--- title: "FreeAgent vs Pie: Which is searched more in the United Kingdom?" description: "Is FreeAgent or Pie more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Self assessment tax return software set in the United Kingdom. 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/compare/freeagent-vs-pie-tax" publisher: "Brandwave" --- # FreeAgent vs Pie: Which is searched more in the United Kingdom? Is FreeAgent or Pie more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Self assessment tax return software set in the United Kingdom. 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 - **Compared**: FreeAgent and Pie - **Competitive set**: Self assessment tax return software - **Market**: United Kingdom - **Month measured**: Sep 2026 - **FreeAgent Share of Search**: 0.42% - **Pie Share of Search**: 3.3% ## Is FreeAgent or Pie more popular in search? - In September 2026, Pie had more branded searches than FreeAgent among self assessment tax return software in the United Kingdom. Pie had about 390 branded searches, while FreeAgent had 50. Pie made up 3.3% of all self assessment tax return software searches we track, and FreeAgent accounted for 0.42%. - Pie was ahead of FreeAgent in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, FreeAgent’s share of searches among self assessment tax return software in the United Kingdom moved from 0.37% to 0.42%, and its estimated monthly branded searches moved from 60 to 50. - Across the 12 months ending September 2026, Pie’s share of searches among self assessment tax return software in the United Kingdom moved from 3% to 3.3%, and its estimated monthly branded searches moved from 480 to 390. ## Top self assessment tax return software in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, FreeAgent was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Pie did not appear in any of the five answers. 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. ## How did search popularity change for United Kingdom self assessment tax return software in September 2026? - In September 2026, Pie lost share of searches among self assessment tax return software in the United Kingdom, from 3.8% to 3.3%. - Estimated monthly branded searches for FreeAgent in the United Kingdom fell 16.7% over 12 measured months, from 60 to 50 in September 2026. ## Month by month | Month | FreeAgent estimated searches | FreeAgent Share of Search | FreeAgent rank | Pie estimated searches | Pie Share of Search | Pie rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 60 | 0.37% | 8 | 480 | 3% | 5 | | Nov 2025 | 70 | 0.39% | 8 | 720 | 4% | 4 | | Dec 2025 | 80 | 0.43% | 8 | 720 | 3.8% | 5 | | Jan 2026 | 350 | 0.82% | 7 | 1.3K | 3% | 5 | | Feb 2026 | 60 | 0.47% | 9 | 1K | 7.8% | 4 | | Mar 2026 | 70 | 0.43% | 9 | 1.3K | 7.9% | 4 | | Apr 2026 | 110 | 0.55% | 8 | 1K | 5% | 5 | | May 2026 | 60 | 0.44% | 8 | 590 | 4.3% | 5 | | Jun 2026 | 60 | 0.42% | 8 | 480 | 3.4% | 5 | | Jul 2026 | 50 | 0.36% | 9 | 480 | 3.4% | 5 | | Aug 2026 | 30 | 0.24% | 9 | 480 | 3.8% | 5 | | Sep 2026 | 50 | 0.42% | 9 | 390 | 3.3% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using FreeAgent’s and Pie’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. - **FreeAgent**: Measured on the search terms “freeagent self assessment” and “freeagent tax return”, summed into one figure. - **Pie**: Measured on the search term “pie tax”. - [FreeAgent profile](/demand/uk/brands/freeagent) - [Pie profile](/demand/uk/brands/pie-tax) - [All self assessment tax return software in the United Kingdom](/demand/uk/categories/uk-self-assessment-tax-software): The set both shares are measured inside, 10 brands. ## 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 ### Is FreeAgent or Pie more popular in search? In September 2026, Pie had more branded searches than FreeAgent among self assessment tax return software in the United Kingdom. Pie had about 390 branded searches, while FreeAgent had 50. Pie made up 3.3% of all self assessment tax return software searches we track, and FreeAgent accounted for 0.42%. ## Cite this page Brandwave. "FreeAgent vs Pie: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/freeagent-vs-pie-tax This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/freeagent-vs-pie-tax. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.