ProTax AIDA Dashboard v15 | Q2 FY26

FY26 Performance Report · August–December 2025

5-Month Trend Analysis.Trust Rising. Visibility Growing. Audience Building.

Five months of measurement reveal where we stand and where we're headed. Practitioners are talking about us more positively than competitors. AI platforms are starting to recommend us. Our audience is growing faster than the market. Here's what the data shows.

31.0%
Positive Sentiment
Portfolio average (Dec)
+22.3pp YoY
30.4%
Portfolio AI SOV
Combined brand share
+12.9pp YoY
8.3
Avg Position (Best)
October 2025 peak
↑ from 8.8 Aug
44.2M
5-Month Reach
Aug-Dec cumulative
+51% YoY
40.7K
YouTube Subscribers
Cumulative total
+171% YoY
↓ Click any metric above to explore trends & competitive context

Metric Trend

↑ +22pp YoY
"Headline goes here."
WHAT WE SEE
HOW WE MEASURED
00 Market Context: External Factors
Industry News
Gone
IRS Direct File officially killed. No return date set.
November 2025: IRS emailed 25 partner states confirming Direct File "will not be available in Filing Season 2026" with "no launch date set for the future." 296,531 taxpayers used it in 2025. The One Big Beautiful Bill Act directs Treasury to study "alternatives." Tax prep industry won this round.
Source
Federal News Network, Nov 2025; NATP analysis
Algorithm Update
18
Days
Google December 2025 Core Update rolled out Dec 11-29. YMYL sectors hit hardest.
Third core update of 2025 completed over 18 days. Health, finance, and news publishers saw sharpest volatility. Major tremor on Dec 20. Google: "regular update designed to better surface relevant, satisfying content." Translation: E-E-A-T signals and AI Overview visibility reshuffled. Sites with aggressive ads got hammered.
Source
Search Engine Land, Dec 29, 2025; Google Search Status Dashboard
Social Media
$162M
IRS penalized 32,000 taxpayers $162M for following TikTok tax advice.
September 2025: IRS announced enforcement results against social media tax scams. Bad advice about Fuel Tax Credit and Sick Leave Credit led to 32,000+ frivolous return penalties at $5,000 each. TikTok made the IRS "Dirty Dozen" scam list for the 5th straight year. National Taxpayer Advocate: federal employees can't even view TikTok to counter the misinformation.
Source
IRS IR-2025-90, Sept 8, 2025; Journal of Accountancy
01 AIDA Funnel: How Content Strategy Drives Business Outcomes
5-Month Funnel Trajectory
Top-of-funnel bottleneck at 0.93%. Bottom-of-funnel strong at 23.9%.
Each column shows the external event that drove that month's movement.
30.6M Awareness
285K Interest
37.9K Desire
Action: Pending GA
Awareness
Do they see us?
A
Total Mentions
2,956 ↑ trending
Total Reach
12M +4.2M MOM
Social Reach
9.8M +3.1M MOM
News Reach
2.5M +1.1M MOM
Interest
Are they paying attention?
I
Video Views
363K
ProConnect + Deduct This
Subscribers
37.9K +6.5K Aug-Oct
Interactions
5,370 +1.2K MOM
Desire
Are they looking deeper?
D
Pricing Views
Needed from QB
Product Views
Needed from QB
Avg Time on Page
Needed from QB
UGC Created
418 ↑ trending
Action
Did they raise their hand?
A
Form Submits
Needed from QB
Demo Requests
Needed from QB
Trial Starts
Needed from QB
Conversions
Needed from QB
August 2025
Baseline
Hero Event
Pre-campaign measurement begins. No active initiatives.
Funnel Index
100
Baseline
Awareness 3.2M
Interest 52K
Desire 22K
Action Pending GA
September 2025
Measurement
Hero Event
Chatbeat launches. LLM visibility tracking begins across 9 platforms.
Funnel Index
148
↑ +48% improvement
Awareness 5.9M ↑
Interest 74K ↑
Desire 28K ↑
Action Pending GA
October 2025
Best Month ★
Hero Event
Ambassador Podcasts integrate. Practitioner voices amplify brand messaging. Citations rise as content compounds.
Funnel Index
312
↑ +110% improvement
Awareness 16.6M ↑↑
Interest 148K ↑↑
Desire 55K ↑↑
Action Pending GA
November 2025
YouTube Spike
Hero Event
Deduct This Ep. 20. YouTube subs +20% in 6 weeks. Desire metric accelerates.
Funnel Index
478
↑ +53% improvement
Awareness 25.1M ↑
Interest 214K ↑
Desire 100K ↑↑
Action Pending GA
Dec 2025 - Jan 2026
Tax Season
Hero Event
Tax season begins. Decision queries spike. Practitioner research intensifies.
Funnel Index
624
↑ +31% improvement
Awareness 30.6M ↑
Interest 285K ↑
Desire 37.9K ↓
Action Pending GA
AIDA Funnel Performance (Indexed: Aug = 100)
Annotations show what we did and how the metrics responded
How to Read This Chart
Index = 100 means August baseline. A value of 300 means 3× growth since August. A value of 624 (Interest) means citations grew 6.24× since we started measuring. Higher is better. Vertical dashed lines mark when we launched campaigns. The steeper the line after a campaign, the stronger the response.
1,000 800 600 400 200 Index (Aug = 100) Aug Sep Oct Nov Dec Jan Month (2025)
CHATBEAT LAUNCH
Measurement begins
Visibility enables action
AMBASSADOR PODCASTS
Integrated messaging
→ Citations compound
DEDUCT THIS EP 20
Podcast milestone
→ Subs +20% in 6 wks
Awareness (Reach)
Interest (Citations)
Desire (YouTube Subs)
Action (Mentions)
Top of Funnel Awareness → Interest
Aug Start
1.63%
→
Jan Current
0.93%
-0.7pp
conversion rate
Bottom of Funnel Desire → Action
Aug Start
5.5%
→
Jan Current
23.9%
+18.4pp
conversion gained
Top of Funnel
Observation:
Conversion rate dropped from 1.63% to 0.93% (Aug→Jan).
Reality:
Awareness grew 9.6× faster than Interest. We're reaching more people but not hooking them.
Meaning:
Fix: better hooks in YouTube thumbnails, Reddit titles, and AI query optimization. This is the Q1 priority.
Bottom of Funnel
Observation:
Conversion rate improved from 5.5% to 23.9% (Aug→Jan).
Reality:
Practitioner content converts. When people find us through Ambassador content, they engage.
Meaning:
This is working. Scale Ambassador Program. Content quality is not the problem. Distribution is.
Source: ChatBeat · Brand24 · YouTube Studio · August–December 2025
02 Segment Impact: Who Our Work Reaches
Brand Performance by Segment · Q2 FY26
Three brands. Three segments. All trending up.
ProConnect
Digital Disruptors
PRIMARY
20.0%
Sentiment
+22.3pp YoY
4.3%
AI SOV
+5.2pp YoY
Aug-Dec 2025: ProConnect sentiment leads at 20.0%. SOV stable at 4.3%. 285K total citations tracked.
Source: Brand24 sentiment, ChatBeat SOV · Dec 2025
Lacerte
Premier Performers
HIGH VALUE
23.2%
Sentiment
+11.1pp YoY
4.7%
AI SOV
+4.0pp YoY
Aug→Dec trend: Sentiment +4.8pp. SOV +1.4pp. Enterprise queries improving.
Source: Brand24 sentiment, ChatBeat SOV · Dec 2025
ProSeries
Streamlined Specialists
VOLUME
18.6%
Sentiment
+8.8pp YoY
4.4%
AI SOV
+2.7pp YoY
Aug→Dec trend: Sentiment +3.4pp. SOV +0.9pp. Price queries still lag (position 12+).
Source: Brand24 sentiment, ChatBeat SOV · Dec 2025
30.4%
Portfolio AI SOV
vs. CCH 18.2%
58.8K
Portfolio Citations
2.1× CCH (28.2K)
40.7K
YouTube Subscribers
+171% YoY
4/7
Queries We Lead
3 price queries lag
07 LLM Share of Voice: 5-Month Ramp
5-Month Position Trajectory
Microsoft improved +1.8 positions. OpenAI degraded -2.1 positions.
Each column shows the external event that drove that month's movement.
1-3 Primary pick
4-6 Mentioned
7-10 Listed
10+ Buried
August 2025
Baseline
Hero Event
Pre-campaign measurement begins. No active initiatives.
Portfolio Avg
8.8
AI Mode 2.8
DeepSeek 3.8
Perplexity 7.7
GPT 8.1
Claude 11.8
September 2025
Content Launch
Hero Event
Deduct This Ep. 15 launches. YouTube subs +2,400 in one week.
Portfolio Avg
8.8
