Who does AI recommend for Accounting & tax in the UK?
84 AI answers to 21 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
QuickBooks and Xero are tied at the top.
The ranking
- 1QuickBooks79%
- 2Xerotied73%
- 3FreeAgenttied72%
- 4HMRCtied53%
- 5Sagetied43%
- 6Zoho Bookstied30%
- 7FreshBookstied20%
- 8GoSimpleTaxtied7%
- 9ANNA Moneytied6%
- 10Dexttied6%
- 11Coconuttied4%
- 11Crunchtied4%
- 13Pandletied2%
- 14TaxScoutstied1%
Dot = measured share, bar = 95% range. Effective sample: n = 42.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| QuickBooks | 76% | 90% | 81% | 71% |
| Xero | 62% | 71% | 86% | 76% |
| FreeAgent | 81% | 43% | 95% | 71% |
| HMRC | 52% | 57% | 67% | 38% |
| Sage | 57% | 33% | 43% | 43% |
| Zoho Books | 48% | 19% | 29% | 29% |
| FreshBooks | – | 29% | 29% | 24% |
| GoSimpleTax | 10% | 10% | 5% | 5% |
| ANNA Money | – | 24% | – | – |
| Dext | 5% | – | 10% | 10% |
| Coconut | – | 14% | – | – |
| Crunch | – | 5% | – | 10% |
| Pandle | 10% | – | – | – |
| TaxScouts | – | – | – | 5% |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 21 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
21 of 21 questions
What is the best accounting software for small businesses in the UK?
- FreeAgent4/4
- HMRC4/4
- QuickBooks4/4
- Sage4/4
- Xero4/4
- FreshBooks2/4
- Zoho Books1/4
Which accounting software is easiest to use?
- QuickBooks4/4
- Xero4/4
- FreeAgent3/4
- FreshBooks3/4
- Zoho Books2/4
- Crunch1/4
- HMRC1/4
- Sage1/4
What is the best free accounting software in the UK?
- FreeAgent4/4
- HMRC4/4
- Zoho Books4/4
- Sage3/4
- Crunch1/4
- Pandle1/4
Which accounting software do UK accountants recommend?
- FreeAgent4/4
- QuickBooks4/4
- Sage4/4
- Xero4/4
- HMRC3/4
- Dext1/4
- Zoho Books1/4
Which accounting software is best for a limited company?
- FreeAgent4/4
- QuickBooks4/4
- Sage4/4
- Xero4/4
- HMRC2/4
- Zoho Books2/4
- Dext1/4
Which accounting software has the best app?
- QuickBooks4/4
- Xero4/4
- FreshBooks3/4
- FreeAgent2/4
- Zoho Books2/4
- Sage1/4
Which accounting software is best value?
- QuickBooks4/4
- Xero4/4
- Zoho Books4/4
- FreeAgent2/4
- HMRC1/4
- Sage1/4
Which accounting software is best for a startup?
- QuickBooks4/4
- Xero4/4
- FreeAgent3/4
- Zoho Books3/4
- FreshBooks1/4
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- pcmag.comin 18 of 84 answers
- freeagent.comin 17 of 84 answers
- intuit.comin 17 of 84 answers
- reddit.comin 16 of 84 answers
- sage.comin 16 of 84 answers
- startups.co.ukin 15 of 84 answers
- gov.ukin 14 of 84 answers
- xero.comin 12 of 84 answers
Share of answers with sources that cite the page.
A real answer
What is the best accounting software for small businesses in the UK?
Named, in this order:
1. Xero 2. QuickBooks 3. FreeAgent 4. Sage 5. Zoho Books 6. HMRC
What is the best software for a self assessment tax return?
Named, in this order:
1. HMRC 2. FreeAgent 3. Xero 4. QuickBooks 5. ANNA Money 6. Coconut 7. GoSimpleTax
What is the best accounting software for small businesses in the UK?
Named, in this order:
1. HMRC 2. Xero 3. QuickBooks 4. FreeAgent 5. Sage 6. FreshBooks
What is the best accounting software for small businesses in the UK?
Named, in this order:
1. Xero 2. FreeAgent 3. QuickBooks 4. Sage 5. FreshBooks 6. HMRC
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot99%
- Mobile plansThree89%
- Accounting & taxQuickBooks79%
- EnergyOctopus Energy76%
- NeobanksStarling Bank69%
- Online brokersTrading 21261%
- Fashion onlineASOS58%
- E-bikesSpecialized53%
- Car insuranceMoneySuperMarket51%
- Travel bookingBooking.com29%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology