Canada Tax Software Market to Grow at a CAGR of 8.7% to reach US$ 1,506.87 million from 2022 to 2030
The Canada tax software market was valued at US$ 775.27 million in 2022 and is expected to reach US$ 1,506.87 million by 2030; it is estimated to record a CAGR of 8.7% from 2022 to 2030.
Canada Tax Software Market Analyst Perspective:
The accountancy sector plays a significant role in the tax industry's growth in Canada. The country's accountancy sector is doing its business resiliently, backed by long-term investment into the profession, coupled with the availability of high-quality talent. The country also witnesses imprints of the largest global firms in the country. They expanded their business across Canada, which increased the probability that these businesses from diversified sectors could tap financial expertise from the country, leading to the adoption of solutions offered by tax software providers of the country.
Increasing digitization across tax systems and growing adoption of tax software from the retail sector are contributing to the growth of the market. Further, the growth of the tax industry and support from the Canadian government are expected to provide lucrative opportunities for the growth of the market in Canada. The increasing focus of organizations on enhancing business processes through integrating advanced technologies is anticipated to be a market trend during the forecast period. The tax software market is a highly fragmented and competitive marketplace. As leading companies in this market continue to broaden their addressable market by expanding their current offerings and diversifying their client base, all prominent players face an increasing level of competition, both from start-ups to established companies across the world.
Market Overview:
Since the advent of digitalization in Canada, end-user companies have adopted advanced technologies for reducing manual business processes and implementing automated processes for increasing productivity and achieving efficient business outcomes. Owing to the internet and various platforms, such as desktops and smartphones, there is no need for individuals to visit a tax office; they can file a tax return and make a tax payment remotely. End users such as commercial enterprises and individuals are adopting tax software, as it automates tax processes and reduces the manual efforts of computing tax. The software allows registering the information of the taxpayer, and it is then automatically entered into tax returns; it also enables automatic calculation. Various industries use tax software for filing and returns, and they also generate a massive volume of data. In such cases, the industries have to be cautious while transferring tax-related files online. Therefore, tax software vendors provide software with security measures.
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Canada Tax Software Market: Strategic Insights
Market Size Value in US$ 775.27 million in 2022 Market Size Value by US$ 1,506.87 million by 2030 Growth rate CAGR of 8.7% from 2022 to 2030 Forecast Period 2022-2030 Base Year 2022
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Canada Tax Software Market: Strategic Insights
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Market Size Value in | US$ 775.27 million in 2022 |
Market Size Value by | US$ 1,506.87 million by 2030 |
Growth rate | CAGR of 8.7% from 2022 to 2030 |
Forecast Period | 2022-2030 |
Base Year | 2022 |
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Market Driver:
Increase in Digitization of Tax Systems Fuels Canada Tax Software Market Growth
The ongoing digital revolution presents huge scope for businesses to use digital services and automation to modify their business models and traditional processes for improving operational efficiencies and revenues. Digital transformation or automation in businesses is characterized by the integration of digital technology in various business processes, organizational activities, and business models. The digitalization of tax systems aids in enhanced operational efficiencies, end-to-end business process optimization, and cost and human error reduction.
Citizens mostly find the process of paying taxes to governments challenging and time-consuming. As enhancing tax compliance and collecting sufficient revenue is necessary to be able to finance public goods and services, the tax administration authorities are increasingly undertaking digital transformation and automation of their systems. Digitalized tax systems have the potential to bring successful and sustainable tax reforms, ensure proper taxation, and address compliance-related challenges. Further, the COVID-19 pandemic, which led to a rise in the use of digital commerce, made digital transformation especially urgent for tax administrations. Companies in Canada are increasingly embracing tax technology and automation to comply with new electronic reporting requirements and to enhance the accuracy and efficiency of tax functions by harnessing the capabilities of automation. The relevant investments by these companies in tax software technologies continue to rise and improve their ability to gather more tax information and gain more insights into the tax and financial positions of taxpayers. In May 2022, CentralSquare Technologies announced that six municipalities in Ontario, Canada, selected CentralSquare's Property Tax solution to enhance their citizen experience in Canada.