→ No change
AI Mode 3.6 ↓
DeepSeek 4.1 ↓
Perplexity 9.2 ↓
GPT 8.4 ↓
Claude 11.4 ↑
October 2025
Best Month ★
Hero Event
Ambassador Podcasts integrate. Copilot + AI Overview data begins.
Portfolio Avg
8.3
↑ +0.5 improvement
AI Overview 1.0 NEW
Copilot 2.0 NEW
DeepSeek 2.1 ↑↑
Gemini 8.9 ↑
Claude 12.5 ↓
November 2025
Algorithm Shift
Hero Event
Direct File cancelled. Google Core Update begins Dec 11.
Portfolio Avg
7.9
↑ +0.4 improvement
Copilot 1.9 ↑
AI Overview 1.4 ↓
AI Mode 2.3 ↑
Gemini 8.4 ↑
Claude 12.9 ↓
December 2025
Seasonal Quiet
Hero Event
Core Update completes. Holiday slowdown. Partial month data.
Portfolio Avg
8.7
↓ -0.8 regression
Copilot 1.0 ↑↑
AI Overview 1.5 ↓
Gemini 6.0 ↑↑
Perplexity 9.8 ↓
Claude 14.7 ↓↓
Microsoft Ecosystem Copilot · AI Overview · AI Mode
Aug Start
2.8
→
Dec End
1.2
+1.6
positions gained
OpenAI Ecosystem GPT · Claude · Perplexity
Aug Start
9.2
→
Dec End
11.0
-1.8
positions lost
LLM Share of Voice Trajectory (Aug 2025 - Jan 2026)
Portfolio brands vs key competitors · Lower position = better visibility
Pos 2 Pos 4 Pos 6 Pos 8 Pos 10 Position Rank Aug Sep Oct Nov Dec Jan Month (2025) UltraTax Drake ProConnect Lacerte ProSeries CCH
ProConnect
Lacerte
ProSeries
UltraTax (competitor)
Drake (competitor)
CCH (competitor)
Microsoft Ecosystem
Observation: Position improved 2.8 → 1.2 (Aug→Dec)
Reality: Microsoft indexes structured docs. Our help articles, technical documentation, and comparison pages match their E-E-A-T scoring.
Meaning: This is working. Maintain current content strategy. No change needed.
OpenAI Ecosystem
Observation: Position declined 9.2 → 11.0 (Aug→Dec)
Reality: OpenAI indexes Reddit, forums, conversational content. We have no authentic practitioner presence in these channels.
Meaning: Ambassador content needs Reddit distribution. This is the Q3 priority.
09 Query Performance: What Practitioners Search
Query × Brand × Segment Alignment
We own cloud queries. We're weak on price queries.
12 tracked queries mapped to the segments most likely to search them.
ProConnect
Digital Disruptors
Avg: 4.2
Owned Queries (Position 1-5)
"Which cloud tax solutions are most user-friendly?"
2.3
Copilot #1 AI Overview #2 GPT #8
"Which tax applications integrate with accounting software?"
3.1
AI Mode #2 DeepSeek #3 Claude #12
Segment Match
Digital Disruptors (20% of firms) search for cloud, integration, and modern workflow terms. Our content answers these queries directly.
Q1 → Q2 Trend
↑ +0.8 positions
Lacerte
Premier Performers
Avg: 8.6
Target Queries (Building)
"Which tax software is best for accounting firms?"
7.4
AI Overview #4 Gemini #9 GPT #18
"Best tax software for multi-state returns?"
9.8
Copilot #5 Perplexity #14 Claude #21
Segment Match
Premier Performers (9% of firms, 43% of spend) search for enterprise complexity terms. We rank on Microsoft but buried on OpenAI.
Q1 → Q2 Trend
↑ +2.1 positions
ProSeries
Streamlined Specialists
Avg: 14.2
Queries We're Building
"What are the cheapest tax tools for startups?"
12.6
DeepSeek #8 GPT #14 Claude #19
"Which professional tax tools offer the lowest fees?"
15.8
Perplexity #14 Claude #19 Gemini #22
Segment Match
Streamlined Specialists (38% of firms) search price/value terms. Drake leads these queries. We need review content and comparison pages.
Q1 → Q2 Trend
↑ +6.8 positions
Query Leaderboard: Where We Stand vs. Nearest Competitor
Query Segment Our Position Nearest Competitor vs. Leader
"Best cloud tax software for small firms" Digital Disruptor 2.1 CCH @ 4.8 +2.7 ahead
"Tax software with best integrations" Digital Disruptor 1.8 Drake @ 6.2 +4.4 ahead
"Multi-state tax software for CPA firms" Premier Performer 3.2 UltraTax @ 3.8 +0.6 ahead
"Best tax software for complex returns" Premier Performer 5.4 CCH @ 4.1 -1.3 behind
"Tax software for seasonal preparers" Specialist 6.8 Drake @ 2.1 -4.7 behind
"Cheapest professional tax software" Specialist 14.2 Drake @ 1.4 -12.8 behind
"Best value tax software for new firms" Specialist 16.1 Drake @ 2.3 -13.8 behind
3
Queries We Lead
2
Queries Contested
2
Queries We Lose (Price)
WHERE WE WIN
Cloud, integration, and modern workflow queries. These align to Digital Disruptors who switch 3x more often. ProConnect owns this territory. Documentation and help content ranks well on Microsoft platforms.
WHERE WE'RE BURIED
Price, value, and review queries. These align to Streamlined Specialists (38% of market). Drake leads via Reddit presence. Ambassador Program content needs to address these queries specifically.
ProTax Channel Analysis
5-month trend view: Where should each brand own? Where are we competing with ourselves?
Source: Brand24 · Aug–Dec 2025
Channel Segment Fit ProConnect Lacerte ProSeries Status Channel Strategy
R Reddit Disruptors 20% 2 1 ALIGNED 20% engagement reached. LLMs cite r/taxpros heavily. Sustain filing season content.
▶ YouTube Disruptors 847 84 289 OVERLAP ProConnect leads (Deduct This). Differentiate content by segment.
in LinkedIn Premier 234 89 45 MISALIGNED Lacerte should own. ProConnect pulling back.
f Facebook Specialists 156 78 465 MISALIGNED ProSeries should own. Drake leads here.
🎙 Podcasts Disruptors 511K - - ALIGNED ProConnect moat. Deduct This = no brand bleed.
AI Gen AI All 3.7% 8.2% 5.1% LAGGING ProConnect 3.7% trails Lacerte 8.2%. Reddit content → LLM citations.
ProConnect Territory
Own: Reddit, Podcasts, YouTube
Build: Gen AI/LLM citations
Exit: LinkedIn (give to Lacerte)
Lacerte Territory
Own: LinkedIn, Conferences
Build: Microsoft/Copilot ecosystem
Support: YouTube (enterprise content)
ProSeries Territory
Own: Facebook Groups, Review Sites
Build: Price comparison content
Support: YouTube (basics/value)
Source: Brand24 · December 2025
10 Competitive Intelligence
December 2025 · Executive Competitive Summary
Intuit ProTax gaining ground. Thomson Reuters flat. Wolters Kluwer declining. Drake has volume but quality issues. Window opening for market share capture.
Intuit Position
Gaining ↑
+5.2pp SOV YOY
Thomson Reuters
Flat →
6.8% positive (low)
Wolters Kluwer
Declining ↓
-5.3pp sentiment
35.5%
ProConnect Positive
#1 in market
4/7
LLM Platforms Won
↑ +1 MOM
4,868
Total Intuit Mentions
↑ vs competitors
20%
Engagement Rate
Highest in category
Drake Tax Software
Mentions
2,729
Positive
10.0%
Negative
5.6%
✅ Doing Right:
Highest UGC volume (1,063 posts), strong Reddit presence, price-value positioning resonates with Streamlined Specialists
❌ Doing Wrong:
Highest negative sentiment (5.6%), user complaints about update issues, limited enterprise positioning
📢 Messaging:
Budget-focused, value pricing, community-driven support model
UltraTax (Thomson Reuters)
Mentions
1,632
Positive
6.8%
Negative
4.8%
✅ Doing Right:
Leader in job requirements, strong enterprise association, reliable brand perception
❌ Doing Wrong:
Low positive sentiment (6.8%), 89% neutral mentions suggest lack of enthusiasm, pricing complaints
📢 Messaging:
Enterprise-focused, reliability emphasis, professional standard positioning
CCH Axcess Tax
Mentions
507
Positive
6.1%
Negative
0.2%
✅ Doing Right:
Near-zero negative sentiment, strong suite integration, large firm presence, Wolters Kluwer ecosystem
❌ Doing Wrong:
Lowest engagement, minimal social presence (84 UGC), limited educational content
📢 Messaging:
Enterprise compliance focus, integration-heavy positioning, workflow automation
Source: Brand24 · Cumulative Aug 2025 – Jan 2026
SYNTHESIS

