How popular isXero?
In September 2026, people searched for Xero by name about 675,000 times in the United Kingdom, about the same as the previous year. These searches made up 2.2% of all United Kingdom payroll software searches, placing Xero fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about payroll software, Xero appeared in all answers and was the second most recommended of the six.
Xero is the fourth most searched of 6 competitors and the second most recommended in AI answers.
BrightPayShare of searches 66.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
IRIS PayrollShare of searches 14.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Sage PayrollShare of searches 13.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
XeroShare of searches 2.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
QuickBooks OnlineShare of searches 1.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 5th
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 payroll 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 second most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Sage Payroll1st
- Xero2nd
- BrightPay3rd
Moneysoft4th- QuickBooks Online5th
- IRIS Payroll–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sage Payroll5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Xero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- QuickBooks Online5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- BrightPay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Moneysoft3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- IRIS Payroll0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about payroll software
5 answers
Asked ChatGPT
“Which payroll software should my small business use in the UK?”
Asked ChatGPT
“What are the best payroll software platforms in the UK?”
Asked ChatGPT
“What's the best payroll software in the UK for a small business with ten employees?”
Searched Google, AI Overview
“payroll software”
Searched Google, AI Overview
“payroll software uk”
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 payroll software compete with Xero?
Share of searches by month for BrightPay, IRIS Payroll, Sage Payroll, Xero. The figures are in the table below the chart.
View monthly share of searches table
| Month | BrightPay | IRIS Payroll | Sage Payroll | Xero | QuickBooks Online | Moneysoft |
|---|---|---|---|---|---|---|
| Oct 2025 | 57.2% | 18.6% | 17.1% | 2.8% | 1.5% | 2.8% |
| Nov 2025 | 59.5% | 16.2% | 17.8% | 2.9% | 1.3% | 2.3% |
| Dec 2025 | 62.4% | 16.6% | 15.3% | 2.5% | 1.4% | 1.9% |
| Jan 2026 | 62.1% | 16.5% | 15.2% | 2.9% | 1.3% | 2% |
| Feb 2026 | 56.8% | 18.5% | 17% | 3.3% | 1.7% | 2.7% |
| Mar 2026 | 64.8% | 14.7% | 13% | 3.1% | 1.3% | 3.1% |
| Apr 2026 | 71.8% | 10.9% | 11.7% | 1.8% | 0.97% | 2.8% |
| May 2026 | 68.2% | 14.8% | 11.2% | 2.2% | 0.99% | 2.6% |
| Jun 2026 | 67.4% | 14.8% | 13.5% | 1.8% | 0.8% | 1.8% |
| Jul 2026 | 67.4% | 17.7% | 11% | 1.8% | 0.8% | 1.4% |
| Aug 2026 | 69.3% | 15.1% | 11.3% | 1.8% | 1.2% | 1.2% |
| Sep 2026 | 66.7% | 14.7% | 13.3% | 2.2% | 1.8% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.7% | 49.5K | 0% | -2.6 points | |
| 2, held 2nd | 14.7% | 10.9K | +1.1% | -0.4 points | |
| 3, held 3rd | 13.3% | 9.9K | +22.2% | +2 points | |
| 4, held 4th | 2.2% | 1.6K | +23.1% | +0.3 points | |
| 5, moved from 6th to 5th | 1.8% | 1.3K | +47.7% | +0.5 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 1.3% | 1K | +13.6% | +0.1 pointsmoved from 5th to 6th |
66.7%
Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share -2.6 points.
14.7%
Held 2nd. 10.9K estimated branded searches, +1.1% vs prior month. Share -0.4 points.
13.3%
Held 3rd. 9.9K estimated branded searches, +22.2% vs prior month. Share +2 points.
4.
Xero2.2%
Held 4th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.3 points.
1.8%
Moved from 6th to 5th. 1.3K estimated branded searches, +47.7% vs prior month. Share +0.5 points.
1.3%
Moved from 5th to 6th. 1K estimated branded searches, +13.6% vs prior month. Share +0.1 points.
Compare popularity between Xero and its closest rivals
Every comparison with Xero
10 comparisons
How has branded search demand for Xero changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Xero in the United Kingdom held steady at 675K.
- Across the 12 months ending September 2026, Xero’s share of searches among payroll software in the United Kingdom decreased from 2.8% to 2.2%.
- Across the 12 months ending September 2026, Xero’s share of searches among payroll software in the United Kingdom peaked at 3.3% in February 2026 and was lowest at 1.8% in June 2026.
- Across the 12 months ending September 2026, Xero rose from 5th to 4th among payroll software in the United Kingdom.
How did search popularity change for United Kingdom payroll software in September 2026?
4 changes
In September 2026, QuickBooks Online overtook Moneysoft to rank 5th among payroll software in the United Kingdom, with 1.8% of the searches.
In September 2026, Sage Payroll gained share of searches among payroll software in the United Kingdom, from 11.3% to 13.3%.
In September 2026, BrightPay lost share of searches among payroll software in the United Kingdom, from 69.3% to 66.7%.
Estimated monthly branded searches for Moneysoft in the United Kingdom fell 37.5% over 12 measured months, from 1.6K to 1K 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.
Where does Xero compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Small business accounting software | 1st of 7 | 68.7% | Show ranking |
| Payroll software | 4th of 6 | 2.2% | Shown above |
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.