Login.gov vs Okta:Which is more popular?
In September 2026, Okta had more branded searches than Login.gov among digital identity services worldwide. Okta had about 673,000 branded searches, while Login.gov had 110,000. Okta made up 21.6% 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, Login.gov appeared in three of the five answers and Okta in none.
Who do people search for more?
Okta, about 6 searches for every 1 for Login.gov
Who does AI mention more?
Login.gov, mentioned in 3 of 5 answers, Okta in 0
Who does AI recommend more?
Login.gov, the only one of the two named
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Top digital identity services in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Okta did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best digital identity services?”
Asked ChatGPT
“What's the best digital identity service for identity verification?”
Searched Google, AI Overview
“identity verification service”
Searched Google, AI Overview
“digital id verification”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Login.gov or Okta more popular in search?
This chart shows how often people search Google for Login.gov and Okta 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.
Share of searches by month for Okta, Login.gov. The figures are in the table below the chart.
View monthly share of searches table
| Month | ID.me | Okta | Login.gov | Auth0 | Persona | ForgeRock |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 18.5% | 3% | 2.5% | 0.27% | 0.33% |
| Nov 2025 | 82.1% | 13.5% | 2.2% | 1.8% | 0.2% | 0.16% |
| Dec 2025 | 71.4% | 21.4% | 4.3% | 2.4% | 0.26% | 0.26% |
| Jan 2026 | 74.3% | 18.2% | 4.5% | 2.5% | 0.27% | 0.27% |
| Feb 2026 | 78% | 15.7% | 3.8% | 2.1% | 0.23% | 0.19% |
| Mar 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
| Apr 2026 | 75% | 18.4% | 3.7% | 2.5% | 0.22% | 0.22% |
| May 2026 | 75.9% | 18.6% | 3% | 2% | 0.22% | 0.18% |
| Jun 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
| Jul 2026 | 78.9% | 15.9% | 3.2% | 1.7% | 0.16% | 0.16% |
| Aug 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.21% | 0.21% |
| Sep 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
How has the Login.gov and Okta comparison changed over the last 12 months?
3 findings
- Okta was ahead of Login.gov in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Okta’s share of searches among digital identity services worldwide moved from 18.5% to 21.6%, and its estimated monthly branded searches held steady at 673K.
How did search popularity change for digital identity services worldwide in September 2026?
0 changes
Neither Login.gov nor Okta moved beyond provider rounding among digital identity services in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Login.gov’s and Okta’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.
Other head-to-heads among digital identity services
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