Novo Data Reveals Top 10 SaaS Providers for Small Businesses: Intuit Takes the Lead While Channel Companies Fall Behind

In data released from Novo, the ten most popular SaaS providers for small businesses.

Novo analyzed SaaS payment data between January 2022 and February 2023 from more than 70,000 of its financially-active self-employed and small business customers across industries. The majority of the businesses earned $250,000 or less in annual revenue, had three or fewer employees, and were all based in the United States. Through Novo’s analysis, the company found that these ten companies were behind the most popular SaaS apps for small business owners.

1. Intuit
2. Google GSuite
3. Adobe
4. Shopify
5. Canva
6. Gusto
7. Squarespace
8. Microsoft 365
9. GoDaddy
10. Wix

Let’s link the two to the previous story.  

First, when most providers think about the software, their clients are using… I suspect many of these aren’t on the list.   That’s likely a problem, and when I’ve been critical of SaaS management solutions, it’s because they don’t move beyond Google and Microsoft management.    If the number one solution businesses use is Intuit… why are they never even discussed?   That seems like a concern.

Here’s the other notable thought.  How many of these are so-called channel companies?    Two or three, if we’re generous to GoDaddy?    Yet this is the top ten list.     There’s a disconnect here to be exploited.