Brandwave

How popular isH&R Block in search?

In September 2026, there were an estimated 450K branded searches for H&R Block in United States which is down 33.1% over the last 12 months. H&R Block holds 34.4% estimated Share of Search among United States tax preparation software and is ranked 2nd of 5 competitors for search popularity.

Share of Search, September 2026
  1. TurboTax42%
  2. H&R Block34.4%
  3. FreeTaxUSA18.8%
  4. TaxAct3.1%
  5. TaxSlayer1.7%
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Which tax preparation software compete with H&R Block?

H&R Block against tax preparation software in United States, by month

Share of Search by month for TurboTax, H&R Block, FreeTaxUSA, TaxAct. The figures are in the table below the chart.

View monthly share of search table
MonthTurboTaxH&R BlockFreeTaxUSATaxActTaxSlayer
Oct 202544.8%36.7%13.4%3.3%1.8%
Nov 202534.4%51.4%10.3%2.5%1.4%
Dec 202541.7%41.7%12.5%2.5%1.7%
Jan 202652.4%23.5%19.2%3.2%1.7%
Feb 202647.4%25.9%21.2%3.5%1.9%
Mar 202645.3%24.8%24.8%3.3%1.8%
Apr 202647.1%21.1%25.7%4.2%1.9%
May 202642.3%28.3%23.1%3.1%3.1%
Jun 202639.8%32.5%21.8%3.6%2.4%
Jul 202644.7%29.9%20%3.3%2.2%
Aug 202642%34.4%18.8%3.1%1.7%
Sep 202642%34.4%18.8%3.1%1.7%

  1. 1.TurboTax

    42%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.H&R Block

    34.4%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.FreeTaxUSA

    18.8%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.TaxAct

    3.1%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.TaxSlayer

    1.7%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between H&R Block and its closest rivals

Every comparison with H&R Block

How has branded search demand for H&R Block changed in United States over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for H&R Block in United States fell from 673K to 450K.
  • Across the 12 months ending September 2026, H&R Block’s estimated Share of Search among tax preparation software in United States decreased from 36.7% to 34.4%.
  • Across the 12 months ending September 2026, H&R Block’s estimated Share of Search among tax preparation software in United States peaked at 51.4% in November 2025 and was lowest at 21.1% in April 2026.

How did search popularity change for United States tax preparation software in September 2026?

  1. Estimated monthly branded searches for TurboTax in United States fell 33.2% over 12 measured months, from 823K to 550K in September 2026.

  2. Estimated monthly branded searches for H&R Block in United States fell 33.1% over 12 measured months, from 673K to 450K in September 2026.

  3. Estimated monthly branded searches for TaxAct in United States fell 33.1% over 12 measured months, from 60.5K to 40.5K in September 2026.

  4. Estimated monthly branded searches for TaxSlayer in United States fell 32.9% over 12 measured months, from 33.1K to 22.2K in September 2026.

Where does H&R Block compete?

H&R Block is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Tax preparation software2nd of 534.4%Shown above
Tax preparation services2nd of 638.8%Show ranking

How is H&R Block measured?

Brandwave collects information about searches that people make online using H&R Block’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • h&r block

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How the Brand Demand Index is measured

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