Brandwave

First Advantage vs Sterling:Which is more popular?

In September 2026, First Advantage had more branded searches than Sterling among background check platforms worldwide. First Advantage had about 110,000 branded searches, while Sterling had 18,100. First Advantage made up 12.5% of all background check platform searches we track, and Sterling accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about background check platforms, First Advantage appeared in three of the five answers and Sterling in two. First Advantage was mentioned before Sterling in every answer that named either.

Among background check platforms worldwide in September 2026

Who do people search for more?

First Advantage, about 6 searches for every 1 for Sterling

First Advantage 110K searchesSterling 18.1K searches

Who does AI mention more?

First Advantage, mentioned in 3 of 5 answers, Sterling in 2

First Advantage in 3 of 5Sterling in 2 of 5

Who does AI recommend more?

First Advantage, named ahead of Sterling in 3 of 3 answers

First Advantage first in 3Sterling never first

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Top background check platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Advantage was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sterling was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. First Advantage was listed before Sterling in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Checkr1st
  2. HireRight2nd
  3. First Advantage3rd
  4. GoodHire4th
  5. Certn5th
  6. BeenVerified6th
  7. Accurate Background7th
  8. Sterling8th
  9. Veremark–

Mentioned by AI

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

  • Checkr4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HireRight3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • First Advantage3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BeenVerified2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sterling2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Certn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GoodHire2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Accurate Background1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Veremark0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about background check platforms

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 20, 2026.

Is First Advantage or Sterling more popular in search?

This chart shows how often people search Google for First Advantage and Sterling by name. Each line represents a brand's share of searches for all nine background check platforms we track, month by month, from English-language searches worldwide.

First Advantage and Sterling among background check platforms worldwide, by month

Share of searches by month for First Advantage, Sterling. The figures are in the table below the chart.

View monthly share of searches table
MonthBeenVerifiedCheckrHireRightFirst AdvantageAccurate BackgroundSterlingCertnVeremarkGoodHire
Oct 202551.4%14.1%13.7%12.6%2.6%3.1%1.5%0.55%0.41%
Nov 202554.1%13.8%11.9%13.2%2.2%2.7%1.4%0.48%0.29%
Dec 202556.3%13.8%12.2%11.3%1.9%2.3%1.3%0.49%0.36%
Jan 202653.5%17.6%11.5%10.8%2.1%2.2%1.3%0.58%0.43%
Feb 202649.6%23%10.9%10%1.9%2.4%1.2%0.54%0.4%
Mar 202651.5%21.1%11.2%10.3%1.7%2.1%1.3%0.48%0.34%
Apr 202653.5%17.6%11.7%10.7%2.2%2.2%1.3%0.49%0.35%
May 202654.5%16.3%11.7%10.9%1.9%2.2%1.7%0.51%0.29%
Jun 202652%14.3%13.6%12.7%2.5%2.6%1.6%0.58%0.22%
Jul 202652.2%14.3%13.7%12.8%2.5%2.1%1.6%0.59%0.28%
Aug 202651.5%15%13.5%12.6%2.6%2.1%1.9%0.59%0.27%
Sep 202651.1%15.9%13.4%12.5%2.6%2.1%1.6%0.71%0.22%

How has the First Advantage and Sterling comparison changed over the last 12 months?

3 findings

How did search popularity change for background check platforms worldwide in September 2026?

1 change

  1. Sterling’s share of searches among background check platforms worldwide has lost ground for 3 months in a row, from 2.6% to 2.1% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Advantage’s and Sterling’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.

First Advantage

1 branded search term

  • first advantage

Sterling

1 branded search term

  • sterling background check

How the Brand Demand Index is measured

Other head-to-heads among background check platforms

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