Xero establishes the first advisory board of its kind to educate small businesses about the responsible use of data


Xero announced the launch of the first Xero Responsible Data Use Advisory Council of its kind, dedicated to educating and empowering small businesses about responsible data use.

The council, made up of experts and thought leaders from around the world, was created to underline Xero’s commitment to responsible data management. The founding group of councilors will also focus on bridging an important education gap within the small business community on data sharing and responsible data use. Xero will attempt to add more council members as needed in the future.

A recent survey of global small business owners commissioned by Xero showed the need to better understand how to use data responsibly. The survey found that less than a quarter (17%) of respondents have a good understanding of how technology providers use their company’s data. Additionally, more than a third admit that their customers are unlikely to fully understand how their company collects and uses their customer data.

When asked about the advantages of exchanging data with technology providers, the most frequent answer (36%) was none. The most common concerns about sharing data were: data sold / shared without permission, data used in a way they are uncomfortable with, and data theft or data used to sell more services / products.

“The council will play an instrumental role in helping small business owners understand the challenges and opportunities associated with sharing, managing and using data,” said Kendra Vant, executive general manager and chairman of Xero Responsible Data Use Advisory Council.

“I’m excited to see this group of industry leaders helping small business owners develop a deeper understanding and best practices for their business and give them the confidence to responsibly manage data usage with their customers.”

Rachael Powell, Xero’s chief customer officer, says it’s important not to underestimate the role data and digital technologies continue to play in small business survival during the pandemic.

“As we enter a new era in digital connectivity, it is critical that companies translate their passion for innovation into the responsible use of data,” said Powell.

“At Xero, we strive to develop products that use data responsibly and provide valuable insights to our customers so they can run their business more effectively. We also want to enable our customers to understand how their technology partners are simply using their data. “

Over the next 12 months, the Council will support a training program with original content, resources and best practices on the Xero website.

The founding council members include:

  • Kendra Vant, Executive General Manager, Data at Xero and Council Chair
  • Samuel Burmeister, Owner, Tall Books (Australia)
  • Laura Jackson, co-founder of Popcorn Shed (UK)
  • Maribel Lopez, Founder and Principal Analyst, Lopez Research (USA)
  • Wyndi Tagi, Co-Owner and Co-Founder, WE Accounting (New Zealand)
  • Eli Tagi, Co-Owner and Growth Advisor, WE Accounting (New Zealand)
  • Aaron Wittman, Founder, XBert (Australia)


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