Brandwave

How popular isXero?

In September 2026, people searched for Xero by name about 90,500 times in the United States, about the same as the previous year. These searches made up 7.7% of all United States small business accounting software searches, placing Xero second out of seven brands. When we asked both ChatGPT and Google AI Overviews about small business accounting software, Xero appeared in four of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Xero is the second most searched of 7 competitors and the third most recommended in AI answers.

  1. QuickBooks OnlineShare of searches 85%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. XeroShare of searches 7.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. FreshBooksShare of searches 2.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  4. Zoho BooksShare of searches 2.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  5. WaveShare of searches 1.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top small business accounting software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xero was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Xero is the third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. QuickBooks Online1st
  2. Wave2nd
  3. Xero3rd
  4. FreshBooks4th
  5. Zoho Books5th
  6. Sage Accounting6th
  7. ZipBooks–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • FreshBooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wave5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • QuickBooks Online4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Xero4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Zoho Books4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sage Accounting1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZipBooks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about small business accounting software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which small business accounting software compete with Xero?

Xero against small business accounting software in the United States, by month

Share of searches by month for QuickBooks Online, Xero, FreshBooks, Zoho Books. The figures are in the table below the chart.

View monthly share of searches table
MonthQuickBooks OnlineXeroFreshBooksZoho BooksWaveSage AccountingZipBooks
Oct 202582.9%7.5%4.1%2.2%2.7%0.2%0.36%
Nov 202581.2%8.9%4%2.7%2.7%0.19%0.36%
Dec 202580.7%8.9%4%2.7%3.2%0.19%0.35%
Jan 202680.1%8.8%4%2.7%4%0.19%0.35%
Feb 202683.6%7.6%2.8%2.8%2.8%0.2%0.3%
Mar 202683.6%7.6%2.8%2.8%2.8%0.2%0.3%
Apr 202683.7%7.6%2.8%2.8%2.8%0.16%0.3%
May 202682.7%9.1%2.7%2.7%2.2%0.19%0.29%
Jun 202682.6%7.4%4.1%2.7%2.7%0.24%0.19%
Jul 202684.9%7.7%2.8%2.3%1.9%0.2%0.16%
Aug 202685.4%7.7%2.3%2.3%1.9%0.16%0.2%
Sep 202685%7.7%2.8%2.3%1.9%0.16%0.16%

  1. 1.QuickBooks Online

    85%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share -0.4 points.

  2. 2.Xero

    7.7%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.FreshBooks

    2.8%

    Held 3rd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.5 points.

  4. 4.Zoho Books

    2.3%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Wave

    1.9%

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

  6. 6.Sage Accounting

    0.16%

    Moved from 7th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.ZipBooks

    0.16%

    Moved from 6th to 7th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

Compare popularity between Xero and its closest rivals

Every comparison with Xero

6 comparisons

How has branded search demand for Xero changed in the United States over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xero in the United States held steady at 90.5K.
  • Across the 12 months ending September 2026, Xero’s share of searches among small business accounting software in the United States peaked at 9.1% in May 2026 and was lowest at 7.4% in June 2026.

How did search popularity change for United States small business accounting software in September 2026?

4 changes

  1. In September 2026, Sage Accounting rose from 7th to 6th among small business accounting software in the United States.

  2. In September 2026, ZipBooks fell from 6th to 7th among small business accounting software in the United States.

  3. Estimated monthly branded searches for FreshBooks in the United States fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026.

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

How are Xero’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Xero’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.

  • xero

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How the Brand Demand Index is measured

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