September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › GTM › Customer › Knowledge base › Small business · September 2026 Edition

Knowledge base and self-service for small business buyers

Asked as “knowledge base software”, and as “customer self-service help center tool”, on behalf of a small B2B company. 42 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
38%
Contested · Freshdesk 12%
38Notion12Freshdesk10Help Scout Docs40others

38% of first choices, contested.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Notion38%14%49endorsed leader
02Freshdesk12%7%15accepted challenger
03Slite10%4%27accepted challenger
04Help Scout Docs10%0%23accepted challenger
05Zoho Desk7%0%11accepted challenger
06Confluence5%44%36criticized challenger
07Slab2%0%30accepted challenger
08Document3602%38%34criticized challenger
Show the seven products at 0%, ordered by negative rate
15Zendesk Guide0%56%25criticized challenger
14Helpjuice0%55%20criticized challenger
13Guru0%41%27criticized challenger
12Tettra0%27%26criticized challenger
11BookStack0%14%14accepted challenger
09Nuclino0%0%25accepted challenger
10HelpDocs0%0%21accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All twenty-eight head-to-head pages: the top eight products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Notion38%
02Freshdesk12%
03Slite10%
04Help Scout Docs10%
05Zoho Desk7%
06Confluence5%
07Slab2%
08Document3602%
09Nuclino0%
10HelpDocs0%
11BookStack0%
12Tettra0%
13Guru0%
14Helpjuice0%
15Zendesk Guide0%

What they warned about

Zero of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Gemini 3.5 Flash, Perplexity Sonar, Grok 4.20, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Guru
41%
11 of 27 labels negative · 9 of 12 models · 8 hard negative
“Requires a 10-seat minimum, sales-only model with custom quotes, and enterprise-style procurement” GLM 4.7 FlashX, negative prompt
Helpjuice
55%
11 of 20 labels negative · 9 of 12 models · 8 hard negative
“Starts at $249/month, which is prohibitively expensive for most small businesses” GLM 4.7 FlashX, negative prompt
Confluence
44%
16 of 36 labels negative · 9 of 12 models · 5 hard negative
“Overkill for small teams, complex macros intimidate non-technical users, expensive licensing” GLM 4.7 FlashX, negative prompt
Zendesk Guide
56%
14 of 25 labels negative · 8 of 12 models · 8 hard negative
“Tools like some enterprise Zendesk or Salesforce Knowledge solutions can cost $300-500+/month for even small teams” Mistral Small, negative prompt

What they cite

Four of the twelve models returned a source list in this edition: four return the pages they cited.

Sites the answers cite

19 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 240 links across 104 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

vendor site · Ferndesk11 answers · 11 citations · 3 models
vendor site · Slite10 answers · 11 citations · 4 models
vendor site · Plain7 answers · 7 citations · 2 models
6 answers · 9 citations · 2 models
6 answers · 7 citations · 2 models
vendor site · YouTube5 answers · 14 citations · 1 model
vendor site · Softr5 answers · 6 citations · 2 models
vendor site · Featurebase5 answers · 5 citations · 3 models
vendor site · Helply4 answers · 6 citations · 2 models
4 answers · 5 citations · 3 models
vendor site · KnowledgeOwl4 answers · 5 citations · 1 model
vendor site · Assembly4 answers · 4 citations · 2 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best knowledge base software”, “knowledge base software”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Notion notion.com38%222673,00015,6081,061,46652
Freshworks freshworks.com
Freshdesk 12%
12%29112,100391111,586 company$14,486113
Slite slite.com10%502,9007038,04511
Help Scout Docs helpscout.com10%4970037,89914
Zoho parent site
Zoho Desk 7%
7%1678,100105
Plain plain.com7%890,50083,0951,3140
Atlassian atlassian.com
Confluence 5%
5%126165,0006,6174,724,388 company$5,906614
Slab slab.com2%2027,10055,13017,637
Helpable gethelpable.com2%4
Document360 document360.com2%1021,3002015,294$64892

