Brandwave

How popular isPie?

In September 2026, people searched for Pie by name about 390 times in the United Kingdom, an 18.8% decrease from the previous year. These searches made up 3.3% of all United Kingdom self assessment tax return software searches, placing Pie fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about self assessment tax return software, Pie did not appear in any of the answers.

Search and AI answers in September 2026

Pie is the fifth most searched of 10 competitors and not listed in any AI answer.

  1. TaxfixShare of searches 40.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. TaxCalcShare of searches 37.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. GoSimpleTaxShare of searches 7.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. AndicaShare of searches 6.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. PieShare of searches 3.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top self assessment tax return software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pie did not appear in any of the five answers.

Most recommended by AI

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

  1. FreeAgent1st
  2. GoSimpleTax2nd
  3. Sage Accounting3rd
  4. Xero4th
  5. TaxCalc5th
  6. Andica6th
  7. Coconut7th
  8. Taxfix–
  9. Pie–
  10. Untied–

Mentioned by AI

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

  • FreeAgent3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GoSimpleTax2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sage Accounting2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Xero2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TaxCalc1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Andica1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coconut1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Taxfix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Untied0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about self assessment tax return software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.

Which self assessment tax return software compete with Pie?

Pie against self assessment tax return software in the United Kingdom, by month

Share of searches by month for Taxfix, TaxCalc, GoSimpleTax, Andica, Pie, Sage Accounting. The figures are in the table below the chart.

View monthly share of searches table
MonthTaxfixTaxCalcGoSimpleTaxAndicaPieSage AccountingCoconutUntiedFreeAgentXero
Oct 202548.6%33.7%8.1%3.7%3%0.25%1.3%0.69%0.37%0.31%
Nov 202550.3%30.2%8.9%3.3%4%0.28%1.5%0.67%0.39%0.39%
Dec 202557.7%23.5%8.6%3.8%3.8%0.21%1.1%0.48%0.43%0.27%
Jan 202656.5%18.9%12.6%5.6%3%0.4%0.91%0.77%0.82%0.4%
Feb 202641.1%34.2%7.8%4.6%7.8%0.39%2%1.2%0.47%0.54%
Mar 202635.2%40.1%7.9%4.4%7.9%0.43%1.9%1.1%0.43%0.67%
Apr 202635.9%40.3%9.5%5%5%0.35%1.9%1.1%0.55%0.45%
May 202638.6%39.3%7.3%6.4%4.3%0.22%2.3%0.8%0.44%0.36%
Jun 202642.2%38%6.2%6.2%3.4%0.28%2.3%0.77%0.42%0.35%
Jul 202639.4%38.7%7.2%6.3%3.4%0.5%2.8%1%0.36%0.29%
Aug 202635.6%42.7%7%7%3.8%0.71%2.1%0.71%0.24%0.24%
Sep 202640.5%37.1%7.4%6.1%3.3%2.2%1.8%0.93%0.42%0.25%

  1. 1.Taxfix

    40.5%

    Moved from 2nd to 1st. 4.8K estimated branded searches, +6.7% vs prior month. Share +4.9 points.

  2. 2.TaxCalc

    37.1%

    Moved from 1st to 2nd. 4.4K estimated branded searches, -18.5% vs prior month. Share -5.6 points.

  3. 3.GoSimpleTax

    7.4%

    Moved from 4th to 3rd. 880 estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Andica

    6.1%

    Moved from 3rd to 4th. 720 estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  5. 5.Pie

    3.3%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  6. 6.Sage Accounting

    2.2%

    Moved from 7th to 6th. 260 estimated branded searches, +188.9% vs prior month. Share +1.5 points.

  7. 7.Coconut

    1.8%

    Moved from 6th to 7th. 210 estimated branded searches, -19.2% vs prior month. Share -0.3 points.

  8. 8.Untied

    0.93%

    Held 8th. 110 estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  9. 9.FreeAgent

    0.42%

    Held 9th. 50 estimated branded searches, +66.7% vs prior month. Share +0.2 points.

  10. 10.Xero

    0.25%

    Held 10th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

Sage Accounting, FreeAgent and Xero sell other things too, so only their searches that name this product count here, like “sage self assessment”.

Compare popularity between Pie and its closest rivals

Every comparison with Pie

9 comparisons

How has branded search demand for Pie changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pie in the United Kingdom fell from 480 to 390.
  • Across the 12 months ending September 2026, Pie’s share of searches among self assessment tax return software in the United Kingdom peaked at 7.9% in March 2026 and was lowest at 3% in October 2025.

How did search popularity change for United Kingdom self assessment tax return software in September 2026?

6 changes

  1. In September 2026, Taxfix overtook TaxCalc to become the leader among self assessment tax return software in the United Kingdom, with 40.5% of the searches.

  2. In September 2026, Sage Accounting overtook Coconut to rank 6th among self assessment tax return software in the United Kingdom, with 2.2% of the searches.

  3. In September 2026, TaxCalc lost share of searches among self assessment tax return software in the United Kingdom, from 42.7% to 37.1%.

  4. In September 2026, Andica lost share of searches among self assessment tax return software in the United Kingdom, from 7% to 6.1%.

  5. In September 2026, Pie lost share of searches among self assessment tax return software in the United Kingdom, from 3.8% to 3.3%.

  6. In September 2026, GoSimpleTax rose from 4th to 3rd among self assessment tax return software in the United Kingdom.

How are Pie’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Pie’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.

  • pie tax

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How the Brand Demand Index is measured

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