Brandwave

ID.me vs Login.gov:Which is more popular?

In September 2026, ID.me had more branded searches than Login.gov among digital identity services worldwide. ID.me had about 2.2 million branded searches, while Login.gov had 110,000. ID.me made up 72% of all digital identity service searches we track, and Login.gov accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about digital identity services, ID.me appeared in four of the five answers and Login.gov in three. ID.me and Login.gov were each mentioned first in two of the four answers.

Among digital identity services worldwide in September 2026

Who do people search for more?

ID.me, about 20 searches for every 1 for Login.gov

ID.me 2.2M searchesLogin.gov 110K searches

Who does AI mention more?

ID.me, mentioned in 4 of 5 answers, Login.gov in 3

ID.me in 4 of 5Login.gov in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

ID.me first in 2Login.gov first in 2

Follow ID.me vs Login.gov and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top digital identity services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ID.me was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Login.gov was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ID.me and Login.gov were each listed first in two of the four answers.

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.

    Is ID.me or Login.gov more popular in search?

    This chart shows how often people search Google for ID.me and Login.gov by name. Each line represents a brand's share of searches for all six digital identity services we track, month by month, from English-language searches worldwide.

    ID.me and Login.gov among digital identity services worldwide, by month

    Share of searches by month for ID.me, Login.gov. 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%

    How has the ID.me and Login.gov comparison changed over the last 12 months?

    3 findings
    • ID.me was ahead of Login.gov in every measured month of the 12 months ending September 2026.
    • Across the 12 months ending September 2026, ID.me’s share of searches among digital identity services worldwide moved from 75.4% to 72%, and its estimated monthly branded searches moved from 2.7M to 2.2M.
    • Across the 12 months ending September 2026, Login.gov’s share of searches among digital identity services worldwide moved from 3% to 3.5%, and its estimated monthly branded searches held steady at 110K.

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

    1 change

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

    How are branded searches counted?

    2 search terms

    Brandwave collects information about searches that people make online using ID.me’s and Login.gov’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

    ID.me

    1 branded search term

    • idme

    Login.gov

    1 branded search term

    • logingov

    How the Brand Demand Index is measured

    Other head-to-heads among digital identity services

    Creator with pink hair and a pink jacket

    Put your own brand in this comparison

    Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

    Start free