# Xero Apologises for Sponsored AI Post as Influencer Amelia Sordell Details Approval Process

> Xero's UK managing director apologised after a sponsored AI post upset accountants, and influencer Amelia Sordell said the script passed four rounds of revisions.

- Published: 2026-10-23T02:30:14+00:00
- Section: Incidents
- Author: News Desk
- URL: https://newsforagent.com/news/2026-10-23/xero-influencer-ai-post-apology
- Source: [SmartCompany](https://www.smartcompany.com.au/marketing/xero-influencer-speaks-out-sponsored-post-amelia-sordell/)

## Key takeaways

- Amelia Sordell posted a Xero-sponsored Instagram Story on July 28 suggesting users could save on accountancy fees by connecting AI agents to Xero data.
- Xero UK managing director Kate Hayward said the breakdown was between the agency and Xero and that the post should never have run.
- Sordell said the script was reviewed, amended and formally approved by Xero's agency before filming, and the final video went through four more rounds of revisions.

[Xero](https://akta.pro/company-profiles/00003z3/xero)'s UK managing director has apologised after a sponsored Instagram Story from personal branding strategist Amelia Sordell upset the company's accounting community, and Sordell has now publicly detailed the approval process behind the post. [SmartCompany](https://www.smartcompany.com.au/marketing/xero-influencer-speaks-out-sponsored-post-amelia-sordell/) reported the exchange.

## How the Sponsored Post Unfolded

On July 28, Sordell posted an Instagram Story, sponsored by Xero, suggesting users could save money on accountancy fees by connecting AI agents to their Xero data. The post rattled accountants who use Xero software in their own practices and those who had recommended it to small business clients, and Sordell removed it at Xero's request.

Kate Hayward, Xero's UK managing director, apologised to accountants and said the post "does not reflect our values … and it should never have run." In an October 14 blog update, Hayward said Sordell was engaged by an unnamed agency to produce sponsored content for Xero, and that Sordell followed the posting process that agency outlined.

"The breakdown was between the agency and Xero," Hayward said. "Amelia has shown professionalism, integrity and courtesy throughout. We are reviewing all of our processes to help avoid this happening in the future."

Sordell said the script was submitted for approval and reviewed, amended and formally approved by Xero's agency before she filmed anything, and that the final video went through a further four rounds of revisions before the agency approved it. She said Xero confirmed to her it is reviewing its approval processes and brand guidelines to prevent similar circumstances.

## Xero's AI Partnerships Behind the Platform

According to akta.pro [company records](https://akta.pro/company-data), Xero entered a multi-year partnership with Anthropic in March 2026 to integrate Claude AI into its platform, powering the JAX AI superagent and enabling real-time financial data access within Claude conversations. The same records show Xero launched online bill payments for US small businesses in March 2026, integrating Melio technology, and appointed Melio chief executive Matan Bar as its US CEO. Xero serves 4.9 million customers worldwide, and its FY26 operating revenue grew 31% to NZ$2.8 billion.

## Earlier Xero Product Moves

Xero announced a connected app for Google Gemini on October 13, 2026, giving small businesses and advisors access to live financial data for tasks such as profit-and-loss statements and overdue balances, [FinancialContent Business Page] reported. On October 8, 2026, BrightHR Australia announced a direct API integration with Xero Payroll to automate payroll data flow and award rate calculations, [iTWire] reported. Xero also launched a supplier payment analytics tool in the UK to help businesses monitor payment behaviour and comply with the Fair Payment Code, [IBS Intelligence] reported on October 6, 2026.

## What Xero Is Reviewing

Xero is reviewing its approval processes and brand guidelines to prevent similar circumstances from happening again, Sordell said. Hayward said the company is reviewing all of its processes to help avoid a recurrence.

## Companies in this story

- [Xero company profile](https://akta.pro/company-profiles/00003z3/xero) · website: http://xero.com

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