $250 per month to roughly $550–$600 as more clients came on board.

Making It Work Operationally

Cassell & Co refined the process quickly. They invoice clients at the end of each month, close to when Xero charges arrive, so the gap between payments is short. Separate line items in their accounts make it easy to check that incoming and outgoing amounts match.

The first two months can feel uneven while billing cycles align, particularly if a transfer happens mid-month. The July price change also created some confusion for clients, but those issues settled quickly.

Early challenges included Stripe emails that did not match the firm’s tone and a few mismatched client files, which were fixed by adjusting communications and internal checks. Some clients also requested tax invoices instead of payment receipts, which the team resolved by issuing invoices from Xero and coordinating with Rechargly to support the feature.

“Nothing we’ve encountered has made it harder or made us regret doing it. It’s just been about finding what works and refining our internal processes,” Kat said.

Results: Lower Client Costs And Minimal Ongoing Effort

Clients stayed on Xero, benefitting from lower costs through the discount. For Cassell & Co, the ongoing workload is minimal. Kat said it “doesn’t take me any time now,” aside from a few exceptions such as clients who delay signing their agreements, which their practice manager now follows up.

Practical Tips For Other Firms

• Understand Xero’s billing cycle before getting started and set expectations that the first two months may feel inconsistent as cycles align.
• Forward bills and send invoices promptly to stay on top of collections.
• Be ready to provide a tax invoice if clients request one.
• Offer a clear choice: clients can pay Xero directly at the standard rate or transfer and receive a discount through the firm.
• Spend the time to understand what communication is sent by Rechargly and Stripe so it matches your firm’s tone.

“You’ve got no harm in trying anything, so I feel like people should try and use it if they’re already managing it,” Kat said.