Tax software quickly analyzes a client's overall financial situation and suggests insurance or investment products. It also provides services such as auditing, bookkeeping, and comprehensive financial plan preparation. Also, the tax preparation process has become faster and more efficient as vast information is now available in digital format, which would, in turn, help tax preparers to directly import their client data from personal finance software onto their tax returns, with a single click. This has eliminated the need for manual entries. Sage Group plc, Xero Limited, SAP SE, and CloudTax are among the key tax software vendors operating in Canada. Mobile apps are also available now for taxpayers, which help them effortlessly e-file their taxes. Thus, the continuous digitization of the tax system propels the Canada tax software market growth.
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Segmentation and Scope:
The Canada tax software market is segmented on the basis of product, tax type, deployment type, end users, enterprise size, and industry vertical. Based on product, the tax software market is segmented into software and service. Based on tax type, the tax software market is segmented into sales tax, income tax, corporate tax, and others. Based on deployment type, the Canada tax software market is segmented into cloud and on-premise. Based on end users, the tax software market is segmented into individual and commercial. Based on enterprise size, the tax software market is segmented into small enterprises, medium enterprises, and large enterprises. Based on industry vertical, the Canada tax software market is segmented into BFSI, government, IT and telecom, healthcare, retail, and others.
Segmental Analysis:
Based on product, the Canada tax software market is bifurcated into software and service. Tax software products are designed to manage the tax returns of commercial enterprises and individuals. The tax software simplifies the tax filing procedure by automatically calculating the business and individual's tax obligations with given inputs. The products of tax software are available in two formats: traditional software format and software-as-a-service (SaaS) format. The increase in digital financial transactions among several industries, the complex nature of the existing tax system, and increased awareness of tax administrators are among the major factors increasing the demand for tax software. In spite of spending a lot of time managing tax compliance, businesses are still lagging in maintaining accuracy in their respective tax filings. This is due to manual tax calculation practices that are prone to errors. Implementation of advanced automated solutions such as tax software can help enterprises tackle various challenges associated with income tax returns, such as unproductive and repetitive rates of interest, maintenance of expensive in-house applications, and time-consuming manual record keeping. All the factors above are expected to fuel the demand for tax software among enterprises of all sizes during the forecast period.
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Key Player Analysis:
Sage Group Plc, Thomson Reuters Corp, Xero Ltd, IRIS Software Group Ltd, Wolters Kluwer NV, Intuit Inc, HRB Digital LLC, Wealthsimple Technologies Inc, SAP SE, and CloudTax Inc are the key Canada tax software market players profiled in the report.
Canada Tax Software Market Recent Developments:
The Canada tax software market players highly adopt inorganic and organic strategies. A few recent key market developments are listed below:
- In September 2023, Wolters Kluwer, a global leader in professional information, software solutions, and services, unveiled new capabilities for CCH iFirm Taxprep, the only cloud-based tax compliance solution in Canada designed to meet the needs of tax and accounting firms of all sizes.
- In June 2023, Thomson Reuters Corp announced its plan to buy SurePrep LLC—a US-based provider of tax automation software and services whose products and solutions are used by more than 23,000 tax professionals—for US$ 500 million in cash.
- In May 2023, Conquest Planning Inc.—a technology platform modernizing financial planning with customized and convenient advice—announced a partnership with Wealthsimple, a platform that has built some of Canada's leading digital financial products and holds more than US$ 18 billion in assets for over 3 million Canadians.
- In October 2022, IRIS Software Group—a leading global software provider of accountancy solutions—announced that it had acquired Thomson Reuters myPay Solutions, a trusted online payroll processing service designed to empower CPAs. myPay Solutions provides comprehensive outsourced payroll and associated banking and tax services via CPA firms to small and medium-sized businesses across all 50 states in the US.
- In November 2020, Sage, the market leader in cloud business management solutions, announced a new integration between Sage Business Cloud Accounting and Calgary-based TaxCycle. TaxCyle provides an income tax preparation solution for accounting professionals serving Canadian clients. Accountants using Sage Accounting can automatically populate data into the system from TaxCycle.
