Brandwave

Tax preparation services:Which brands are most popular in search?

In August 2026, H&R Block was the most searched among tax preparation services worldwide, with an estimated 673K branded searches and 51.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. H&R Block51.8%
  2. TurboTax42.3%
  3. TaxAct3.1%
  4. TaxSlayer2.1%
  5. Liberty Tax0.62%
  6. Jackson Hewitt0.08%

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Share of SearchLeaderboard

Compare the tax preparation services operators run on. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among tax preparation services worldwide, by month

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

View monthly share of search table
MonthH&R BlockTurboTaxTaxActTaxSlayerLiberty TaxJackson Hewitt
Oct 202542.5%51.7%3.1%2.1%0.51%0.07%
Nov 202557.1%38.4%2.3%1.5%0.56%0.11%
Dec 202547%47%2.8%1.9%1%0.25%
Jan 202629%64.7%3.9%2.1%0.23%0.09%
Feb 202632.8%60%4.4%2.4%0.27%0.08%
Mar 202633.2%60.8%3.7%2%0.27%0.08%
Apr 202632.5%59.5%5.4%2.4%0.22%0.06%
May 202642.1%51.1%3.1%3.1%0.51%0.08%
Jun 202646.6%46.6%3.4%2.8%0.56%0.09%
Jul 202651.6%42.2%3.1%2.5%0.51%0.08%
Aug 202651.8%42.3%3.1%2.1%0.62%0.08%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.H&R Block

    51.8%

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

  2. 2.TurboTax

    42.3%

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

  3. 3.TaxAct

    3.1%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.TaxSlayer

    2.1%

    Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.5 points.

  5. 5.Liberty Tax

    0.62%

    Held 5th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  6. 6.Jackson Hewitt

    0.08%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among tax preparation services worldwide?

In August 2026, H&R Block was the most searched among tax preparation services worldwide, with an estimated 673K branded searches and 51.8% estimated Share of Search within this set. TurboTax is in 2nd place, 9.5 percentage points behind at 42.3% Share of Search.

Global tax preparation services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
H&R Block42.5% → 51.8%57.1%Nov 202529%Jan 20262nd → 1st
TurboTax51.7% → 42.3%64.7%Jan 202638.4%Nov 20251st → 2nd
TaxAct3.1%5.4%Apr 20262.3%Nov 20253rd
TaxSlayer2.1%3.1%May 20261.5%Nov 20254th
Liberty Tax0.51% → 0.62%1%Dec 20250.22%Apr 20265th
Jackson Hewitt0.07% → 0.08%0.25%Dec 20250.06%Apr 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation services worldwide increased from 42.5% to 51.8%.
  • Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation services worldwide decreased from 51.7% to 42.3%.
  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation services worldwide peaked at 57.1% in November 2025 and was lowest at 29% in January 2026.
  • Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation services worldwide peaked at 64.7% in January 2026 and was lowest at 38.4% in November 2025.
  • Across the 11 months ending August 2026, TaxAct’s estimated Share of Search among tax preparation services worldwide peaked at 5.4% in April 2026 and was lowest at 2.3% in November 2025.
  • Across the 11 months ending August 2026, TaxSlayer’s estimated Share of Search among tax preparation services worldwide peaked at 3.1% in May 2026 and was lowest at 1.5% in November 2025.
  • Across the 11 months ending August 2026, H&R Block rose from 2nd to 1st among tax preparation services worldwide.
  • Across the 11 months ending August 2026, TurboTax fell from 1st to 2nd among tax preparation services worldwide.
  • Across the 11 months ending August 2026, TaxAct, TaxSlayer, Liberty Tax and Jackson Hewitt held steady: their estimated Share of Search among tax preparation services worldwide each moved less than 0.5 percentage points.

How did search popularity change for tax preparation services worldwide in August 2026?

  1. H&R Block’s estimated Share of Search among tax preparation services worldwide has gained ground for 3 months in a row, from 42.1% to 51.8% in August 2026.

  2. TaxSlayer’s estimated Share of Search among tax preparation services worldwide has lost ground for 3 months in a row, from 3.1% to 2.1% 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.

  5. Estimated monthly branded searches for Jackson Hewitt worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.

  6. Estimated monthly branded searches for Liberty Tax worldwide fell 18.2% over 11 measured months, from 9.9K to 8.1K in August 2026.

How the Brand Demand Index is measured

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