Pie vs Xero:Which is more popular?
In September 2026, Pie had more branded searches than Xero among self assessment tax return software in the United Kingdom. Pie had about 390 branded searches, while Xero had 30. Pie made up 3.3% of all self assessment tax return software searches we track, and Xero accounted for 0.25%. When we asked ChatGPT and Google AI Overviews about self assessment tax return software, Xero appeared in two of the five answers and Pie in none.
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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, Xero was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two 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.
FreeAgent1st
GoSimpleTax2nd
Sage Accounting3rd
Xero4th
TaxCalc5th
Andica6th
Coconut7th
Taxfix–
Pie–
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
Asked ChatGPT
“What's the best software for filing a self assessment tax return?”
Asked ChatGPT
“Which apps can sole traders use for Making Tax Digital?”
Asked ChatGPT
“What's the easiest way to do my self assessment tax return?”
Searched Google, AI Overview
“making tax digital software”
Searched Google, AI Overview
“self assessment software”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Is Pie or Xero more popular in search?
This chart shows how often people search Google for Pie and Xero 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.
Share of searches by month for Pie, Xero. The figures are in the table below the chart.
View monthly share of searches table
| Month | Taxfix | TaxCalc | GoSimpleTax | Andica | Pie | Sage Accounting | Coconut | Untied | FreeAgent | Xero |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.6% | 33.7% | 8.1% | 3.7% | 3% | 0.25% | 1.3% | 0.69% | 0.37% | 0.31% |
| Nov 2025 | 50.3% | 30.2% | 8.9% | 3.3% | 4% | 0.28% | 1.5% | 0.67% | 0.39% | 0.39% |
| Dec 2025 | 57.7% | 23.5% | 8.6% | 3.8% | 3.8% | 0.21% | 1.1% | 0.48% | 0.43% | 0.27% |
| Jan 2026 | 56.5% | 18.9% | 12.6% | 5.6% | 3% | 0.4% | 0.91% | 0.77% | 0.82% | 0.4% |
| Feb 2026 | 41.1% | 34.2% | 7.8% | 4.6% | 7.8% | 0.39% | 2% | 1.2% | 0.47% | 0.54% |
| Mar 2026 | 35.2% | 40.1% | 7.9% | 4.4% | 7.9% | 0.43% | 1.9% | 1.1% | 0.43% | 0.67% |
| Apr 2026 | 35.9% | 40.3% | 9.5% | 5% | 5% | 0.35% | 1.9% | 1.1% | 0.55% | 0.45% |
| May 2026 | 38.6% | 39.3% | 7.3% | 6.4% | 4.3% | 0.22% | 2.3% | 0.8% | 0.44% | 0.36% |
| Jun 2026 | 42.2% | 38% | 6.2% | 6.2% | 3.4% | 0.28% | 2.3% | 0.77% | 0.42% | 0.35% |
| Jul 2026 | 39.4% | 38.7% | 7.2% | 6.3% | 3.4% | 0.5% | 2.8% | 1% | 0.36% | 0.29% |
| Aug 2026 | 35.6% | 42.7% | 7% | 7% | 3.8% | 0.71% | 2.1% | 0.71% | 0.24% | 0.24% |
| Sep 2026 | 40.5% | 37.1% | 7.4% | 6.1% | 3.3% | 2.2% | 1.8% | 0.93% | 0.42% | 0.25% |
Xero sells other things too, so only its searches that name this product count here, like “xero self assessment”.
How has the Pie and Xero comparison changed over the last 12 months?
3 findings
- Pie was ahead of Xero in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Xero’s share of searches among self assessment tax return software in the United Kingdom moved from 0.31% to 0.25%, and its estimated monthly branded searches moved from 50 to 30.
How did search popularity change for United Kingdom self assessment tax return software in September 2026?
2 changes
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 Xero in the United Kingdom fell 40% over 12 measured months, from 50 to 30 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Pie’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 self assessment tax return software
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