---
title: "Identity protection services: Which are searched most?"
description: "Compare the identity protection services operators run on. Share of Search among LifeLock, Identity Guard, IdentityForce, PrivacyGuard, Aura and Complete ID, the identity protection services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/identity-protection-services"
publisher: "Brandwave"
---

# Identity protection services: Which are searched most?

Compare the identity protection services operators run on. Share of Search among LifeLock, Identity Guard, IdentityForce, PrivacyGuard, Aura and Complete ID, the identity protection services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Identity protection services
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: LifeLock, 87%

## 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.
- 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.

## Compare search popularity between leading brands

- [LifeLock vs Identity Guard: compare search popularity](/demand/global-en/compare/identity-guard-vs-lifelock): 87% against 5.2% Share of Search.
- [LifeLock vs IdentityForce: compare search popularity](/demand/global-en/compare/identityforce-vs-lifelock): 87% against 2.8% Share of Search.
- [LifeLock vs PrivacyGuard: compare search popularity](/demand/global-en/compare/lifelock-vs-privacyguard): 87% against 2.3% Share of Search.
- [Identity Guard vs IdentityForce: compare search popularity](/demand/global-en/compare/identity-guard-vs-identityforce): 5.2% against 2.8% Share of Search.
- [Identity Guard vs PrivacyGuard: compare search popularity](/demand/global-en/compare/identity-guard-vs-privacyguard): 5.2% against 2.3% Share of Search.
- [IdentityForce vs PrivacyGuard: compare search popularity](/demand/global-en/compare/identityforce-vs-privacyguard): 2.8% against 2.3% Share of Search.