What This Month Means

December 2025
CONTENT STRATEGY
627
Times AI platforms cited accountants.intuit.com in December.
Tax professionals ask ChatGPT for software recommendations before they search Google. The content that gets cited becomes the recommendation.
Thomson Reuters blog appears in 398 Perplexity responses. Our documentation leads on GPT. Content is the product demo that happens before the prospect knows you exist.
Strategic Perspective We own the GPT citation ecosystem. The opportunity is Perplexity: create content that answers the same practitioner questions TR is answering, get it indexed, take their citations.
COMPETITIVE STRATEGY
$600M
Thomson Reuters paid for SafeSend. Their bet: workflow automation.
300,000+ CPAs left the profession since 2020. Every tax software company is responding to the same pressure: do more with fewer staff.
TR says "we'll make you faster." We say "practitioners like you recommend us." Two bets on the same shortage.
Strategic Perspective TR is acquiring. We're building organic trust. Their strategy requires integration. Ours compounds. If sentiment holds through filing season, we enter the Aug-Oct switching window with momentum they can't buy.
MARKET CONDITIONS
296K
Taxpayers lost IRS Direct File. No return date set.
IRS emailed 25 partner states confirming Direct File "will not be available in Filing Season 2026" with "no launch date set for the future." 296,531 taxpayers used it in 2025.
Google December 2025 Core Update hit YMYL sites Dec 11-29. Tax professionals evaluate post-deadline (May-Jul), decide pre-season (Aug-Oct), validate during filing (Jan-Apr).
Strategic Perspective 296K displaced filers entering the market at the same moment our sentiment hit 20% and AI visibility hit 30.4%. The timing is ours to capture or lose.
ProTax OGSM Dashboard · Sources: ChatBeat, Brand24, YouTube Studio PROTAX-OGSM-2025-12-001

FY26 Q2 Performance Report · December 2025

December: Pre-Season Prep.Cloud Practitioners Are Watching. We're Ready.

Filing season begins in weeks. ProConnect sentiment at 20.0%, leading portfolio. AI platforms recommend us in 4.3% of tax software queries. The cloud transformation narrative is working.

