Online accounting software firm MYOB is celebrating record attendance numbers at its MYOB INCITE event this year.

The New Zealand leg of the tour kicked off in Auckland yesterday, with events in Wellington and Christchurch to follow later in the week.

According to the company, registrations for the events were trending above last year's record of 10,000.

The event is aimed to unite accountants, bookkeepers, consultants and add-on partners to “inspire them to take advantage of the transformations occurring within the industry”.

CEO Tim Reed outlined the company's vision for the profession, and MYOB's latest innovations that will enable practices to future proof their businesses. He says the decisions that practices make today, will be critical for tomorrow.

“What we have developed is a ground-breaking platform for efficiency to enable our partners and their clients to take advantage of best in market bank feeds, government connections, connected services, and add-ons,” Reed says.

“Through the MYOB platform, together with MYOB business solutions, we enable clients and accountants to communicate and collaborate together more effectively than ever,” he says.

“This Connected Practice is a huge step towards greater workability between practices and their clients”, says Reed

Reed says the adoption of online and mobile technology is having big impacts on the accounting profession.

“We are seeing effects and opportunities in three areas: transaction processing, compliance and advisory,” he explains.

“These three accounting workflows are now more closely intertwined than ever before, creating innovative new possibilities for practices and their clients.

“The Connected Practice is how we see the profession taking shape, and it is the guiding light to MYOBs continuing investment in cloud accounting. It delivers time and efficiency to partners, enabling them to grow their advisory business,” Reed says.

The events saw MYOB announce a number of new services that will be rolled out in 2016. New services include an online ledger, Essentials Connected Ledger, and Essentials Accounting Starter.

 “We are focused on delivering integrated workflows between businesses, practice and partner solutions, ensuring collaboration on data, documents and tasks,” Reed explains.

“By extending our product offering, our partners can now benefit from this connectivity with even more of their client base and be the most effective and efficient in the market,” he says.