Xero Power Lists boost app discovery, developer reach

Xero has introduced curated rankings in its App Store called Power Lists. The campaign places selected third-party apps into collections based on referral activity during 2025.

The Power Lists include 10 collections organised by function and industry. They are based on the highest number of unique referrals recorded in the Xero App Store in 2025, with groupings such as "The Standard Setters" and "The Trades Toolkit".

The initiative is part of Xero's annual New Year marketing push. This year, Xero promoted the Power Lists through email, blog content, in-product communications and social channels.

Xero framed the campaign as a way to improve app discovery for customers and raise the profile of developers in its ecosystem. With millions of customers globally, the App Store serves as a distribution channel for software vendors that integrate with Xero's accounting platform.

Campaign reach

Xero reported an increase in unique App Store visitors during the campaign period, boosting visibility for apps featured in the Power Lists.

More than 120 app partners appeared across the 10 lists. Xero said the selection spans a wide range of products, from spend management tools with artificial intelligence features to construction-focused software.

Engagement with app pages also rose. Xero reported that unique views of app listings more than doubled compared with its New Year campaign the prior year.

Developers closely track App Store traffic because it can translate into trials, connections and subscriptions. For Xero, the App Store is a catalogue of integrations that extend its core accounting product into adjacent workflows such as invoicing, payments, payroll, expense management and industry-specific operations.

Selection method

The Power Lists rely on referral data within the Xero App Store, using the number of unique referrals during 2025. Xero did not disclose the weighting behind the rankings or whether other signals, such as customer ratings or connection volumes, influence the final selections.

Xero described the lists as a way to reduce friction in app discovery for small businesses and advisers, while recognising developers who invest in building integrations and maintaining their listings.

"The Power Lists help shift the needle. They take the guesswork out of app discovery for Xero customers and reward developers who are focused on building seamless, high-value connections," said Cameron van Baarle, Senior Growth Manager, Xero.

Developer impact

One featured vendor, Paidnice, said inclusion improved its visibility in the Xero community. Paidnice focuses on accounts receivable automation, a competitive area as small businesses seek tighter cash-flow management.

Paidnice said the Power Lists increased awareness among Xero customers and influenced how some businesses found its product.

"Being included in the Xero App Store Power Lists has been a game-changer for our visibility. We help dozens of businesses every week automate their accounts receivable processes and get paid faster, and it's been remarkable to hear how many of them discovered Paidnice through these lists. It's been great for our visibility among the Xero community, and we're honoured to have the recognition," said Ashley Schroder, Co-founder, Paidnice.

Xero has prepared promotional assets for vendors featured in the lists. Partners received a congratulatory email and can request a marketing kit for use in their own channels.

Next cycle

Xero said it will continue compiling data for the next edition, telling developers that unique referrals and connections generated during the current year will count towards the 2027 rankings.

The approach signals an ongoing effort to use App Store merchandising and campaign marketing to influence customer choice within Xero's ecosystem. It also creates an incentive for developers to drive traffic to their listings and optimise pages for conversion through reviews, positioning and clear integration messaging.

"The 2027 lists are already in the making! Every unique referral and connection your app generates this year counts toward next year's rankings," said Baarle.