Brandwave

Sage Accounting vs Xero:Which is more popular?

In September 2026, Sage Accounting had more branded searches than Xero among self assessment tax return software in the United Kingdom. Sage Accounting had about 260 branded searches, while Xero had 30. Sage Accounting made up 2.2% of all self assessment tax return software searches we track, and Xero accounted for 0.25%. When we asked ChatGPT and Google AI Overviews about self assessment tax return software, Sage Accounting and Xero each appeared in two of the five answers. Sage Accounting was mentioned before Xero in two out of three answers that named either.

Among self assessment tax return software in the United Kingdom in September 2026

Who do people search for more?

Sage Accounting, about 9 searches for every 1 for Xero

Sage Accounting 260 searchesXero 30 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Sage Accounting in 2 of 5Xero in 2 of 5

Who does AI recommend more?

Sage Accounting, named ahead of Xero in 2 of 3 answers

Sage Accounting first in 2Xero first in 1

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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, Sage Accounting was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Xero was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Sage Accounting was listed before Xero in two out of three answers that named either.

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.

Is Sage Accounting or Xero more popular in search?

This chart shows how often people search Google for Sage Accounting and Xero 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.

Sage Accounting and Xero among self assessment tax return software in the United Kingdom, by month

Share of searches by month for Sage Accounting, Xero. 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%

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

How has the Sage Accounting and Xero comparison changed over the last 12 months?

3 findings

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for Xero in the United Kingdom fell 40% over 12 measured months, from 50 to 30 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sage Accounting’s and Xero’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Sage Accounting

1 branded search term

  • sage self assessment

Xero

1 branded search term

  • xero self assessment

How the Brand Demand Index is measured

Other head-to-heads among self assessment tax return software

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