Brandwave

Identity protection services:Which are searched most?

In August 2026, LifeLock was the most searched among identity protection services worldwide, with an estimated 135K branded searches and 87% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. LifeLock87%
  2. Identity Guard5.2%
  3. IdentityForce2.8%
  4. PrivacyGuard2.3%
  5. Aura1.3%
  6. Complete ID1.3%

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Share of SearchLeaderboard

Compare the identity protection services operators run on. 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 among identity protection services worldwide, by month

Share of Search by month for LifeLock, Identity Guard, IdentityForce, PrivacyGuard. The figures are in the table below the chart.

View monthly share of search table
MonthLifeLockIdentity GuardIdentityForcePrivacyGuardAuraComplete ID
Oct 202586.5%6.3%2.3%2.3%0.88%1.7%
Nov 202585.4%6.3%2.8%2.8%1.1%1.6%
Dec 202583.8%6.1%2.7%3.4%1%3%
Jan 202686.5%5.2%3.5%2.3%0.88%1.7%
Feb 202687%5.2%2.8%2.3%0.9%1.7%
Mar 202687.4%5.2%2.3%2.3%0.97%1.7%
Apr 202686.2%6.3%2.3%2.8%1.1%1.3%
May 202686.9%5.2%2.3%2.8%1.1%1.7%
Jun 202685.3%5.1%2.8%3.4%1.3%2%
Jul 202685.1%5.1%2.8%3.4%1.6%2%
Aug 202687%5.2%2.8%2.3%1.3%1.3%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.LifeLock

    87%

    Held 1st. 135K estimated branded searches, +22.7% vs prior month. Share +1.9 points.

  2. 2.Identity Guard

    5.2%

    Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  3. 3.IdentityForce

    2.8%

    Moved from 4th to 3rd. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  4. 4.PrivacyGuard

    2.3%

    Moved from 3rd to 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  5. 5.Aura

    1.3%

    Moved from 6th to 5th. 2K estimated branded searches, -2.4% vs prior month. Share -0.3 points.

  6. 6.Complete ID

    1.3%

    Moved from 5th to 6th. 2K estimated branded searches, -23.1% vs prior month. Share -0.7 points.

Compare search popularity between leading brands

Which brand is most popular in search among identity protection services worldwide?

In August 2026, LifeLock was the most searched among identity protection services worldwide, with an estimated 135K branded searches and 87% estimated Share of Search within this set. Identity Guard is in 2nd place, 81.8 percentage points behind at 5.2% Share of Search.

Global identity protection services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
LifeLock86.5% → 87%87.4%Mar 202683.8%Dec 20251st
Identity Guard6.3% → 5.2%6.3%Oct 20255.1%Jul 20262nd
IdentityForce2.3% → 2.8%3.5%Jan 20262.3%Apr 20263rd
PrivacyGuard2.3%3.4%Jun 20262.3%Oct 20254th
Aura0.88% → 1.3%1.6%Jul 20260.88%Oct 20256th → 5th
Complete ID1.7% → 1.3%3%Dec 20251.3%Apr 20265th → 6th

Each finding as a sentence

  • Across the 11 months ending August 2026, LifeLock’s estimated Share of Search among identity protection services worldwide increased from 86.5% to 87%.
  • Across the 11 months ending August 2026, Identity Guard’s estimated Share of Search among identity protection services worldwide decreased from 6.3% to 5.2%.
  • Across the 11 months ending August 2026, IdentityForce’s estimated Share of Search among identity protection services worldwide increased from 2.3% to 2.8%.
  • Across the 11 months ending August 2026, LifeLock’s estimated Share of Search among identity protection services worldwide peaked at 87.4% in March 2026 and was lowest at 83.8% in December 2025.
  • Across the 11 months ending August 2026, Identity Guard’s estimated Share of Search among identity protection services worldwide peaked at 6.3% in October 2025 and was lowest at 5.1% in July 2026.
  • Across the 11 months ending August 2026, IdentityForce’s estimated Share of Search among identity protection services worldwide peaked at 3.5% in January 2026 and was lowest at 2.3% in April 2026.
  • Across the 11 months ending August 2026, PrivacyGuard’s estimated Share of Search among identity protection services worldwide peaked at 3.4% in June 2026 and was lowest at 2.3% in October 2025.
  • Across the 11 months ending August 2026, Complete ID’s estimated Share of Search among identity protection services worldwide peaked at 3% in December 2025 and was lowest at 1.3% in April 2026.
  • Across the 11 months ending August 2026, Aura rose from 6th to 5th among identity protection services worldwide.
  • Across the 11 months ending August 2026, Complete ID fell from 5th to 6th among identity protection services worldwide.
  • Across the 11 months ending August 2026, PrivacyGuard held steady: its estimated Share of Search among identity protection services worldwide moved less than 0.5 percentage points.

How did search popularity change for identity protection services worldwide in August 2026?

  1. In August 2026, LifeLock gained estimated Share of Search among identity protection services worldwide, from 85.1% to 87%.

  2. In August 2026, PrivacyGuard lost estimated Share of Search among identity protection services worldwide, from 3.4% to 2.3%.

  3. In August 2026, Complete ID lost estimated Share of Search among identity protection services worldwide, from 2% to 1.3%.

  4. In August 2026, Aura rose from 6th to 5th among identity protection services worldwide.

  5. In August 2026, IdentityForce rose from 4th to 3rd among identity protection services worldwide.

  6. Estimated monthly branded searches for Identity Guard worldwide fell 33.1% over 11 measured months, from 12.1K to 8.1K in August 2026.

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