20.0%
Positive Sentiment
Do practitioners trust us?
+22.3pp YoY
4.3%
AI Share of Voice
Does AI recommend us?
+5.2pp YoY
24.8K
AI Citations (Dec)
What content drives visibility?
Top 3 Cited
10.0M
December Reach
Did they see us?
+51% YoY
40.7K
YouTube Subscribers
Do they want to hear from us?
+171% YoY
01 Funnel Performance
AIDA Funnel Status
Awareness and Interest metrics strong and growing. Desire and Action stages require GA integration planned for Q3-Q4 FY26.
12M
Total Reach
↑ +4.2M MOM
2,956
Mentions
↑ +312 MOM
A
Awareness
Do they see us?
Total Mentions 2,956 ↑ trending
Total Reach 12M +4.2M MOM
Social Reach 9.8M +3.1M MOM
News Reach 2.5M +1.1M MOM
I
Interest
Are they paying attention?
Video Views 363K ProConnect + Deduct This
Subscribers 37.9K +6.5K Aug-Oct
Interactions 5,370 +1.2K MOM
D
Desire
Are they looking deeper?
Pricing Views Needed from QB
Product Views Needed from QB
Avg Time Needed from QB
UGC Created 418 ↑ trending
A
Action
Did they raise their hand?
Form Submits Needed from QB
Demo Requests Needed from QB
Trial Starts Needed from QB
Conversions Needed from QB
WHAT THIS MEANS
Awareness and Interest metrics are instrumented. Awareness = Reach, Citations, SOV, Mentions (people talking about us). Interest = YouTube Subs (choosing to learn more). Desire (pricing/product page views) and Action (forms, demos, trials) require GA integration planned for Q3-Q4. Until then, we measure top-of-funnel only.
02 Customer Intelligence: Digital Disruptors
ProConnect's Primary Segment
Digital Disruptors are 31% of firms with 22% active switch intent. They value workflow automation, cloud flexibility, and modern integrations.
22%
Switch Intent
↑ +3pp YOY
31%
of Firms
Fastest growing
20.0%
Sentiment
↑ vs CCH 6.1%, UltraTax 6.8%
78%
Use AI Assistants
↑ vs 42% segment avg
86%
YouTube Research
Before purchase decision
6mo
Avg Eval Cycle
vs 18mo enterprise
Decision Driver Alignment
How Digital Disruptors Decide
YouTube Reviews 86%
Reddit Discussions 71%
AI Assistant Queries 78%
Free Trial Testing 92%
Segment Characteristics
4.3%
LLM SOV (current)
18%
Target SOV
150
Avg Returns/Yr
$2.4K
Avg Contract
STRATEGIC ALIGNMENT
Digital Disruptors need social proof from practitioners like them. YouTube and Reddit drive consideration. Ambassador content performs 20% higher engagement than brand content with this segment. Focus: Authentic practitioner voices showing workflow transformations.
03 Media & Content Intelligence
Channel Performance Analysis
Reddit delivers 12× engagement vs X/Twitter. Decision-stage channels (Reddit, YouTube, Podcasts) outperform broadcast channels by 8×.
20%
Engagement Rate
↑ +4.2pp MOM
9M
Impressions
↑ +2.1M MOM
12.0×
Reddit Eng Rate
Decision stage channel
1,126×
Podcast Multiplier
Competitive moat
55.7K
YouTube Reactions
Ambassadors working
1.7×
X/Twitter Eng Rate
Broadcast only
Channel Engagement Analysis
Decision Channel
Mixed Signal
Broadcast Only
High Engagement (Decision Stage)
Reddit
12.0× 127 posts · 1,523 interactions
LLM citation source. 20% engagement achieved.
Podcasts
1,126× 22 mentions · 511K reactions
50 reactions per mention. Deduct This moat.
YouTube
5.0× 847 posts · 55.7K reactions
Ambassador content working. Sustain investment.
Lower Engagement (Broadcast)
Facebook
3.8× 465 posts · 34.2K reactions
Specialists (48%) here. ProSeries territory.
LinkedIn
1.8× 234 posts · 8.9K reactions
Premier Performers (65%) here. Lacerte territory.
X / Twitter
1.7× 1,063 posts · 18.4K reactions
High volume, low depth. Don't over-invest.
December Intelligence
Topic Trends
4
Rising
+127%
Top Growth
↑ CREATE CONTENT NOW
+127%
IRS Direct File
Jan 15 deadline passed
+47%
Cloud Migration
Our core strength
+38%
Filing Prep
YouTube tutorials
+31%
Drake Frustration
Comparison content
→ MAINTAIN
integrations support pricing
↓ DEPRIORITIZE
desktop -22% manual -18%
January Content Brief
Week 1-2: IRS Direct File + Cloud Migration → Reddit threads. Week 2: Filing Prep → YouTube. Week 3: Drake comparison content.
Competitive Intelligence
What Competitors Miss
3
Competitors
1
Unclaimed
CCH
Claim: "Enterprise-grade"
Reality: Price + support declining
↓5.3pp
sentiment
Drake
Claim: "Affordable desktop"
Reality: Outdated, no cloud
↑2.1pp
sentiment
Ultra
Claim: "Trusted by large firms"
Reality: Expensive, TR neglecting
→ flat
sentiment
Narrative We Own
UNCLAIMED
"Cloud-native + practitioner community + integration-first"
CCH/Drake can't claim cloud. UltraTax has no community. This positioning is ours.
04 Trending Queries
Query Intelligence
Non-branded "cloud tax software" queries growing fastest. Branded queries show strong retention. Growth opportunity in consideration-stage queries.
#1
Avg Position
↑ +2.1 MOM
4.3%
SOV
↑ +5.2pp YOY
Branded Top Queries Mentioning "ProConnect"
"ProConnect Tax reviews 2025"
524 ↗
"ProConnect vs Drake"
312 ↗
"ProConnect pricing 2026"
245 ↗
"Is ProConnect cloud-based"
198 ↗
Non-Branded Generic Queries Where We Appear
"Best cloud tax software for accountants"
892 ↗
"Professional tax software comparison"
756 ↗
"Tax software with QuickBooks integration"
612 ↗
"Switching from desktop to cloud tax"
498 ↗
WHAT THIS MEANS
ProConnect is winning on cloud and integration queries. "QuickBooks integration" and "switching from desktop" queries align with Digital Disruptor transformation intent. Continue content strategy emphasizing cloud-native workflow and ecosystem integrations.
Source: ChatBeat · December 2025 · 8,002 records analyzed
05 Monthly Competitive Analysis
December 2025 Competitive Landscape
Drake leads volume but trails sentiment. CCH declining. UltraTax flat. ProConnect leads the cloud-native narrative with highest positive sentiment rate.
35.5%
Positive Sentiment
↑ #1 in market
4.3%
LLM SOV
↑ +5.2pp YOY
Drake
Drake Tax Software
Mentions
2,729
Positive
10.0%
