---
title: "Small business accounting software in New Zealand: Share of Search"
description: "Share of Search among Xero, MYOB, Hnry and Reckon in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/graph/nz/categories/accounting-software"
publisher: "Brandwave"
---

# Small business accounting software in New Zealand: Share of Search

Share of Search among Xero, MYOB, Hnry and Reckon in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Small business accounting software
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Xero, 83%

## Which brand has the highest Share of Search among New Zealand small business accounting software?

- Xero holds the highest estimated Share of Search among New Zealand small business accounting software, at 83% in August 2026.
- Xero led MYOB by 73.9 percentage points of estimated Share of Search among New Zealand small business accounting software in August 2026, 83% against 9.1%.
- Xero’s estimated Share of Search among New Zealand small business accounting software increased from 81.1% in September 2025 to 83% in August 2026.
- MYOB’s estimated Share of Search among New Zealand small business accounting software decreased from 10.9% in September 2025 to 9.1% in August 2026.
- Xero’s estimated Share of Search among New Zealand small business accounting software peaked at 83% in August 2026 and was lowest at 78% in April 2026.
- MYOB’s estimated Share of Search among New Zealand small business accounting software peaked at 10.9% in December 2025 and was lowest at 8.6% in April 2026.
- Hnry’s estimated Share of Search among New Zealand small business accounting software peaked at 12.8% in April 2026 and was lowest at 7.3% in September 2025.
- Hnry and Reckon held steady: their estimated Share of Search among New Zealand small business accounting software each moved less than 0.5 percentage points between September 2025 and August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Xero | 83% | 165K | +22.2% | Xero |
| 2 | MYOB | 9.1% | 18.1K | +22.3% | MYOB |
| 3 | Hnry | 7.4% | 14.8K | 0.0% | Hnry |
| 4 | Reckon | 0.5% | 1K | 0.0% | Reckon |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Xero | 135K | 81.1% | 1 |
| Sep 2025 | MYOB | 18.1K | 10.9% | 2 |
| Sep 2025 | Hnry | 12.1K | 7.3% | 3 |
| Sep 2025 | Reckon | 1.3K | 0.78% | 4 |
| Oct 2025 | Xero | 165K | 82.8% | 1 |
| Oct 2025 | MYOB | 18.1K | 9.1% | 2 |
| Oct 2025 | Hnry | 14.8K | 7.4% | 3 |
| Oct 2025 | Reckon | 1.3K | 0.65% | 4 |
| Nov 2025 | Xero | 135K | 81.2% | 1 |
| Nov 2025 | MYOB | 18.1K | 10.9% | 2 |
| Nov 2025 | Hnry | 12.1K | 7.3% | 3 |
| Nov 2025 | Reckon | 1K | 0.6% | 4 |
| Dec 2025 | Xero | 110K | 81.1% | 1 |
| Dec 2025 | MYOB | 14.8K | 10.9% | 2 |
| Dec 2025 | Hnry | 9.9K | 7.3% | 3 |
| Dec 2025 | Reckon | 880 | 0.65% | 4 |
| Jan 2026 | Xero | 110K | 78.2% | 1 |
| Jan 2026 | MYOB | 14.8K | 10.5% | 2 |
| Jan 2026 | Hnry | 14.8K | 10.5% | 3 |
| Jan 2026 | Reckon | 1K | 0.71% | 4 |
| Feb 2026 | Xero | 135K | 81.5% | 1 |
| Feb 2026 | MYOB | 14.8K | 8.9% | 2 |
| Feb 2026 | Hnry | 14.8K | 8.9% | 3 |
| Feb 2026 | Reckon | 1K | 0.6% | 4 |
| Mar 2026 | Xero | 165K | 79.9% | 1 |
| Mar 2026 | Hnry | 22.2K | 10.7% | 2 |
| Mar 2026 | MYOB | 18.1K | 8.8% | 3 |
| Mar 2026 | Reckon | 1.3K | 0.63% | 4 |
| Apr 2026 | Xero | 135K | 78% | 1 |
| Apr 2026 | Hnry | 22.2K | 12.8% | 2 |
| Apr 2026 | MYOB | 14.8K | 8.6% | 3 |
| Apr 2026 | Reckon | 1K | 0.58% | 4 |
| May 2026 | Xero | 165K | 81.5% | 1 |
| May 2026 | MYOB | 18.1K | 8.9% | 2 |
| May 2026 | Hnry | 18.1K | 8.9% | 3 |
| May 2026 | Reckon | 1.3K | 0.64% | 4 |
| Jun 2026 | Xero | 165K | 81.5% | 1 |
| Jun 2026 | MYOB | 18.1K | 8.9% | 2 |
| Jun 2026 | Hnry | 18.1K | 8.9% | 3 |
| Jun 2026 | Reckon | 1.3K | 0.64% | 4 |
| Jul 2026 | Xero | 135K | 81.5% | 1 |
| Jul 2026 | MYOB | 14.8K | 8.9% | 2 |
| Jul 2026 | Hnry | 14.8K | 8.9% | 3 |
| Jul 2026 | Reckon | 1K | 0.6% | 4 |
| Aug 2026 | Xero | 165K | 83% | 1 |
| Aug 2026 | MYOB | 18.1K | 9.1% | 2 |
| Aug 2026 | Hnry | 14.8K | 7.4% | 3 |
| Aug 2026 | Reckon | 1K | 0.5% | 4 |

## What is being compared

- **Hnry**: Measured through “hnry”, a distinctive branded term.
- **MYOB**: Measured through “myob”, a distinctive branded term.
- **Reckon**: Measured through “reckon”. Because “reckon” can also be used outside the brand context, this term may include some unrelated search activity and should be interpreted with caution.
- **Xero**: Measured through “xero”, a distinctive branded term.

- [Hnry](/graph/nz/brands/hnry)
- [MYOB](/graph/nz/brands/myob)
- [Reckon](/graph/nz/brands/reckon)
- [Xero](/graph/nz/brands/xero)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Marketing Graph shares this curated information with everyone for free. The figures cover Sep 2025 to Aug 2026.

### Can I use the Marketing Graph data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Marketing Graph, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Hnry, MYOB, Reckon and Xero using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Small business accounting software in New Zealand: Share of Search". https://gobrandwave.com/graph/nz/categories/accounting-software

This page is also available as HTML at https://gobrandwave.com/graph/nz/categories/accounting-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.