The 10 Most Popular SaaS Providers for Small Businesses

Data from over 70,000 financially-active small businesses reveals the companies behind today’s most popular SaaS apps.

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At a time when many companies are "under pressure to reduce their SaaS spend," the Novo team set out to evaluate which SaaS apps small businesses find the most essential. 

“A common thread amongst all companies named to the 10 Most Popular Small Business SaaS Providers is they’ve done a terrific job of building solutions that truly help small businesses grow and succeed,” said Dan Cronyn, EVP of Growth at Novo. “With many businesses tightening their budgets and the slew of free products in the market, this data shows how essential these software products are to powering the small business economy.” 

Novo analyzed SaaS payment data between January 2022 and February 2023 from more than 70,000 of its financially-active self-employed and small business customers across industries. The majority of the businesses earned $250,000 or less in annual revenue, had three or fewer employees, and were all based in the United States. Through Novo’s analysis, the company found that these 10 companies were behind the most popular SaaS apps for small business owners: 

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1. Intuit — Accounting and financial software takes the top spot in Novo’s inaugural listing of most popular SaaS apps for small businesses. Intuit offers a range of SaaS apps, including QuickBooks, Mailchimp, and TurboTax Live. It’s little surprise to see this suite of financial and accounting SaaS take the top spot.

2. Google (GSuite) — GSuite’s all-in-one productivity suite has become a staple of small businesses across the United States.

3. Adobe — A must-have for design, Adobe’s Creative Cloud includes all the tools a small business needs to fuel their design efforts. 

4. Shopify — Many small business owners use Shopify to build and run their e-commerce stores. Shopify helps small businesses market and sell their products to global consumer audiences. 

5. Canva — Since it was founded in 2012, Canva has emerged as one of the world’s leading graphic design platforms. 

6. Gusto — Providing best-in-class payroll, benefits, and human resource management services, Gusto is a must-have for small businesses as they start to add employees.

7. Squarespace — Squarespace makes designing and publishing websites a breeze for small business owners, regardless of developer or design experience.

8. Microsoft (Office 365) — With Microsoft Office 365, Microsoft has made its flagship Office products available to small businesses at an affordable price.

9. GoDaddy — Since 1997, small businesses owners have been using GoDaddy to buy website domains. In recent years, the company has expanded to offer a number of website and store solutions for small businesses.

10. Wix — Wix is quickly becoming one of the most popular website builders out there, and has robust capabilities for e-commerce companies.