How popular isFreeAgent?
In September 2026, people searched for FreeAgent by name about 110,000 times in United Kingdom, a 21.5% increase from the previous year. These searches made up 11.2% of all United Kingdom small business accounting software searches, placing FreeAgent third out of seven brands. When we asked both ChatGPT and Google AI Overviews about small business accounting software, FreeAgent appeared in three of the four answers and was the third most recommended of the seven.
FreeAgent is the third most searched of 7 competitors and the third most recommended in AI answers.
XeroShare of searches 68.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
QuickBooks OnlineShare of searches 16.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
FreeAgentShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Zoho BooksShare of searches 1.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
KashFlowShare of searches 1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top small business accounting software in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, FreeAgent was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. FreeAgent is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Xero4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- QuickBooks Online3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- FreeAgent3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Zoho Books3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sage Accounting2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- KashFlow0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pandle0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about small business accounting software
4 answers
Asked ChatGPT
“Which accounting software should my small business use in the UK?”
Asked ChatGPT
“What are the best accounting software platforms for small businesses in the UK?”
Asked ChatGPT
“What's the best accounting software in the UK for Making Tax Digital as a sole trader?”
Searched Google, AI Overview
“small business accounting software”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“making tax digital software”
- 1Xero
- 1
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which small business accounting software compete with FreeAgent?
Share of searches by month for Xero, QuickBooks Online, FreeAgent. The figures are in the table below the chart.
View monthly share of searches table
| Month | Xero | QuickBooks Online | FreeAgent | Zoho Books | KashFlow | Sage Accounting | Pandle |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.7% | 17.1% | 9.4% | 1.3% | 1.5% | 0.68% | 0.37% |
| Nov 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.52% |
| Dec 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.96% | 0.42% |
| Jan 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Feb 2026 | 65.5% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.43% |
| Mar 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Apr 2026 | 63.9% | 19.2% | 12.8% | 1.4% | 1.4% | 0.94% | 0.42% |
| May 2026 | 65.8% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Jun 2026 | 64.2% | 19.2% | 12.8% | 1.2% | 1.4% | 0.77% | 0.42% |
| Jul 2026 | 64% | 19.2% | 12.8% | 1.4% | 1.4% | 0.77% | 0.42% |
| Aug 2026 | 68.3% | 16.8% | 11.2% | 1.2% | 1.2% | 0.82% | 0.36% |
| Sep 2026 | 68.7% | 16.9% | 11.2% | 1.2% | 1% | 0.55% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 68.7% | 673K | +22.4% | +0.4 points | |
| 2, held 2nd | 16.9% | 165K | +22.2% | +0.1 points | |
| 3, held 3rd | 11.2% | 110K | +21.5% | 0 points | |
| 4, moved from 5th to 4th | 1.2% | 12.1K | +22.2% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 1% | 9.9K | 0% | -0.2 pointsmoved from 4th to 5th | |
| 6, held 6th | 0.55% | 5.4K | -18.2% | -0.3 points | |
| 7, held 7th | 0.37% | 3.6K | +24.1% | 0 points |
1.
Xero68.7%
Held 1st. 673K estimated branded searches, +22.4% vs prior month. Share +0.4 points.
16.9%
Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
11.2%
Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share 0 points.
1.2%
Moved from 5th to 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.
5.
KashFlow1%
Moved from 4th to 5th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.
0.55%
Held 6th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
7.
Pandle0.37%
Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.
Compare popularity between FreeAgent and its closest rivals
Every comparison with FreeAgent
6 comparisons
How has branded search demand for FreeAgent changed in United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for FreeAgent in United Kingdom rose from 90.5K to 110K.
- Across the 12 months ending September 2026, FreeAgent’s share of searches among small business accounting software in United Kingdom increased from 9.4% to 11.2%.
- Across the 12 months ending September 2026, FreeAgent’s share of searches among small business accounting software in United Kingdom peaked at 12.8% in June 2026 and was lowest at 9.4% in October 2025.
How did search popularity change for United Kingdom small business accounting software in September 2026?
4 changes
FreeAgent’s share of searches among small business accounting software in United Kingdom has lost ground for 3 months in a row, from 12.8% to 11.2% in September 2026.
In September 2026, Zoho Books rose from 5th to 4th among small business accounting software in United Kingdom.
In September 2026, KashFlow fell from 4th to 5th among small business accounting software in United Kingdom.
Estimated monthly branded searches for Sage Accounting in United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are FreeAgent’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using FreeAgent’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- freeagent
Who owns FreeAgent?
FreeAgent is owned by NatWest. Brandwave also tracks NatWest, owned by the same company, in United Kingdom.
Do you work for FreeAgent? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is FreeAgent 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.