![Report Coverage](https://www.theinsightpartners.com/assets/rdimages/report_coverage.png)
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
![Segment Covered](https://www.theinsightpartners.com/assets/rdimages/segment_covered.png)
Segment Covered
Product, Tax Type, Deployment Type, End Users, Enterprise Size, and Industry Vertical
![Regional Scope](https://www.theinsightpartners.com/assets/rdimages/regional_scope.png)
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
![Country Scope](https://www.theinsightpartners.com/assets/rdimages/country_scope.png)
Country Scope
This text is related
to country scope.
Frequently Asked Questions
The sales tax segment held the largest share in the Canada tax software market, whereas income tax segment is expected to grow with the highest CAGR during 2022-2030.
The software segment held the largest market share in 2022 and is expected to grow with the highest CAGR in the market.
The key players, holding majority shares, in Canada tax software market includes Intuit Inc, Wolters Kluwer NV, Thomson Reuters Corp, Sage Group Plc, and HRB Digital LLC.
Integration of advanced technologies is the future trends of the Canada tax software market.
Increase in digitization of tax systems and rise in adoption of tax software from retail sector are the driving factors impacting the Canada tax software market.
The Canada tax software market was valued at US$ 775.27 million in the year 2022 and is expected to grow at a CAGR of 8.7% during 2022-2030.
The Canada tax software market is expected to reach US$ 1,506.87 million by 2030.
1. Introduction
1.1 The Insight Partners Research Report Guidance
1.2 Market Segmentation
2. Executive Summary
2.1 Key Insights
3. Research Methodology
3.1 Coverage
3.2 Secondary Research
3.3 Primary Research
4. Tax Software Market Landscape
4.1 Overview
4.2 PEST Analysis
4.3 Ecosystem Analysis
4.3.1 List of Vendors in Value Chain:
5. Tax Software Market - Key Industry Dynamics
5.1 Tax Software Market - Key Industry Dynamics
5.2 Market Drivers
5.2.1 Increase in Digitization of Tax Systems
5.2.2 Rise in Adoption of Tax Software from Retail Sector
5.3 Market Restraints
5.3.1 Reluctance to Adoption of Tax Software due to High Cost and Operational Complexities
5.4 Market Opportunities
5.4.1 Rising Government Support for Digitalization of Tax System
5.4.2 Growing Tax Industry
5.5 Future Trends
5.5.1 Integration of Advanced Technologies
5.6 Impact of Drivers and Restraints:
6. Tax Software Market Analysis
6.1 Canada Tax Software Market Overview
6.2 Canada Tax Software Market Revenue (US$ Million), 2022 – 2030
6.3 Canada Tax Software Market Forecast and Analysis
7. Tax Software Market Analysis - Product
7.1 Software
7.1.1 Overview
7.1.2 Software Market, Revenue and Forecast to 2030 (US$ Million)
7.2 Service
7.2.1 Overview
7.2.2 Service Market, Revenue and Forecast to 2030 (US$ Million)
8. Tax Software Market Analysis – Tax Type
8.1 Sales Tax
8.1.1 Overview
8.1.2 Sales Tax Market, Revenue and Forecast to 2030 (US$ Million)
8.2 Income Tax
8.2.1 Overview
8.2.2 Income Tax Market, Revenue and Forecast to 2030 (US$ Million)
8.3 Corporate Tax
8.3.1 Overview
8.3.2 Corporate Tax Market, Revenue and Forecast to 2030 (US$ Million)
8.4 Others
8.4.1 Overview
8.4.2 Income Tax Market, Revenue and Forecast to 2030 (US$ Million)
9. Tax Software Market Analysis - Deployment Type
9.1 Cloud
9.1.1 Overview
9.1.2 Cloud Market, Revenue and Forecast to 2030 (US$ Million)
9.2 On-Premise
9.2.1 Overview
9.2.2 On-Premise Market, Revenue and Forecast to 2030 (US$ Million)
