Brandwave

How popular isH&R Block in search?

In August 2026, there were an estimated 673K branded searches for H&R Block worldwide which is down 18.2% over the last 11 months. H&R Block holds 43.8% estimated Share of Search among tax filing software worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. H&R Block43.8%
  2. TurboTax35.8%
  3. FreeTaxUSA16%
  4. TaxAct2.6%
  5. TaxSlayer1.8%
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Which tax filing software compete with H&R Block?

H&R Block against tax filing software worldwide, by month

Share of Search by month for H&R Block, TurboTax, FreeTaxUSA, TaxAct. The figures are in the table below the chart.

View monthly share of search table
MonthH&R BlockTurboTaxFreeTaxUSATaxActTaxSlayer
Oct 202537.9%46.1%11.3%2.8%1.9%
Nov 202552.5%35.3%8.7%2.1%1.4%
Dec 202541.7%41.7%12.5%2.5%1.7%
Jan 202623.5%52.4%19.2%3.2%1.7%
Feb 202624.8%45.3%24.8%3.3%1.8%
Mar 202626.2%47.9%21.5%2.9%1.6%
Apr 202624.6%45%24.6%4%1.8%
May 202634.4%41.8%18.8%2.5%2.5%
Jun 202638.7%38.7%17.3%2.8%2.3%
Jul 202643.6%35.7%15.9%2.6%2.1%
Aug 202643.8%35.8%16%2.6%1.8%
Sep 2026—————

  1. 1.H&R Block

    43.8%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.TurboTax

    35.8%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.FreeTaxUSA

    16%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.TaxAct

    2.6%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.TaxSlayer

    1.8%

    Held 5th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

Compare search popularity between H&R Block and its closest rivals

How has branded search demand for H&R Block changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for H&R Block worldwide fell from 823K to 673K.
  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax filing software worldwide increased from 37.9% to 43.8%.
  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax filing software worldwide peaked at 52.5% in November 2025 and was lowest at 23.5% in January 2026.
  • Across the 11 months ending August 2026, H&R Block rose from 2nd to 1st among tax filing software worldwide.

How did search popularity change for tax filing software worldwide in August 2026?

  1. H&R Block’s estimated Share of Search among tax filing software worldwide has gained ground for 3 months in a row, from 34.4% to 43.8% in August 2026.

  2. TaxSlayer’s estimated Share of Search among tax filing software worldwide has lost ground for 3 months in a row, from 2.5% to 1.8% in August 2026.

  3. Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.

  4. Estimated monthly branded searches for TaxAct worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.

Where does H&R Block compete?

H&R Block is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Tax filing software1st of 543.8%Shown above
Tax preparation software1st of 543.8%Show ranking
Tax preparation services1st of 651.8%Show ranking

How is H&R Block measured?

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

1 branded search term

  • h&r block

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How the Brand Demand Index is measured

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