Brandwave

Sage Accounting vs TaxCalc:Which is more popular?

In September 2026, TaxCalc had more branded searches than Sage Accounting among self assessment tax return software in the United Kingdom. TaxCalc had about 4,400 branded searches, while Sage Accounting had 260. TaxCalc made up 37.1% 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 TaxCalc in one. Sage Accounting and TaxCalc were each mentioned first in one of the two answers that named either.

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

Who do people search for more?

TaxCalc, about 17 searches for every 1 for Sage Accounting

TaxCalc 4.4K searchesSage Accounting 260 searches

Who does AI mention more?

Sage Accounting, mentioned in 2 of 5 answers, TaxCalc in 1

Sage Accounting in 2 of 5TaxCalc in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Sage Accounting first in 1TaxCalc first in 1

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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. TaxCalc was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Sage Accounting and TaxCalc were each listed first in one of the two answers that named either.

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 Sage Accounting or TaxCalc more popular in search?

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

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

Share of searches by month for TaxCalc, 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 Sage Accounting and TaxCalc 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?

3 changes

  1. In September 2026, Taxfix overtook TaxCalc to become the leader among self assessment tax return software in the United Kingdom, with 40.5% of the searches.

  2. 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.

  3. In September 2026, TaxCalc lost share of searches among self assessment tax return software in the United Kingdom, from 42.7% to 37.1%.

How are branded searches counted?

2 search terms

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

Sage Accounting

1 branded search term

  • sage self assessment

TaxCalc

1 branded search term

  • taxcalc

How the Brand Demand Index is measured

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

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