Xero’s flagship event returned to Brisbane this year with a twist, as live brand storytelling agency INVNT reimagined Xerocon 2025 as a high-energy town square for small business.
More than 2,500 delegates filled the Brisbane Convention & Exhibition Centre, with another 3,000+ tuning in online, making it one of the biggest and most immersive Xerocon events to date.
INVNT has partnered with Xero on Xerocon for a decade, but this year the agency pushed further into immersive storytelling.
Laura Roberts, Managing Director, APAC at INVNT, said: “This was not just an event – it was a movement. We reimagined Xerocon as a living, breathing town square of small business, where every activation told a story and every moment sparked connection.
“It was a privilege to partner with Xero for our 10th consecutive year, delivering an experience that truly supercharged their brand.”
Delegates moved through a deconstructed business district on the expo floor, with zones such as The Pit Stop, Café de Cashflow, The Laundromat, and The Construction Shed. Each activation was designed to show how Xero’s tools power everyday business operations.
Innovation on show
Xero used the event to unveil its latest innovations, including an evolved version of JAX, its AI-powered assistant, along with a new Partner Hub and redesigned navigation and homepage. The updates are aimed at making accounting simpler and more intuitive for small business operators.
The tech showcase was paired with moments designed for connection and fun. One of the most talked-about activations was the Pickle Club – a neon-lit pickleball court that brought delegates together in unexpected ways.
Collaboration in focus
For Xero, the success of Xerocon Brisbane was as much about collaboration as it was about creativity.
Justin Fraser, GM Global Brand Experience & Integrated Campaigns at Xero, said: “We truly supercharged this year’s Xerocon, and the feedback has been phenomenal.
“INVNT’s collaborative approach, creative excellence, and deep understanding of our brand helped us deliver an experience that resonated across our entire community. It was more than execution – it was co-creation, and the results speak for themselves.”
With Xerocon events planned for the UK and USA in 2026, the Brisbane edition has set a new benchmark for how brand experiences can connect communities of small business. For INVNT, it also cements its reputation for marrying storytelling with innovation at scale.