Who dominates the accounting market in the SEE region, September 2026

goldmanagencija.rs has the largest share, 17.5%, with 90,301 visits. All 90,301 of its 90,301 visits come from the direct channel. The domain went from 10,688 visits in July, through 60,870 in August, to 90,301 in September. That pattern is not enough to conclude that it is a clear market leader.

With goldmanagencija.rs included, the whole set had 543,008 visits in July and 515,609 in September, a change of -5.0%. Without that domain, the market has 532,320 visits in July and 425,308 in September, a fall of 20.1%. That is why both pictures should be read together.

Behind goldmanagencija.rs come smartree.com with 13.1%, minimax.rs with 12.9%, keez.ro with 10.7% and datalab.eu with 9.8% of the market. All of them belong to the software side of the market, and smartree.com is payroll and HR outsourcing. data.si has 7.1% and combines software and calculators, while pausalko.rs, an app for flat-tax entrepreneurs, has 10,577 visits and a 2.0% share. pausal.rs has 38,571 visits and a 7.5% share, but it is the Clever calculator, so we track it separately from accounting firms. unija.com is the largest accounting firm below these domains, with 20,907 visits and a 4.0% share, but it is down compared with July.

Software increased its share from 53.9% in July to 55.6% in September, even though its visits fell from 292,689 to 286,702, or 2.0%. Accounting firms hold 30.2% of visits, and goldmanagencija.rs also falls into this type. The calculator has 7.5%, consultants 6.7% and the portal 0.1%. The calculator lost 23.9% of its visits compared with July, while accounting firms fell 4.6%.

Serbia has 330,386 visits in September and a 64.1% share, with 19 domains with data. The overall change compared with July is -1.9%, but goldmanagencija.rs holds 27.3% of the country's visits. Without it, Serbia has 240,085 visits, against 326,071 in July, a fall of 26.4%. unija.com and datalab.eu are regional domains, but they are listed under Serbia, as in July.

Romania has 127,602 visits and almost the same volume as in July, with a change of -0.5%. Its share of the market is 24.8%, and smartree.com holds 53.0% of the country's visits. keez.ro has 54,986 visits and a 43.1% share in Romania.

Slovenia falls from 63,586 visits in July to 39,300 in September, or 38.2%. data.si holds 92.7% of the country's visits and has 36,436 visits. Its 35.9% fall compared with July largely shapes the result for Slovenia as a whole.

BiH has 3,893 visits and growth of 5.6%, while Croatia has 690 visits and a fall of 54.0%. Montenegro has 779 visits and N. Macedonia 1,312 visits. With numbers this small, large percentages can easily give the wrong impression, so individual jumps should be checked before drawing any conclusion about growth. eurofast.eu is a regional network and is not assigned to any country.

Inside Serbia

Among accounting firms, leaving out software and calculators, unija.com leads with 20,907 visits. It is followed by aktivasistem.com with 14,644, dmk.rs with 8,791, ideal-racunovodstvo.rs with 7,131 and creativefinance.rs with 3,156 visits. goldmanagencija.rs has 90,301 visits, but it is not singled out as a clear leader because of its 100% direct traffic and the jump from 10,688 visits in July.

The direction of change is not the same for every firm. dmk.rs is up 105.2% since July. Over the same period, unija.com is down 59.0%, aktivasistem.com 61.3%, ideal-racunovodstvo.rs 50.2% and creativefinance.rs 74.0%.

The Growth Quadrant compares September with August. The X axis shows visits and the Y axis growth on August, with the boundaries set at the medians of 673.5 visits and +2.5%. Our calculation matches the Semrush picture for all 24 domains shown.

The leaders quadrant contains 11 domains. The largest are goldmanagencija.rs, smartree.com and datalab.eu, and it also includes unija.com, tmconsulting.co.rs, eurofast.eu, dmk.rs, ideal-racunovodstvo.rs, vizija-racunovodstvo.si, agencijasaldo.com and wtsserbia.com. goldmanagencija.rs is a leader thanks to 48.4% growth on August, but it remains a suspicious signal.

