Is Xero Limited Worth a Look?

Small business owners will tell you how much of a hassle accounting can be. This is why it’s no surprise that cloud-based accounting software is growing in popularity. Not only do they automate part of the accounting process, but cloud software is also accessible over multiple devices, is easily shareable, have multiple add-on features to integrate other aspects of the business, and are automatically upgraded over the cloud.

Xero Limited (ASX: XRO), as one of the first cloud software-as-a-service (SaaS) accounting tools provider, is one of the beneficiaries of this trend. Xero originated in New Zealand and is listed in the Australia stock market. Today, it dominates its core Australia and New Zealand markets, and counts more than 2 million subscribers worldwide.

Using my blogging partner Ser Jing’s six-point investment framework, I analyse whether Xero has the potential to be a long-term compounder.

1. Is Xero’s revenue small in relation to a large and/or growing market, or is its revenue large in a fast-growing market?

Xero, as of 31 March 2020, served 2.285 million customers. Of which, around 1.3 million were from Australia and New Zealand, 613,000 from the UK, 241,000 in North America, and 125,000 in the rest of the world.

These numbers are tiny compared to the total number of SMEs (small, medium enterprises) in the regions. It is estimated that Australia and New Zealand have around 2.2 million and 487,000 SMEs, respectively. Meanwhile, the US has more than 30 million and the UK has 5.9 million.

Accounting is something that every company needs to do. But, cloud accounting penetration is still small. In the UK, North America, and the rest of the world, cloud adoption for accounting software is still less than 20%. This means cloud accounting software companies can grow into a largely untapped market. Yes, there are numerous players, such as Intuit’s QuickBooks, or MYOB in Australia, but the global market could be big enough for a few large players to coexist.

Xero is by far the market leader in Australia and New Zealand – and growth has slowed down there. However, Xero’s growth in other markets is still robust as subscriber count in the UK, North America, and the rest of the world increased by 32%, 24%, and 51%, respectively, in the fiscal year ended 31 March 2020 (FY2020).

Even if  Xero is able to win just 10% of the total addressable market in the English speaking world, it could see a multi-fold increase in revenue.

2. Does Xero have a strong balance sheet with minimal or a reasonable amount of debt?

It is important that Xero has the financial resources to oversee the spending that is required to gain market share in its relatively younger markets. On this front, Xero looks to be in good shape.

As of 31 March 2020, it had cash and short term deposits of NZ$536 million, and NZ$424 million in debt in the form of convertible notes. The convertible notes only mature in 2023 and can be settled in shares. As such, Xero has financial flexibility should it choose not to settle the notes in cash.

More importantly, Xero turned the corner in FY2020 as it recorded its first annual profit. The company also generated positive free cash flow. This should provide further ammunition for the company to pursue its organic growth goals or to make a strategic acquisition.

3. Does Xero’s management team have integrity, capability, and an innovative mindset?

Xero’s management team has so far demonstrated all three of these qualities. Xero has been able to grow consistently in its core markets due to strategic investments in its products, offering an open-source system for developers to build apps on its platform. It is also consistently adding new features to its product to cater to customers needs.

In FY2020, Xero rolled out Xero Tax in the UK to enable customers to digitally prepare files accounts and tax returns. It also rolled out HQ VAT in the UK so that customers can fulfill the UK government’s “Making Tax Digital” requirements.

Xero’s steady growth in revenue and its market-leading position in its home market in New Zealand and Australia is testament to the strength of management’s execution so far.

As Xero operates in a crowded market, innovation will be key when it comes to who can gain more market share. Xero has done well in this space so far and has consistently spent large sums of money upgrading its software. This innovative mindset will be vital in the company’s quest to gain meaningful market share in its less developed markets.

Glassdoor ratings are not always the most reliable, but it can be a good indicator of whether a company’s CEO is pushing the right buttons to motivate and keep his staff happy. Steve Vamos, the current CEO of Xero, boasts a solid Glassdoor rating of 89%. Vamos took over from Xero founder Rod Drury two years ago and has continued the company’s fast growth.

4. Are Xero’s revenue streams recurring in nature?

Recurring revenue is a wonderful thing to have for any business. It allows the business to plan for the future more accurately and to expend more resources on growing the business rather than retaining existing customers.

Xero has a beautiful base of recurring revenue. Its recurring subscription revenue made up 97% of total revenue in FY2020. Customers typically pay a monthly subscription for Xero’s software services.

Xero has created a sticky customer base for a few reasons. First, once you get started on Xero, it is hard to get out of it. That’s because customers have all their data logged into the software. Moving that data from one software to another can be a gruelling task.

