What Roveel does

Roveel, trading name of Complete Analytics Limited, is a Norwich-based UK SaaS company that provides cloud-based drill-down reporting and dashboarding for businesses running Sage and Xero accounting software. The platform connects natively to Sage 50 (versions V18/2012 through current), Sage 200 Professional, Sage Accounting (SBCA), Xero, Sicon add-ons for Sage 200, and SQL/MySQL/MariaDB/ODBC databases, then transforms the underlying transactional data into pre-built financial, sales, purchase, customer, and credit-control dashboards with transaction-level drill-down that the source accounting platforms do not provide natively. Beyond the out-of-the-box Base Pack, Roveel sells a catalogue of marketplace add-ons (PDF reports, group consolidations, manual syncs, archived data, TV screen displays) and offers a bespoke dashboard development service with fixed-cost quotations.

Roveel monetises primarily through monthly and annual SaaS subscriptions tiered by accounting platform: Sage Accounting at £25/month (£275 annually), Sage 50 at £60/month (£660 annually), Sage 200 at £450/month for 5 users with additional user pricing, and Xero at £35/month (£385 annually), supplemented by marketplace add-ons and bespoke professional services. Distribution combines a self-serve product-led growth motion (14-day free trial, no credit card required, 5-45 minute setup) with marketplace listings on Sage Marketplace and the Xero App Store (where Roveel holds Gold Partner status), an enterprise sales motion for bespoke work, and a Partner Hub affiliate programme paying first-month commissions. Customers span SMB to enterprise across retail, wholesale/distribution, manufacturing, construction, services, education, care homes, non-profits, and sports, including named users such as SaxonAir, Innova Art, Rothen Group, TCS, Azets, and Gloucester Rugby Club, the latter as an Official Reporting Partner sponsorship.

Name

Roveel

Legal name

Complete Analytics Limited

Website

https://roveel.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Roveel is a Norwich-based UK SaaS platform that delivers drill-down dashboards, reporting, and bespoke analytics on top of Sage and Xero accounting data for SMB and mid-market customers, distributed via self-serve, the Sage and Xero marketplaces, and a partner channel.

Ownership category

akta.pro rank

Product category

Business Intelligence & Reporting Software

NAICS

Software Publishers (513210), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Dashboarding & KPI/Performance Management (HDAEAMAF)

akta.pro secondary industries

Financial Planning & Analysis (FP&A) & BI (HDAEAMAG), Enterprise Application Reporting, BI & Analytics Enablement (BPAEAGAK), Data Exploration & Ad-Hoc Query Tools (HDAEAMAL)

Keywords

• Business intelligence reporting
• Drill-down dashboards
• Accounting reporting software
• Cloud reporting platform
• Sage Xero integration

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue - Sage Accounting: Monthly and annual subscription tiers for Sage Accounting integration. Provides access to pre-built dashboards and reports. First month free promotional offer.
2. Subscription Revenue - Sage 50: Monthly and annual subscription tiers for Sage 50 integration. Includes all standard reporting features and dashboards.
3. Subscription Revenue - Sage 200: Enterprise-tier monthly subscription for Sage 200 with 5 users included. Annual subscription with 20% support charge. Pricing calculator for additional users.
4. Subscription Revenue - Xero: Monthly and annual subscription tiers for Xero integration. Provides transaction-level drill-downs and custom reporting capabilities.
5. Marketplace Add-ons: Individual dashboard and report purchases from marketplace. Products include Profit Overview (£10), Sales Targets (£20), PDF reports (£20), Manual Syncs (£15-£45), Group Consolidations (£26-£155).
6. Bespoke Development Services: Custom design, development, and deployment of dashboards tailored to specific business needs. Fixed-cost quotation with end-to-end support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels14 records

Core offering

Roveel provides a cloud-based business intelligence and reporting platform that integrates with accounting software such as Sage (50, 200, Accounting) and Xero, along with database systems (SQL Server, MySQL, MariaDB, ODBC). The platform transforms accounting and operational data into interactive, drill-down dashboards for transaction-level analysis. It also offers bespoke reporting services for tailored analytics requirements.

Product overview

Roveel is a cloud-based business intelligence and reporting platform offered as a unified product with modular components. The core offering includes the Base Pack of ready-made dashboards and reports for financial reporting, sales analytics, purchase insights, customer metrics, and credit control. Additional product modules include Sage Accounting Integration (£25/month), Sage 50 Reporting (£60/month), Sage 200 Reporting (£450/month), and Xero Reporting (£35/month), each providing drill-down dashboards specific to that accounting platform. The Bespoke Reporting service offers custom-designed dashboards built to specific business requirements with consultation and ongoing support. The Marketplace provides supplementary add-on dashboards and reports including PDF reports (Customer Flash Report, Supplier Flash Report, Finance Report), Group Consolidations for multi-entity reporting, Manual Syncs, Archived Data access, CSV Uploads, and TV Screen displays. Sicon Integration connects Sage 200 add-on modules for project accounting, stock management, and service management into Roveel dashboards. Database integrations support SQL Server, Azure SQL, MySQL, MariaDB, and ODBC connectivity for direct data access.

