Oct 30, 2026 · 18 min · 9 segments
**State-based plans and a newly available AI platform put software costs and accountants' oversight role in focus.** ***By Seth Fineberg*** *For CPA Trendlines* Avalara is making its sales tax…
Seth FinebergHost
It almost seems like Avalara really as a brand, it's more of a content company than a software company, which is another term I think that is going to kind of go by the wayside, especially with the evolution of technology and AI, which we'll get to.
so you've seen a lot over the years uh you've you've evolved along with with the profession itself um and as such like many uh i guess for lack of a better term software makers technology companies who have gotten uh to you know uh even the uh you know large national even global level like avalara has um it's, you know, become a bit of a, a challenged, you know, brand.
Um, what would you say to practitioners who are maybe just starting to get to, to know you and also maybe who are, you know, aware of some of the challenges that you've been through? How, how are you addressing them today?
Yeah, I think, um, you know, Avalara, uh, that we are and i think you know in today's world um people really value transparency and they value um you know honesty and and being able to ensure that they have a trusted partner that will grow with them and so avalara you know we we plug into 14 000 different accounting platforms which is kind of a wild concept if you think about it, right? So that's every little POS player out there to large scale ERPs all the way up to the SAP oracles of the world.
And so what we've done is we have tried to rethink how we are going to market and partnering with accounting firms and ensuring that level of transparency is out there.
And Avalara has had the perspective of we never publish a price because, again, across 1,400 different platforms, that becomes really cumbersome.
But what we've tried to get back to is back to basics, right? So we've introduced a new pricing model that I think really is in the spirit of transparency and making it just really easy, especially in that lower end of the market.
So what we've done is any company that is below 50 million GMV or annual revenue, we have very transparent pricing because we understand their arms around what it's like to be a compliant company.
Our partners in the accounting space have been very receptive to this new pricing model.
It almost seems like Avalara really as a brand, it's more of a content company than a software company, which is another term I think that is going to kind of go by the wayside, especially with the evolution of technology and AI, which we'll get to.
so you've seen a lot over the years uh you've you've evolved along with with the profession itself um and as such like many uh i guess for lack of a better term software makers technology companies who have gotten uh to you know uh even the uh you know large national even global level like avalara has um it's, you know, become a bit of a, a challenged, you know, brand.
Um, what would you say to practitioners who are maybe just starting to get to, to know you and also maybe who are, you know, aware of some of the challenges that you've been through? How, how are you addressing them today?
Yeah, I think, um, you know, Avalara, uh, that we are and i think you know in today's world um people really value transparency and they value um you know honesty and and being able to ensure that they have a trusted partner that will grow with them and so avalara you know we we plug into 14 000 different accounting platforms which is kind of a wild concept if you think about it, right? So that's every little POS player out there to large scale ERPs all the way up to the SAP oracles of the world.
And so what we've done is we have tried to rethink how we are going to market and partnering with accounting firms and ensuring that level of transparency is out there.
And Avalara has had the perspective of we never publish a price because, again, across 1,400 different platforms, that becomes really cumbersome.
But what we've tried to get back to is back to basics, right? So we've introduced a new pricing model that I think really is in the spirit of transparency and making it just really easy, especially in that lower end of the market.
So what we've done is any company that is below 50 million GMV or annual revenue, we have very transparent pricing because we understand their arms around what it's like to be a compliant company.
Our partners in the accounting space have been very receptive to this new pricing model.
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