Brandwave

Pie vs Sage Accounting:Which is more popular?

In September 2026, Pie had more branded searches than Sage Accounting among self assessment tax return software in the United Kingdom. Pie had about 390 branded searches, while Sage Accounting had 260. Pie made up 3.3% of all self assessment tax return software searches we track, and Sage Accounting accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about self assessment tax return software, Sage Accounting appeared in two of the five answers and Pie in none.

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

Who do people search for more?

Pie, about 50% more searches than Sage Accounting

Pie 390 searchesSage Accounting 260 searches

Who does AI mention more?

Sage Accounting, mentioned in 2 of 5 answers, Pie in 0

Sage Accounting in 2 of 5Pie in 0 of 5

Who does AI recommend more?

Sage Accounting, the only one of the two named

Sage Accounting first in 2Pie never named

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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. Pie did not appear in any of the five answers.

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 Pie or Sage Accounting more popular in search?

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

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

Share of searches by month for Pie, Sage Accounting. 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 sells other things too, so only its searches that name this product count here, like “sage self assessment”.

How has the Pie and Sage Accounting 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. In September 2026, Pie lost share of searches among self assessment tax return software in the United Kingdom, from 3.8% to 3.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Pie’s and Sage Accounting’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.

Pie

1 branded search term

  • pie tax

Sage Accounting

1 branded search term

  • sage self assessment

How the Brand Demand Index is measured

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

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