Brandwave

23andMe vs Findmypast:Which is more popular?

In September 2026, 23andMe had more branded searches than Findmypast among family tree sites worldwide. 23andMe had about 301,000 branded searches, while Findmypast had 49,500. 23andMe made up 5.3% of all family tree site searches we track, and Findmypast accounted for 0.88%. When we asked ChatGPT and Google AI Overviews about family tree sites, Findmypast appeared in three of the five answers and 23andMe in none.

Among family tree sites worldwide in September 2026

Who do people search for more?

23andMe, about 6 searches for every 1 for Findmypast

23andMe 301K searchesFindmypast 49.5K searches

Who does AI mention more?

Findmypast, mentioned in 3 of 5 answers, 23andMe in 0

Findmypast in 3 of 523andMe in 0 of 5

Who does AI recommend more?

Findmypast, the only one of the two named

Findmypast first in 323andMe never named

Follow 23andMe vs Findmypast 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 family tree sites in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Findmypast was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. 23andMe 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.

  1. Ancestry1st
  2. FamilySearch2nd
  3. MyHeritage3rd
  4. Findmypast4th
  5. 23andMe–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ancestry5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FamilySearch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MyHeritage4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Findmypast3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 23andMe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about family tree sites

5 answers

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 19, 2026.

Is 23andMe or Findmypast more popular in search?

This chart shows how often people search Google for 23andMe and Findmypast by name. Each line represents a brand's share of searches for all five family tree sites we track, month by month, from English-language searches worldwide.

23andMe and Findmypast among family tree sites worldwide, by month

Share of searches by month for 23andMe, Findmypast. The figures are in the table below the chart.

View monthly share of searches table
MonthAncestryFamilySearchMyHeritage23andMeFindmypast
Oct 202538%31%20.7%9.3%1%
Nov 202536.2%29.6%24.3%8.9%0.98%
Dec 202538.4%25.7%25.7%9.4%0.85%
Jan 202636.8%30.1%24.7%7.4%0.99%
Feb 202641%27.5%22.3%8.2%0.91%
Mar 202643.6%29.1%19.4%7.2%0.79%
Apr 202636.6%36.6%19.9%6%0.81%
May 202639.2%32.1%21.4%6.4%0.87%
Jun 202641.7%27.9%22.7%6.8%0.92%
Jul 202639.2%32.1%21.4%6.4%0.87%
Aug 202639.6%32.4%21.6%5.3%1.1%
Sep 202639.7%32.4%21.6%5.3%0.88%

How has the 23andMe and Findmypast comparison changed over the last 12 months?

3 findings
  • 23andMe was ahead of Findmypast in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, 23andMe’s share of searches among family tree sites worldwide moved from 9.3% to 5.3%, and its estimated monthly branded searches moved from 550K to 301K.
  • Across the 12 months ending September 2026, Findmypast’s share of searches among family tree sites worldwide moved from 1% to 0.88%, and its estimated monthly branded searches moved from 60.5K to 49.5K.

How did search popularity change for family tree sites worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for 23andMe worldwide fell 45.3% over 12 measured months, from 550K to 301K in September 2026.

  2. Estimated monthly branded searches for Findmypast worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using 23andMe’s and Findmypast’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.

23andMe

1 branded search term

  • 23andme

Findmypast

1 branded search term

  • findmypast

How the Brand Demand Index is measured

Other head-to-heads among family tree sites

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