FreeAgent vs KashFlow:Which is more popular?
In September 2026, FreeAgent had more branded searches than KashFlow among small business accounting software in the United Kingdom. FreeAgent had about 110,000 branded searches, while KashFlow had 9,900. FreeAgent made up 11.2% of all small business accounting software searches we track, and KashFlow accounted for 1%. When we asked ChatGPT and Google AI Overviews about small business accounting software, FreeAgent appeared in three of the four answers and KashFlow in none.
Who do people search for more?
FreeAgent, about 11 searches for every 1 for KashFlow
Who does AI mention more?
FreeAgent, mentioned in 3 of 4 answers, KashFlow in 0
Who does AI recommend more?
FreeAgent, the only one of the two named
Follow FreeAgent vs KashFlow 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 small business accounting software in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, FreeAgent was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. KashFlow did not appear in any of the four answers.
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.
Is FreeAgent or KashFlow more popular in search?
This chart shows how often people search Google for FreeAgent and KashFlow 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 FreeAgent, KashFlow. 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% |
How has the FreeAgent and KashFlow comparison changed over the last 12 months?
3 findings
- FreeAgent was ahead of KashFlow in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FreeAgent’s share of searches among small business accounting software in the United Kingdom moved from 9.4% to 11.2%, and its estimated monthly branded searches moved from 90.5K to 110K.
- Across the 12 months ending September 2026, KashFlow’s share of searches among small business accounting software in the United Kingdom moved from 1.5% to 1%, and its estimated monthly branded searches moved from 14.8K to 9.9K.
How did search popularity change for United Kingdom small business accounting software in September 2026?
2 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, KashFlow fell from 4th to 5th among small business accounting software in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using FreeAgent’s and KashFlow’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.
Other head-to-heads among small business accounting software
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.