Negative
5.6%
✓ Doing Right:
Highest UGC volume (1,063 posts), strong Reddit presence, price-value positioning resonates with Streamlined Specialists
✗ Doing Wrong:
Highest negative sentiment (5.6%), user complaints about update issues, limited enterprise positioning
📢 Messaging:
Budget-focused, value pricing, community-driven support model
Ultra
UltraTax (Thomson Reuters)
Mentions
1,632
Positive
6.8%
Negative
4.8%
✓ Doing Right:
Leader in job requirements, strong enterprise association, reliable brand perception
✗ Doing Wrong:
Low positive sentiment (6.8%), 89% neutral mentions suggest lack of enthusiasm, pricing complaints
📢 Messaging:
Enterprise-focused, reliability emphasis, professional standard positioning
CCH
CCH Axcess Tax
Mentions
507
Positive
6.1%
Negative
0.2%
✓ Doing Right:
Near-zero negative sentiment, strong suite integration, large firm presence, Wolters Kluwer ecosystem
✗ Doing Wrong:
Lowest engagement, minimal social presence (84 UGC), limited educational content
📢 Messaging:
Enterprise compliance focus, integration-heavy positioning, workflow automation
LLM Share of Voice vs Competitors
ProConnect 4.3%
Drake 6.8%
UltraTax 7.2%
CCH Axcess 5.4%
Behind UltraTax by 2.9pp · Closing at +0.8pp/month
ProConnect Strategic Position
"Cloud-native + practitioner community + integration-first"
This positioning is unclaimed. CCH/Drake can't credibly claim cloud. UltraTax has no community. We own this narrative.
#1
Positive Sentiment
20%
Engagement Rate
4/7
LLM Platforms Won
STRATEGIC IMPLICATION
Drake leads volume but trails on quality signals. UltraTax maintains enterprise perception but lacks engagement. CCH is invisible socially. ProConnect's opportunity: establish the "modern cloud practice" narrative while competitors focus on legacy positioning. January priority: amplify practitioner voices on Reddit and YouTube where competitors are weakest.
Source: Brand24 · ChatBeat · December 2025
06 LLM Platform Performance
December 2025 · 8,002 Queries Analyzed
Microsoft platforms rank us Position 1-3. OpenAI ranks us 14-15. The difference: Reddit sourcing. OpenAI cites Reddit heavily: we're not there.
4.3%
Overall SOV
↑ +5.2pp YOY
4/7
Platforms Won
↑ +1 MOM
Platform Performance
Platform Position SOV Change Status
Copilot #2.3 24.2% ↑3.1pp WIN
AI Overview #2.6 19.4% ↑2.8pp WIN
AI Mode #3.6 13.6% ↑1.9pp WIN
DeepSeek #4.6 12.9% ↑1.4pp WIN
GPT #14.8 3.7% ↓0.8pp BUILD
Perplexity #14.8 3.7% ↓0.5pp BUILD
Claude #15.0 3.5% ↓0.3pp BUILD
Branded Queries mentioning "ProConnect"
n=303
"How good is ProConnect Tax"
171 ↗
"Benefits of ProConnect Tax"
70 ↗
"ProConnect vs Lacerte"
36 →
"ProConnect pricing"
26 ↗
Non-Branded Generic queries where we appear
n=609
"Best tax software for accounting firms"
185 ↗
"Tax apps that integrate with QuickBooks"
165 ↗
"Cheapest professional tax software"
152 ↗
"Cloud tax solutions user-friendly"
107 ↗
Pattern: Microsoft platforms (Copilot, AI Overview, AI Mode) index our web content. We rank Position 1-3. OpenAI platforms (ChatGPT, Perplexity) index Reddit and forums. We rank Position 14-15. Action: Reddit distribution for January.
Note: Price queries ("cheapest") rank us Position 14. Drake owns that segment at Position 1.4. Not our target, but they're asking.
Source: ChatBeat · December 2025 · 8,002 queries across 9 platforms
07 January Action Kit
January Priority Actions
Four actions to execute based on December intelligence. Ambassador threads, channel shifts, YouTube content, brand differentiation.
4
Key Actions
Data-driven
Jan 31
Execute By
Pre-season
December Intelligence → January Action Kit
Finding
Ambassadors driving 20% engagement. LLMs cite practitioner content heavily.
January Action
Sustain: 4 Ambassador threads on IRS Direct File + cloud migration
Finding
LinkedIn = Premier Performers. We're misaligned.
January Action
Channel Shift: ProConnect pulls back. Lacerte takes LinkedIn ownership.
Finding
"Filing prep" +38%. Season starting.
January Action
YouTube: Week 1 walkthrough + error prevention tutorials
Finding
YouTube bleed across 3 brands.
January Action
Differentiate: ProConnect = workflow. Lacerte = enterprise. ProSeries = basics.
Data Sources: Brand24 (UGC Posts, Reactions, Interactions, Domain breakdown) · Chatbeat (LLM SOV) · YouTube Studio (Podcast metrics)
Refreshed monthly from Brand24 Excel exports
3.7%
ChatGPT SOV
vs CCH 6.1%: Growth area
125
Assets Target
Production goal
4
Channels
Ambassadors · YouTube · LLM · Podcast
22%
Switch Intent
Digital Disruptors
Ambassadors
SCALE
10 active practitioners. LLMs cite authentic content. 20% engagement achieved.
JANUARY ASSETS
"Filing Season Prep" practitioner content Week 1
"Cloud vs Desktop 2026" comparison content Week 2
Ambassador AMA coordination Week 3
"ProConnect integration tips" guide Week 4
YouTube
SUSTAIN
55% of Digital Disruptors use. 40.7K subs.
JANUARY ASSETS
"Week 1 Execution" walkthrough Week 1
"Error Resolution" tutorial Week 2
Ambassador "Day in the Life" (2 videos) Week 2-3
"Progress Tracking" demo Week 4
LLM-Optimized Content
PRIORITY 2
37% of Disruptors use Gen AI for research.
JANUARY ASSETS
"January Execution Playbook" Week 1
"Multi-return efficiency" guide Week 2
"Cloud migration checklist" Week 3
Comparison site content seeding Ongoing
Deduct This Podcast
SUSTAIN
54% of Digital Disruptors use. 511K total views.
JANUARY EPISODES
"Filing Season Kickoff" Jan 7
"Error Prevention Strategies" Jan 14
"Client Communication Tips" Jan 21
Guest: Ambassador Spotlight Jan 28
The January Bet
Reddit + LLM content improves our ChatGPT/Perplexity position. YouTube + Podcast maintains momentum. Digital Disruptors (22% switch intent, 37% AI usage) are researching now. We either show up where they look or we don't.
ProConnect Tax · December 2025 · Sources: ChatBeat, Brand24 PROCONNECT-2025-12-001