10. Tax Software Market Analysis – End Users
10.1 Individual
10.1.1 Overview
10.1.2 Individual Market, Revenue and Forecast to 2030 (US$ Million)
10.2 Commercial
10.2.1 Overview
10.2.2 Commercial Market, Revenue and Forecast to 2030 (US$ Million)
11. Tax Software Market Analysis – Enterprise Size
11.1 Small Enterprises
11.1.1 Overview
11.1.2 Small Enterprises Market, Revenue and Forecast to 2030 (US$ Million)
11.2 Medium Enterprises
11.2.1 Overview
11.2.2 Medium Enterprises Market, Revenue and Forecast to 2030 (US$ Million)
11.3 Large Enterprises
11.3.1 Overview
11.3.2 Large Enterprises Market, Revenue and Forecast to 2030 (US$ Million)
12. Tax Software Market Analysis - Industry Vertical
12.1.1 BFSI
12.1.1.1 Overview
12.1.1.2 BFSI Market Revenue, and Forecast to 2030 (US$ Million)
12.1.2 Government
12.1.2.1 Overview
12.1.2.2 Government Market Revenue, and Forecast to 2030 (US$ Million)
12.1.3 IT and Telecom
12.1.3.1 Overview
12.1.3.2 IT and Telecom Market Revenue, and Forecast to 2030 (US$ Million)
12.1.4 Healthcare
12.1.4.1 Overview
12.1.4.2 Healthcare Market Revenue, and Forecast to 2030 (US$ Million)
12.1.5 Retail
12.1.5.1 Overview
12.1.5.2 Retail Market Revenue, and Forecast to 2030 (US$ Million)
12.1.6 Others
12.1.6.1 Overview
12.1.6.2 Others Market Revenue, and Forecast to 2030 (US$ Million)
13. Tax Software Market – Impact of COVID-19 Pandemic
13.1 Pre & Post Covid-19 Impact
14. Competitive Landscape
14.1 Heat Map Analysis by Key Players
14.2 Company Positioning & Concentration
15. Industry Landscape
15.1 Overview
15.2 Market Initiative
15.3 Product Development
15.4 Mergers & Acquisitions
16. Company Profiles
16.1 Sage Group Plc
16.1.1 Key Facts
16.1.2 Business Description
16.1.3 Products and Services
16.1.4 Financial Overview
16.1.5 SWOT Analysis
16.1.6 Key Developments
16.2 Thomson Reuters Corp
16.2.1 Key Facts
16.2.2 Business Description
16.2.3 Products and Services
16.2.4 Financial Overview
16.2.5 SWOT Analysis
16.2.6 Key Developments
16.3 Xero Ltd
16.3.1 Key Facts
16.3.2 Business Description
16.3.3 Products and Services
16.3.4 Financial Overview
16.3.5 SWOT Analysis
16.3.6 Key Developments
16.4 IRIS Software Group Ltd
16.4.1 Key Facts
16.4.2 Business Description
16.4.3 Products and Services
16.4.4 Financial Overview
16.4.5 SWOT Analysis
16.4.6 Key Developments
16.5 Wolters Kluwer NV
16.5.1 Key Facts
16.5.2 Business Description
16.5.3 Products and Services
16.5.4 Financial Overview
16.5.5 SWOT Analysis
16.5.6 Key Developments
16.6 Intuit Inc
16.6.1 Key Facts
16.6.2 Business Description
16.6.3 Products and Services
16.6.4 Financial Overview
16.6.5 SWOT Analysis
16.6.6 Key Developments
16.7 HRB Digital LLC
16.7.1 Key Facts
16.7.2 Business Description
16.7.3 Products and Services
16.7.4 Financial Overview
16.7.5 SWOT Analysis
16.7.6 Key Developments
16.8 Wealthsimple Technologies Inc
16.8.1 Key Facts
16.8.2 Business Description
16.8.3 Products and Services
16.8.4 Financial Overview
16.8.5 SWOT Analysis
16.8.6 Key Developments
16.9 SAP SE
16.9.1 Key Facts
16.9.2 Business Description
16.9.3 Products and Services
16.9.4 Financial Overview
16.9.5 SWOT Analysis
16.9.6 Key Developments
16.10 CloudTax Inc
16.10.1 Key Facts
16.10.2 Business Description
16.10.3 Products and Services
16.10.4 Financial Overview
16.10.5 SWOT Analysis
16.10.6 Key Developments
17. Appendix
17.1 About The Insight Partners
17.2 Word Index
List of Tables
Table 1. Tax Software Market Segmentation
Table 2. Canada Tax Software Market Revenue and Forecasts To 2030 (US$ Million)
