FreeAgent vs Xero:Which is more popular?
In September 2026, Xero had more branded searches than FreeAgent among small business accounting software in United Kingdom. Xero had about 673,000 branded searches, while FreeAgent had 110,000. Xero made up 68.7% of all small business accounting software searches we track, and FreeAgent accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about small business accounting software, Xero appeared in all four answers and FreeAgent in three. Xero was mentioned before FreeAgent in two out of three answers.
Who do people search for more?
Xero, about 6 searches for every 1 for FreeAgent
Who does AI mention more?
Xero, mentioned in every answer we collected
Who does AI recommend more?
Xero, named ahead of FreeAgent in 2 of 3 answers
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Top small business accounting software in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Xero appeared in all four answers. FreeAgent was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Xero was listed before FreeAgent in two out of three 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 Xero more popular in search?
This chart shows how often people search Google for FreeAgent and Xero 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, 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% |
How has the FreeAgent and Xero comparison changed over the last 12 months?
3 findings
- Xero 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 small business accounting software in 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, Xero’s share of searches among small business accounting software in United Kingdom moved from 69.7% to 68.7%, and its estimated monthly branded searches held steady at 673K.
How did search popularity change for United Kingdom small business accounting software in September 2026?
1 change
FreeAgent’s share of searches among small business accounting software in United Kingdom has lost ground for 3 months in a row, from 12.8% to 11.2% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using FreeAgent’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.
Other head-to-heads among small business accounting software
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