Wave (https://www.waveapps.com/) works well for me. Admittedly, I have not explored things like accrual accounting (I just do everything on a cash basis), so I don’t know how well this is supported, and I’m perplexed that there is no easy way to generate EBITDA reports from within Wave itself, but basic tracking of expenses and transfers across multiple vendors and accounts works smoothly.

[Edit] Also, most CPAs I have talked with know and can integrate with Wave.

GNUCash would be a step in the right direction.

... I'll add reasonably user friendly to OP's requirements.

It's not THAT bad. I'd argue that if after watching a few tutorials on Youtube and playing a bit with the software, someone is not able to grasp the concepts, it's a strong indication that this person shouldn't be responsible the accounting of a small business.

Round here it seems like Quickbooks is the default. They even advertise on TV.

Sadly, that's an Intuit product.

and one that's filled with years of cruft with a subscription service tacked on but they don't really do anything and just milk it.

Definitely the “IBM” of small business though, as in you’ll never get fired for choosing it. (Although AWS took over that title for enterprise)

Maybe Notion, Airtable, nocodb