Its ease of use and the fact that it's compatible with a number of different database platforms. I wish it had more report options, but that may have to do with the fact that this is a relatively new company. It's a great tool, and I highly recommend it. It's helped us organize and improve our business processes. The ease of use of the software. I can create my own reports in minutes using the software. The templates are very helpful as well. The support team is also very responsive. Sometimes, it takes time for the support team to respond to your questions. They could improve their customer service. I would recommend this product to anyone who needs to create custom reports. I am solving our problems by providing accurate data to our management team and financial staff.