---
title: "Self assessment tax return software in the United Kingdom: Which are most popular?"
description: "Compare the apps people use to prepare and file their Self Assessment tax return with HMRC. Share of Search among Taxfix, TaxCalc, GoSimpleTax, Andica, Pie, Sage Accounting, Coconut, Untied, FreeAgent and Xero, the self assessment tax return software Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-self-assessment-tax-software"
publisher: "Brandwave"
---

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

Compare the apps people use to prepare and file their Self Assessment tax return with HMRC. Share of Search among Taxfix, TaxCalc, GoSimpleTax, Andica, Pie, Sage Accounting, Coconut, Untied, FreeAgent and Xero, the self assessment tax return software Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Self assessment tax return software
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Taxfix, 40.5%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| FreeAgent | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| GoSimpleTax | 2nd | 1 of 3 | 1 of 2 | 2 of 5 |
| Sage Accounting | 3rd | 0 of 3 | 2 of 2 | 2 of 5 |
| Xero | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| TaxCalc | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Andica | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| Coconut | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Taxfix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Pie | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Untied | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about self assessment tax return software

- Asked ChatGPT "What's the best software for filing a self assessment tax return?": 1. GoSimpleTax, 2. FreeAgent
- Asked ChatGPT "Which apps can sole traders use for Making Tax Digital?": 1. FreeAgent, 2. Xero
- Asked ChatGPT "What's the easiest way to do my self assessment tax return?": named none of the brands we track
- Searched Google, AI Overview "making tax digital software": 1. Sage Accounting, 2. Xero, 3. Coconut
- Searched Google, AI Overview "self assessment software": 1. TaxCalc, 2. GoSimpleTax, 3. FreeAgent, 4. Andica, 5. Sage Accounting

Not named in any answer: Taxfix, Pie and Untied.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026.

## Compare search popularity between leading brands

- [Taxfix vs TaxCalc: compare search popularity](/demand/uk/compare/taxcalc-vs-taxfix): 40.5% against 37.1% Share of Search.
- [Taxfix vs GoSimpleTax: compare search popularity](/demand/uk/compare/gosimpletax-vs-taxfix): 40.5% against 7.4% Share of Search.
- [Taxfix vs Andica: compare search popularity](/demand/uk/compare/andica-vs-taxfix): 40.5% against 6.1% Share of Search.
- [Taxfix vs Pie: compare search popularity](/demand/uk/compare/pie-tax-vs-taxfix): 40.5% against 3.3% Share of Search.
- [TaxCalc vs GoSimpleTax: compare search popularity](/demand/uk/compare/gosimpletax-vs-taxcalc): 37.1% against 7.4% Share of Search.
- [TaxCalc vs Andica: compare search popularity](/demand/uk/compare/andica-vs-taxcalc): 37.1% against 6.1% Share of Search.
- [TaxCalc vs Pie: compare search popularity](/demand/uk/compare/pie-tax-vs-taxcalc): 37.1% against 3.3% Share of Search.
- [GoSimpleTax vs Andica: compare search popularity](/demand/uk/compare/andica-vs-gosimpletax): 7.4% against 6.1% Share of Search.
- [GoSimpleTax vs Pie: compare search popularity](/demand/uk/compare/gosimpletax-vs-pie-tax): 7.4% against 3.3% Share of Search.
- [Andica vs Pie: compare search popularity](/demand/uk/compare/andica-vs-pie-tax): 6.1% against 3.3% Share of Search.

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

- 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.

