H&R Block vs TurboTax:Which is more popular by branded search?
In August 2026, H&R Block had more branded searches than TurboTax among tax preparation software worldwide. H&R Block was estimated to have 673K branded searches compared to TurboTax’s 550K, and held a 43.8% Share of Search versus TurboTax’s 35.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, H&R Block or TurboTax?
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 by month for H&R Block, TurboTax. The figures are in the table below the chart.
View monthly share of search table
| Month | H&R Block | TurboTax | FreeTaxUSA | TaxAct | TaxSlayer |
|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 46.1% | 11.3% | 2.8% | 1.9% |
| Nov 2025 | 52.5% | 35.3% | 8.7% | 2.1% | 1.4% |
| Dec 2025 | 41.7% | 41.7% | 12.5% | 2.5% | 1.7% |
| Jan 2026 | 23.5% | 52.4% | 19.2% | 3.2% | 1.7% |
| Feb 2026 | 24.8% | 45.3% | 24.8% | 3.3% | 1.8% |
| Mar 2026 | 26.2% | 47.9% | 21.5% | 2.9% | 1.6% |
| Apr 2026 | 24.6% | 45% | 24.6% | 4% | 1.8% |
| May 2026 | 34.4% | 41.8% | 18.8% | 2.5% | 2.5% |
| Jun 2026 | 38.7% | 38.7% | 17.3% | 2.8% | 2.3% |
| Jul 2026 | 43.6% | 35.7% | 15.9% | 2.6% | 2.1% |
| Aug 2026 | 43.8% | 35.8% | 16% | 2.6% | 1.8% |
| Sep 2026 | — | — | — | — | — |
How has the H&R Block and TurboTax comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: H&R Block took it in November 2025, TurboTax took it in January 2026, H&R Block took it in July 2026.
- Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation software worldwide moved from 37.9% to 43.8%, and its estimated monthly branded searches moved from 823K to 673K.
- Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation software worldwide moved from 46.1% to 35.8%, and its estimated monthly branded searches moved from 1M to 550K.
How did search popularity change for tax preparation software worldwide in August 2026?
2 changes
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.
Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using H&R Block’s and TurboTax’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
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