About us

Our innovative B2B software solution builds on decades of experience in business accounting and inventory management software.

Netfira is a privately owned software company with operations in Australia, the US, and Europe. It was founded by George Ruul in 2003, and introduced its first product in 2007.

The company’s products represent a breakthrough for streamlining buying and selling between large, medium and small businesses. This B2B supply chain solution facilitates secure, real-time, end-to-end online transactions between trading partners. It also provides real-time information for buyers about inventory levels in their supply chain.

The products, NetfiraSeller and NetfiraBuyer, connect instantly to customers’ existing accounting software, including MYOB, Oracle, Peachtree, QuickBooks, Sage and SAP, among many others. The Sleeter Group named Netfira as one of its 2010 “Awesome Add-ons for QuickBooks,” for its abilities to enhance QuickBooks.

Founder George Ruul - Founder, Chief Executive Officer, Director:
• 30 years’ experience building financial systems
• Saw what users faced with existing e-commerce systems
• Recognized a global market opportunity
• Assembled a team to develop an e-trading system using new generation technologies and innovative architecture

Electrolux Australia became key customer in 2007:
• Electrolux has 250,000 individual lines of parts
• Required a call center staff of 20+ employees
• Was still processing inventory queries and orders by phone, fax, and email manually.


The Netfira solution streamlined Electrolux’ B2B transaction process, resulting in:
• Lower costs per transaction/increase in ROI
• Dealers have 24/7 access to real-time inventory prices and availability
• 100% of Electrolux’ distributors continue to use this innovative software solution

Download Netfira-at-a-Glance >>