Brandwave

How popular isXero?

In September 2026, people searched for Xero by name about 675,000 times in United Kingdom, about the same as the previous year. These searches made up 68.7% of all United Kingdom small business accounting software searches, placing Xero first out of seven 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 seven.

Search and AI answers in September 2026

Xero is the most searched of 7 competitors and the most recommended in AI answers.

  1. XeroShare of searches 68.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. QuickBooks OnlineShare of searches 16.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. FreeAgentShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. Zoho BooksShare of searches 1.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  5. 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, Xero appeared in all four answers. Xero is the most recommended of the seven.

Most recommended by AI

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

  1. Xero1st
  2. QuickBooks Online2nd
  3. FreeAgent3rd
  4. Sage Accounting4th
  5. Zoho Books5th
  6. KashFlow–
  7. Pandle–

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

Not named in any answer:

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 Xero?

Xero against small business accounting software in United Kingdom, by month

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
MonthXeroQuickBooks OnlineFreeAgentZoho BooksKashFlowSage AccountingPandle
Oct 202569.7%17.1%9.4%1.3%1.5%0.68%0.37%
Nov 202565.4%19.6%10.8%1.4%1.4%0.79%0.52%
Dec 202565.4%19.6%10.8%1.4%1.4%0.96%0.42%
Jan 202665.9%19.7%10.8%1.2%1.2%0.79%0.43%
Feb 202665.5%19.6%10.8%1.4%1.4%0.79%0.43%
Mar 202665.9%19.7%10.8%1.2%1.2%0.79%0.43%
Apr 202663.9%19.2%12.8%1.4%1.4%0.94%0.42%
May 202665.8%19.7%10.8%1.2%1.2%0.79%0.43%
Jun 202664.2%19.2%12.8%1.2%1.4%0.77%0.42%
Jul 202664%19.2%12.8%1.4%1.4%0.77%0.42%
Aug 202668.3%16.8%11.2%1.2%1.2%0.82%0.36%
Sep 202668.7%16.9%11.2%1.2%1%0.55%0.37%

  1. 1.Xero

    68.7%

    Held 1st. 673K estimated branded searches, +22.4% vs prior month. Share +0.4 points.

  2. 2.QuickBooks Online

    16.9%

    Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  3. 3.FreeAgent

    11.2%

    Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share 0 points.

  4. 4.Zoho Books

    1.2%

    Moved from 5th to 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  5. 5.KashFlow

    1%

    Moved from 4th to 5th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Sage Accounting

    0.55%

    Held 6th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  7. 7.Pandle

    0.37%

    Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.

Compare popularity between Xero and its closest rivals

Every comparison with Xero

10 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xero in United Kingdom held steady at 675K.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in United Kingdom decreased from 69.7% to 68.7%.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in United Kingdom peaked at 69.7% in October 2025 and was lowest at 63.9% in April 2026.

How did search popularity change for United Kingdom small business accounting software in September 2026?

4 changes

  1. 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.

  2. In September 2026, Zoho Books rose from 5th to 4th among small business accounting software in United Kingdom.

  3. In September 2026, KashFlow fell from 4th to 5th among small business accounting software in United Kingdom.

  4. 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 Xero’s branded searches counted?

2 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 payroll

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 768.7%Shown above
Payroll software in the UK4th of 62.2%Show ranking
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Is Xero your brand?

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