## Which self assessment tax return software do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Taxfix | 40.5% | 4.8K | +6.7% | Taxfix |
| 2 | TaxCalc | 37.1% | 4.4K | -18.5% | TaxCalc |
| 3 | GoSimpleTax | 7.4% | 880 | 0.0% | GoSimpleTax |
| 4 | Andica | 6.1% | 720 | -18.2% | Andica |
| 5 | Pie | 3.3% | 390 | -18.8% | Pie Tax |
| 6 | Sage Accounting | 2.2% | 260 | +188.9% | Sage Accounting |
| 7 | Coconut | 1.8% | 210 | -19.2% | Coconut |
| 8 | Untied | 0.93% | 110 | +22.2% | Untied |
| 9 | FreeAgent | 0.42% | 50 | +66.7% | NatWest |
| 10 | Xero | 0.25% | 30 | 0.0% | Xero |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Taxfix | 7.8K | 48.6% | 1 |
| Oct 2025 | TaxCalc | 5.4K | 33.7% | 2 |
| Oct 2025 | GoSimpleTax | 1.3K | 8.1% | 3 |
| Oct 2025 | Andica | 590 | 3.7% | 4 |
| Oct 2025 | Pie | 480 | 3% | 5 |
| Oct 2025 | Coconut | 210 | 1.3% | 6 |
| Oct 2025 | Untied | 110 | 0.69% | 7 |
| Oct 2025 | FreeAgent | 60 | 0.37% | 8 |
| Oct 2025 | Xero | 50 | 0.31% | 9 |
| Oct 2025 | Sage Accounting | 40 | 0.25% | 10 |
| Nov 2025 | Taxfix | 9K | 50.3% | 1 |
| Nov 2025 | TaxCalc | 5.4K | 30.2% | 2 |
| Nov 2025 | GoSimpleTax | 1.6K | 8.9% | 3 |
| Nov 2025 | Pie | 720 | 4% | 4 |
| Nov 2025 | Andica | 590 | 3.3% | 5 |
| Nov 2025 | Coconut | 260 | 1.5% | 6 |
| Nov 2025 | Untied | 120 | 0.67% | 7 |
| Nov 2025 | FreeAgent | 70 | 0.39% | 8 |
| Nov 2025 | Xero | 70 | 0.39% | 9 |
| Nov 2025 | Sage Accounting | 50 | 0.28% | 10 |
| Dec 2025 | Taxfix | 10.8K | 57.7% | 1 |
| Dec 2025 | TaxCalc | 4.4K | 23.5% | 2 |
| Dec 2025 | GoSimpleTax | 1.6K | 8.6% | 3 |
| Dec 2025 | Andica | 720 | 3.8% | 4 |
| Dec 2025 | Pie | 720 | 3.8% | 5 |
| Dec 2025 | Coconut | 210 | 1.1% | 6 |
| Dec 2025 | Untied | 90 | 0.48% | 7 |
| Dec 2025 | FreeAgent | 80 | 0.43% | 8 |
| Dec 2025 | Xero | 50 | 0.27% | 9 |
| Dec 2025 | Sage Accounting | 40 | 0.21% | 10 |
| Jan 2026 | Taxfix | 24.2K | 56.5% | 1 |
| Jan 2026 | TaxCalc | 8.1K | 18.9% | 2 |
| Jan 2026 | GoSimpleTax | 5.4K | 12.6% | 3 |
| Jan 2026 | Andica | 2.4K | 5.6% | 4 |
| Jan 2026 | Pie | 1.3K | 3% | 5 |
| Jan 2026 | Coconut | 390 | 0.91% | 6 |
| Jan 2026 | FreeAgent | 350 | 0.82% | 7 |
| Jan 2026 | Untied | 330 | 0.77% | 8 |
| Jan 2026 | Sage Accounting | 170 | 0.4% | 9 |
| Jan 2026 | Xero | 170 | 0.4% | 10 |
| Feb 2026 | Taxfix | 5.3K | 41.1% | 1 |
| Feb 2026 | TaxCalc | 4.4K | 34.2% | 2 |
| Feb 2026 | GoSimpleTax | 1K | 7.8% | 3 |
| Feb 2026 | Pie | 1K | 7.8% | 4 |
| Feb 2026 | Andica | 590 | 4.6% | 5 |
| Feb 2026 | Coconut | 260 | 2% | 6 |
| Feb 2026 | Untied | 150 | 1.2% | 7 |
| Feb 2026 | Xero | 70 | 0.54% | 8 |
| Feb 2026 | FreeAgent | 60 | 0.47% | 9 |
| Feb 2026 | Sage Accounting | 50 | 0.39% | 10 |
| Mar 2026 | TaxCalc | 6.6K | 40.1% | 1 |
| Mar 2026 | Taxfix | 5.8K | 35.2% | 2 |
| Mar 2026 | GoSimpleTax | 1.3K | 7.9% | 3 |
| Mar 2026 | Pie | 1.3K | 7.9% | 4 |
| Mar 2026 | Andica | 720 | 4.4% | 5 |
| Mar 2026 | Coconut | 320 | 1.9% | 6 |
| Mar 2026 | Untied | 180 | 1.1% | 7 |
| Mar 2026 | Xero | 110 | 0.67% | 8 |
| Mar 2026 | FreeAgent | 70 | 0.43% | 9 |
| Mar 2026 | Sage Accounting | 70 | 0.43% | 10 |
| Apr 2026 | TaxCalc | 8.1K | 40.3% | 1 |
| Apr 2026 | Taxfix | 7.2K | 35.9% | 2 |
| Apr 2026 | GoSimpleTax | 1.9K | 9.5% | 3 |
| Apr 2026 | Andica | 1K | 5% | 4 |
| Apr 2026 | Pie | 1K | 5% | 5 |
| Apr 2026 | Coconut | 390 | 1.9% | 6 |
| Apr 2026 | Untied | 220 | 1.1% | 7 |
| Apr 2026 | FreeAgent | 110 | 0.55% | 8 |
| Apr 2026 | Xero | 90 | 0.45% | 9 |
| Apr 2026 | Sage Accounting | 70 | 0.35% | 10 |
| May 2026 | TaxCalc | 5.4K | 39.3% | 1 |
| May 2026 | Taxfix | 5.3K | 38.6% | 2 |
| May 2026 | GoSimpleTax | 1K | 7.3% | 3 |
| May 2026 | Andica | 880 | 6.4% | 4 |
| May 2026 | Pie | 590 | 4.3% | 5 |
| May 2026 | Coconut | 320 | 2.3% | 6 |
| May 2026 | Untied | 110 | 0.8% | 7 |
| May 2026 | FreeAgent | 60 | 0.44% | 8 |
| May 2026 | Xero | 50 | 0.36% | 9 |
| May 2026 | Sage Accounting | 30 | 0.22% | 10 |
| Jun 2026 | Taxfix | 6K | 42.2% | 1 |
| Jun 2026 | TaxCalc | 5.4K | 38% | 2 |
| Jun 2026 | Andica | 880 | 6.2% | 3 |
| Jun 2026 | GoSimpleTax | 880 | 6.2% | 4 |
| Jun 2026 | Pie | 480 | 3.4% | 5 |
| Jun 2026 | Coconut | 320 | 2.3% | 6 |
| Jun 2026 | Untied | 110 | 0.77% | 7 |
| Jun 2026 | FreeAgent | 60 | 0.42% | 8 |
| Jun 2026 | Xero | 50 | 0.35% | 9 |
| Jun 2026 | Sage Accounting | 40 | 0.28% | 10 |
| Jul 2026 | Taxfix | 5.5K | 39.4% | 1 |
| Jul 2026 | TaxCalc | 5.4K | 38.7% | 2 |
| Jul 2026 | GoSimpleTax | 1K | 7.2% | 3 |
| Jul 2026 | Andica | 880 | 6.3% | 4 |
| Jul 2026 | Pie | 480 | 3.4% | 5 |
| Jul 2026 | Coconut | 390 | 2.8% | 6 |
| Jul 2026 | Untied | 140 | 1% | 7 |
| Jul 2026 | Sage Accounting | 70 | 0.5% | 8 |
| Jul 2026 | FreeAgent | 50 | 0.36% | 9 |
| Jul 2026 | Xero | 40 | 0.29% | 10 |
| Aug 2026 | TaxCalc | 5.4K | 42.7% | 1 |
| Aug 2026 | Taxfix | 4.5K | 35.6% | 2 |
| Aug 2026 | Andica | 880 | 7% | 3 |
| Aug 2026 | GoSimpleTax | 880 | 7% | 4 |
| Aug 2026 | Pie | 480 | 3.8% | 5 |
| Aug 2026 | Coconut | 260 | 2.1% | 6 |
| Aug 2026 | Sage Accounting | 90 | 0.71% | 7 |
| Aug 2026 | Untied | 90 | 0.71% | 8 |
| Aug 2026 | FreeAgent | 30 | 0.24% | 9 |
| Aug 2026 | Xero | 30 | 0.24% | 10 |
| Sep 2026 | Taxfix | 4.8K | 40.5% | 1 |
| Sep 2026 | TaxCalc | 4.4K | 37.1% | 2 |
| Sep 2026 | GoSimpleTax | 880 | 7.4% | 3 |
| Sep 2026 | Andica | 720 | 6.1% | 4 |
| Sep 2026 | Pie | 390 | 3.3% | 5 |
| Sep 2026 | Sage Accounting | 260 | 2.2% | 6 |
| Sep 2026 | Coconut | 210 | 1.8% | 7 |
| Sep 2026 | Untied | 110 | 0.93% | 8 |
| Sep 2026 | FreeAgent | 50 | 0.42% | 9 |
| Sep 2026 | Xero | 30 | 0.25% | 10 |