Second, Xero has accountant partners who use Xero software. These accountant partners attract clients and in turn get rewarded by being listed on the Xero advisor directory, which gives them access to other clients. This has created a virtuous cycle that keeps on giving for both accountants and Xero.

The stickiness of Xero’s customer base is demonstrated by the low churn rate. In Xero’s last two financial years, the monthly churn rate for its customers was 1.1% and 1.13%. This means almost 99% of Xero’s customers continue using its services month after month.

5. Does Xero have a proven ability to grow?

I think the answer to this is a clear yes. Xero started as a tech start-up in 2006, and has grown from just a few thousand customers in its early days to one that serves more than 2 million worldwide.

It has executed its growth strategy well even as it expands internationally. The chart below is a visual representation of the growth in Xero’s user base over the past 11 financial years.

Perhaps more importantly, the user base growth has translated meaningfully into annualised monthly recurring revenue (AMRR). In FY2020, AMRR grew by 29%, while operating revenue grew 29%.

6. Does Xero have a high likelihood of generating a strong and growing stream of free cash flow in the future?

Xero reached an inflection point in FY2020. The company registered its first-ever operating profit. It was also the second consecutive year that the company generated positive free cash flow.

I believe Xero’s free cash flow margins can improve as it scales.

Xero boasts a high gross margin of 85.2%, which means that it has the potential to earn very high net profit margins should other costs decrease as a percentage of revenue.

As the company scales, I expect sales and marketing expenses to decrease as a percentage of revenue. Currently, sales and marketing expenses are 43.6% of revenue. This has a lot of room to drop, especially as revenue grows.

Xero’s product and design costs have also been north of 30% of revenue. Although product-upgrades are a necessary expense to keep Xero ahead of its competitors, the company has complete control over how much to spend on development costs. As it scales, this cost should also decrease as a percentage of revenue.

Risks

The biggest threat to Xero is competition from other accounting SaaS players. As mentioned earlier, accounting software is a crowded space. There are big-name players such as Intuit’s Quickbooks and Sage that are fighting for market share.

Xero, while dominant in Australia and New Zealand, will need to execute its growth strategy well to grow in its less developed markets.

Customers store important information on Xero’s software. A cyber attack could reduce trust among its users.

Inability to execute its expansion outside of its core markets is another risk for Xero. The company’s shares are currently priced for growth (more on this below) so if the company cannot match investors’ expectations, the share price may fall.

As a company that serves largely SMEs, Xero is also affected by the COVID-19 pandemic. The healthcare crisis could cause millions of SMEs to permanently close its doors. Xero may, in turn, suffer a significantly higher churn rate during this time and lower gross subscriber additions. In its recent earnings update for FY2020, Xero’s management wrote,

“[T]rading in the early stages of FY21 has been impacted by the COVID-19 environment. The continued uncertainty surrounding COVID-19 means it would be speculative for us to say anything more at this time on its potential impact on our expected performance for FY21.”

Valuation

The final piece of the analysis is to find out what is a good price to pay for the company. I like to compare what I think is a potential future value of the company in five to 10 years’ time versus the company’s current market cap.

Based on very rough estimates, let’s assume Xero can penetrate 80% of all SMEs in its core market in ANZ, 20% in the more developed UK market, and 10% in the young and competitive US market.

This translates to slightly over 9 million customers. The average revenue per user remains at around NZ$30 a month, which means Xero will earn revenue of about NZ$3.2 billion.

Let’s make two more assumptions. First, it can earn a net profit margin of 25% (which to me is conservative considering its gross margin of 85%), and second, the market is willing to price it at 30 times earnings. This will mean that Xero will command a market cap of around NZ$24 billion in five to 10 years’ time. Currently, Xero has a market cap of NZ$13.2 billion. 

Last words

Xero has all the makings of a great company. It boasts (1) a huge addressable market to tap into, (2) a strong balance sheet, (3) a management team with a track record of solid execution, (4) a proven track record of growth, (5) recurring revenue and (6) the ability to generate steady and high free cash flow margins.

Its market cap today also gives it room to grow further. 

There are risks, though. Execution risks and competition can stifle its growth. However, given all that I’ve seen so far, the risk-reward profile still is fairly appealing to me.

Disclaimer: The Good Investors is the personal investing blog of two simple guys who are passionate about educating Singaporeans about stock market investing. By using this Site, you specifically agree that none of the information provided constitutes financial, investment, or other professional advice. It is only intended to provide education. Speak with a professional before making important decisions about your money, your professional life, or even your personal life.