Table 3. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) – Product
Table 4. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) –Tax Type
Table 5. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) – Deployment Type
Table 6. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) – End Users
Table 7. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) – Enterprise Size
Table 8. Tax Software Market Revenue and Forecasts To 2030 (US$ Million) – Industry Vertical
Table 9. Heat Map Analysis By Key Players
Table 10. List of Abbreviation
List of Figures
Figure 1. Tax Software Market Segmentation, By Geography
Figure 2. PEST Analysis
Figure 3. Ecosystem: Tax Software Market
Figure 4. Impact Analysis of Drivers and Restraints
Figure 5. Canada Tax Software Market Revenue (US$ Million), 2022 – 2030
Figure 6. Tax Software Market Share (%) – Product, 2022 and 2030
Figure 7. Software Market Revenue and Forecasts To 2030 (US$ Million)
Figure 8. Service Market Revenue and Forecasts To 2030 (US$ Million)
Figure 9. Tax Software Market Share (%) – Tax Type, 2022 and 2030
Figure 10. Sales Tax Market Revenue and Forecasts To 2030 (US$ Million)
Figure 11. Income Tax Market Revenue and Forecasts To 2030 (US$ Million)
Figure 12. Corporate Tax Market Revenue and Forecasts To 2030 (US$ Million)
Figure 13. Income Tax Market Revenue and Forecasts To 2030 (US$ Million)
Figure 14. Tax Software Market Share (%) – Deployment Type, 2022 and 2030
Figure 15. Cloud Market Revenue and Forecasts To 2030 (US$ Million)
Figure 16. On-Premise Market Revenue and Forecasts To 2030 (US$ Million)
Figure 17. Tax Software Market Share (%) – End Users, 2022 and 2030
Figure 18. Individual Market Revenue and Forecasts To 2030 (US$ Million)
Figure 19. Commercial Market Revenue and Forecasts To 2030 (US$ Million)
Figure 20. Tax Software Market Share (%) – Enterprise Size, 2022 and 2030
Figure 21. Small Enterprises Market Revenue and Forecasts To 2030 (US$ Million)
Figure 22. Medium Enterprises Market Revenue and Forecasts To 2030 (US$ Million)
Figure 23. Large Enterprises Market Revenue and Forecasts To 2030 (US$ Million)
Figure 24. Tax Software Market Share (%) – Industry Vertical, 2022 and 2030
Figure 25. BFSI Market Revenue and Forecasts To 2030 (US$ Million)
Figure 26. Government Market Revenue and Forecasts To 2030 (US$ Million)
Figure 27. IT and Telecom Market Revenue and Forecasts To 2030 (US$ Million)
Figure 28. Healthcare Market Revenue and Forecasts To 2030 (US$ Million)
Figure 29. Retail Market Revenue and Forecasts To 2030 (US$ Million)
Figure 30. Others Market Revenue and Forecasts To 2030 (US$ Million)
Figure 31. Company Positioning & Concentration
The List of Companies - Canada Tax Software Market
- Sage Group Plc
- Thomson Reuters Corp
- Xero Ltd
- IRIS Software Group Ltd
- Wolters Kluwer NV
- Intuit Inc
- HRB Digital LLC
- Wealthsimple Technologies Inc
- SAP SE
- CloudTax Inc
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published many reports and advised several clients across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organizations are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in the last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/Sales Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- 3.1 Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- 3.2 Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- 3.3 Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- 3.4 Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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