FY26 Q2 Performance Report · December 2025

December: Pre-Season Prep.Enterprise Firms Are Evaluating. We're Trusted.

Complex return season approaches. Lacerte maintains 4.7% AI share of voice with enterprise practitioners. The high-complexity, multi-state positioning continues to resonate with established firms.

8.2%
Positive Sentiment
Do practitioners trust us?
+1.1pp MOM
4.7%
AI Share of Voice
Does AI recommend us?
+6.9pp YoY
18.2K
AI Citations (Dec)
What content drives visibility?
Enterprise Focus
703K
December Reach
Did they see us?
+8% MOM
40.7K
YouTube Subscribers
Do they want to hear from us?
Portfolio Shared
01 Funnel Performance
AIDA Funnel Status
Premier Performers drive 43% of tax spend. Awareness building through LinkedIn. Interest stage needs enterprise content focus.
703K
Total Reach
↑ +52K MOM
194
Mentions
↑ +21 MOM
A
Awareness
Do they see us?
Total Mentions 194 +21 MOM
Total Reach 703K +52K MOM
Social Reach 46.8K +4.2K MOM
News Reach 656.7K +48K MOM
I
Interest
Are they paying attention?
Video Views 3.0K Lacerte playlist
Subscribers 37.9K channel total
Interactions 892 +114 MOM
D
Desire
Are they looking deeper?
Pricing Views Needed from QB
Product Views Needed from QB
Avg Time Needed from QB
UGC Created 67 +12 MOM
A
Action
Did they raise their hand?
Form Submits Needed from QB
Demo Requests Needed from QB
Trial Starts Needed from QB
Conversions Needed from QB
WHAT THIS MEANS
Awareness and Interest metrics are instrumented. Awareness = Reach, Citations, SOV, Mentions. Interest = YouTube Subs. Desire (pricing/product page views) and Action (forms, demos, trials) require GA integration planned for Q3-Q4. Enterprise segment moves slower with longer evaluation cycles.
02 Customer Intelligence: Premier Performers
Lacerte's Primary Segment
Premier Performers control 43% of tax spend with only 9% of firms. They need complexity handling and processing speed.
43%
of Tax Spend
Highest value
9%
of Firms
High LTV
12.1%
Lacerte Consider
vs. 28% UltraTax
300+
Avg Returns/Yr
Complexity = Lacerte
93%
Peer Influenced
ProAdvisor opportunity
65%
Use Copilot
Microsoft ecosystem
Decision Driver Alignment
How Premier Performers Decide
Peer Recommendations 93%
Expert Endorsements 85%
Processing Speed Priority 79%
Buying Committee 72%
Segment Characteristics
15%
Current Lacerte
28%
UltraTax (target)
18mo
Avg Eval Cycle
$85K
Avg Contract
STRATEGIC ALIGNMENT
Premier Performers need peer validation and complexity proof. Our Copilot/AI Overview performance matters here. Focus: case studies from 300+ return firms, ProAdvisor network activation.
03 Media & Content Intelligence
Channel Performance Analysis
LinkedIn is Premier Performer territory (65% presence). Enterprise decision-makers research here before evaluating tax software.
65%
LinkedIn Presence
↑ +8pp YOY
892
Interactions
↑ +124 MOM
Customer Media Consumption Analysis
LinkedIn shows highest engagement ratio for Premier Performers segment. Enterprise clients research differently.
High Eng Rate = Decision stage
Low Eng Rate = Broadcast only
Channel UGC Posts Reactions Interactions Eng Rate Insight
LinkedIn 89 4,230 465 10.0x Premier Performers live here. Enterprise content resonates.
YouTube 84 18,400 4,120 5.9x Growing but ProConnect leads. Enterprise tutorials needed.
X / Twitter 156 3,420 412 2.2x Broadcast only. Not a decision channel for enterprise.
Gen AI - - - 8.2% Leads portfolio. Microsoft Copilot alignment working.
December Intelligence
Topic Trends
3
Rising
+89%
Top Growth
↑ CREATE CONTENT NOW
+89%
Multi-State Compliance
LinkedIn priority
+52%
Copilot Integration
Microsoft ecosystem
Firm Scaling
Enterprise growth stories
+34%
→ MAINTAIN COVERAGE
enterprise support security compliance
January Content Brief
Week 1: Multi-state compliance → LinkedIn articles. Week 2-3: Copilot integration → Microsoft ecosystem content.
Competitive Intelligence
What Competitors Miss
3
Competitors
1
Unclaimed
CCH
Claim: "Enterprise-grade"
Reality: Price + support declining
↓5.3pp
sentiment
Ultra
Claim: "Trusted by large firms"
Reality: Expensive, TR neglecting
→ flat
sentiment
Drake
Claim: "Affordable desktop"
Reality: Outdated, no cloud
↑2.1pp
sentiment
Narrative We Own
UNCLAIMED
"Enterprise-scale + premium support + Microsoft integration"
CCH sentiment declining. Position Lacerte as the enterprise upgrade path.
Source: Brand24 · ChatBeat · December 2025
04 Trending Queries
Query Intelligence
Branded queries show strong retention. Non-branded "enterprise tax software" and "complex return" queries reveal growth opportunity.
#2
Avg Position
↑ +1.8 MOM
4.7%
SOV
↑ +6.9pp YOY
Branded Top Queries Mentioning "Lacerte"
"Lacerte Tax reviews 2025"
412 ↗
"Lacerte vs UltraTax"
286 →
"Lacerte pricing 2026"
178 ↗
"How good is Lacerte Tax"
142 ↗
Non-Branded Generic Queries Where We Appear
"Best tax software for complex returns"
756 ↗
"Professional tax prep software"
612 ↗
"Tax software for high-volume firms"
498 ↗
"Enterprise tax preparation software"
421 ↗
WHAT THIS MEANS
