Overview Leaderboard Methodology
Industry Report

Tax Preparation Software

Desktop and cloud applications that help individuals and small businesses prepare, file, and manage income tax returns with guidance and e-filing features.

Brands tracked: 32
Brands analyzed: 32
Last updated: 2026-04-22
Model: OpenAI GPT-5
Prompts: 257
Total responses: 1,295
Top Brand Overall?
TurboTax
91/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
TurboTax
83

Highest score on the LBA metric in this industry.

Authority Leader?
TurboTax
91

Highest score on the Authority metric in this industry.

TOM Leader?
TurboTax
100

Highest score on the TOM metric in this industry.

TurboTax is the default answer in AI responses for Tax Preparation Software

TurboTax and H&R Block together dominate AI responses for Tax Preparation Software. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 32 Tax Preparation Software brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
TurboTax
turbotax.com
 83
91
100
91
2
H&R Block
hrblock.com
 83
80
95
86
3
FreeTaxUSA
freetaxusa.com
 71
70
78
73
4
TaxAct
taxact.com
 64
38
66
54
5
Cash App Taxes
cash.app
 63
19
49
39
6
TaxSlayer
taxslayer.com
 63
6
21
22
7
IRS Free File
irs.gov
 63
18
6
21
8
Jackson Hewitt
jacksonhewitt.com
 62
6
15
20
9
ClearTax
cleartax.in
 77
8
8
19
10
CCH Axcess Tax
wolterskluwer.com
 73
7
7
18
11
Drake Tax
drakesoftware.com
 72
7
7
18
12
Lacerte
lacerte.com
 72
7
7
18
13
UltraTax CS
thomsonreuters.com
 68
7
7
17
14
Wealthsimple Tax
wealthsimple.com
 71
7
7
17
15
ProSeries
proseries.com
 65
6
6
16
16
QuickBooks Live
intuit.com
 56
6
6
14
17
TaxCalc
taxcalc.com
 54
5
5
14
18
TaxHawk
taxhawk.com
 54
5
5
13
19
TaxWise
taxwise.com
 51
5
5
13
20
UFile
ufile.ca
 52
5
5
13
21
A
ATX
atxinc.com
 44
4
4
11
22
TaxCycle
taxcycle.com
 45
4
4
11
23
Etax
etax.com.au
 32
3
3
9
24
OLT Online Taxes
olt.com
 32
3
3
9
25
Taxfiler
taxfiler.co.uk
 33
3
3
9
26
BTCSoftware
btcsoftware.co.uk
 29
3
3
8
27
1040.com
1040.com
 27
3
3
7
28
CrossLink
crosslinktax.com
 26
3
3
7
29
GoSimpleTax
gosimpletax.com
 26
3
3
7
30
ezTaxReturn
eztaxreturn.com
 4
0
0
1
31
myTaxExpress
mytaxexpress.com
 3
0
0
1
32
ExpressTaxReturn
expresstaxreturn.com
 0
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 257 shared Tax Preparation Software prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 257 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →