If you are an accountant evaluating cash flow and forecasting tools for your practice, Futrli and Finoya are likely both on your list. Both platforms integrate with Xero and QuickBooks, both generate rolling cash flow forecasts, and both are positioned as tools to help accountants deliver better advisory to SME clients.
But they are built around different core assumptions about how advisory should work, and the right choice depends on what you are trying to accomplish for your firm and your clients. This is a direct comparison based on how these platforms function in real accounting practices.
What Futrli Does Well
Futrli has been in the market for over a decade and has a strong installed base among UK and international accounting firms. Its core strength is detailed scenario modelling and multi-version forecasting. The platform lets you build multiple forecast versions, compare them side by side, and model complex assumptions about growth, pricing changes, and operational scenarios.
This makes Futrli particularly strong for firms that do strategic planning work with clients, where the deliverable is a detailed financial model that explores different strategic options. If you are working with a client on a growth plan and need to present three different scenarios showing conservative, moderate, and aggressive assumptions, Futrli handles that workflow well.
The platform also includes budgeting and variance analysis tools that go beyond cash flow forecasting. For firms that provide full management accounting services and need to track actual performance against budget month by month, these features add value.
Futrli integrates with Xero and QuickBooks, and the data sync is generally reliable once configured. The platform supports multi-currency forecasting for businesses operating internationally, which is important for clients with cross-border operations.
Where Futrli Has Limitations
Futrli is not built as an AI-driven monitoring platform. The forecasting process requires manual input and assumption-setting. You build the forecast by defining rules and parameters, and the platform calculates the outputs. It does not proactively monitor financial data and surface insights or anomalies automatically.
For an accounting firm managing 50 to 100 SME clients, this means Futrli works well for the subset of clients who need detailed strategic financial planning, but it is not a tool you would use to monitor every client’s cash flow proactively. The manual effort required per client makes it difficult to scale across a broad SME base.
Futrli does not offer white-label capability. If your firm’s growth strategy includes offering a branded financial monitoring tool to clients as part of a monthly advisory package, Futrli is not designed to support that business model.
The user interface, while functional, is not optimised for non-finance users. It is built for accountants, and clients who log in to view their forecasts will need guidance to interpret what they are seeing. This is fine if your clients are financially sophisticated, but it can be a barrier for SME owners without finance backgrounds.
What Finoya Does Well
Finoya is built specifically for accountants, fractional CFOs, and bookkeepers who want to deliver proactive financial advisory to SME clients at scale. The platform uses AI to monitor client financial data continuously, surface anomalies, and generate insights automatically without requiring the accountant to manually review every client every week.
The key difference is in how the monitoring works. When client accounting data is connected to Finoya, the platform watches cash flow health, debtor days, creditor timing, and burn rate in real time. When any metric moves outside normal ranges, the system flags it and alerts the accountant. This means you can monitor 60 or 80 clients effectively without spending hours each week manually checking their financials.
The forecasting in Finoya is automatic and rolling. The platform generates a 90-day forecast based on historical patterns and known upcoming transactions, and updates it continuously as new data comes in. The accountant reviews the forecast, adjusts assumptions where necessary, and delivers it to the client with strategic commentary.
Scenario planning in Finoya works in real time during client conversations. You adjust variables like revenue assumptions, hiring plans, or payment timing, and see the cash flow impact immediately. This is particularly valuable for accountants and fractional CFOs who need to answer client questions live on a call rather than deferring to build analysis offline.
The white-label capability is a feature that differentiates Finoya. Accounting firms can brand the platform with their own identity and offer it to clients as a value-added service. The client sees the firm’s branding, not ours. This creates a recurring revenue stream for the firm that sits on top of compliance fees.
Where Finoya Has Limitations
Finoya is newer to the market than Futrli and does not yet have the same depth of multi-version scenario modelling. If your primary advisory deliverable is a detailed strategic financial model with multiple versions compared side by side for board presentation, Futrli has more developed tools for that specific workflow.
Finoya is optimised for straightforward SME financials. Businesses with complex multi-entity structures, consolidated group reporting, or heavy international operations may find Futrli’s capabilities more robust for those edge cases.
The budgeting and variance analysis features in Finoya are less developed than in Futrli. If your firm provides full management accounting services and clients expect detailed budget tracking with monthly variance reports, Futrli may be a better fit for that service line.
The Comparison in Practice: What Are You Actually Trying to Do?
The right platform depends on what your firm is trying to deliver and how you are structured.
If your firm specialises in strategic financial planning for a smaller number of premium clients, and the deliverable is detailed multi-scenario modelling for board or investor presentations, Futrli is a stronger fit. The depth of scenario comparison and budgeting tools support that workflow well.
If your firm is trying to deliver proactive cash flow advisory across a broad SME client base, with the goal of monitoring every client continuously and catching problems early, Finoya is built for that use case. The AI-driven monitoring and white-label capability make it possible to serve more clients effectively without proportionally increasing workload.
For accounting practices building a recurring revenue stream around a branded advisory product, Finoya supports that business model directly. Futrli does not.
Pricing: What to Factor In
Futrli is priced per client on a monthly basis. The cost increases as the number of clients grows. This works well for firms with a concentrated client base where detailed financial planning is a core service offering, but the cumulative cost becomes significant as you scale across a large SME book.
Finoya’s pricing is structured to support practices growing their advisory client base. The white-label model allows the practice to earn recurring revenue from clients using the platform, which can offset or exceed the platform cost as the client base grows.
For a practice with 50 SME clients, the economics of a white-label model where you earn revenue from the service are meaningfully different from a per-client subscription model where cost scales linearly. It is worth modelling both against your actual client base and growth objectives before deciding.
Integration and Data Quality
Both platforms integrate with Xero and QuickBooks. The integration quality is strong for both, though setup and configuration differ slightly. Futrli requires more upfront configuration to define forecast rules and assumptions. Finoya connects and starts generating forecasts automatically based on historical data, with adjustments made after initial setup.
Data quality matters for both platforms. If your clients’ books are messy or incomplete, the forecasts generated by either tool will be unreliable. Clean, well-maintained accounting data is a prerequisite for good forecasting regardless of which platform you use.
Client Experience and Usability
Client-facing usability is an area where the platforms differ meaningfully. Futrli is built for accountants, and while clients can log in to view forecasts, the interface assumes a level of financial literacy. This works fine for clients who are comfortable reading financial reports but can be intimidating for SME owners without finance backgrounds.
Finoya is designed to be used by non-finance business owners directly. The dashboards present information in plain language, the insights are explained clearly, and the interface is optimised for someone who does not know how to read a balance sheet. This makes it easier for accountants to give clients direct access without needing to walk them through the platform repeatedly.
A Quick Summary
Futrli is a mature, feature-rich platform with strong multi-scenario modelling and budgeting tools. It works well for accounting firms that do strategic financial planning for a concentrated client base and need detailed, customisable forecasts.
Finoya is built for accountants, fractional CFOs, and bookkeepers who want to deliver proactive cash flow advisory at scale. The AI-driven monitoring, real-time scenario planning, and white-label capability make it possible to serve a larger client base effectively while building a recurring revenue stream.
Both platforms are good at what they do. The question is which workflow and business model fit where your practice is headed.
Want to see how Finoya performs on your client data? Start your free trial at Finoya.ai and run a live comparison.
