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Sage Accounting vs Wave:Which is more popular?

In September 2026, Wave had more branded searches than Sage Accounting among small business accounting software in the United States. Wave had about 22,200 branded searches, while Sage Accounting had 1,900. Wave made up 1.9% of all small business accounting software searches we track, and Sage Accounting accounted for 0.16%. When we asked ChatGPT and Google AI Overviews about small business accounting software, Wave appeared in all five answers and Sage Accounting in one. Wave was mentioned before Sage Accounting in every answer.

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

Who do people search for more?

Wave, about 12 searches for every 1 for Sage Accounting

Wave 22.2K searchesSage Accounting 1.9K searches

Who does AI mention more?

Wave, mentioned in every answer we collected

Wave in 5 of 5Sage Accounting in 1 of 5

Who does AI recommend more?

Wave, named ahead of Sage Accounting in every answer

Wave first in 5Sage Accounting never first

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Top small business accounting software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wave appeared in all five answers. Sage Accounting was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Wave was listed before Sage Accounting in every answer.

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 Sage Accounting or Wave more popular in search?

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

Sage Accounting and Wave among small business accounting software in the United States, by month

Share of searches by month for Wave, Sage Accounting. 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 Sage Accounting and Wave comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. 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 branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sage Accounting’s and Wave’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 accounting

Wave

1 branded search term

  • wave accounting

How the Brand Demand Index is measured

Other head-to-heads among small business accounting software

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