Google's top ten for the two searches hold 16 sites; 4 of them are among the sites the models cited here (assembly.com, ferndesk.com, g2.com, slite.com). The first result for “best knowledge base software” is ferndesk.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best knowledge base software for a small B2B company?”Paraphrase“Which customer self-service help center tool would you recommend to a small business that sells to other businesses?”Comparative“What are the top knowledge base tools for a small team and how do they differ?”Budget-constrained“What is the best knowledge base software for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a knowledge base software. What should we look at?”Negative“Which knowledge base tools should a small business avoid or be cautious about?”
Claude Haiku 4.5Notion
Six alternativesDocument360, Freshdesk, Groove, HelpDocs, Nuclino, Tettra
no first choiceChangedno first choice
Four alternativesDocument360, Help Scout Docs, Notion, Slite
Notion
Three alternativesNuclino, Softr, Zoho Desk
against: Helpjuice
no first choiceagainst: Glean, Notion
GPT-5.4 miniNotion
Two alternativesDocument360, Slite
Intercom ArticlesChanged
One alternativeZendesk Guide
Nuclino, Slite
Four alternativesConfluence, Document360, Helpjuice, Notion
against: Guru
Confluence, Zoho Desk
Two alternativesBlueSpice, osTicket
no first choicenothing named
Gemini 3.5 FlashDocument360
Four alternativesGuru, Help Scout Docs, Notion, Plain
against: Confluence, Zendesk Guide
Help Scout DocsChanged
Three alternativesDocument360, Plain, Stonly
against: Zendesk Guide
Notion, Slite
Five alternativesDocument360, Guru, Help Scout Docs, Slab, Tango
against: Confluence
Freshdesk, Notion
Four alternativesBookStack, Confluence, GitBook, ProProfs Knowledge Base
no first choice
Three alternativesGuru, Outline, Slab
against: Coda, Confluence, Notion
against: Airtable, Archbee, BookStack, Coda, Confluence, Documentum, GitBook, GitHub/GitLab Wikis, Intercom Articles, MediaWiki, Notion, Onyx, OpenText, Salesforce Service Cloud, SharePoint, Zendesk Guide
Perplexity SonarNotion
Four alternativesHelpDocs, Plain, Pylon, Slab
Zoho DeskChanged
One alternativeHubSpot Service Hub
Notion
Six alternativesDocument360, HelpDocs, Nuclino, ProProfs Knowledge Base, Slab, Slite
Notion
Four alternativesBookStack, Help Scout Docs, HelpDocs, Slab
no first choiceagainst: BookStack, Confluence, Document360, Guru, Helpjuice, Notion, ServiceNow Knowledge Management, Tettra, Zendesk Guide
Grok 4.20Notion
Six alternativesHelpDocs, Nuclino, ProProfs KB, Slab, Slite, Tettra
against: Document360
FreshdeskChanged
Two alternativesHelp Scout Docs, Zoho Desk
against: Zendesk Guide
Notion, Slab
Five alternativesConfluence, Guru, Nuclino, Slite, Tettra
Notion
Three alternativesBookStack, ProProfs KB, Slab
no first choiceagainst: Confluence, Document360, Guru, Helpjuice, ManageEngine, Notion, ServiceNow Knowledge Management, SharePoint, Tettra, Zendesk Guide, eXo Platform
Mistral SmallPlain, Slite
Seven alternativesConfluence, HappySupport, Help Scout Docs, Helply, Notion, Pylon, Zendesk Guide
FreshdeskChanged
Two alternativesHelp Scout Docs, Plain
Notion, Slite
Six alternativesConfluence, Document360, HelpDocs, Nuclino, Slab, Tettra
against: Ferndesk, Helpjuice
Confluence, Notion
Three alternativesHelp Scout Docs, Slab, Zoho Desk
no first choiceagainst: Bloomfire, Dropbox, Google Drive, Guru, Salesforce Knowledge, SharePoint, Zendesk Guide
DeepSeek V4 FlashSlite
Five alternativesDocument360, Notion, Nuclino, Slab, Tettra
Help Scout DocsChanged
Four alternativesFreshdesk, HelpDocs, HubSpot Service Hub, Zoho Desk
against: Document360
Notion, Slite
Five alternativesConfluence, Helpjuice, Nuclino, Slab, Tettra
against: Document360, Guru
Notion
Three alternativesGitBook, ProProfs Knowledge Base, Slab
against: Confluence, Helpjuice, Slite, Tettra
Slite
Four alternativesConfluence, Helpjuice, Notion, Tettra
against: Document360, Guru
against: Bloomfire, Confluence, Document360, Glean, Google Drive, Guru, Helpjuice, ServiceNow Knowledge Management, SharePoint, Zendesk Guide
Llama 4 Maverickno first choiceHubSpot Service HubChanged
Two alternativesFreshdesk, Zoho Desk
Notion
Three alternativesNuclino, Slite, Tettra
Notion
Two alternativesHelp Scout Docs, Tettra
no first choiceagainst: Confluence, Document360, Guru, Helpjuice, Tettra
Qwen 3.7 FlashHelp Scout Docs, Plain
Two alternativesDocument360, Pylon
Help Scout DocsChanged
Two alternativesFreshdesk, Zoho Desk
against: Intercom Articles
Notion, Slite
Four alternativesHelpDocs, Nuclino, Slab, Tettra
against: Confluence
Helpable
Five alternativesBookStack, Confluence, HubSpot Service Hub, Slab, tawk.to
against: Freshdesk, Intercom Articles, Notion, Zendesk Guide
no first choiceagainst: BambooHR, Coda, Confluence, Docusaurus, Hugo, Jive, MkDocs, Notion, SharePoint, WordPress with third-party Knowledge Base plugins
Kimi K2Notion, Slite
Two alternativesConfluence, Help Scout Docs
against: Zendesk Guide
FreshdeskChanged
Two alternativesHubSpot Service Hub, Zoho Desk
against: Zendesk Guide
Nuclino, Slite
Five alternativesBookStack, Guru, HelpDocs, Notion, Tettra
against: Confluence, Document360, Helpjuice
Notion
Three alternativesBookStack, Docmost, ProProfs Knowledge Base
Notion
Two alternativesNuclino, Slite
against: Tettra
against: Bloomfire, Confluence, Docmost, Document360, Ferndesk, Guru, Helpjuice, HubSpot Service Hub, MediaWiki, Outline, SharePoint, Tettra, Trainual, XWiki, Zendesk Guide
GLM 4.7 FlashXNotion
Seven alternativesDocument360, Guru, Help Scout Docs, Helply, ProProfs Knowledge Base, Slab, Tettra
Zoho DeskChanged
Three alternativesFreshdesk, Help Scout Docs, HelpDocs
no first choice
Five alternativesHelpDocs, Notion, Nuclino, Slab, Tettra