Differentiator

Problem solved

Functional benefit

Products and services

• Roveel Cloud Reporting for Sage Accounting Subscription-based cloud reporting and dashboarding offering connected to Sage Accounting, providing drill-down management reports and transaction-level analysis for SMB finance teams.
• Roveel Cloud Reporting for Sage 50 Subscription-based cloud reporting and dashboarding offering for Sage 50 users, providing automated synchronisation and drill-down reporting from Sage 50 data into interactive dashboards.
• Roveel Cloud Reporting for Sage 200 Subscription-based cloud reporting and dashboarding offering for Sage 200 environments, supporting more complex multi-entity reporting and group-level analytics.
• Roveel Cloud Reporting for Xero Subscription-based cloud reporting and dashboarding offering for Xero users, transforming Xero accounting data into interactive management dashboards for SMBs and practices.
• Roveel Bespoke Reporting Tailored reporting service where Roveel builds custom dashboards and analytics solutions to a client's specification, typically used when requirements exceed off-the-shelf offerings or involve non-standard data sources.

Quantifiable outcome

• Save up to 5 working days per week on manual reporting work
• +3 more outcomes

Named customers18 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• CIM SoftwareminorStrategic or Co-development Partner · 8 June 2026Sage specialist partner for UK manufacturing sector providing Sage 200 and Sage 50 consultancy, implementation, and support.
• Sage (UK) LimitedcoreTechnology or IntegrationOfficial Sage Tech Partner providing drill-down dashboards and reporting for Sage 50, Sage 200, and Sage Accounting. Roveel connects with both cloud and desktop versions of Sage software. Listed on Sage Marketplace.
• XerocoreTechnology or IntegrationXero App Store Gold Partner providing enhanced reporting capabilities beyond native Xero. Offers transaction-level drill-downs, tracking category analysis, and custom dashboards.
• SiconcoreTechnology or IntegrationSicon Tech Partner for integrated reporting with Sicon add-ons for Sage 200, including project accounting, stock management, and service management modules.
• Gloucester Rugby ClubflagshipStrategic or Co-development PartnerOfficial Reporting Partner of Gloucester Rugby Club. Businesses signing up can donate their first month's subscription to the club. Roveel provides dashboards for club management.
• Adept ToolsminorChannel Partner/ Reseller/ DistributorAdept Tools specialises in Sage 50 and 50cloud add-ons, offering add-ons and data repairs for Sage 50 Accounts. Referral partnership.
• Sage Accounts SolutionsminorChannel Partner/ Reseller/ DistributorAccredited Sage partner providing training, support and consultancy for Sage products.
• Entegraty Rainbird Business SolutionsminorChannel Partner/ Reseller/ DistributorSageCRM consultancy, implementation, development, training and support services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Spotlight Reporting: Spotlight Reporting offers financial reporting, dashboards, and forecasting tools for accountants and SMEs using Xero, QuickBooks, Sage, and other accounting platforms. It is one of the most direct competitors in the accounting-software BI category where Roveel operates.
• LiveFlow: LiveFlow offers financial reporting and dashboards purpose-built for QuickBooks and Xero users, enabling real-time consolidation, budgeting, and KPI tracking. It targets the same SMB/accountant market as Roveel with similar subscription pricing.
• Joiin: Joiin automates consolidation of financial, sales, and KPI data across Xero, QuickBooks, Sage, and spreadsheets. Notably, Joiin is also a Roveel integration partner, indicating comparable consolidation/reporting functionality for multi-entity customers.
• Fathom: Fathom provides financial analysis, reporting, and visualization tools built on top of accounting platforms like Xero, QuickBooks, and Sage. It directly competes with Roveel in the accounting-adjacent BI/reporting space with similar drill-down capabilities and subscription pricing.

Emerging players

• Crunchboards: Crunchboards (by Crunch Accounting) provides dashboard and KPI reporting layered on top of Xero and other accounting platforms. It serves accountants and SMEs with pre-built financial dashboards directly comparable to Roveel's value proposition.
• Float Cash Flow: Float provides cash flow forecasting connected to Xero, QuickBooks, and Sage. While focused on forecasting rather than historical BI, it overlaps with Roveel's financial planning use case and competes for the same accountant/SME audience.

Broad incumbents

• Klipfolio: Klipfolio provides cloud-based dashboard and BI tools with connectors to numerous data sources. While it overlaps with Roveel on dashboarding for SMBs, it is a more general-purpose BI platform rather than an accounting-specific specialist.
• Databox: Databox is a broader BI/dashboarding platform with integrations to many data sources including accounting platforms. It competes with Roveel in the SMB dashboarding space but as part of a wider portfolio of integrations beyond just accounting.
• Microsoft Power BI: Power BI is a dominant enterprise BI platform with connectors to Sage, Xero, and many database sources. It represents the broader competitive threat Roveel faces from well-capitalized incumbents expanding into accounting data analytics.

Others

• Castaway Forecasting: Castaway is a cloud-based forecasting and modeling software for financial planning that integrates with Sage and Xero. As a Roveel partner in the broader financial management ecosystem, it represents an adjacent solution that overlaps somewhat in financial reporting/FP&A use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roveelHQ

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Roveel