Annature's Pravo Challenges HUB24's NowInfinity on Price and Migration

Australian software provider Annature has launched Pravo, combining company formation, corporate compliance, legal documents and digital signing in one platform aimed directly at HUB24's NowInfinity customer base.

Pravo was built over two years and tested in a 12-month private beta with more than 70 accounting firms. Annature says more than 1,000 firms in its customer base use NowInfinity, making migration and integration a practical sales opportunity.

Pricing starts at A$1 per company each month with no minimum commitment. Annature says its legal documents cost 10% to 20% less than NowInfinity's published list prices, with negotiated plans for larger firms. It is also offering free use for the remaining term of a customer's existing NowInfinity subscription before standard pricing begins.

The product includes bulk ASIC Form 484 changes, automatic Form 362 filing, integrated annual-statement payments and digital signing. A migration tool is designed to import more than a decade of NowInfinity data within days. These claims come from Annature and have not been independently benchmarked in the source.

The competitive target is measurable because NowInfinity is owned by listed HUB24. HUB24 reported that trailing-12-month document orders rose 9% to 244,645 in its first quarter of fiscal 2027, while companies using Corporate Messenger increased 9% to 964,301. Annature's chief executive predicts those measures will decline, but that is a competitor's forecast, not an observed result.

Annature says more than 8,000 businesses use its broader e-signature and identity products. Converting that installed base could lower customer-acquisition costs, while migration accuracy, legal-document quality and regulatory reliability will determine retention.

Pravo is a credible competitive launch with a low entry price and defined switching tools. Its effect on HUB24 remains unproven. Investors should watch NowInfinity order growth, Corporate Messenger companies and any HUB24 response before assuming material share loss. Accounting firms also face switching costs around staff training, audit trails and regulatory records. A low subscription price will not overcome those barriers unless migration preserves data accurately and support remains reliable.