What Hubdoc does

Hubdoc is a document automation and data capture platform that collects, organizes, and extracts structured data from financial documents (receipts, bills, statements) and publishes them to accounting and cloud storage systems. Founded in 2011 in Toronto, the company's core technology combines computer vision on document images with machine learning-based extraction of fields such as supplier names, amounts, invoice numbers, and due dates, with rules-based automation (Supplier Rules) that code and route documents to downstream systems. The platform supports multiple capture methods (mobile photo, email forwarding, desktop upload, automated financial-institution connections) and integrates natively with Xero, QuickBooks Online, Bill.com, Box, Dropbox, ShareFile, SmartVault, and Google Drive. Source documents are attached to synced accounting transactions, supporting audit-ready recordkeeping.

Hubdoc was acquired by Xero in 2018 and has since been bundled into select Xero plans (effective March 2020). Its primary go-to-market combines product-led self-serve signup with a channel-driven partner program in which accounting and bookkeeping practices receive free Hubdoc accounts and earn Xero partner points (5 points on signup, 1 per client connected). The product is distributed globally through the Xero App Store, Xero's single sign-on identity layer, and regional partner enablement across Canada, the US, Australia, the UK, New Zealand, Singapore, and South Africa. It serves two primary customer segments — accountants/bookkeepers and the small businesses they advise — with secondary appeal to bookkeeping practice owners seeking to scale per-client servicing economics.

The business model is anchored on recurring subscription revenue, primarily via inclusion in Xero plans and freemium access for accounting practices, with standalone subscription access available for non-Xero users. Compliance is inherited from Xero's SOC 2 Type II and ISO/IEC 27001:2013 certifications. The Toronto office has been positioned by Xero as a product and technology hub housing data, AI, and machine learning teams, building on the original Hubdoc engineering base.

Name

Hubdoc

Legal name

Hubdoc Inc.

Website

https://hubdoc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Hubdoc is a Toronto-based document automation platform, acquired by Xero in 2018, that collects financial documents, extracts data via machine learning, and syncs source-attached transactions to Xero, QuickBooks Online, Bill.com, and cloud storage for accountants and small businesses.

Ownership category

akta.pro rank

Product category

Document and Data Capture Software

NAICS

Information (51), Document Preparation Services (56141)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Document Workflow, Routing & Approvals (Content-Centric Workflow) (HDAEAGAG)

Keywords

• Document automation software
• Financial data capture
• Accounts payable automation
• Bookkeeping automation
• Receipt management software

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Xero Bundle Inclusion: Hubdoc is included with select Xero plans, with the service appearing on the Xero invoice for connected organizations. This represents the primary revenue mechanism as part of Xero's product ecosystem.
2. Standalone Subscription: Accounting and bookkeeping practices can access free Hubdoc partner accounts. Standalone pricing may apply for non-Xero users accessing Hubdoc directly.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hubdoc is a document automation platform that collects financial documents (bills, receipts, statements) via mobile photo capture, email forwarding, desktop upload, and automated connections to third-party sites and financial institutions; extracts key data such as supplier names, amounts, invoice numbers, and due dates using machine learning; and publishes documents and extracted data as transactions into accounting platforms such as Xero and QuickBooks Online, with source documents attached. It is targeted at accountants, bookkeepers, and small businesses seeking to eliminate manual data entry and maintain audit-ready documentation.

Product overview

Hubdoc is a document automation platform consisting of a core product and multiple add-on modules. The Hubdoc Core Platform collects financial documents (receipts, bills, statements) via mobile app, email forwarding, and desktop upload, then extracts key data and publishes to accounting systems. The core platform integrates natively with Xero and QuickBooks Online for accounting sync, Bill.com for accounts payable automation, and Box for cloud document storage, enabling accountants and bookkeepers to eliminate manual data entry while maintaining audit-ready documentation.

Differentiator

Problem solved

Functional benefit

Products and services

• Hubdoc Core Platform Cloud-based document and data capture platform that imports financial documents (receipts, bills, statements) via mobile photo, email forwarding, desktop upload, and automated third-party connections; uses machine learning to extract key fields such as supplier names, amounts, invoice numbers, and due dates; and publishes documents and extracted data as transactions into accounting platforms with source documents attached. Targeted at accountants, bookkeepers, and small businesses that need to eliminate manual data entry.

