WorkflowMax
“Can a rebuilt job management platform recapture the professional services SMB market that Xero abandoned when it retired the original WorkflowMax?”
Founded2023
HQAustralia
IndustryVertical SaaS / Professional Services (Job Management)
The story
The original WorkflowMax was a Xero-owned job management SaaS retired in 2024. BlueRock, an Australian tech-led advisory firm, acquired the brand in 2023 and rebuilt the product as 'WorkflowMax by BlueRock', relaunching in early 2024. The current company (WFMax Pty Ltd, ACN 666 239 952) is effectively a new SaaS entity carrying a legacy brand, focused on job/project management for professional service firms globally with deep Xero and QuickBooks integration.
Product timeline
2023
BlueRock acquires the WorkflowMax brand from Xero after Xero announced it would retire the original product· acquisition
2024
Launched WorkflowMax by BlueRock — rebuilt job management platform for professional services· pivot
2025
Added AI assistant (MCP), capacity planning, multi-currency purchase orders, and Airwallex payments integration· banking
The stack
3 layers disclosed in WorkflowMax’s embedded-finance stack
Payments / PSP
FX & payouts
in the full report
Accounting
in the full report
Accounting gap: none
4 more providers across 2 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.