Sage deepens AWS ties to push AI for smaller firms

Sage has expanded its strategic relationship with Amazon Web Services, focusing on AI software for small and mid-sized businesses.

The agreement covers product development, partner distribution through AWS Marketplace, closer technology integration, and faster migration from desktop finance software to cloud-based systems on AWS.

The broader tie-up is intended to make AI-based financial management tools easier for Sage customers to adopt, while giving software partners new ways to build finance-focused AI agents on Sage technology using Amazon Bedrock AgentCore.

The companies outlined four main areas of work: broader joint sales and product efforts, new Sage Developer Solutions built on Bedrock AgentCore, tighter links between Sage products and AWS services, and a push to move more users from older desktop products to cloud systems.

Partner route

A central part of the announcement is the launch of Sage Developer Solutions on Amazon Bedrock AgentCore. The tools are expected to be offered through AWS Marketplace, where partners will be able to build and deploy AI agents for finance tasks such as accounts payable, cash flow management, payroll processing, and compliance reporting.

This is intended to create a catalogue of finance automation tools from Sage's partner network, giving customers a single channel to find and install add-on products within their existing software environments. Sage also presents the marketplace route as a way to reduce integration work for independent software vendors and developers building sector-specific applications.

The announcement reflects a broader shift in business software as vendors try to move AI from experimental use into routine operational tasks. Finance systems have become a main target because they hold structured data and include repeatable processes that companies want to automate.

Industry research cited by Sage showed global spending on AI is expected to rise by 31.9% a year between 2025 and 2029 as businesses move from testing the technology to embedding it in core operations. For smaller businesses, however, cost and complexity remain significant barriers.

Cloud migration

Another priority is moving Sage customers from desktop finance software to cloud-based products running on AWS. That matters for Sage because many smaller companies still rely on older on-premise accounting systems that are harder to update and less suited to AI tools.

By moving more customers to cloud systems, Sage can standardise delivery, update products more quickly, and make new AI features available without requiring customers to manage local infrastructure. AWS, in turn, gains more software workloads and marketplace activity tied to finance applications for small and medium-sized businesses.

The migration work will combine Sage's finance software expertise with AWS infrastructure and migration tools. The aim is to make the move less disruptive for customers that want access to live financial data and software-based automation without replacing systems all at once.

Steve Hare, Chief Executive Officer of Sage, framed the tie-up as a way to lower the barriers to AI adoption for smaller companies.

"AI presents a massive opportunity for small and mid-sized businesses. But they need AI they can trust, with the right support, tools and infrastructure to adopt it. This is what makes our collaboration with AWS so powerful. We're making it easier and faster for our customers to have greater access to trusted intelligence, built into the way they run their business," said Hare.

Julia White, Chief Marketing Officer of AWS, said the companies were focusing on direct deployment through the marketplace.

"Small and mid-sized businesses shouldn't have to choose between powerful technology and simplicity. Working with AWS to innovate for the AI era, Sage is building intelligent agents that customers can discover and deploy directly in AWS Marketplace, so growing businesses can move faster from day one," said White.

Developer focus

The relationship also gives Sage a stronger platform message for its partner ecosystem. Rather than asking developers to work across a fragmented set of deployment options, Sage is steering more activity towards AWS infrastructure and Bedrock AgentCore, with AWS Marketplace as the commercial route to customers.

That may appeal to consulting and implementation partners that want to package repeatable finance tools for industries with specific reporting and process needs. One of those partners, Wipfli, said the approach would help bring AI into day-to-day finance work.

"This collaboration reflects a shared commitment to helping organizations put advanced technology to work in practical, meaningful ways. By building on Sage's developer platform and Amazon Bedrock AgentCore, we're able to embed AI directly into the financial workflows that businesses rely on every day - driving better insight, stronger execution and lasting value. Making these solutions available through AWS Marketplace also allows organizations to adopt innovation with confidence, on their terms," said Kortas.