Quantifiable outcome

• Saves 30%+ of time spent on document collection and data entry tasks
• +2 more outcomes

Named customers7 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

Integration10 records

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• XerocoreTechnology or Integration · 1 January 2018Xero acquired Hubdoc in 2018. Hubdoc is now included in select Xero plans and deeply integrated into the Xero platform with single sign-on, data sync, and support through Xero Central. Xero partners can earn partner points through Hubdoc usage.
• QuickBooks OnlinecoreTechnology or IntegrationHubdoc syncs financial documents and extracted data as transactions in QuickBooks Online with source documents attached. Supports Chart of Accounts and Vendor imports, bank feed auto-matching.
• Bill.comcoreTechnology or IntegrationHubdoc automatically pulls bills, extracts key data, and publishes to Bill.com with documents attached. Creates and codes bills in Bill.com with Supplier Rules. Imports Accounts, Vendors, Classes, and Departments from Bill.com.
• Xero Partner ProgramcoreGTM or Marketing PartnerHubdoc is recognized in the Xero partner program. Xero partners can earn 5 partner points for signing up for free Hubdoc account and 1 point per client connected. Partner points influence Xero pricing and practice positioning in the Xero Advisor Directory.

Scale indicators3 records

Expansion highlights5 records

Direct peers

• Bill.com: Bill.com is both a deep Hubdoc integration partner and a partial competitor in AP automation. Its bill capture and payment workflow overlaps with Hubdoc's bill extraction and publishing capabilities, especially for SMBs and accounting practices.
• Dext (formerly Receipt Bank): Dext is the closest direct competitor to Hubdoc, offering receipt and bill capture plus data extraction for accountants and SMBs. It integrates with Xero, QuickBooks, and Sage, and competes head-to-head for the same accountant/SMB persona and use cases.
• AutoEntry: AutoEntry provides automated data capture from bills, receipts, bank statements, and invoices, with deep integrations into Xero, QuickBooks, Sage, and other accounting platforms. It is a direct Hubdoc peer in document capture and OCR-based data extraction for accountants.

Others

• Plaid: Plaid is a financial data connectivity layer that powers bank feeds and account linking for apps including Xero and QuickBooks. It is adjacent to Hubdoc as an upstream data source feeding accounting platforms, rather than a direct document capture competitor.
• Dropbox: Dropbox is a Hubdoc cloud storage integration partner and a broader document storage and collaboration platform. It is adjacent rather than directly competitive, but its document management capabilities can substitute for parts of Hubdoc's cloud backup use case.

Broad incumbents

• Sage: Sage is a global accounting and ERP incumbent with document management and AP automation features that overlap with Hubdoc. It competes for accountants and SMBs in the UK, AU, and other markets where Hubdoc also operates.
• QuickBooks Online (Intuit): Intuit's QuickBooks Online is a Hubdoc integration partner and a broader cloud accounting incumbent with native document capture and receipt management. It competes with Hubdoc for SMBs and accountants and could increasingly bundle native capture to reduce Hubdoc's role.
• Xero: Xero is Hubdoc's parent company and the broader cloud accounting incumbent. It owns Hubdoc and bundles it in select plans, making Xero both the largest distribution channel and the broad incumbent against which Hubdoc's capture feature competes.

Emerging players

• Expensify: Expensify focuses on expense management and receipt capture for employees and SMBs, with integrations into accounting platforms. It overlaps with Hubdoc on receipt OCR and bill/expense workflows, though it leans more toward T&E than core bookkeeping capture.
• Veryfi: Veryfi provides OCR and AI-based data extraction for receipts, invoices, and bills, with APIs used by accounting and expense apps. It competes on extraction accuracy and speed, often via embedded/white-label arrangements versus Hubdoc's end-user product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Hubdoc
• YouTubeyoutube.com/channel/UCo6CEWJJesO-GKVvNGu_Q3A
• Facebookfacebook.com/hubdoc
• LinkedInlinkedin.com/company/2716253

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors5 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 Hubdoc