Brandwave

How popular isXero in search?

In August 2026, there were an estimated 1.9M branded searches for Xero worldwide which held steady over the last 11 months. Xero holds 43.7% estimated Share of Search among accounting 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. Xero43.7%
  2. QuickBooks34.6%
  3. Zoho Books19.1%
  4. FreshBooks1.7%
  5. Sage Intacct0.97%
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Which accounting software compete with Xero?

Xero against accounting software worldwide, by month

Share of Search by month for Xero, QuickBooks, Zoho Books. The figures are in the table below the chart.

View monthly share of search table
MonthXeroQuickBooksZoho BooksFreshBooksSage Intacct
Oct 202541.8%40.4%14.9%2%0.91%
Nov 202545.3%35.9%16.2%1.8%0.81%
Dec 202540.5%39.1%17.6%2%0.88%
Jan 202642%40.2%14.9%2%0.91%
Feb 202642.2%40.5%15%1.4%0.92%
Mar 202642.2%40.5%15%1.4%0.91%
Apr 202642.2%40.6%15%1.4%0.92%
May 202645.6%36%16.2%1.2%0.99%
Jun 202645.2%35.8%16.1%1.8%1%
Jul 202648.7%31.8%17.5%1.1%0.9%
Aug 202643.7%34.6%19.1%1.7%0.97%
Sep 2026—————

  1. 1.Xero

    43.7%

    Held 1st. 1.9M estimated branded searches, -17.6% vs prior month. Share -5 points.

  2. 2.QuickBooks

    34.6%

    Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share +2.8 points.

  3. 3.Zoho Books

    19.1%

    Held 3rd. 827K estimated branded searches, -0.1% vs prior month. Share +1.5 points.

  4. 4.FreshBooks

    1.7%

    Held 4th. 74.9K estimated branded searches, +46.5% vs prior month. Share +0.6 points.

  5. 5.Sage Intacct

    0.97%

    Held 5th. 42.1K estimated branded searches, -0.33% vs prior month. Share +0.1 points.

Compare search popularity between Xero and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Xero worldwide held steady at 1.9M.
  • Across the 11 months ending August 2026, Xero’s estimated Share of Search among accounting software worldwide increased from 41.8% to 43.7%.
  • Across the 11 months ending August 2026, Xero’s estimated Share of Search among accounting software worldwide peaked at 48.7% in July 2026 and was lowest at 40.5% in December 2025.

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

  1. In August 2026, QuickBooks gained estimated Share of Search among accounting software worldwide, from 31.8% to 34.6%.

  2. In August 2026, Zoho Books gained estimated Share of Search among accounting software worldwide, from 17.5% to 19.1%.

  3. In August 2026, FreshBooks gained estimated Share of Search among accounting software worldwide, from 1.1% to 1.7%.

  4. In August 2026, Xero lost estimated Share of Search among accounting software worldwide, from 48.7% to 43.7%.

Where does Xero compete?

Xero 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
Accounting software1st of 543.7%Shown above
Bookkeeping software1st of 444.1%Show ranking
Small business accounting platforms1st of 645.6%Show ranking

How is Xero measured?

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.

7 branded search terms

  • xero
  • xero accounting
  • xero accounting software
  • xero invoicing
  • xero payroll
  • xero tax
  • xero tax software

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

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