Brandwave

How popular isNordPass in search?

In August 2026, there were an estimated 97.4K branded searches for NordPass worldwide which is down 64.2% over the last 11 months. NordPass holds 3.7% estimated Share of Search among password managers worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Bitwarden42.5%
  2. 1Password27.5%
  3. LastPass16.9%
  4. Dashlane7.7%
  5. NordPass3.7%
  6. Keeper1.7%
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Which password managers compete with NordPass?

NordPass against 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
MonthBitwarden1PasswordLastPassDashlaneNordPassKeeper
Oct 202534.9%26.3%17.7%8.2%10.7%2.2%
Nov 202537.3%25.1%18.2%8.4%9%2%
Dec 202543.5%23.9%18.2%7.2%5.2%2%
Jan 202637.8%31%16.5%7.8%4.6%2.2%
Feb 202631.3%32.6%15.8%6%12.6%1.8%
Mar 202639.5%28.6%13.9%5.3%11%1.7%
Apr 202635.1%30.2%14.7%5.6%12.8%1.7%
May 202636.8%28.5%13.8%5.2%14.1%1.4%
Jun 202644.7%31.2%13.4%6.3%3%1.4%
Jul 202641%36.3%11.8%4.8%4.2%1.8%
Aug 202642.5%27.5%16.9%7.7%3.7%1.7%
Sep 2026——————

  1. 1.Bitwarden

    42.5%

    Held 1st. 1.1M estimated branded searches, -11.6% vs prior month. Share +1.5 points.

  2. 2.1Password

    27.5%

    Held 2nd. 732K estimated branded searches, -35.4% vs prior month. Share -8.8 points.

  3. 3.LastPass

    16.9%

    Held 3rd. 450K estimated branded searches, +22.3% vs prior month. Share +5.1 points.

  4. 4.Dashlane

    7.7%

    Held 4th. 205K estimated branded searches, +37.9% vs prior month. Share +2.9 points.

  5. 5.NordPass

    3.7%

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

  6. 6.Keeper

    1.7%

    Held 6th. 46.3K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

Compare search popularity between NordPass and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for NordPass worldwide fell from 272K to 97.4K.
  • Across the 11 months ending August 2026, NordPass’ estimated Share of Search among password managers worldwide decreased from 10.7% to 3.7%.
  • Across the 11 months ending August 2026, NordPass’ estimated Share of Search among password managers worldwide peaked at 14.1% in May 2026 and was lowest at 3% in June 2026.
  • Across the 11 months ending August 2026, NordPass fell from 4th to 5th among password managers worldwide.

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

  1. In August 2026, LastPass gained estimated Share of Search among password managers worldwide, from 11.8% to 16.9%.

  2. In August 2026, Dashlane gained estimated Share of Search among password managers worldwide, from 4.8% to 7.7%.

  3. In August 2026, Bitwarden gained estimated Share of Search among password managers worldwide, from 41% to 42.5%.

  4. In August 2026, 1Password lost estimated Share of Search among password managers worldwide, from 36.3% to 27.5%.

  5. In August 2026, NordPass lost estimated Share of Search among password managers worldwide, from 4.2% to 3.7%.

  6. Estimated monthly branded searches for Keeper worldwide fell 17.8% over 11 measured months, from 56.3K to 46.3K in August 2026.

Where does NordPass compete?

NordPass is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Password managers5th of 63.7%Shown above
Personal password managers5th of 53.7%Show ranking
Business password managers4th of 54.4%Show ranking

How is NordPass measured?

Brandwave collects information about searches that people make online using NordPass’ 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.

5 branded search terms

  • nordpass
  • nordpass app
  • nordpass com
  • nordpass password manager
  • password manager nordpass

Do you work for NordPass? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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