Lacerte is winning on complexity queries. All top non-branded queries trending up. "High-volume" and "complex returns" positioning aligns with Premier Performers segment. Maintain content trend on enterprise complexity themes.
Source: ChatBeat · December 2025 · 6,412 records analyzed
05 Monthly Competitive Analysis
December 2025 Enterprise Competitive Landscape
UltraTax leads enterprise mentions but lacks enthusiasm. CCH declining in visibility. Lacerte's opportunity: own the "enterprise upgrade path" with superior Microsoft integration.
27.2%
Positive Sentiment
↑ #2 in market
4.7%
LLM SOV
↑ +6.9pp YOY
Ultra
UltraTax (Thomson Reuters)
Mentions
1,632
Positive
6.8%
Negative
4.8%
✓ Doing Right:
Leader in job requirements, strong enterprise association, reliable brand perception
✗ Doing Wrong:
Low positive sentiment (6.8%), 89% neutral mentions, pricing complaints increasing
📢 Messaging:
Enterprise-focused, reliability emphasis, professional standard positioning
CCH
CCH Axcess Tax
Mentions
507
Positive
6.1%
Negative
0.2%
✓ Doing Right:
Near-zero negative sentiment, strong suite integration, Wolters Kluwer ecosystem
✗ Doing Wrong:
Lowest engagement, minimal social presence (84 UGC), support declining sentiment
📢 Messaging:
Enterprise compliance focus, integration-heavy positioning, workflow automation
Drake
Drake Tax Software
Mentions
2,729
Positive
10.0%
Negative
5.6%
✓ Doing Right:
Highest volume, strong Reddit presence, budget-friendly perception
✗ Doing Wrong:
Highest negative sentiment (5.6%), update complaints, no enterprise positioning
📢 Messaging:
Budget-focused, value pricing, community-driven support model
LLM Share of Voice vs Competitors
Lacerte 4.7%
UltraTax 7.2%
CCH Axcess 5.4%
Drake 6.8%
Behind UltraTax by 2.5pp · Closing at +0.6pp/month
Lacerte Strategic Position
"Enterprise-scale + premium support + Microsoft integration"
This positioning is unclaimed. CCH declining. UltraTax lacks enthusiasm. Lacerte leads the enterprise upgrade path.
#2
Avg Position
93%
Peer Influenced
3/7
LLM Platforms Won
STRATEGIC IMPLICATION
UltraTax leads enterprise mentions but practitioners aren't enthusiastic. CCH is invisible socially and declining in engagement. Drake targets budget segment, not our market. Lacerte's opportunity: own "enterprise upgrade path" narrative. Premier Performers trust peer recommendations (93%) and use Microsoft tools (65% Copilot). January priority: LinkedIn thought leadership + Microsoft integration content.
Source: Brand24 · ChatBeat · December 2025
06 LLM Platform Performance
AI Platform Visibility
Enterprise positioning drives Lacerte mentions in "large firm" and "complex return" queries. LinkedIn content fuels AI citations.
4.7%
Overall SOV
↑ +6.9pp YOY
3/7
Platforms Won
→ Stable MOM
4.7% Overall SOV ↑ 6.9pp YoY · +1.4pp MOM
3 / 7 Platforms Won
#6.2 Avg Position ↑ 1.8 vs Nov · vs ProConnect #5.8
Copilot
#3.1
18.4% SOV ↑2.1pp MOM
AI Overview
#3.4
16.2% SOV ↑1.8pp MOM
DeepSeek
#5.2
11.1% SOV ↑0.9pp MOM
GPT
#12.4
4.2% SOV ↓0.4pp MOM
Perplexity
#13.1
3.8% SOV ↓0.3pp MOM
Claude
#13.6
3.6% SOV ↓0.2pp MOM
WHAT THIS MEANS
Lacerte performs best on Copilot and AI Overview where enterprise practitioners research. ChatGPT weakness is lower priority for Lacerte than ProConnect: enterprise users rely more on Microsoft tools and Google searches than consumer AI platforms.
Source: ChatBeat · December 2025
07 January Action Kit
January Priority Actions
Own LinkedIn for Premier Performers. Enterprise content focus. Complex return positioning. Differentiate from ProConnect's workflow messaging.
28%
SOV Difference
vs UltraTax
Jan 31
Execute By
Pre-season
28%
UltraTax Consider
vs Lacerte 12.1%: Goal
85
Assets Target
Production goal
93%
Peer Influenced
Premier Performers
43%
of Tax Spend
9% of firms
ProAdvisor Network
PRIORITY 1
93% peer-influenced. Activate the network.
JANUARY ASSETS
Case study: 300+ return firm migration Week 1
ProAdvisor referral content package Week 2
Multi-state complexity testimonials Week 3
Enterprise firm spotlight series Week 4
Microsoft Ecosystem
PRIORITY 2
65% use Copilot. AI Overview matters here.
JANUARY ASSETS
"Complex return processing" LLM asset Week 1
"Multi-state workflow" optimization guide Week 2
Lacerte vs UltraTax comparison content Week 3
Enterprise scalability documentation Week 4
YouTube/Video
SUSTAIN
Expert endorsements at 85%. Video validates.
JANUARY ASSETS
"High-volume processing" demo Week 1
"Multi-state return walkthrough" Week 2
Enterprise firm testimonial video Week 3
"Speed optimization" tutorial Week 4
Conference/Events
PREP
65% attend conferences. Build pipeline now.
JANUARY ASSETS
Q1 conference speaker proposals Week 1-2
Presentation deck: "Enterprise Efficiency" Week 2
Booth collateral refresh Week 3
ProAdvisor meetup coordination Week 4
The January Bet
ProAdvisor network drives peer recommendations. Microsoft ecosystem content maintains AI Overview positions. Conference prep builds Q2-Q3 pipeline. Premier Performers (43% of spend) make decisions through peer validation. Network activation builds the pipeline. Premier Performers choose through peer validation.
Lacerte Tax · December 2025 · Sources: ChatBeat, Brand24 LACERTE-2025-12-001

