What Futrli does

Since being acquired by Sage Group plc in 2022, Futrli has operated as a wholly-owned subsidiary under the legal entity HAMY LTD, branded as 'Futrli by Sage', and is positioned as the forecasting and advisory layer within Sage's SMB accounting ecosystem. The business model is purely subscription-based SaaS, offered via a 14-day free trial with no credit card required (product-led growth) and supplemented by an assisted sales motion for larger practices; pricing is tiered by Business ($40 to $550/month, 1–50+ licenses) and Practice (£40 to £600/month, 1–50+ clients) segments, with local-currency billing across USD, GBP, CAD, AUD, EUR, NZD and ZAR and multi-year annual commitments available. Customer segments are SMBs and accounting/bookkeeping practices (with an extended international/multi-entity use case), acquired directly via self-serve, through the accountant-as-channel partner motion, and increasingly via Sage's global partner network; revenue is not publicly disclosed and the unit employs 11–50 people across the UK and Australia.

Name

Futrli

Legal name

HAMY LTD

Website

https://futrli.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Futrli is a UK-based SaaS platform offering real-time cash flow forecasting, 3-way P&L/balance sheet/cash flow projections and customizable reporting for small and medium businesses and the accountants and bookkeepers serving them, operating as a wholly-owned subsidiary of Sage Group plc.

Ownership category

akta.pro rank

Product category

Financial Forecasting Software

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Finance Services (6199)

akta.pro primary industry

Budgeting & Cash-Flow Management (FSAGADAA)

akta.pro secondary industry

Cash Forecasting, Reconciliation & Liquidity Tools (FSAMAOAH)

Keywords

• Cash flow forecasting
• Financial reporting software
• Business performance management
• Scenario planning software
• Accounting practice software

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription SaaS (Business Plans): Tiered subscription model for businesses with plans based on number of licenses (1-5, 6-18, 19-33, 34+). Features are identical across tiers with differentiation on license count and pricing per additional license.
2. Subscription SaaS (Practice Plans): Tiered subscription model for accountants/bookkeepers managing multiple client organizations. Plans include bundled client licenses with discounted per-client pricing for additional clients.
3. Multi-currency Pricing: Pricing available in USD, GBP, CAD, AUD, EUR, NZD, and ZAR to serve international markets. Annual billing available with multi-year commitment options.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

Futrli is a cloud-based SaaS platform that delivers real-time cash flow forecasting, 3-way integrated financial forecasting (P&L, Balance Sheet, Cash Flow) with up to 3-year projections, customizable reporting and dashboards, and scenario modelling for small businesses, accountants, and bookkeepers. The platform integrates natively with Sage, Xero, and QuickBooks Online accounting software to automatically pull data, with Excel upload available for non-integrated systems, and supports multi-currency consolidation across international entities.

Product overview

Futrli is a unified cloud-based forecasting and reporting platform owned by Sage, offering a modular product architecture. The core Futrli Platform provides the foundation with three main product tiers: Flow (real-time cash flow forecasting), Predict (AI-powered financial predictions), and Playground (demo environment). Additional modules include Business Performance Management, Financial Reporting Software, Cash Flow Forecasting Software, Multi-currency Consolidations, HR Forecasting, and Budgets & Scenarios for variance analysis. Futrli integrates natively with Sage, Xero, and QuickBooks Online accounting software, and also supports Excel data uploads for organizations without direct accounting software integration. The platform is designed for both businesses (for internal financial management) and accountants/bookkeepers (for advisory services to clients), with multi-entity consolidation capabilities and white-label options available.

Differentiator

Problem solved

Functional benefit

Products and services

• Futrli Platform

Quantifiable outcome

• Fresh Financials saves 75% of their time forecasting with Futrli
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• XerocoreTechnology or IntegrationNative integration partnership allowing Futrli to automatically pull accounting data from Xero customers' accounts. Users can connect their Xero organization with one-click integration.
• QuickBooks OnlinecoreTechnology or IntegrationNative integration partnership enabling automatic data synchronization from QuickBooks Online users. Futrli can connect to QuickBooks organizations for real-time forecasting.
• Sage AccountingcoreTechnology or IntegrationIntegration with Sage Accounting products as part of Sage's product ecosystem. Data synchronization from Sage into Futrli for forecasting and reporting.
• SwoopminorStrategic or Co-development PartnerPartnership for the 'Forecasting to Funding' webinar series. Swoop provides funding and financing options that Futrli advisors can connect clients to, creating a complete advisory workflow: Health Check → Forecast → Funding → Growth/Rescue.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Fathom HQ: Fathom is a financial analysis, reporting, and forecasting platform purpose-built for accountants and SMBs. It directly competes with Futrli in 3-way forecasting, dashboards, and advisor-focused workflows, with similar Xero/QuickBooks/Sage integrations.
• Spotlight Reporting: Spotlight Reporting provides financial reporting, forecasting, and dashboards for accountants and SMBs. It is a close competitor to Futrli, with overlapping Xero/QuickBooks/Sage integrations and a similar advisor-channel go-to-market.
• Float App: Float is a cash flow forecasting tool for SMBs and finance teams, offering scenario planning and integrations with Xero, QuickBooks, and Sage. It directly competes with Futrli's core cash flow forecasting proposition.
• Calxa: Calxa delivers cash flow forecasting, budgeting, and reporting for accountants and SMBs, with Xero/QuickBooks/MYOB integrations. Its target customer and product feature set overlap closely with Futrli.
• LiveFlow: LiveFlow offers cash flow forecasting and financial reporting integrated with QuickBooks and Xero, with a strong focus on SMBs and accounting firms. It competes head-to-head with Futrli in the same channel and product category.

Emerging players

• Jirav: Jirav provides AI-driven financial planning and analysis (FP&A) for SMBs and accounting firms, including forecasting, budgeting, and reporting. It overlaps with Futrli's scenario modeling and dashboard capabilities, with growing accountant-channel focus.

Broad incumbents

• Sage Intacct: Sage Intacct is Sage Group's mid-market cloud financial management platform with native budgeting, reporting, and forecasting capabilities. It is the internal broad incumbent Futrli must coexist with within Sage's portfolio.
• Xero Analytics: Xero's analytics and reporting suite is embedded in the dominant SMB accounting platform that Futrli integrates with. As Xero expands native cash flow and scenario features, it represents the principal platform-level competitive threat to Futrli.
• QuickBooks Advanced: QuickBooks Online Advanced includes enhanced reporting, custom dashboards, and forecasting features for growing SMBs. As Intuit layers on more native analytics, it compresses the addressable market for third-party tools like Futrli.

Others

• Prophix: Prophix is a corporate performance management (CPM) platform offering budgeting, forecasting, and reporting for mid-market and enterprise finance teams. While serving larger customers than Futrli, it represents an adjacent FP&A category that may move downmarket over time.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/futrli
• Instagraminstagram.com/futrli
• Xx.com/futrli

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Futrli