“Many investors we’ve spoken with have told us this is a lofty goal given how much Quickbooks currently dominates the SMB accounting market. However, they also agree with our core belief that there’s been a fundamental shift in how SMBs run their businesses that now makes it possible to disrupt Quickbooks’ moat.”

https://techcrunch.com/2024/05/15/embedded-accounting-layer-2-3m-quickbooks/