Xero research finds Aussie entrepreneurs aren’t acknowledging key business milestones

Melbourne, Australia — 29 September 2025 — New research from global small business platform, Xero, has revealed Australian entrepreneurs may be overlooking the significance of their achievements, with only 51% of small business owners reporting they’ve achieved a business milestone this year, and almost a third (32%) saying they haven’t reached one in more than three years.

The research report, which surveyed 500 Australian small business owners, found that 59% of owners recognize the importance of celebrating wins, but just 21% take the time to celebrate each of these moments, despite many reporting benefits including improved employee wellbeing (80%), performance (79%), morale (78%), and team happiness (67%) as a result.

Angad Soin, Managing Director ANZ and Global Chief Strategy Officer at Xero said: “We know small business owners are often stretched for time, to the point that they’re not stopping to recognize their achievements. However, capitalizing on those ‘made-it moments’ is not only enjoyable, it’s good for business.

“When our culture only acknowledges success via a global ranking, it tells founders their progress at home doesn't count. A smarter approach is to champion the incremental wins, because that’s what builds the momentum and resilience needed for long-term success,” Soin said.

Supercharging business milestones to made-it moments

Among the most commonly cited business milestones, half – or less than – of Aussie entrepreneurs consider gaining repeat customers (50%), being able to pay themselves a salary (47%), and receiving positive customer reviews (41%) as moments worth acknowledging. Even fewer small businesses mark milestones like reaching profitability targets (35%), launching the business (31%), making the first sale (30%), and expanding into new regions or countries (16%).

There were a number of factors cited by business owners as having an impact on reaching their achievements, including macroeconomic pressures like inflation and rising interest rates (83%), as well as the particular product/service they’re selling (53%) and also their employees (46%). However, once businesses did experience a made-it moment, they reported feeling happier (67%), energised (71%) and said it helped improve business performance (72%) and productivity (70%).

Soin added: “For Australia to compete, we must get serious about fostering ambition. That starts by valuing the moments where a small business proves it's building something that is not only scalable, but meaningful.”

This was the case for Sunshine Coast-based entrepreneur, The Laundry Lady, who described her ‘made-it moment’ as seeing her mobile laundry service featured in a national campaign. That moment affirmed she wasn’t just washing clothes, but building a purpose-driven business that made life easier for both families and professionals alike.

While small business owners in Australia spent an average of AU$4,600 celebrating over the past 12 months, Xero also acknowledges the reservations of those who don’t see it as a good use of money or are concerned it may set an unsustainable precedent with employees.

For this reason, Xero has developed a suite of resources, alongside the findings, to help small business owners build a culture of celebration and recognition at little cost. Find out more at: https://www.xero.com/au/campaign/made-it-moments/.

ENDS

Media Contact

Xero Australia | Jess Brophy | Director of Communications, ANZ | +61 431 268 549 | jess.brophy@xero.com

About Xero

Xero is a global small business platform that helps customers supercharge their business by bringing together the most important small business tools, including accounting, payroll and payments — on one platform. Xero’s powerful platform helps customers automate routine tasks, get timely insights, and connects them with their data, their apps, and their accountant or bookkeeper so they can focus on what really matters. Trusted by millions of small businesses and accountants and bookkeepers globally, Xero makes life better for people in small business, their advisors, and communities around the world. For further information, please visit xero.com.