Buhrdorf positioned ZenBusiness against LegalZoom as the most directly implied competitor in the formation and compliance space, though he declined to comment on whether LegalZoom had approached the company with an acquisition offer. He described ZenBusiness as "the Shopify for the service industry," using Shopify as a category analogy rather than a direct rival.
In the context of merchant payment fees, Buhrdorf referenced Square and Stripe as pricing benchmarks, saying their rates "are not cheap" and that ZenBusiness prices its merchant account below market. These figures were Buhrdoof's characterization of competitors and are not confirmed figures from those companies. The company also relaunched its website builder product, which Buhrdorf said "competes with everything in the market," without naming specific rivals.