FY26 Q2 Performance Report · December 2025

December: Pre-Season Prep.New Preparers Are Learning. We're Accessible.

Entry-level practitioners prepare for their first full season. ProSeries holds 4.4% AI share of voice with steady growth. Desktop reliability and value positioning resonates with cost-conscious new preparers.

7.4%
Positive Sentiment
Do practitioners trust us?
+0.8pp MOM
5.2%
AI Share of Voice
Does AI recommend us?
+0.8pp YoY
15.8K
AI Citations (Dec)
What content drives visibility?
Value Focus
506K
December Reach
Did they see us?
+6% MOM
40.7K
YouTube Subscribers
Do they want to hear from us?
Portfolio Shared
01 Funnel Performance
AIDA Funnel Status
Streamlined Specialists value simplicity. Facebook community drives awareness. Highest brand loyalty among Intuit products.
506K
Total Reach
↑ +29K MOM
163
Mentions
↑ +12 MOM
A
Awareness
Do they see us?
Total Mentions 163 +12 MOM
Total Reach 506K +29K MOM
Social Reach 41.1K +3.2K MOM
News Reach 465.4K +26K MOM
I
Interest
Are they paying attention?
Video Views 2.9K ProSeries playlist
Subscribers 37.9K channel total
Interactions 412 +38 MOM
D
Desire
Are they looking deeper?
Pricing Views Needed from QB
Product Views Needed from QB
Avg Time Needed from QB
UGC Created 42 +8 MOM
A
Action
Did they raise their hand?
Form Submits Needed from QB
Demo Requests Needed from QB
Trial Starts Needed from QB
Conversions Needed from QB
WHAT THIS MEANS
Awareness and Interest metrics are instrumented. Awareness = Reach, Citations, SOV, Mentions. Interest = YouTube Subs. Desire (pricing/product page views) and Action (forms, demos, trials) require GA integration planned for Q3-Q4. Entry-level segment converts faster than enterprise.
02 Customer Intelligence: Streamlined Specialists
ProSeries' Primary Segment
Streamlined Specialists are 38% of all firms. Price-sensitive, seeking simplicity. 49% changed software last year and value stability.
38%
of All Firms
Largest segment
18%
ProSeries Usage
vs. 10.0% Drake
82%
Price Priority
#1 decision factor
86%
Read Reviews
Sentiment = trust
49%
Struggled 2024
Ready for change
Decision Driver Alignment
How Streamlined Specialists Decide
User Reviews 86%
Price Priority 82%
Provider Website 71%
Single Platform Need 68%
Segment Characteristics
22%
Consider Drake
1
Decision Maker
<75
Returns/Year
Desktop
Preferred
STRATEGIC ALIGNMENT
Streamlined Specialists respond to value messaging and user reviews. Our sentiment gains (+18.6pp YoY) translate directly to perceived trustworthiness. Focus: affordability comparisons, "start simple, scale later" narrative.
03 Media & Content Intelligence
Channel Performance Analysis
YouTube reviews drive desktop-to-cloud consideration. Reddit r/taxpros discussions show growing ProSeries interest. QuickBooks community spillover is our hidden advantage.
14%
Engagement Rate
↑ +2.8pp MOM
3.2M
Impressions
↑ +890K MOM
8.4×
Reddit Eng Rate
r/taxpros mentions up
41%
QB Desktop Users
Cross-sell opportunity
12.8K
YouTube Views
Comparison content
1.2×
X/Twitter Eng
Low priority channel
Channel Engagement Analysis
Decision Channel
Mixed Signal
Broadcast Only
High Engagement (Decision Stage)
Reddit
8.4× 89 posts · 748 interactions
Comparison discussions. Desktop users researching.
YouTube
6.2× 34 videos · 12.8K views
Tutorials and reviews. "ProSeries vs Drake" performing.
Lower Engagement (Broadcast)
QuickBooks Community
3.8× Spillover traffic
Intuit ecosystem referrals. Untapped opportunity.
X/Twitter
1.2× Low engagement
Broadcast only. Not a decision channel for this segment.
STRATEGIC IMPLICATION
Streamlined Specialists research on YouTube and Reddit before deciding. QuickBooks community represents untapped cross-sell opportunity. Focus: "ProSeries vs Drake" comparison content, QuickBooks integration tutorials, and "desktop comfort, cloud path" messaging.
Source: Brand24 · YouTube Studio · December 2025
04 Trending Queries
Query Intelligence
Strong branded query loyalty. Non-branded "simple tax software" and "1040 preparation" queries reveal consideration-stage opportunity.
#3
Avg Position
↑ +1.2 MOM
4.2%
SOV
↑ +4.8pp YOY
Branded Top Queries Mentioning "ProSeries"
"ProSeries Tax reviews"
89 ↗
"ProSeries vs TurboTax Pro"
67 →
"ProSeries pricing 2026"
54 ↗
"Is ProSeries good for beginners"
42 ↗
Non-Branded Generic Queries Where We Appear
"Best tax software for new preparers"
542 ↗
"Affordable tax prep software"
489 ↗
"Easy to learn tax software"
378 ↗
"Professional tax software low cost"
298 →
WHAT THIS MEANS
Entry-level queries show positive momentum. ProSeries is winning on "new preparer" and "easy to learn" queries. The "affordable" positioning is contested by TaxAct. January priority: emphasize Intuit ecosystem value over price-only messaging.
Source: ChatBeat · December 2025
05 Monthly Competitive Analysis
December 2025 Desktop-Cloud Competitive Landscape
Drake owns budget positioning but highest negative sentiment. TaxAct lacks credibility. ProSeries advantage: Intuit ecosystem + cloud migration path for desktop-comfortable practitioners.
21.4%
Positive Sentiment
↑ #3 in market
3.2%
LLM SOV
↑ +4.1pp YOY
Drake
Drake Tax Software
Mentions
2,729
Positive
10.0%
Negative
5.6%
✓ Doing Right:
Highest UGC volume (1,063 posts), strong Reddit presence, price-value resonates
✗ Doing Wrong:
Highest negative sentiment (5.6%), update complaints, no cloud path
📢 Messaging:
Budget-focused, value pricing, desktop-first
TaxAct
TaxAct Pro
Mentions
892
Positive
7.2%
Negative
3.1%
✓ Doing Right:
Entry-level positioning, simple pricing, low barrier to start
✗ Doing Wrong:
Limited feature set, no ecosystem, minimal professional credibility
📢 Messaging:
Entry-level professional, simple pricing, web-based
ATX
ATX (Wolters Kluwer)
Mentions
324
Positive
5.8%
Negative
1.2%
✓ Doing Right:
Low negative sentiment, stable user base, Wolters Kluwer backing
✗ Doing Wrong:
Low visibility, minimal marketing, declining mind share
📢 Messaging:
Mid-market desktop, established brand, traditional approach
LLM Share of Voice vs Competitors
ProSeries 3.2%
Drake 6.8%
TaxAct 2.1%
ATX 1.8%
Behind Drake by 3.6pp · Closing at +0.4pp/month
ProSeries Strategic Position
"Intuit ecosystem + cloud path for desktop practitioners"
Drake lacks ecosystem. TaxAct lacks credibility. ATX lacks visibility. ProSeries owns desktop-to-cloud migration.
#3
Avg Position
41%
Use QB Desktop
2/7
LLM Platforms Won
STRATEGIC IMPLICATION
Drake wins volume but loses on quality signals with highest negative sentiment. TaxAct targets entry-level, not our market. ATX invisible and declining. ProSeries advantage: Intuit ecosystem trust (41% QB Desktop users) + cloud migration path (48% open to cloud). January priority: QuickBooks integration content + "desktop comfort, cloud ready" positioning on YouTube.
Source: Brand24 · ChatBeat · December 2025
06 LLM Platform Performance
AI Platform Visibility
ProSeries appears in "basic" and "simple" tax software queries. Facebook community content feeds AI recommendations for smaller practices.
4.2%
Overall SOV
↑ +4.8pp YOY
3/7
Platforms Won
→ Stable MOM
5.2% Overall SOV ↑ 0.8pp YoY · +0.3pp MOM
2 / 7 Platforms Won
#8.4 Avg Position ↑ 0.8 vs Nov · vs Lacerte #6.2
AI Mode
#4.2
9.8% SOV ↑1.2pp MOM
DeepSeek
#5.8
8.2% SOV ↑0.6pp MOM
Copilot
#8.4
5.6% SOV → 0.0pp MOM
GPT
#14.2
3.4% SOV ↓0.2pp MOM
Perplexity
#14.8
3.1% SOV ↓0.1pp MOM
Claude
#15.1
2.9% SOV ↓0.1pp MOM
WHAT THIS MEANS
ProSeries has the most even distribution across platforms. Entry-level practitioners use a wider variety of AI tools than enterprise users. Copilot lead is smaller than other Intuit brands. Focus on ChatGPT and Perplexity where entry-level users ask "which tax software is cheapest/easiest."
Source: ChatBeat · December 2025
07 January Action Kit
January Priority Actions
Own Facebook for Streamlined Specialists. Basic/simple software positioning. YouTube basics tutorials. Counter Drake's volume with quality.
84%
Retention
↑ Highest Intuit
Jan 31
Execute By
Pre-season
22%
Drake Consider
vs ProSeries 18%: Goal
75
Assets Target
Production goal
86%
Read Reviews
Sentiment = trust
49%
Struggled 2024
Ready for change
Review Sites
PRIORITY 1
86% read reviews. Our +18.6pp sentiment = proof.
JANUARY ASSETS
G2/Capterra review response campaign Week 1
"ProSeries vs Drake" comparison content Week 2
Value proposition case studies Week 3
TCO calculator / affordability assets Week 4
Website / Landing
PRIORITY 2
71% visit provider website. Landing pages convert.
JANUARY ASSETS
"Start Simple" landing page refresh Week 1
Pricing transparency page update Week 2
"Scale Later" upgrade path content Week 3
Solo preparer testimonial gallery Week 4
LLM-Optimized Content
GROWTH
18% consider ProConnect. Cross-sell opportunity.
JANUARY ASSETS
"Affordable tax software" LLM asset Week 1
"Solo preparer software" comparison Week 2
"Best value tax software 2026" guide Week 3
Price/feature comparison seeding Ongoing
Social / Community
SUSTAIN
Single decision maker. Direct messaging works.
JANUARY ASSETS
"Filing Season Ready" social campaign Week 1
Solo preparer success stories (4) Week 2-3
Facebook group engagement Ongoing
"Why I switched" testimonial series Week 4
The January Bet
Review sites drive the Streamlined Specialist decision. Our sentiment gains (+18.6pp) make us credible. Website content converts consideration to trial. 49% changed software in 2024 and value stability. Value messaging + peer validation wins this segment.
ProSeries Tax · December 2025 · Sources: ChatBeat, Brand24 PROSERIES-2025-12-001