The growing quadrant has 13 domains, but all of them have low visit volumes. bdo.co.rs grows 3,800.0% to 273 visits, contexpert.ro 26,300.0% to 264 visits and roedl.ro 11,900.0% to 120 visits. Percentages this large on a small base are no proof of meaningful market growth.

The group losing ground has 13 domains. It includes minimax.rs, keez.ro, pausal.rs, data.si, aktivasistem.com and pausalko.rs, among others. minimax.rs still has 66,751 visits, even though it fell 6.5% on August. A position in this quadrant means a fall compared with the previous month, while the domain's market strength remains considerable.

The niche quadrant covers 11 domains below the visit median and with weaker growth on August. ekonomik.co has 584 visits there and datakont.mk 330. This position describes only the relationship between visits and monthly growth. It says nothing about the quality of the firm.

unija.com falls from 51,061 visits in July to 20,907 in September, or 59.0%. Organic search falls from 24,042 to 6,751 visits, and direct traffic from 25,770 to 10,558.

aktivasistem.com loses 61.3% of its visits, falling from 37,871 to 14,644. Organic search falls from 36,487 to 3,990 visits. At the same time, the direct channel grows from 647 to 10,286 visits, but the overall result is still a fall.

vizija-racunovodstvo.rs has the largest relative fall among the firms listed, 95.4%, from 10,643 to 493 visits. Organic search falls from 8,960 to 414, and direct traffic from 1,070 to 79 visits.

creativefinance.rs loses 74.0% of its visits, falling from 12,141 to 3,156. Organic search falls from 5,776 to 2,379, and the direct channel from 6,184 to 70 visits. bdo.ro loses 89.9%, falling from 14,765 to 1,496 visits. For that domain, organic search falls from 3,255 to 82, and direct traffic from 11,101 to 793 visits.

data.si falls 35.9%, from 56,811 to 36,436 visits. Organic search falls from 33,649 to 26,539, and the direct channel from 20,858 to 9,187 visits. pausalko.rs loses 50.0% of its visits, with organic search falling from 5,838 to 2,407 and the direct channel from 12,247 to 7,323. pausal.rs loses 23.9%, with the direct channel falling from 38,192 to 28,447 and organic search from 9,733 to 8,631 visits.

On the winning side, smartree.com grows 35.6% to 67,565 visits and datalab.eu 39.1% to 50,387. For smartree.com, the direct channel grows from 40,440 to 55,126, and organic search from 3,883 to 10,453 visits. For datalab.eu, the direct channel grows from 29,835 to 39,535, and organic search from 4,998 to 8,210 visits. eurofast.eu grows 186.9% to 11,647 visits, mostly through the direct channel, from 817 to 9,068 visits, and remains a regional network with no assigned country.

tmconsulting.co.rs grows 79.4%, from 8,919 to 16,002 visits. Organic search grows from 1,964 to 9,439, while the direct channel stays at almost the same level, with 6,919 visits in July and 6,563 in September. dmk.rs grows 105.2%, from 4,284 to 8,791 visits. Organic search grows from 4,198 to 8,650, and the direct channel falls from 86 to 65 visits.

These data show the channel in which the change is visible. The cause remains open. Google, seasonality and changes to the site have not been confirmed. For domains with a fall in organic search, Search Console, rankings and site changes should be checked.

For several domains, the quadrant and the change since July do not agree. unija.com is a leader thanks to 14.2% growth on August, but compared with July it fell 59.0%. ideal-racunovodstvo.rs is a leader with +3.5% on August, but compared with July it is down 50.2%. agencijasaldo.com is a leader with +800.9% on August, at 1,054 visits, but compared with July it fell 59.4%. capitalia.ba is losing ground because of a 30.7% fall on August, while compared with July it shows growth of 288.5%.

Two domains fell below the measurement threshold in September. fidesracunovodstvo.rs had 4,836 visits in July and profitinvest.rs 3,055. This is no proof that they had no visits at all in September.

Direct traffic accounts for 73.7% of visits across the whole market in September, and organic search for 21.4%. In July, those shares were 62.3% and 30.9%. Paid search brings 1.6% of visits in September. The direct channel dominates the total, but that is not simply proof of brand strength.

