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 personal password managers worldwide and is ranked 5th 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 NordPass?

NordPass 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 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 personal password managers worldwide decreased from 10.9% to 3.7%.
  • Across the 11 months ending August 2026, NordPass’ estimated Share of Search among personal password managers worldwide peaked at 14.3% in May 2026 and was lowest at 3.1% in June 2026.
  • Across the 11 months ending August 2026, NordPass fell from 4th to 5th among personal password managers worldwide.

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 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%Show ranking
Personal password managers5th of 53.7%Shown above
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

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How the Brand Demand Index is measured

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