Self assessment tax return software in the United Kingdom:Which are most popular?

Name: Self assessment tax return software in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Taxfix was the most searched self assessment tax return software in the United Kingdom, accounting for 40.5% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, FreeAgent was mentioned most often, in three of the five answers. FreeAgent was recommended most often, coming first in one out of four responses that gave a list.

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

In Brandwave's three ChatGPT questions and two Google AI Overviews, FreeAgent was mentioned most often, in three of the five answers. FreeAgent was recommended most often, coming first in one out of four answers that gave a list. GoSimpleTax was second, and Sage Accounting was third. Taxfix, which ranked first in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
FreeAgent	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
GoSimpleTax	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Sage Accounting	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Xero	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
TaxCalc	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Andica	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Coconut	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Taxfix	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Pie	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Untied	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“What's the best software for filing a self assessment tax return?”
1. 1GoSimpleTax
2. 2FreeAgent
Asked ChatGPT
“Which apps can sole traders use for Making Tax Digital?”
1. 1FreeAgent
2. 2Xero
Asked ChatGPT
“What's the easiest way to do my self assessment tax return?”
Searched Google, AI Overview
“making tax digital software”
1. 1Sage Accounting
2. 2Xero
3. 3Coconut
Searched Google, AI Overview
“self assessment software”
1. 1TaxCalc
2. 2GoSimpleTax
3. 3FreeAgent
4. 4Andica
5. 5Sage Accounting

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 do people search for most?

This chart shows how often people search Google for each self assessment tax return software by name. Each line represents a brand's share of searches for all ten self assessment tax return software we track, month by month, from searches in United Kingdom.

Share of searches among self assessment tax return software in the United Kingdom, by month

Month	Taxfix	TaxCalc	GoSimpleTax	Andica	Pie	Sage Accounting	Coconut	Untied	FreeAgent	Xero
Oct 2025	48.6%	33.7%	8.1%	3.7%	3%	0.25%	1.3%	0.69%	0.37%	0.31%
Nov 2025	50.3%	30.2%	8.9%	3.3%	4%	0.28%	1.5%	0.67%	0.39%	0.39%
Dec 2025	57.7%	23.5%	8.6%	3.8%	3.8%	0.21%	1.1%	0.48%	0.43%	0.27%
Jan 2026	56.5%	18.9%	12.6%	5.6%	3%	0.4%	0.91%	0.77%	0.82%	0.4%
Feb 2026	41.1%	34.2%	7.8%	4.6%	7.8%	0.39%	2%	1.2%	0.47%	0.54%
Mar 2026	35.2%	40.1%	7.9%	4.4%	7.9%	0.43%	1.9%	1.1%	0.43%	0.67%
Apr 2026	35.9%	40.3%	9.5%	5%	5%	0.35%	1.9%	1.1%	0.55%	0.45%
May 2026	38.6%	39.3%	7.3%	6.4%	4.3%	0.22%	2.3%	0.8%	0.44%	0.36%
Jun 2026	42.2%	38%	6.2%	6.2%	3.4%	0.28%	2.3%	0.77%	0.42%	0.35%
Jul 2026	39.4%	38.7%	7.2%	6.3%	3.4%	0.5%	2.8%	1%	0.36%	0.29%
Aug 2026	35.6%	42.7%	7%	7%	3.8%	0.71%	2.1%	0.71%	0.24%	0.24%
Sep 2026	40.5%	37.1%	7.4%	6.1%	3.3%	2.2%	1.8%	0.93%	0.42%	0.25%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, moved from 2nd to 1st	Taxfix	40.5%	4.8K	+6.7%	+4.9 pointsmoved from 2nd to 1st
2, moved from 1st to 2nd	TaxCalc	37.1%	4.4K	-18.5%	-5.6 pointsmoved from 1st to 2nd
3, moved from 4th to 3rd	GoSimpleTax	7.4%	880	0%	+0.5 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Andica	6.1%	720	-18.2%	-0.9 pointsmoved from 3rd to 4th
5, held 5th	Pie	3.3%	390	-18.8%	-0.5 points
6, moved from 7th to 6th	Sage Accounting	2.2%	260	+188.9%	+1.5 pointsmoved from 7th to 6th
7, moved from 6th to 7th	Coconut	1.8%	210	-19.2%	-0.3 pointsmoved from 6th to 7th
8, held 8th	Untied	0.93%	110	+22.2%	+0.2 points
9, held 9th	FreeAgent NatWest	0.42%	50	+66.7%	+0.2 points
10, held 10th	Xero	0.25%	30	0%	0 points

1.Taxfix
40.5%
Moved from 2nd to 1st. 4.8K estimated branded searches, +6.7% vs prior month. Share +4.9 points.
2.TaxCalc
37.1%
Moved from 1st to 2nd. 4.4K estimated branded searches, -18.5% vs prior month. Share -5.6 points.
3.GoSimpleTax
7.4%
Moved from 4th to 3rd. 880 estimated branded searches, 0% vs prior month. Share +0.5 points.
4.Andica
6.1%
Moved from 3rd to 4th. 720 estimated branded searches, -18.2% vs prior month. Share -0.9 points.
5.Pie
3.3%
Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.5 points.
6.Sage Accounting
2.2%
Moved from 7th to 6th. 260 estimated branded searches, +188.9% vs prior month. Share +1.5 points.
7.Coconut
1.8%
Moved from 6th to 7th. 210 estimated branded searches, -19.2% vs prior month. Share -0.3 points.
8.Untied
0.93%
Held 8th. 110 estimated branded searches, +22.2% vs prior month. Share +0.2 points.
9.FreeAgent
0.42%
Held 9th. 50 estimated branded searches, +66.7% vs prior month. Share +0.2 points.
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”.

