Small business accounting software in the United Kingdom:Which are most popular?
In September 2026, Xero was the most searched small business accounting software in the United Kingdom, accounting for 68.7% of all searches among the seven software we track. When we checked with ChatGPT and Google AI Overviews, Xero showed up in every answer. Xero was recommended most often, coming first in two out of three responses that gave a list.
XeroShare of searches 68.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
QuickBooks OnlineShare of searches 16.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
FreeAgentShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Zoho BooksShare of searches 1.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
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 Brandwave's three ChatGPT questions and one Google AI Overview, Xero appeared every time. Xero was recommended most often, coming first in two out of three answers that gave a list. QuickBooks Online was second, and FreeAgent was third. KashFlow, which ranked fifth 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.
- 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
Asked ChatGPT
“Which accounting software should my small business use in the UK?”
Asked ChatGPT
“What are the best accounting software platforms for small businesses in the UK?”
Asked ChatGPT
“What's the best accounting software in the UK for Making Tax Digital as a sole trader?”
Searched Google, AI Overview
“small business accounting software”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“making tax digital software”
- 1Xero
- 1
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 do people search for most?
This chart shows how often people search Google for each small business accounting software by name. Each line represents a brand's share of searches for all seven small business accounting software we track, month by month, from searches in United Kingdom.
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
| Month | Xero | QuickBooks Online | FreeAgent | Zoho Books | KashFlow | Sage Accounting | Pandle |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.7% | 17.1% | 9.4% | 1.3% | 1.5% | 0.68% | 0.37% |
| Nov 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.52% |
| Dec 2025 | 65.4% | 19.6% | 10.8% | 1.4% | 1.4% | 0.96% | 0.42% |
| Jan 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Feb 2026 | 65.5% | 19.6% | 10.8% | 1.4% | 1.4% | 0.79% | 0.43% |
| Mar 2026 | 65.9% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Apr 2026 | 63.9% | 19.2% | 12.8% | 1.4% | 1.4% | 0.94% | 0.42% |
| May 2026 | 65.8% | 19.7% | 10.8% | 1.2% | 1.2% | 0.79% | 0.43% |
| Jun 2026 | 64.2% | 19.2% | 12.8% | 1.2% | 1.4% | 0.77% | 0.42% |
| Jul 2026 | 64% | 19.2% | 12.8% | 1.4% | 1.4% | 0.77% | 0.42% |
| Aug 2026 | 68.3% | 16.8% | 11.2% | 1.2% | 1.2% | 0.82% | 0.36% |
| Sep 2026 | 68.7% | 16.9% | 11.2% | 1.2% | 1% | 0.55% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 68.7% | 673K | +22.4% | +0.4 points | |
| 2, held 2nd | 16.9% | 165K | +22.2% | +0.1 points | |
| 3, held 3rd | 11.2% | 110K | +21.5% | 0 points | |
| 4, moved from 5th to 4th | 1.2% | 12.1K | +22.2% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 1% | 9.9K | 0% | -0.2 pointsmoved from 4th to 5th | |
| 6, held 6th | 0.55% | 5.4K | -18.2% | -0.3 points | |
| 7, held 7th | 0.37% | 3.6K | +24.1% | 0 points |
1.
Xero68.7%
Held 1st. 673K estimated branded searches, +22.4% vs prior month. Share +0.4 points.
16.9%
Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
11.2%
Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share 0 points.
1.2%
Moved from 5th to 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.
5.
KashFlow1%
Moved from 4th to 5th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.
0.55%
Held 6th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
7.
Pandle0.37%
Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.
Which brand is most popular in search among small business accounting software in the United Kingdom?
7 brands
In September 2026, Xero was the most searched among small business accounting software in the United Kingdom, with an estimated 673K branded searches, 68.7% of all searches for the seven we track. QuickBooks Online is in 2nd place, 51.9 percentage points behind at 16.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Xero | 69.7% → 68.7% | 69.7%Oct 2025 | 63.9%Apr 2026 | 1st |
| QuickBooks Online | 17.1% → 16.9% | 19.7%May 2026 | 16.8%Aug 2026 | 2nd |
| FreeAgent | 9.4% → 11.2% | 12.8%Jun 2026 | 9.4%Oct 2025 | 3rd |
| Zoho Books | 1.3% → 1.2% | 1.4%Feb 2026 | 1.2%Jun 2026 | 5th → 4th |
| KashFlow | 1.5% → 1% | 1.5%Oct 2025 | 1%Sep 2026 | 4th → 5th |
| Sage Accounting | 0.68% → 0.55% | 0.96%Dec 2025 | 0.55%Sep 2026 | 6th |
| Pandle | 0.37% | 0.52%Nov 2025 | 0.36%Aug 2026 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in the United Kingdom decreased from 69.7% to 68.7%.
- Across the 12 months ending September 2026, FreeAgent’s share of searches among small business accounting software in the United Kingdom increased from 9.4% to 11.2%.
- Across the 12 months ending September 2026, KashFlow’s share of searches among small business accounting software in the United Kingdom decreased from 1.5% to 1%.
- Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in the United Kingdom peaked at 69.7% in October 2025 and was lowest at 63.9% in April 2026.
- Across the 12 months ending September 2026, QuickBooks Online’s share of searches among small business accounting software in the United Kingdom peaked at 19.7% in May 2026 and was lowest at 16.8% in August 2026.
- Across the 12 months ending September 2026, FreeAgent’s share of searches among small business accounting software in the United Kingdom peaked at 12.8% in June 2026 and was lowest at 9.4% in October 2025.
- Across the 12 months ending September 2026, Zoho Books rose from 5th to 4th among small business accounting software in the United Kingdom.
- Across the 12 months ending September 2026, KashFlow fell from 4th to 5th among small business accounting software in the United Kingdom.
- Across the 12 months ending September 2026, QuickBooks Online, Sage Accounting and Pandle held steady: their share of searches among small business accounting software in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom small business accounting software in September 2026?
4 changes
FreeAgent’s share of searches among small business accounting software in the United Kingdom has lost ground for 3 months in a row, from 12.8% to 11.2% in September 2026.
In September 2026, Zoho Books rose from 5th to 4th among small business accounting software in the United Kingdom.
In September 2026, KashFlow fell from 4th to 5th among small business accounting software in the United Kingdom.
Estimated monthly branded searches for Sage Accounting in the United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
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