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

- In August 2026, LifeLock gained estimated Share of Search among identity protection services worldwide, from 85.1% to 87%.
- In August 2026, PrivacyGuard lost estimated Share of Search among identity protection services worldwide, from 3.4% to 2.3%.
- In August 2026, Complete ID lost estimated Share of Search among identity protection services worldwide, from 2% to 1.3%.
- In August 2026, Aura rose from 6th to 5th among identity protection services worldwide.
- In August 2026, IdentityForce rose from 4th to 3rd among identity protection services worldwide.
- Estimated monthly branded searches for Identity Guard worldwide fell 33.1% over 11 measured months, from 12.1K to 8.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | LifeLock | 87% | 135K | +22.7% | LifeLock |
| 2 | Identity Guard | 5.2% | 8.1K | +22.7% | Identity Guard |
| 3 | IdentityForce | 2.8% | 4.4K | +22.2% | IdentityForce |
| 4 | PrivacyGuard | 2.3% | 3.6K | -18.2% | PrivacyGuard |
| 5 | Aura | 1.3% | 2K | -2.4% | Aura |
| 6 | Complete ID | 1.3% | 2K | -23.1% | Complete ID |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | LifeLock | 165K | 86.5% | 1 |
| Oct 2025 | Identity Guard | 12.1K | 6.3% | 2 |
| Oct 2025 | IdentityForce | 4.4K | 2.3% | 3 |
| Oct 2025 | PrivacyGuard | 4.4K | 2.3% | 4 |
| Oct 2025 | Complete ID | 3.2K | 1.7% | 5 |
| Oct 2025 | Aura | 1.7K | 0.88% | 6 |
| Nov 2025 | LifeLock | 135K | 85.4% | 1 |
| Nov 2025 | Identity Guard | 9.9K | 6.3% | 2 |
| Nov 2025 | IdentityForce | 4.4K | 2.8% | 3 |
| Nov 2025 | PrivacyGuard | 4.4K | 2.8% | 4 |
| Nov 2025 | Complete ID | 2.6K | 1.6% | 5 |
| Nov 2025 | Aura | 1.7K | 1.1% | 6 |
| Dec 2025 | LifeLock | 135K | 83.8% | 1 |
| Dec 2025 | Identity Guard | 9.9K | 6.1% | 2 |
| Dec 2025 | PrivacyGuard | 5.4K | 3.4% | 3 |
| Dec 2025 | Complete ID | 4.8K | 3% | 4 |
| Dec 2025 | IdentityForce | 4.4K | 2.7% | 5 |
| Dec 2025 | Aura | 1.6K | 1% | 6 |
| Jan 2026 | LifeLock | 165K | 86.5% | 1 |
| Jan 2026 | Identity Guard | 9.9K | 5.2% | 2 |
| Jan 2026 | IdentityForce | 6.6K | 3.5% | 3 |
| Jan 2026 | PrivacyGuard | 4.4K | 2.3% | 4 |
| Jan 2026 | Complete ID | 3.2K | 1.7% | 5 |
| Jan 2026 | Aura | 1.7K | 0.88% | 6 |
| Feb 2026 | LifeLock | 165K | 87% | 1 |
| Feb 2026 | Identity Guard | 9.9K | 5.2% | 2 |
| Feb 2026 | IdentityForce | 5.4K | 2.8% | 3 |
| Feb 2026 | PrivacyGuard | 4.4K | 2.3% | 4 |
| Feb 2026 | Complete ID | 3.2K | 1.7% | 5 |
| Feb 2026 | Aura | 1.7K | 0.9% | 6 |
| Mar 2026 | LifeLock | 165K | 87.4% | 1 |
| Mar 2026 | Identity Guard | 9.9K | 5.2% | 2 |
| Mar 2026 | IdentityForce | 4.4K | 2.3% | 3 |
| Mar 2026 | PrivacyGuard | 4.4K | 2.3% | 4 |
| Mar 2026 | Complete ID | 3.2K | 1.7% | 5 |
| Mar 2026 | Aura | 1.8K | 0.97% | 6 |
| Apr 2026 | LifeLock | 135K | 86.2% | 1 |
| Apr 2026 | Identity Guard | 9.9K | 6.3% | 2 |
| Apr 2026 | PrivacyGuard | 4.4K | 2.8% | 3 |
| Apr 2026 | IdentityForce | 3.6K | 2.3% | 4 |
| Apr 2026 | Complete ID | 2K | 1.3% | 5 |
| Apr 2026 | Aura | 1.7K | 1.1% | 6 |
| May 2026 | LifeLock | 135K | 86.9% | 1 |
| May 2026 | Identity Guard | 8.1K | 5.2% | 2 |
| May 2026 | PrivacyGuard | 4.4K | 2.8% | 3 |
| May 2026 | IdentityForce | 3.6K | 2.3% | 4 |
| May 2026 | Complete ID | 2.6K | 1.7% | 5 |
| May 2026 | Aura | 1.7K | 1.1% | 6 |
| Jun 2026 | LifeLock | 110K | 85.3% | 1 |
| Jun 2026 | Identity Guard | 6.6K | 5.1% | 2 |
| Jun 2026 | PrivacyGuard | 4.4K | 3.4% | 3 |
| Jun 2026 | IdentityForce | 3.6K | 2.8% | 4 |
| Jun 2026 | Complete ID | 2.6K | 2% | 5 |
| Jun 2026 | Aura | 1.7K | 1.3% | 6 |
| Jul 2026 | LifeLock | 110K | 85.1% | 1 |
| Jul 2026 | Identity Guard | 6.6K | 5.1% | 2 |
| Jul 2026 | PrivacyGuard | 4.4K | 3.4% | 3 |
| Jul 2026 | IdentityForce | 3.6K | 2.8% | 4 |
| Jul 2026 | Complete ID | 2.6K | 2% | 5 |
| Jul 2026 | Aura | 2.1K | 1.6% | 6 |
| Aug 2026 | LifeLock | 135K | 87% | 1 |
| Aug 2026 | Identity Guard | 8.1K | 5.2% | 2 |
| Aug 2026 | IdentityForce | 4.4K | 2.8% | 3 |
| Aug 2026 | PrivacyGuard | 3.6K | 2.3% | 4 |
| Aug 2026 | Aura | 2K | 1.3% | 5 |
| Aug 2026 | Complete ID | 2K | 1.3% | 6 |
| Sep 2026 | Aura | — | — | — |
| Sep 2026 | Complete ID | — | — | — |
| Sep 2026 | Identity Guard | — | — | — |
| Sep 2026 | IdentityForce | — | — | — |
| Sep 2026 | LifeLock | — | — | — |
| Sep 2026 | PrivacyGuard | — | — | — |

## What is being compared

- **Aura**: Measured on the search terms “aura amazon repricer”, “aura repricing” and “goaura com”, summed into one figure.
- **Complete ID**: Measured on the search terms “complete id” and “completeid”, summed into one figure.
- **Identity Guard**: Measured on the search term “identity guard”.
- **IdentityForce**: Measured on the search term “identityforce”.
- **LifeLock**: Measured on the search term “lifelock”.
- **PrivacyGuard**: Measured on the search term “privacy guard”.

- [Aura](/demand/global-en/brands/aura-repricing)
- [Complete ID](/demand/global-en/brands/complete-id)
- [Identity Guard](/demand/global-en/brands/identity-guard)
- [IdentityForce](/demand/global-en/brands/identityforce)
- [LifeLock](/demand/global-en/brands/lifelock)
- [PrivacyGuard](/demand/global-en/brands/privacyguard)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Identity protection services: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/identity-protection-services

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/identity-protection-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.