Which brand is most popular in search among self assessment tax return software in the United Kingdom?

10 brands

In September 2026, Taxfix was the most searched among self assessment tax return software in the United Kingdom, with an estimated 4.8K branded searches, 40.5% of all searches for the ten we track. TaxCalc is in 2nd place, 3.4 percentage points behind at 37.1%.

United Kingdom self assessment tax return software, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Taxfix	48.6% → 40.5%	57.7%Dec 2025	35.2%Mar 2026	1st
TaxCalc	33.7% → 37.1%	42.7%Aug 2026	18.9%Jan 2026	2nd
GoSimpleTax	8.1% → 7.4%	12.6%Jan 2026	6.2%Jun 2026	3rd
Andica	3.7% → 6.1%	7%Aug 2026	3.3%Nov 2025	4th
Pie	3% → 3.3%	7.9%Mar 2026	3%Oct 2025	5th
Sage Accounting	0.25% → 2.2%	2.2%Sep 2026	0.21%Dec 2025	10th → 6th
Coconut	1.3% → 1.8%	2.8%Jul 2026	0.91%Jan 2026	6th → 7th
Untied	0.69% → 0.93%	1.2%Feb 2026	0.48%Dec 2025	7th → 8th
FreeAgent	0.37% → 0.42%	0.82%Jan 2026	0.24%Aug 2026	8th → 9th
Xero	0.31% → 0.25%	0.67%Mar 2026	0.24%Aug 2026	9th → 10th

Each finding as a sentence

Across the 12 months ending September 2026, Taxfix’s share of searches among self assessment tax return software in the United Kingdom decreased from 48.6% to 40.5%.
Across the 12 months ending September 2026, TaxCalc’s share of searches among self assessment tax return software in the United Kingdom increased from 33.7% to 37.1%.
Across the 12 months ending September 2026, GoSimpleTax’s share of searches among self assessment tax return software in the United Kingdom decreased from 8.1% to 7.4%.
Across the 12 months ending September 2026, Andica’s share of searches among self assessment tax return software in the United Kingdom increased from 3.7% to 6.1%.
Across the 12 months ending September 2026, Sage Accounting’s share of searches among self assessment tax return software in the United Kingdom increased from 0.25% to 2.2%.
Across the 12 months ending September 2026, Taxfix’s share of searches among self assessment tax return software in the United Kingdom peaked at 57.7% in December 2025 and was lowest at 35.2% in March 2026.
Across the 12 months ending September 2026, TaxCalc’s share of searches among self assessment tax return software in the United Kingdom peaked at 42.7% in August 2026 and was lowest at 18.9% in January 2026.
Across the 12 months ending September 2026, GoSimpleTax’s share of searches among self assessment tax return software in the United Kingdom peaked at 12.6% in January 2026 and was lowest at 6.2% in June 2026.
Across the 12 months ending September 2026, Andica’s share of searches among self assessment tax return software in the United Kingdom peaked at 7% in August 2026 and was lowest at 3.3% in November 2025.
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.
Across the 12 months ending September 2026, Sage Accounting’s share of searches among self assessment tax return software in the United Kingdom peaked at 2.2% in September 2026 and was lowest at 0.21% in December 2025.
Across the 12 months ending September 2026, Coconut’s share of searches among self assessment tax return software in the United Kingdom peaked at 2.8% in July 2026 and was lowest at 0.91% in January 2026.
Across the 12 months ending September 2026, Sage Accounting rose from 10th to 6th among self assessment tax return software in the United Kingdom.
Across the 12 months ending September 2026, Coconut fell from 6th to 7th among self assessment tax return software in the United Kingdom.
Across the 12 months ending September 2026, Untied fell from 7th to 8th among self assessment tax return software in the United Kingdom.
Across the 12 months ending September 2026, FreeAgent fell from 8th to 9th among self assessment tax return software in the United Kingdom.
Across the 12 months ending September 2026, Xero fell from 9th to 10th among self assessment tax return software in the United Kingdom.
Across the 12 months ending September 2026, Pie held steady: its share of searches among self assessment tax return software in the United Kingdom moved less than 0.5 percentage points.

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

8 changes

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.
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.
In September 2026, TaxCalc lost share of searches among self assessment tax return software in the United Kingdom, from 42.7% to 37.1%.
In September 2026, Andica lost share of searches among self assessment tax return software in the United Kingdom, from 7% to 6.1%.
In September 2026, Pie lost share of searches among self assessment tax return software in the United Kingdom, from 3.8% to 3.3%.
In September 2026, GoSimpleTax rose from 4th to 3rd among self assessment tax return software in the United Kingdom.
Estimated monthly branded searches for Xero in the United Kingdom fell 40% over 12 measured months, from 50 to 30 in September 2026.
Estimated monthly branded searches for FreeAgent in the United Kingdom fell 16.7% over 12 measured months, from 60 to 50 in September 2026.

How are branded searches counted for self assessment tax return software?

13 search terms

Each brand's share of searches among self assessment tax return software comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.