A B2B software brand made human

Exact is the market leader in cloud business software. Though it is often perceived as purely functional. Reliable, high quality, but “just accounting software.” In reality, Exact has much more to offer. The challenge was to broaden that perception and reach new audiences, with the ambition to make Exact a relevant, loved, and iconic brand that reaches far beyond accounting.

Research, interviews, and workshops showed something valuable. Every day, professionals work with passion and craftsmanship from accountants in hectic tax seasons, to entrepreneurs eager to grow, to construction managers juggling multiple projects. But the demeaning factor hides in the critical moments, when deadlines are nearing, big decisions have to be made, and the world around them keeps changing, unreliable systems and administrative chaos create stress. 

That insight helped expand Exact’s narrative and reach new audiences. It became the basis of the campaign positioning Exact as the smart, reliable solution that helps every small business stay in control. Giving them confidence and peace of mind to focus on what matters most, especially in uncertain times when you can’t keep still.