against: Confluence, Document360, ProProfs Knowledge Base
Notion
Four alternativesHelp Scout Docs, Helpjuice, Slab, Tettra
no first choiceagainst: Confluence, Document360, Guru, Helpjuice, HubSpot Service Hub, Intercom Articles, Intercom Essential, Zendesk Guide
MiniMax M2.5Plain
Three alternativesHelp Scout Docs, Pylon, Slite
FreshdeskChanged
Two alternativesHelpDocs, Zoho Desk
Notion, Slite
One alternativeBookStack
Slab
Three alternativesBookStack, Notion, ProProfs Knowledge Base
no first choiceagainst: Confluence, Document360, Guru, Helpjuice, Tettra
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:05yes139 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:21yes36 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:47yes1120 s
Direct recommendationPerplexity Sonarsonar2026-09-15 00:32yes208 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 04:08yes09 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-14 22:52yes07 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:48yes032 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:07yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:48yes033 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:39yes024 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:48yes017 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:44yes09 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:38no05 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:38yes24 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:38yes1024 s
ParaphrasePerplexity Sonarsonar2026-09-14 22:56yes205 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 02:22yes06 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 04:31yes09 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:25yes017 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:23yes02 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:55yes042 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:14yes021 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:51yes050 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:14yes015 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:26yes97 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 22:52yes38 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:16yes1223 s
ComparativePerplexity Sonarsonar2026-09-15 02:06yes209 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-14 23:34yes06 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 01:04yes08 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:26yes049 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 05:05yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:35yes028 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:10yes021 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 05:04yes024 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:22yes013 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:41yes77 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 05:00yes15 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:26yes1320 s
Budget constrainedPerplexity Sonarsonar2026-09-15 01:18yes205 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-14 23:10yes05 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 01:43yes07 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:57yes013 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:43yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:49yes031 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:46yes026 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:32yes050 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:23yes013 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:02no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:12no04 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 01:54no017 s
Scale constrainedPerplexity Sonarsonar2026-09-15 00:27yes207 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:15yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 02:32no04 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:51yes013 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:48yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:13no039 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-14 22:55yes033 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:33yes070 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:40no08 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:37yes87 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:50no05 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:08yes2825 s
Negative framingPerplexity Sonarsonar2026-09-15 02:52yes206 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-14 23:57yes05 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 01:52yes08 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:38yes044 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:25yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:09no043 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:37yes041 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:21yes077 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:17yes015 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
Help Scout read as Help Scout Docs
Help Scout (Docs) read as Help Scout Docs
Help Scout Free read as Help Scout Docs
Intercom read as Intercom Articles
Intercom Fin read as Intercom Articles
ServiceNow read as ServiceNow Knowledge Management
ServiceNow Knowledge read as ServiceNow Knowledge Management
Zendesk read as Zendesk Guide
Zendesk Help Center read as Zendesk Guide
Unresolved, counted raw
Documentum
Freshdesk's KB module
Help Center
HelpKit
Intercom Essential
Staxx
Typemill
WordPress with third-party Knowledge Base plugins
Discontinued, still offered
No shut-down product was recommended here.
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