Rhino Software

What Rhino Software does

Rhino Software Ltd is a UK-based, privately-held software company (incorporated in England & Wales, company number 09379891) that builds cloud-based business management and accounting software for small businesses, sole traders, landlords, accountants, and limited companies in the United Kingdom. Its core product, the Rhino App (also operated under the DBA "Rhino Apps"), is an integrated SaaS platform accessible via web and mobile that combines invoicing, expense tracking, contact/CRM management, estimating, live bank-feed integration, basic and full double-entry accounting, professional services automation (PSA), and an e-commerce module, with a separate DIY Tax sub-brand (diy-tax.co.uk) targeted at MTD beginners. The technology architecture is a single cloud application with HMRC-recognised integration for Making Tax Digital (MTD) VAT and Income Tax Self Assessment filings, AI-driven bank reconciliation, EU-hosted GDPR-compliant data, and an ECSC-audited security posture.

The business model is product-led subscription SaaS with a freemium-to-professional tier ladder (Free, £7+VAT, £14+VAT, £39+VAT per month), plus a £30+VAT/month Online Retail add-on with no sales commission. Distribution is primarily self-serve via rhinoapps.com with no credit card required to trial, supplemented by an exclusive Making Tax Digital partnership with the Federation of Small Businesses (FSB) that bundles Rhino as an FSB member benefit, in-app video tutorials, free 30-minute onboarding consultations, and email/telephone/video premium support. Revenue is unconfirmed and the company remains bootstrapped with 1–10 employees, founded in 2015, and led by founder/CEO Eugene Blaine.

Name

Rhino Software

Legal name

Rhino Software Ltd

Website

https://rhinoapps.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Rhino Software is a UK-based cloud SaaS company providing integrated accounting, invoicing, CRM, MTD tax compliance, and e-commerce software for sole traders, small businesses, landlords, and accountants, distributed via self-serve and an FSB partnership.

Ownership category

akta.pro rank

Product category

Small Business Accounting Software

NAICS

Software Publishers (5132), Other Accounting Services (541219)

SIC

Services-Prepackaged Software (7372), Services-Management Services (8741)

akta.pro primary industry

Embedded Tax, Accounting & Invoicing Finance (FSAGALAJ)

akta.pro secondary industry

Revenue Systems, E-Filing & Digital Tax Administration (BPAIADAO)

Keywords

• Cloud accounting software
• MTD compliance software
• Small business accounting
• Invoicing and expenses
• Business management platform

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Licensing: Tiered subscription model with four pricing tiers (Free, Simple, Standard, Professional) based on features, storage limits, and user capacity. Monthly billing with annual pricing available. Special FSB member discounts offered.
2. Online Retail Module: Separate £30+VAT per month subscription for e-commerce functionality with no commission on sales, providing additional revenue from online retail customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Rhino Software develops and sells "Rhino," a cloud-based SaaS accounting and business management platform for small businesses, sole traders, limited companies, landlords, accountants, and professional services firms in the UK. The platform bundles invoicing, expenses, CRM, bank integration, double-entry accounting, marketing, and e-commerce add-ons, and is HMRC Recognised for Making Tax Digital (MTD) VAT and Self Assessment compliance. A separate DIY-tax.co.uk offering extends a simplified self-service tax solution for new customers and sole traders.

Product overview

Rhino Software is a UK-based company offering an all-in-one business management and accounting software platform called Rhino App, along with a DIY Tax product for Making Tax Digital compliance. The core offering is a unified platform with integrated modules including Contact Management/CRM, Marketing, Estimating, Invoicing, Expenses, Online Retail/E-Commerce, Bank Integration, and Accounting (Basic and Full). The platform is available through tiered pricing: Free, Simple (£7/month), Standard (£14/month), and Professional (£39/month). Making Tax Digital compliance is a key offering with MTD VAT and MTD ITSA modules. The software is accessible via web and mobile devices with a focus on simplicity for small businesses.

Differentiator

Problem solved

Functional benefit

Brands

• DIY Tax: Simplified DIY Tax solution specifically designed for Making Tax Digital, accessible via diy-tax.co.uk

Products and services

• Rhino Cloud-based SaaS accounting and business management platform that integrates invoicing, expenses, CRM, bank feeds, double-entry accounting, marketing and e-commerce add-ons in a single system; built for UK sole traders, limited companies, landlords, accountants, and professional services firms needing HMRC MTD compliance.
• DIY Tax Simplified do-it-yourself tax software offered via diy-tax.co.uk, designed specifically for Making Tax Digital compliance and targeted at new customers and sole traders who only need a tax-focused solution.

Quantifiable outcome

• VAT submission time reduced to minutes
• +1 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature6 records

Partnerships

One partnership is on record.

• Federation of Small Businesses (FSB)coreGTM or Marketing PartnerRhino Software is the Making Tax Digital software partner for the Federation of Small Businesses. FSB members receive discounted rates on Rhino licences. Rhino shares customer personal data with FSB to validate membership and activate benefits. The partnership provides Rhino with access to FSB's small business member base for distribution and marketing. FSB promotes Rhino as recommended MTD compliance software to its members.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• FreeAgent: UK-focused cloud accounting and MTD software for small businesses, freelancers and landlords. Direct competitor to Rhino in HMRC-recognised MTD VAT and ITSA for the same SMB segments.
• Clear Books: UK-based cloud accounting platform serving small businesses, accountants, and not-for-profits. Comparable to Rhino on MTD, double-entry accounting, and UK SMB focus.
• KashFlow: UK cloud accounting software for small businesses, focused on MTD VAT and invoicing. Directly comparable to Rhino on pricing, customer profile, and core feature set.
• Pandle: UK cloud bookkeeping platform with MTD VAT/ITSA features aimed at small businesses and bookkeepers. Direct overlap with Rhino on MTD and entry-level SMB accounting.
• Crunch: UK-focused accounting software and service for freelancers, contractors, and small limited companies. Comparable to Rhino on SMB cloud accounting and tax compliance workflows.
• Xero: Global cloud accounting platform with strong UK presence serving small businesses and accountants. Competes with Rhino on MTD compliance, bank reconciliation, and invoicing for UK SMBs.
• QuickFile: Free/affordable UK cloud accounting for small businesses and sole traders. Competes with Rhino on price-sensitive MTD-compliant accounting for the same target customers.
• Taxfiler: UK accounting and MTD software for accountants and small businesses. Comparable to Rhino on HMRC-recognised MTD submission workflows and practice-grade accounting.

Broad incumbents

• Sage: UK-heritage accounting and payroll software provider with a broad SMB portfolio. Competes with Rhino across cloud accounting, MTD compliance, and accountant practice management.
• QuickBooks (Intuit): Established SMB accounting and tax compliance suite from Intuit, HMRC-recognised for MTD. Overlaps directly with Rhino's core offering while benefiting from global scale and brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rhinoapps
• Facebookfacebook.com/RhinoBusinessApp
• LinkedInlinkedin.com/company/rhino-software-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Rhino Software