Brandwave

How popular isPersona?

In September 2026, people searched for Persona by name about 8,100 times worldwide, an 18.2% decrease from the previous year. These searches made up 0.26% of all global digital identity service searches, placing Persona fifth out of six services. When we asked both ChatGPT and Google AI Overviews about digital identity services, Persona appeared in two of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Persona is the fifth most searched of 6 competitors and the third most recommended in AI answers.

  1. ID.meShare of searches 72%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. OktaShare of searches 21.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Login.govShare of searches 3.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Auth0Share of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PersonaShare of searches 0.26%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top digital identity services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Persona was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Persona is the third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ID.me1st
  2. Login.gov2nd
  3. Persona3rd
  4. Okta–
  5. Auth0–
  6. ForgeRock–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ID.me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Login.gov3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Persona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Auth00 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ForgeRock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about digital identity services

5 answers

  • Asked ChatGPT

    “Which digital identity service should I use?”

    1. 1Login.gov
    2. 2ID.me

  • Asked ChatGPT

    “What are the best digital identity services?”

    1. 1Login.gov
    2. 2ID.me
    3. 3Persona

  • Asked ChatGPT

    “What's the best digital identity service for identity verification?”

    1. 1Persona
    2. 2ID.me

  • Searched Google, AI Overview

    “identity verification service”

    1. 1ID.me
    2. 2Login.gov

  • Searched Google, AI Overview

    “digital id verification”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

    Which digital identity services compete with Persona?

    Persona against digital identity services worldwide, by month

    Share of searches by month for ID.me, Okta, Login.gov, Auth0, Persona. The figures are in the table below the chart.

    View monthly share of searches table
    MonthID.meOktaLogin.govAuth0PersonaForgeRock
    Oct 202575.4%18.5%3%2.5%0.27%0.33%
    Nov 202582.1%13.5%2.2%1.8%0.2%0.16%
    Dec 202571.4%21.4%4.3%2.4%0.26%0.26%
    Jan 202674.3%18.2%4.5%2.5%0.27%0.27%
    Feb 202678%15.7%3.8%2.1%0.23%0.19%
    Mar 202672%21.6%3.5%2.4%0.26%0.21%
    Apr 202675%18.4%3.7%2.5%0.22%0.22%
    May 202675.9%18.6%3%2%0.22%0.18%
    Jun 202672%21.6%3.5%2.4%0.26%0.21%
    Jul 202678.9%15.9%3.2%1.7%0.16%0.16%
    Aug 202672%21.6%3.5%2.4%0.21%0.21%
    Sep 202672%21.6%3.5%2.4%0.26%0.21%

    1. 1.ID.me

      72%

      Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share 0 points.

    2. 2.Okta

      21.6%

      Held 2nd. 673K estimated branded searches, 0% vs prior month. Share 0 points.

    3. 3.Login.gov

      3.5%

      Held 3rd. 110K estimated branded searches, 0% vs prior month. Share 0 points.

    4. 4.Auth0

      2.4%

      Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

    5. 5.Persona

      0.26%

      Moved from 6th to 5th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.

    6. 6.ForgeRock

      0.21%

      Moved from 5th to 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

    Compare popularity between Persona and its closest rivals

    Every comparison with Persona

    11 comparisons

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

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Persona worldwide fell from 9.9K to 8.1K.
    • Across the 12 months ending September 2026, Persona rose from 6th to 5th among digital identity services worldwide.

    How did search popularity change for digital identity services worldwide in September 2026?

    4 changes

    1. In September 2026, Persona rose from 6th to 5th among digital identity services worldwide.

    2. In September 2026, ForgeRock fell from 5th to 6th among digital identity services worldwide.

    3. Estimated monthly branded searches for ID.me worldwide fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

    4. Estimated monthly branded searches for Auth0 worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

    How are Persona’s branded searches counted?

    1 search term

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

    • persona identity

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    How the Brand Demand Index is measured

    Where does Persona compete?

    Persona 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 searchesRanking
    Digital identity services5th of 60.26%Shown above
    Identity verification services7th of 80.34%Show ranking
    Know your customer platforms5th of 77.5%Show ranking
    Creator with pink hair and a pink jacket

    Is Persona your brand?

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