--- title: "FreeAgent: search popularity in United Kingdom" description: "FreeAgent is accounting software for small businesses and sole traders. 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/uk/brands/freeagent" publisher: "Brandwave" --- # FreeAgent: search popularity in United Kingdom FreeAgent is accounting software for small businesses and sole traders. 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 - **Brand**: FreeAgent - **Owned by**: NatWest - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among small business accounting software**: 11.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Small business accounting software | 3 | 11.2% | 110K | - [Small business accounting software](/demand/uk/categories/uk-small-business-accounting-software) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Xero | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | QuickBooks Online | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | FreeAgent | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Sage Accounting | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Zoho Books | 5th | 3 of 3 | 0 of 1 | 3 of 4 | | KashFlow | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Pandle | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about small business accounting software - Asked ChatGPT "Which accounting software should my small business use in the UK?": 1. Xero, 2. QuickBooks Online, 3. FreeAgent, 4. Sage Accounting, 5. Zoho Books - Asked ChatGPT "What are the best accounting software platforms for small businesses in the UK?": 1. Xero, 2. QuickBooks Online, 3. FreeAgent, 4. Sage Accounting, 5. Zoho Books - Asked ChatGPT "What's the best accounting software in the UK for Making Tax Digital as a sole trader?": 1. FreeAgent, 2. QuickBooks Online, 3. Xero, 4. Zoho Books - Searched Google, AI Overview "making tax digital software": 1. Xero Not named in any answer: KashFlow and Pandle. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How has branded search demand for FreeAgent changed in United Kingdom over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Small business accounting software | 90.5K | 9.4% | 3 | | Nov 2025 | Small business accounting software | 90.5K | 10.8% | 3 | | Dec 2025 | Small business accounting software | 74K | 10.8% | 3 | | Jan 2026 | Small business accounting software | 110K | 10.8% | 3 | | Feb 2026 | Small business accounting software | 90.5K | 10.8% | 3 | | Mar 2026 | Small business accounting software | 110K | 10.8% | 3 | | Apr 2026 | Small business accounting software | 110K | 12.8% | 3 | | May 2026 | Small business accounting software | 90.5K | 10.8% | 3 | | Jun 2026 | Small business accounting software | 110K | 12.8% | 3 | | Jul 2026 | Small business accounting software | 110K | 12.8% | 3 | | Aug 2026 | Small business accounting software | 90.5K | 11.2% | 3 | | Sep 2026 | Small business accounting software | 110K | 11.2% | 3 | ## How are FreeAgent’s branded searches counted? 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” ## Which small business accounting software compete with FreeAgent? - [Xero](/demand/uk/brands/xero): Head-to-head: /demand/uk/compare/freeagent-vs-xero - [QuickBooks Online](/demand/uk/brands/quickbooks-online): Head-to-head: /demand/uk/compare/freeagent-vs-quickbooks-online - [Zoho Books](/demand/uk/brands/zoho-books): Head-to-head: /demand/uk/compare/freeagent-vs-zoho-books - [KashFlow](/demand/uk/brands/kashflow): Head-to-head: /demand/uk/compare/freeagent-vs-kashflow - [Sage Accounting](/demand/uk/brands/sage-accounting): Head-to-head: /demand/uk/compare/freeagent-vs-sage-accounting - [Pandle](/demand/uk/brands/pandle) ## Who owns FreeAgent? FreeAgent is owned by NatWest. Brandwave also tracks NatWest, owned by the same company, in United Kingdom. - [NatWest](/demand/uk/companies/natwest): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns FreeAgent? FreeAgent is owned by NatWest. Brandwave also tracks NatWest, owned by the same company, in United Kingdom. ## Cite this page Brandwave. "FreeAgent: search popularity in United Kingdom". https://gobrandwave.com/demand/uk/brands/freeagent This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/freeagent. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.