The large software domains mostly depend on direct traffic. minimax.rs has 89.7% direct visits, keez.ro 85.0%, smartree.com 81.6% and datalab.eu 78.5%. A check through Top Pages confirms the earlier assumption: logins and apps account for 87.4% of top-page visits on minimax.rs, 62.1% on keez.ro, 91.5% on smartree.com and 71.2% on datalab.eu. A large part of that traffic is therefore existing users logging in or working in the tool, so it should not be read as new demand for accounting services. goldmanagencija.rs has 100.0% direct traffic, but because it is a suspicious signal, it cannot be used as proof of brand strength.

Organic search is the main channel for data.si, with 72.8% of visits, and for tmconsulting.co.rs, with 59.0%. For unija.com, the direct channel accounts for 50.5% and organic search for 32.3%. aktivasistem.com has 70.2% direct traffic and 27.2% organic search. keez.ro is the only one of the ten largest domains with noticeable paid search, which brings 8.5% of its visits.

For accounting firms, this means that software and calculator visits must not be read as demand for the service. Firms with a fall in organic search should check Search Console, rankings and site changes. Channels show where the change happened, but the cause has to be looked for on the site itself.

AI traffic

In September, AI Traffic brings 1,021 visits, or 0.2% of the market, and Google AI Mode 522 visits, or 0.1%. The most AI traffic, with AI Traffic and Google AI Mode added together, goes to datalab.eu with 347, data.si with 233 and pausalko.rs with 209 visits. For now, this is an early signal worth tracking month by month.

To separate ‘lots of visits’ from ‘lots of business’, we looked at the most visited pages of the 10 largest domains. When those are services, pricing and contact, the traffic looks like a client. When they are calculators, articles or software logins, it is people looking for information or existing users.

The overall picture

Across all 10 domains, top pages have 432,730 visits, of which services, pricing and contact carry 22.1%, and logins and apps 46.9%. Without goldmanagencija.rs, 342,429 visits remain: only 5.5%, or 18,740 visits, go to services, pricing and contact, while 59.3%, or 203,035 visits, go to logins and apps.

For software and calculators, logins and apps account for 69.3% of 291,755 top-page visits, and services, pricing and contact for 4.0%. For accounting firms and the consultant, excluding goldmanagencija.rs, across 50,674 visits, services carry 14.1%, articles and information 41.8%, and the homepage and other pages 37.2%. In the old report, based on June data and a different export, July showed around 17% genuine demand. This serves only as a rough comparison and is not directly comparable with September.

• The same market as in July: Semrush Market Overview, the ‘SEE Accounting 2026’ market, 68 domains in 7 countries: Serbia, Romania, Slovenia, Croatia, BiH, Montenegro and N. Macedonia. A single export covers the whole set, September and July 2026.
• The view is Worldwide and covers all visits to a domain from every country, because this account does not offer any other breakdown. Some visits may come from other countries.
• The July report was based on June data with a country filter, so its numbers are not directly comparable with these. July 2026 in this report comes from the same export as September and is comparable.
• 20 of 68 domains have no data for September and are listed as below the measurement threshold. The list is in the table below.
• Country is assigned by domain, such as .rs, .ro and .si, and for .com and .eu domains by the company's known country.
• The player types are accounting firm, calculator, software, portal and consultant. Consultant covers networks such as BDO, Grant Thornton and TPA.
• goldmanagencija.rs is treated as a suspicious signal. All 90,301 of its 90,301 visits in September come from the direct channel, and the domain had 10,688 visits in July, so it is not presented as a clear leader.
• Top Pages data come from Semrush Traffic Analytics (Top Pages), Worldwide, for September 2026, and cover 10 domains. Pages are grouped by intent into service, pricing and contact; calculator and tool; blog and information; login and app; and homepage and other. The percentages are the share of each domain's top-page visits. Each file was checked and contains only pages from its own domain and its subdomains.
• The numbers are Semrush estimates, independent of GA4. Semrush is changing its historical data on 2 November 2026, so a fresh export after that date may give different numbers. The data were exported on 29 October 2026.