MYOB wins Brand of the Year at 2026 Mumbrella Awards

MYOB has won Brand of the Year at the 2026 Mumbrella Awards, placing the software group among the winners in one of the programme's most contested categories.

The honour recognised a period of brand modernisation and the launch of Solo by MYOB, a mobile-first offering aimed at sole operators. Judges assessed entries on cultural impact, creativity and commercial results.

MYOB linked the award to a broader effort to reshape how it presents itself to customers, with work focused on the realities facing small businesses and sole traders. Solo was central to that effort, serving as both a standalone brand for a newer customer segment and a driver of wider changes across the parent brand.

MYOB said the commercial effect was immediate, with Solo by MYOB subscriptions 33% above target and subscriptions across its wider portfolio up 13%.

The result adds to a run of recognition for the company's branding and design work. MYOB also highlighted its inclusion in AFR BOSS Most Innovative Companies in Banking and Financial Services, three Gold awards at the Transform Awards including Best Overall Brand Identity, a D&AD shortlist for Writing for Design and a Bronze at Best Awards NZ for Best Design: Large Brand Identity.

Dean Chadwick, Chief Customer Officer at MYOB, said the award reflected a broader business effort tied to the company's stated purpose.

"This is a proud moment for MYOB. We've been deliberate about building a brand that is close to the realities of running a business today, and that comes through in the ideas and innovation we're pushing to help our customers move with confidence.

"This recognition demonstrates that creativity and commercial outcomes are intrinsically linked. It shows what can happen when you put customer understanding at the centre, challenge yourself to do things differently and build a brand that people can genuinely connect with. When the brand is clear about who it serves and why it matters, it creates stronger trust with customers and stronger momentum for the business."

Brand overhaul

Over the past three years, MYOB said it has worked to make its brand more contemporary while keeping its focus on small business customers. That process included refreshing the core brand and creating Solo as a separate identity for a new generation of sole operators.

Gab McKenzie, General Manager of Brand and Marketing at MYOB, described the latest award as recognition for that longer-term work.

"Receiving Brand of the Year is a proud moment. It recognises the deliberate work behind MYOB's evolution. Over the past three years, we've pushed ourselves to build a stronger, more modern brand while staying anchored to the one thing that has remained constant: our purpose of backing people in business.

"What makes this recognition especially meaningful is the scale of what the team has delivered in that time. We refreshed the MYOB brand, brought Solo by MYOB to market for a new generation of sole operators, and helped open up a new revenue stream for the business, while making sure the work stayed clear, relevant and connected to customer need.

"Solo has been a big part of that story. It gave us the chance to create something distinctive for sole traders while also helping shape the broader reinvention of MYOB. To see that work recognised at this level is incredibly rewarding.

"This award belongs to the many people who have contributed to it across our teams, our partners and everyone who has helped build a brand that works harder for customers and for the business."

MYOB operates in Australia and New Zealand and sells business management software to small and medium-sized companies, as well as to accountants, bookkeepers and consultants. The company said the award showed its recent brand work had helped it reach new users while lifting performance across its existing product range.

The result also stands out in the technology sector, where major brand awards have often been dominated by consumer, retail and media groups. In this case, a business software company took the top branding prize on the strength of a repositioning effort tied closely to customer acquisition and subscription growth.