--- title: "Tax preparation software: Which brands are most popular in search?" description: "Compare the software people file taxes with. Share of Search among H&R Block, TurboTax, FreeTaxUSA, TaxAct and TaxSlayer, the tax preparation software Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/tax-preparation-software" publisher: "Brandwave" --- # Tax preparation software: Which brands are most popular in search? Compare the software people file taxes with. Share of Search among H&R Block, TurboTax, FreeTaxUSA, TaxAct and TaxSlayer, the tax preparation software Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Tax preparation software - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: H&R Block, 43.8% ## 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. - 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. ## Compare search popularity between leading brands - [H&R Block vs TurboTax: compare search popularity](/demand/global-en/compare/hr-block-vs-turbotax): 43.8% against 35.8% Share of Search. - [H&R Block vs FreeTaxUSA: compare search popularity](/demand/global-en/compare/freetaxusa-vs-hr-block): 43.8% against 16% Share of Search. - [H&R Block vs TaxAct: compare search popularity](/demand/global-en/compare/hr-block-vs-taxact): 43.8% against 2.6% Share of Search. - [TurboTax vs FreeTaxUSA: compare search popularity](/demand/global-en/compare/freetaxusa-vs-turbotax): 35.8% against 16% Share of Search. - [TurboTax vs TaxAct: compare search popularity](/demand/global-en/compare/taxact-vs-turbotax): 35.8% against 2.6% Share of Search. - [FreeTaxUSA vs TaxAct: compare search popularity](/demand/global-en/compare/freetaxusa-vs-taxact): 16% against 2.6% Share of Search. ## How did search popularity change for tax preparation software worldwide in August 2026? - 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. - 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. - Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026. - Estimated monthly branded searches for TaxAct worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | H&R Block | 43.8% | 673K | 0.0% | H&R Block | | 2 | TurboTax | 35.8% | 550K | 0.0% | Intuit | | 3 | FreeTaxUSA | 16% | 246K | 0.0% | FreeTaxUSA | | 4 | TaxAct | 2.6% | 40.5K | 0.0% | TaxAct | | 5 | TaxSlayer | 1.8% | 27.1K | -18.1% | TaxSlayer | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | TurboTax | 1M | 46.1% | 1 | | Oct 2025 | H&R Block | 823K | 37.9% | 2 | | Oct 2025 | FreeTaxUSA | 246K | 11.3% | 3 | | Oct 2025 | TaxAct | 60.5K | 2.8% | 4 | | Oct 2025 | TaxSlayer | 40.5K | 1.9% | 5 | | Nov 2025 | H&R Block | 1M | 52.5% | 1 | | Nov 2025 | TurboTax | 673K | 35.3% | 2 | | Nov 2025 | FreeTaxUSA | 165K | 8.7% | 3 | | Nov 2025 | TaxAct | 40.5K | 2.1% | 4 | | Nov 2025 | TaxSlayer | 27.1K | 1.4% | 5 | | Dec 2025 | H&R Block | 823K | 41.7% | 1 | | Dec 2025 | TurboTax | 823K | 41.7% | 2 | | Dec 2025 | FreeTaxUSA | 246K | 12.5% | 3 | | Dec 2025 | TaxAct | 49.5K | 2.5% | 4 | | Dec 2025 | TaxSlayer | 33.1K | 1.7% | 5 | | Jan 2026 | TurboTax | 7.5M | 52.4% | 1 | | Jan 2026 | H&R Block | 3.4M | 23.5% | 2 | | Jan 2026 | FreeTaxUSA | 2.7M | 19.2% | 3 | | Jan 2026 | TaxAct | 450K | 3.2% | 4 | | Jan 2026 | TaxSlayer | 246K | 1.7% | 5 | | Feb 2026 | TurboTax | 9.1M | 45.3% | 1 | | Feb 2026 | FreeTaxUSA | 5M | 24.8% | 2 | | Feb 2026 | H&R Block | 5M | 24.8% | 3 | | Feb 2026 | TaxAct | 673K | 3.3% | 4 | | Feb 2026 | TaxSlayer | 368K | 1.8% | 5 | | Mar 2026 | TurboTax | 7.5M | 47.9% | 1 | | Mar 2026 | H&R Block | 4.1M | 26.2% | 2 | | Mar 2026 | FreeTaxUSA | 3.4M | 21.5% | 3 | | Mar 2026 | TaxAct | 450K | 2.9% | 4 | | Mar 2026 | TaxSlayer | 246K | 1.6% | 5 | | Apr 2026 | TurboTax | 7.5M | 45% | 1 | | Apr 2026 | FreeTaxUSA | 4.1M | 24.6% | 2 | | Apr 2026 | H&R Block | 4.1M | 24.6% | 3 | | Apr 2026 | TaxAct | 673K | 4% | 4 | | Apr 2026 | TaxSlayer | 301K | 1.8% | 5 | | May 2026 | TurboTax | 1M | 41.8% | 1 | | May 2026 | H&R Block | 823K | 34.4% | 2 | | May 2026 | FreeTaxUSA | 450K | 18.8% | 3 | | May 2026 | TaxAct | 60.5K | 2.5% | 4 | | May 2026 | TaxSlayer | 60.5K | 2.5% | 5 | | Jun 2026 | H&R Block | 673K | 38.7% | 1 | | Jun 2026 | TurboTax | 673K | 38.7% | 2 | | Jun 2026 | FreeTaxUSA | 301K | 17.3% | 3 | | Jun 2026 | TaxAct | 49.5K | 2.8% | 4 | | Jun 2026 | TaxSlayer | 40.5K | 2.3% | 5 | | Jul 2026 | H&R Block | 673K | 43.6% | 1 | | Jul 2026 | TurboTax | 550K | 35.7% | 2 | | Jul 2026 | FreeTaxUSA | 246K | 15.9% | 3 | | Jul 2026 | TaxAct | 40.5K | 2.6% | 4 | | Jul 2026 | TaxSlayer | 33.1K | 2.1% | 5 | | Aug 2026 | H&R Block | 673K | 43.8% | 1 | | Aug 2026 | TurboTax | 550K | 35.8% | 2 | | Aug 2026 | FreeTaxUSA | 246K | 16% | 3 | | Aug 2026 | TaxAct | 40.5K | 2.6% | 4 | | Aug 2026 | TaxSlayer | 27.1K | 1.8% | 5 | | Sep 2026 | FreeTaxUSA | — | — | — | | Sep 2026 | H&R Block | — | — | — | | Sep 2026 | TaxAct | — | — | — | | Sep 2026 | TaxSlayer | — | — | — | | Sep 2026 | TurboTax | — | — | — | ## What is being compared - **FreeTaxUSA**: Measured on the search term “freetaxusa”. - **H&R Block**: Measured on the search term “h&r block”. - **TaxAct**: Measured on the search term “taxact”. - **TaxSlayer**: Measured on the search term “taxslayer”. - **TurboTax**: Measured on the search term “turbotax”. - [FreeTaxUSA](/demand/global-en/brands/freetaxusa) - [H&R Block](/demand/global-en/brands/hr-block) - [TaxAct](/demand/global-en/brands/taxact) - [TaxSlayer](/demand/global-en/brands/taxslayer) - [TurboTax](/demand/global-en/brands/turbotax) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Tax preparation software: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/tax-preparation-software This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/tax-preparation-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.