Brandwave

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

In August 2026, H&R Block was the most searched among tax preparation software worldwide, with an estimated 673K branded searches and 43.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. H&R Block43.8%
  2. TurboTax35.8%
  3. FreeTaxUSA16%
  4. TaxAct2.6%
  5. TaxSlayer1.8%

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Share of SearchLeaderboard

Compare the software people file taxes with. 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 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—————

This month’s ranking, August 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 leading brands

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

In August 2026, H&R Block was the most searched among tax preparation software worldwide, with an estimated 673K branded searches and 43.8% estimated Share of Search within this set. TurboTax is in 2nd place, 8 percentage points behind at 35.8% Share of Search.

Global tax preparation software, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
H&R Block37.9% → 43.8%52.5%Nov 202523.5%Jan 20262nd → 1st
TurboTax46.1% → 35.8%52.4%Jan 202635.3%Nov 20251st → 2nd
FreeTaxUSA11.3% → 16%24.8%Feb 20268.7%Nov 20253rd
TaxAct2.8% → 2.6%4%Apr 20262.1%Nov 20254th
TaxSlayer1.9% → 1.8%2.5%May 20261.4%Nov 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation software worldwide increased from 37.9% to 43.8%.
  • Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation software worldwide decreased from 46.1% to 35.8%.
  • Across the 11 months ending August 2026, FreeTaxUSA’s estimated Share of Search among tax preparation software worldwide increased from 11.3% to 16%.
  • Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation 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, TurboTax’s estimated Share of Search among tax preparation software worldwide peaked at 52.4% in January 2026 and was lowest at 35.3% in November 2025.
  • Across the 11 months ending August 2026, FreeTaxUSA’s estimated Share of Search among tax preparation software worldwide peaked at 24.8% in February 2026 and was lowest at 8.7% in November 2025.
  • Across the 11 months ending August 2026, TaxAct’s estimated Share of Search among tax preparation software worldwide peaked at 4% in April 2026 and was lowest at 2.1% in November 2025.
  • Across the 11 months ending August 2026, TaxSlayer’s estimated Share of Search among tax preparation software worldwide peaked at 2.5% in May 2026 and was lowest at 1.4% in November 2025.
  • Across the 11 months ending August 2026, H&R Block rose from 2nd to 1st among tax preparation software worldwide.
  • Across the 11 months ending August 2026, TurboTax fell from 1st to 2nd among tax preparation software worldwide.
  • Across the 11 months ending August 2026, TaxAct and TaxSlayer held steady: their estimated Share of Search among tax preparation software worldwide each moved less than 0.5 percentage points.

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

  1. H&R Block’s estimated Share of Search among tax preparation 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 preparation 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.

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