Tradify
Job management software for trades businesses in NZ, Australia, and UK.
On the record
Checkpoint: GeoOp/GeoNext rationalization decision under Access, expected to show whether Tradify keeps its own team or gets merged
The call
Tradify's data lock-in keeps customers paying, but the real question is whether Access Group runs it as a growth brand or quietly merges it into a bigger platform.
Tradify makes scheduling and invoicing software for plumbers, electricians, and other trades. It has sticky customers because they've entered years of job history and connected it to their accounting, making it hard to leave, but it faces pressure from Jobber, a much larger competitor with 10 times more users who actively market against it. The big question is what happens next: parent company The Access Group is consolidating Tradify with similar products like GeoOp, so the next 6 to 18 months will show whether Tradify stays independent or gets merged into something else, which could change where the best people work and how the product evolves.
Why
01
AI pressure: Jobber's AI-assisted quoting and scheduling tools. Jobber, 10x Tradify's size, is adding AI features that could make switching costs feel smaller for tradies comparing platforms. Could AI do the core job? Only partly.
02
Bigger players: The Access Group (PE-backed parent, now also owns GeoOp and GeoNext). Access bought Tradify outright in Oct 2024 and folded in two rival products in Aug 2025, raising the question of which brand survives the consolidation. Could a giant copy it? Yes, easily.
03
What protects it. 20,000 customers with years of job history, invoices, and accounting integrations locked into Tradify's system.
What would change this call
Access Group merges or rebrands GeoOp/GeoNext into Tradify within 6-18 months of the August 2025 deal. Shows whether Access treats Tradify as a growth brand or a consolidation target.
Auckland Tradify team headcount or org placement changes within 12 months of acquisition. Indicates whether Tradify keeps operating autonomy inside Access.
NZ Overseas Investment Office issues conditions or ruling on case 202400642. Reveals regulatory constraints on how Access can integrate or restructure Tradify.
Auckland Tradify team headcount or org placement changes within 12 months of acquisition. Indicates whether Tradify keeps operating autonomy inside Access.
NZ Overseas Investment Office issues conditions or ruling on case 202400642. Reveals regulatory constraints on how Access can integrate or restructure Tradify.
Key numbers
- 20,000 customers at acquisition
- Est. $17M ARR
- 112-120 employees estimated
Named risks
- PE parent Access Group absorbing sibling brands GeoOp and GeoNext into Tradify unit signals consolidation, brand or headcount risk.
- No independent financial disclosure since October 2024 acquisition makes performance and stability hard to verify externally.
- AI features like SmartRead and SmartWrite are easily replicable by larger rivals such as Jobber, eroding differentiation.
- Jobber's 10x larger customer base and aggressive marketing could accelerate share loss in core ANZ/UK markets.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Jobber | losing to | 250,000+ customers vs Tradify's 20,000 at acquisition, plus active comparison marketing (2025-12-08) |
| Fergus | contesting | Near-parity user sentiment scores, 92 vs Tradify's 94 out of 100 (2026-03-15) |
| simPRO | contesting | Adjacent enterprise-leaning ANZ trades platform competing for larger accounts |
| ServiceTitan | gaining on | Enterprise field service incumbent operating above Tradify's SMB tier, not yet moving down-market |
Questions people ask
- Is Tradify still an independent company?
- No. The Access Group agreed to acquire 100% of Tradify Limited's shares in October 2024, ending its run as an independent NZ SaaS firm. Tradify now operates as 'Tradify (an Access Group Company)' inside Access's job management portfolio, per Access Group's August 2025 announcement.
- Who owns Tradify now?
- Tradify is owned by The Access Group, a UK-based enterprise software company backed by private equity firms Hg and TA Associates. The acquisition was announced October 1, 2024, giving Access full ownership of Tradify's 20,000-customer trades job management business.
- Could AI replace Tradify's software?
- Unlikely soon: Tradify already builds AI into its own product via SmartTools (SmartRead for bill scanning, SmartWrite for customer messages), live as of October 2025 and gated to its Plus tier since December 2025. Its moat is workflow lock-in and accounting integrations, not proprietary AI, so rivals can replicate features.
- Who is Tradify's biggest competitor?
- Jobber is Tradify's main rival, claiming 250,000+ home service customers as of December 2025, roughly 10x Tradify's 20,000 customers reported at its October 2024 acquisition, and running active comparison marketing against Tradify.
- Is Tradify profitable?
- Unknown publicly. Since The Access Group acquired Tradify in October 2024, Access does not break out subsidiary-level financials, so no audited revenue or profitability figures for Tradify have been disclosed since the deal closed.
- How many customers does Tradify have?
- At the time of its acquisition by The Access Group, announced October 1, 2024, Tradify reported 20,000 trade businesses using its platform across the UK, New Zealand, and Australia.
Timeline
- 2025-12-11Tradify gates SmartTools AI features to its Plus pricing tier per release notes
- 2025-10-16Tradify's SmartRead and SmartWrite AI features confirmed live in product
- 2025-08-06Access Group folds GeoOp and GeoNext job platforms into Tradify business unit
- 2024-10-01The Access Group announces agreement to acquire 100% of Tradify
- 2021-03-22Tradify raises NZ$10M Series A led by Movac, with Icehouse Ventures and K1W1
- 2010-01Tradify founded in Auckland, NZ by electrician Curtis Bailey (relaunched 2013)
Revision history
23 July 2026
First assessed. Protection under test. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- The Access Group Has Entered Into an Agreement to Acquire Best in Class Job Management Platform, Tradify (2024-10-01)
- Tradify (software) (2025-10-22)
- $17M Est. ARR, $51M Valuation (2025-04-09)
- The Access Group acquired GeoOp and GeoNext (2025-08-06)
- Tradify - Headcount, Funding & Open Jobs (2026-06-20)
- Tradify 2026 Company Profile
- Complete Analysis (2021-03-22)
- Powered by AI ✨ (2025-10-16)
- 2025 Release Notes, Tradify Help Centre (2025-12-11)
- Try Free for 14 Days!
- Jobber vs Tradify (2025-12-08)
- Fergus vs Tradify (2026-03-15)