Brandwave

How popular isXero?

In September 2026, people searched for Xero by name about 675,000 times in Australia, about the same as the previous year. These searches made up 80.9% of all Australia small business accounting software searches, placing Xero first out of six brands. When we asked both ChatGPT and Google AI Overviews about small business accounting software, Xero appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Xero is the most searched of 6 competitors and the most recommended in AI answers.

  1. XeroShare of searches 80.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MYOBShare of searches 13.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. QuickBooks OnlineShare of searches 4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. ReckonShare of searches 1.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. SaasuShare of searches 0.11%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top small business accounting software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xero appeared in all five answers. Xero is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Xero1st
  2. MYOB2nd
  3. QuickBooks Online3rd
  4. Rounded4th
  5. Reckon5th
  6. Saasu–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Xero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MYOB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • QuickBooks Online5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Reckon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rounded3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Saasu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about small business accounting software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which small business accounting software compete with Xero?

Xero against small business accounting software in Australia, by month

Share of searches by month for Xero, MYOB, QuickBooks Online. The figures are in the table below the chart.

View monthly share of searches table
MonthXeroMYOBQuickBooks OnlineReckonSaasuRounded
Oct 202580.1%13.1%4.8%1.8%0.1%0.07%
Nov 202580.2%13.1%4.8%1.8%0.1%0.06%
Dec 202582.3%11.1%5%1.5%0.09%0.06%
Jan 202680.1%13.2%4.8%1.8%0.1%0.06%
Feb 202680.4%13.1%4.8%1.4%0.09%0.05%
Mar 202680.4%13.1%4.8%1.4%0.11%0.06%
Apr 202680.4%13.1%4.8%1.4%0.09%0.06%
May 202680.1%13.1%4.8%1.8%0.1%0.06%
Jun 202680.1%13.1%4.8%1.8%0.12%0.07%
Jul 202680.1%13.1%4.8%1.8%0.1%0.07%
Aug 202678.1%15.7%4.7%1.4%0.08%0.07%
Sep 202680.9%13.2%4%1.8%0.11%0.06%

  1. 1.Xero

    80.9%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share +2.8 points.

  2. 2.MYOB

    13.2%

    Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -2.4 points.

  3. 3.QuickBooks Online

    4%

    Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  4. 4.Reckon

    1.8%

    Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.4 points.

  5. 5.Saasu

    0.11%

    Held 5th. 880 estimated branded searches, +22.2% vs prior month. Share 0 points.

  6. 6.Rounded

    0.06%

    Held 6th. 470 estimated branded searches, -19% vs prior month. Share 0 points.

Compare popularity between Xero and its closest rivals

Every comparison with Xero

12 comparisons

How has branded search demand for Xero changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xero in Australia held steady at 675K.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in Australia increased from 80.1% to 80.9%.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in Australia peaked at 82.3% in December 2025 and was lowest at 78.1% in August 2026.

How did search popularity change for Australia small business accounting software in September 2026?

4 changes

  1. In September 2026, Xero gained share of searches among small business accounting software in Australia, from 78.1% to 80.9%.

  2. In September 2026, MYOB lost share of searches among small business accounting software in Australia, from 15.7% to 13.2%.

  3. In September 2026, QuickBooks Online lost share of searches among small business accounting software in Australia, from 4.7% to 4%.

  4. Estimated monthly branded searches for Rounded in Australia fell 16.1% over 12 measured months, from 560 to 470 in September 2026.

How are Xero’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Xero’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • xero
  • xero payroll

Do you work for Xero? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Xero compete?

Xero is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Small business accounting software1st of 680.9%Shown above
Rostering and payroll software7th of 90.85%Show ranking
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Is Xero your brand?

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