Brandwave

FreshBooks vs Xero:Which is more popular?

In September 2026, Xero had more branded searches than FreshBooks among small business accounting software in the United States. Xero had about 90,500 branded searches, while FreshBooks had 33,100. Xero made up 7.7% of all small business accounting software searches we track, and FreshBooks accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about small business accounting software, FreshBooks appeared in all five answers and Xero in four. Xero was mentioned before FreshBooks in four out of five answers.

Among small business accounting software in the United States in September 2026

Who do people search for more?

Xero, about 3 searches for every 1 for FreshBooks

Xero 90.5K searchesFreshBooks 33.1K searches

Who does AI mention more?

FreshBooks, mentioned in every answer we collected

FreshBooks in 5 of 5Xero in 4 of 5

Who does AI recommend more?

Xero, named ahead of FreshBooks in 4 of 5 answers

Xero first in 4FreshBooks first in 1

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Top small business accounting software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FreshBooks appeared in all five answers. Xero was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Xero was listed before FreshBooks in four out of five answers.

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.

Is FreshBooks or Xero more popular in search?

This chart shows how often people search Google for FreshBooks and Xero by name. Each line represents a brand's share of searches for all seven small business accounting software we track, month by month, from searches in United States.

FreshBooks and Xero among small business accounting software in the United States, by month

Share of searches by month for Xero, FreshBooks. 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%

How has the FreshBooks and Xero comparison changed over the last 12 months?

3 findings

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

1 change

  1. 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.

How are branded searches counted?

2 search terms

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

FreshBooks

1 branded search term

  • freshbooks

Xero

1 branded search term

  • xero

How the Brand Demand Index is measured

Other head-to-heads among small business accounting software

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