Brandwave

How popular isIdentity Guard in search?

In August 2026, there were an estimated 8.1K branded searches for Identity Guard worldwide which is down 33.1% over the last 11 months. Identity Guard holds 5.2% estimated Share of Search among identity protection services worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. LifeLock87%
  2. Identity Guard5.2%
  3. IdentityForce2.8%
  4. PrivacyGuard2.3%
  5. Aura1.3%
  6. Complete ID1.3%
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Which identity protection services compete with Identity Guard?

Identity Guard against identity protection services worldwide, by month

Share of Search by month for LifeLock, Identity Guard, IdentityForce, PrivacyGuard. The figures are in the table below the chart.

View monthly share of search table
MonthLifeLockIdentity GuardIdentityForcePrivacyGuardAuraComplete ID
Oct 202586.5%6.3%2.3%2.3%0.88%1.7%
Nov 202585.4%6.3%2.8%2.8%1.1%1.6%
Dec 202583.8%6.1%2.7%3.4%1%3%
Jan 202686.5%5.2%3.5%2.3%0.88%1.7%
Feb 202687%5.2%2.8%2.3%0.9%1.7%
Mar 202687.4%5.2%2.3%2.3%0.97%1.7%
Apr 202686.2%6.3%2.3%2.8%1.1%1.3%
May 202686.9%5.2%2.3%2.8%1.1%1.7%
Jun 202685.3%5.1%2.8%3.4%1.3%2%
Jul 202685.1%5.1%2.8%3.4%1.6%2%
Aug 202687%5.2%2.8%2.3%1.3%1.3%
Sep 2026——————

  1. 1.LifeLock

    87%

    Held 1st. 135K estimated branded searches, +22.7% vs prior month. Share +1.9 points.

  2. 2.Identity Guard

    5.2%

    Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  3. 3.IdentityForce

    2.8%

    Moved from 4th to 3rd. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  4. 4.PrivacyGuard

    2.3%

    Moved from 3rd to 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  5. 5.Aura

    1.3%

    Moved from 6th to 5th. 2K estimated branded searches, -2.4% vs prior month. Share -0.3 points.

  6. 6.Complete ID

    1.3%

    Moved from 5th to 6th. 2K estimated branded searches, -23.1% vs prior month. Share -0.7 points.

Compare search popularity between Identity Guard and its closest rivals

Every comparison with Identity Guard

How has branded search demand for Identity Guard changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Identity Guard worldwide fell from 12.1K to 8.1K.
  • Across the 11 months ending August 2026, Identity Guard’s estimated Share of Search among identity protection services worldwide decreased from 6.3% to 5.2%.
  • Across the 11 months ending August 2026, Identity Guard’s estimated Share of Search among identity protection services worldwide peaked at 6.3% in October 2025 and was lowest at 5.1% in July 2026.

How did search popularity change for identity protection services worldwide in August 2026?

  1. In August 2026, LifeLock gained estimated Share of Search among identity protection services worldwide, from 85.1% to 87%.

  2. In August 2026, PrivacyGuard lost estimated Share of Search among identity protection services worldwide, from 3.4% to 2.3%.

  3. In August 2026, Complete ID lost estimated Share of Search among identity protection services worldwide, from 2% to 1.3%.

  4. In August 2026, Aura rose from 6th to 5th among identity protection services worldwide.

  5. In August 2026, IdentityForce rose from 4th to 3rd among identity protection services worldwide.

  6. Estimated monthly branded searches for Identity Guard worldwide fell 33.1% over 11 measured months, from 12.1K to 8.1K in August 2026.

How is Identity Guard measured?

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

1 branded search term

  • identity guard

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How the Brand Demand Index is measured

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