Xero, QuickBooks, FreeAgent: Why I Work With All Three (and Why Market Share Isn’t the Whole Story).

If you’ve Googled accounting software recently, you’ll know there’s no shortage of strong opinions. Some firms are “Xero-only”. Others insist QuickBooks is best. A few fly the FreeAgent flag.

But no single package suits everyone.

That’s why I’m a partner with Xero, QuickBooks Online (QBO), and FreeAgent. Because the right software for your business isn’t about what’s fashionable — it’s about what actually works for you.

Who’s “winning” the UK software race?

Recent data shows Xero attracting the most attention in the UK, with around half the online market share of interest. Sage and QuickBooks still hold big slices, and FreeAgent sits behind as a smaller but important player — especially since it’s focused entirely on UK businesses.

So yes, Xero is the most widely used right now. But popularity alone doesn’t make it the right choice for your business. And while I’ve worked with Sage Business Cloud in the past, I don’t offer it as a partner — I focus on Xero, QuickBooks and FreeAgent, because those three cover the vast majority of needs for small businesses.

Why the differences matter

Each platform has its strengths:

• Xero – excellent for growing SMEs, strong app integrations, widely supported by accountants.

• QuickBooks Online – powerful reporting and widely recognised worldwide.

• FreeAgent – exclusively UK-focused, simple and intuitive, with neat extras like mileage tracking and built-in self-assessment tools. Perfect for freelancers, contractors, or smaller businesses who want a friendly, all-in-one setup (and sometimes it’s included free with your bank).

Why I don’t just pick one

A lot of accountants push every client onto the same software, usually whatever they know best. That works fine — until a client outgrows the software, or realises they’d have been better off with something different from the start.

By staying fluent in all three:

• I can recommend the one that actually fits your business today.
• I can help you switch smoothly later if your needs change.
• And if you come to me already using one of them, you don’t need to rip everything up and start again.

So what does this mean for you?

Xero may have the biggest following, QuickBooks is still a heavyweight, and FreeAgent is carving out its UK niche. But what matters isn’t who tops the charts — it’s which one makes your business easier to run.

And that’s why I work with all three.

What’s next?

This is just the start. Over the next few weeks I’ll be taking a closer look at each of the three platforms I partner with — Xero, QuickBooks Online, and FreeAgent — to show where each one shines, where it has limits, and which businesses they’re best suited for.

So whether you’re a freelancer, a growing SME, or somewhere in between, you’ll have a clearer idea of which system could make your business life easier.