Brandwave

Tax preparation software in United States:Which are searched most?

In September 2026, TurboTax was the most searched among tax preparation software in United States, with an estimated 550K branded searches and 42% estimated Share of Search within this set.

Share of Search, September 2026
  1. TurboTax42%
  2. H&R Block34.4%
  3. FreeTaxUSA18.8%
  4. TaxAct3.1%
  5. TaxSlayer1.7%

Follow tax preparation software and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the software people file taxes with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among 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%

This month’s ranking, September 2026

  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 leading brands

Which brand is most popular in search among tax preparation software in United States?

In September 2026, TurboTax was the most searched among tax preparation software in United States, with an estimated 550K branded searches and 42% estimated Share of Search within this set. H&R Block is in 2nd place, 7.6 percentage points behind at 34.4% Share of Search.

United States tax preparation software, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
TurboTax44.8% → 42%52.4%Jan 202634.4%Nov 20251st
H&R Block36.7% → 34.4%51.4%Nov 202521.1%Apr 20262nd
FreeTaxUSA13.4% → 18.8%25.7%Apr 202610.3%Nov 20253rd
TaxAct3.3% → 3.1%4.2%Apr 20262.5%Dec 20254th
TaxSlayer1.8% → 1.7%3.1%May 20261.4%Nov 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation software in United States decreased from 44.8% to 42%.
  • 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, FreeTaxUSA’s estimated Share of Search among tax preparation software in United States increased from 13.4% to 18.8%.
  • Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation software in United States peaked at 52.4% in January 2026 and was lowest at 34.4% in November 2025.
  • 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.
  • Across the 12 months ending September 2026, FreeTaxUSA’s estimated Share of Search among tax preparation software in United States peaked at 25.7% in April 2026 and was lowest at 10.3% in November 2025.
  • Across the 12 months ending September 2026, TaxAct’s estimated Share of Search among tax preparation software in United States peaked at 4.2% in April 2026 and was lowest at 2.5% in December 2025.
  • Across the 12 months ending September 2026, TaxSlayer’s estimated Share of Search among tax preparation software in United States peaked at 3.1% in May 2026 and was lowest at 1.4% in November 2025.
  • Across the 12 months ending September 2026, TaxAct and TaxSlayer held steady: their estimated Share of Search among tax preparation software in United States each moved less than 0.5 percentage points.

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.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start free