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

- **Andica**: Measured on the search term “andica”.
- **Coconut**: Measured on the search term “coconut accounting”.
- **FreeAgent**: Measured on the search terms “freeagent self assessment” and “freeagent tax return”, summed into one figure.
- **GoSimpleTax**: Measured on the search term “gosimpletax”.
- **Pie**: Measured on the search term “pie tax”.
- **Sage Accounting**: Measured on the search term “sage self assessment”.
- **TaxCalc**: Measured on the search term “taxcalc”.
- **Taxfix**: Measured on the search terms “taxfix” and “taxscouts”, summed into one figure.
- **Untied**: Measured on the search terms “untied app” and “untied tax”, summed into one figure.
- **Xero**: Measured on the search term “xero self assessment”.

- [Andica](/demand/uk/brands/andica)
- [Coconut](/demand/uk/brands/coconut)
- [FreeAgent](/demand/uk/brands/freeagent)
- [GoSimpleTax](/demand/uk/brands/gosimpletax)
- [Pie](/demand/uk/brands/pie-tax)
- [Sage Accounting](/demand/uk/brands/sage-accounting)
- [TaxCalc](/demand/uk/brands/taxcalc)
- [Taxfix](/demand/uk/brands/taxfix)
- [Untied](/demand/uk/brands/untied)
- [Xero](/demand/uk/brands/xero)

## 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

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

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.

## Cite this page

Brandwave. "Self assessment tax return software in the United Kingdom: Which are most popular?". https://gobrandwave.com/demand/uk/categories/uk-self-assessment-tax-software

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-self-assessment-tax-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.