Brandwave

How popular isXero?

In September 2026, people searched for Xero by name about 169,000 times in New Zealand, about the same as the previous year. These searches made up 83.6% of all New Zealand small business accounting software searches, placing Xero first out of six brands. When we asked both ChatGPT and Google AI Overviews about small business accounting software, Xero appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Xero is the most searched of 6 competitors and the most recommended in AI answers.

  1. XeroShare of searches 83.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MYOBShare of searches 8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. HnryShare of searches 7.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. ReckonShare of searches 0.69%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. SoloShare of searches 0.07%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+1 more

Xero website (opens in a new tab)

Follow Xero and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top small business accounting software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xero appeared in all five answers. Xero is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Xero1st
  2. MYOB2nd
  3. Hnry3rd
  4. Reckon4th
  5. Cashbook Complete5th
  6. Solo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Xero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MYOB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hnry5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Reckon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cashbook Complete2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Solo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about small business accounting software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which small business accounting software compete with Xero?

Xero against small business accounting software in New Zealand, by month

Share of searches by month for Xero, MYOB, Hnry. The figures are in the table below the chart.

View monthly share of searches table
MonthXeroMYOBHnryReckonSoloCashbook Complete
Oct 202582.3%9.3%7.4%0.71%0.13%0.08%
Nov 202580.9%11%7.3%0.64%0.13%0.08%
Dec 202580.8%11%7.3%0.69%0.13%0.08%
Jan 202677.9%10.7%10.5%0.76%0.16%0.1%
Feb 202681.1%9.1%8.9%0.66%0.15%0.08%
Mar 202679.3%9.1%10.7%0.67%0.15%0.08%
Apr 202677.6%8.7%12.8%0.63%0.19%0.08%
May 202681.1%9%9%0.7%0.13%0.08%
Jun 202681%9%9%0.7%0.13%0.08%
Jul 202681%9%9%0.7%0.13%0.08%
Aug 202682.5%9.2%7.5%0.57%0.1%0.13%
Sep 202683.6%8%7.5%0.69%0.07%0.07%

  1. 1.Xero

    83.6%

    Held 1st. 169K estimated branded searches, +1.3% vs prior month. Share +1.1 points.

  2. 2.MYOB

    8%

    Held 2nd. 16.3K estimated branded searches, -12.5% vs prior month. Share -1.1 points.

  3. 3.Hnry

    7.5%

    Held 3rd. 15.3K estimated branded searches, +0.39% vs prior month. Share 0 points.

  4. 4.Reckon

    0.69%

    Held 4th. 1.4K estimated branded searches, +20.7% vs prior month. Share +0.1 points.

  5. 5.Solo

    0.07%

    Moved from 6th to 5th. 150 estimated branded searches, -28.6% vs prior month. Share 0 points.

  6. 6.Cashbook Complete

    0.07%

    Moved from 5th to 6th. 140 estimated branded searches, -46.2% vs prior month. Share -0.1 points.

Compare popularity between Xero and its closest rivals

Every comparison with Xero

11 comparisons

How has branded search demand for Xero changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xero in New Zealand held steady, from 168K to 169K.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in New Zealand increased from 82.3% to 83.6%.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in New Zealand peaked at 83.6% in September 2026 and was lowest at 77.6% in April 2026.

How did search popularity change for New Zealand small business accounting software in September 2026?

4 changes

  1. In September 2026, Xero gained share of searches among small business accounting software in New Zealand, from 82.5% to 83.6%.

  2. In September 2026, MYOB lost share of searches among small business accounting software in New Zealand, from 9.2% to 8%.

  3. In September 2026, Solo rose from 6th to 5th among small business accounting software in New Zealand.

  4. In September 2026, Cashbook Complete fell from 5th to 6th among small business accounting software in New Zealand.

How are Xero’s branded searches counted?

7 search terms

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.

  • 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

Where does Xero compete?

Xero is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Small business accounting software1st of 683.6%Shown above
Invoicing apps1st of 890.2%Show ranking
Creator with pink hair and a pink jacket

Is Xero your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free