Brandwave

How popular is1Password in search?

In August 2026, there were an estimated 732K branded searches for 1Password worldwide which is up 9.5% over the last 11 months. 1Password holds 28% estimated Share of Search among personal password managers worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Bitwarden43.2%
  2. 1Password28%
  3. LastPass17.2%
  4. Dashlane7.9%
  5. NordPass3.7%
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Which personal password managers compete with 1Password?

1Password against personal password managers worldwide, by month

Share of Search by month for Bitwarden, 1Password, LastPass, Dashlane, NordPass. The figures are in the table below the chart.

View monthly share of search table
MonthBitwarden1PasswordLastPassDashlaneNordPass
Oct 202535.7%26.9%18.1%8.4%10.9%
Nov 202538%25.6%18.6%8.6%9.2%
Dec 202544.4%24.4%18.6%7.3%5.3%
Jan 202638.7%31.8%16.9%7.9%4.7%
Feb 202631.8%33.1%16.1%6.1%12.8%
Mar 202640.2%29.1%14.1%5.4%11.2%
Apr 202635.7%30.8%14.9%5.7%13%
May 202637.4%28.9%14%5.3%14.3%
Jun 202645.3%31.7%13.6%6.4%3.1%
Jul 202641.8%37%12%4.9%4.3%
Aug 202643.2%28%17.2%7.9%3.7%
Sep 2026—————

  1. 1.Bitwarden

    43.2%

    Held 1st. 1.1M estimated branded searches, -11.6% vs prior month. Share +1.4 points.

  2. 2.1Password

    28%

    Held 2nd. 732K estimated branded searches, -35.4% vs prior month. Share -9 points.

  3. 3.LastPass

    17.2%

    Held 3rd. 450K estimated branded searches, +22.3% vs prior month. Share +5.2 points.

  4. 4.Dashlane

    7.9%

    Held 4th. 205K estimated branded searches, +37.9% vs prior month. Share +3 points.

  5. 5.NordPass

    3.7%

    Held 5th. 97.4K estimated branded searches, -26.5% vs prior month. Share -0.6 points.

Compare search popularity between 1Password and its closest rivals

How has branded search demand for 1Password changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for 1Password worldwide rose from 668K to 732K.
  • Across the 11 months ending August 2026, 1Password’s estimated Share of Search among personal password managers worldwide increased from 26.9% to 28%.
  • Across the 11 months ending August 2026, 1Password’s estimated Share of Search among personal password managers worldwide peaked at 37% in July 2026 and was lowest at 24.4% in December 2025.

How did search popularity change for personal password managers worldwide in August 2026?

  1. In August 2026, LastPass gained estimated Share of Search among personal password managers worldwide, from 12% to 17.2%.

  2. In August 2026, Dashlane gained estimated Share of Search among personal password managers worldwide, from 4.9% to 7.9%.

  3. In August 2026, Bitwarden gained estimated Share of Search among personal password managers worldwide, from 41.8% to 43.2%.

  4. In August 2026, 1Password lost estimated Share of Search among personal password managers worldwide, from 37% to 28%.

  5. In August 2026, NordPass lost estimated Share of Search among personal password managers worldwide, from 4.3% to 3.7%.

Where does 1Password compete?

1Password is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Password managers2nd of 627.5%Show ranking
Personal password managers2nd of 528%Shown above
Business password managers2nd of 533.1%Show ranking
Secrets management platforms1st of 464.9%Show ranking

How is 1Password measured?

Brandwave collects information about searches that people make online using 1Password’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

10 branded search terms

  • 1 password
  • 1password
  • 1password app
  • 1password business
  • 1password business password manager
  • 1password com
  • 1password enterprise
  • 1password online
  • 1password password manager
  • 1password software

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How the Brand Demand Index is measured

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