Digital identity services:Which brands are most popular in search?
In August 2026, ID.me was the most searched among digital identity services worldwide, with an estimated 4.5M branded searches and 82% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
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Share of SearchLeaderboard
Compare the services governments identify people with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for ID.me, Okta, Login.gov. The figures are in the table below the chart.
View monthly share of search table
| Month | ID.me | Okta | Login.gov | Auth0 | ForgeRock |
|---|---|---|---|---|---|
| Oct 2025 | 84.2% | 10.5% | 3.4% | 1.7% | 0.19% |
| Nov 2025 | 89.1% | 7.4% | 2.4% | 1% | 0.09% |
| Dec 2025 | 81.2% | 12.4% | 4.9% | 1.4% | 0.15% |
| Jan 2026 | 83.1% | 10.4% | 5% | 1.4% | 0.15% |
| Feb 2026 | 85.8% | 8.8% | 4.2% | 1.2% | 0.1% |
| Mar 2026 | 81.9% | 12.6% | 4% | 1.4% | 0.12% |
| Apr 2026 | 83.9% | 10.5% | 4.1% | 1.4% | 0.12% |
| May 2026 | 84.7% | 10.6% | 3.4% | 1.2% | 0.1% |
| Jun 2026 | 82% | 12.5% | 4% | 1.4% | 0.12% |
| Jul 2026 | 86.6% | 8.8% | 3.5% | 0.97% | 0.09% |
| Aug 2026 | 82% | 12.5% | 4% | 1.4% | 0.12% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 82% | 4.5M | -33.1% | -4.6 points | |
| 2, held 2nd | 12.5% | 683K | -<0.01% | +3.7 points | |
| 3, held 3rd | 4% | 220K | -18.5% | +0.5 points | |
| 4, held 4th | 1.4% | 75.3K | +0.29% | +0.4 points | |
| 5, held 5th | 0.12% | 6.6K | 0% | 0 points |
1.
ID.me82%
Held 1st. 4.5M estimated branded searches, -33.1% vs prior month. Share -4.6 points.
2.
Okta12.5%
Held 2nd. 683K estimated branded searches, -<0.01% vs prior month. Share +3.7 points.
4%
Held 3rd. 220K estimated branded searches, -18.5% vs prior month. Share +0.5 points.
4.
Auth01.4%
Held 4th. 75.3K estimated branded searches, +0.29% vs prior month. Share +0.4 points.
0.12%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between leading brands
Which brand is most popular in search among digital identity services worldwide?
5 brands
In August 2026, ID.me was the most searched among digital identity services worldwide, with an estimated 4.5M branded searches and 82% estimated Share of Search within this set. Okta is in 2nd place, 69.5 percentage points behind at 12.5% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| ID.me | 84.2% → 82% | 89.1%Nov 2025 | 81.2%Dec 2025 | 1st |
| Okta | 10.5% → 12.5% | 12.6%Mar 2026 | 7.4%Nov 2025 | 2nd |
 Login.gov | 3.4% → 4% | 5%Jan 2026 | 2.4%Nov 2025 | 3rd |
| Auth0 | 1.7% → 1.4% | 1.7%Oct 2025 | 0.97%Jul 2026 | 4th |
 ForgeRock | 0.19% → 0.12% | 0.19%Oct 2025 | 0.09%Jul 2026 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, ID.me’s estimated Share of Search among digital identity services worldwide decreased from 84.2% to 82%.
- Across the 11 months ending August 2026, Okta’s estimated Share of Search among digital identity services worldwide increased from 10.5% to 12.5%.
- Across the 11 months ending August 2026, Login.gov’s estimated Share of Search among digital identity services worldwide increased from 3.4% to 4%.
- Across the 11 months ending August 2026, ID.me’s estimated Share of Search among digital identity services worldwide peaked at 89.1% in November 2025 and was lowest at 81.2% in December 2025.
- Across the 11 months ending August 2026, Okta’s estimated Share of Search among digital identity services worldwide peaked at 12.6% in March 2026 and was lowest at 7.4% in November 2025.
- Across the 11 months ending August 2026, Login.gov’s estimated Share of Search among digital identity services worldwide peaked at 5% in January 2026 and was lowest at 2.4% in November 2025.
- Across the 11 months ending August 2026, Auth0 and ForgeRock held steady: their estimated Share of Search among digital identity services worldwide each moved less than 0.5 percentage points.
How did search popularity change for digital identity services worldwide in August 2026?
5 changes
In August 2026, Okta gained estimated Share of Search among digital identity services worldwide, from 8.8% to 12.5%.
In August 2026, Login.gov gained estimated Share of Search among digital identity services worldwide, from 3.5% to 4%.
In August 2026, ID.me lost estimated Share of Search among digital identity services worldwide, from 86.6% to 82%.
Estimated monthly branded searches for ForgeRock worldwide fell 45.5% over 11 measured months, from 12.1K to 6.6K in August 2026.
Estimated monthly branded searches for Auth0 worldwide fell 32.2% over 11 measured months, from 111K to 75.3K in August 2026.
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