I can't find sources but having made a budgeting app in the past have first-hand experience from being in the domain. Small businesses are well catered for wit

I can't find sources but having made a budgeting app in the past have first-hand experience from being in the domain. Small businesses are well catered for with tools like Xero, QuickBooks etc. There's a psychological issue of people treating their budgeting app as the bearer of bad news (shooting the messenger effect), which results in churn. There's also a high correlation between people looking for budgeting solutions being in a bad financial standing which makes the justification of paying for the software less likely.