Identity Guard vs LifeLock:Which is searched more?
In August 2026, LifeLock had more branded searches than Identity Guard among identity protection services worldwide. LifeLock was estimated to have 135K branded searches compared to Identity Guard’s 8.1K, and held an 87% Share of Search versus Identity Guard’s 5.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Identity Guard or LifeLock?
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 by month for LifeLock, Identity Guard. The figures are in the table below the chart.
View monthly share of search table
| Month | LifeLock | Identity Guard |
|---|---|---|
| Oct 2025 | 86.5% | 6.3% |
| Nov 2025 | 85.4% | 6.3% |
| Dec 2025 | 83.8% | 6.1% |
| Jan 2026 | 86.5% | 5.2% |
| Feb 2026 | 87% | 5.2% |
| Mar 2026 | 87.4% | 5.2% |
| Apr 2026 | 86.2% | 6.3% |
| May 2026 | 86.9% | 5.2% |
| Jun 2026 | 85.3% | 5.1% |
| Jul 2026 | 85.1% | 5.1% |
| Aug 2026 | 87% | 5.2% |
| Sep 2026 | — | — |
How has the Identity Guard and LifeLock comparison changed over the last 12 months?
3 findings
- LifeLock was ahead of Identity Guard in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Identity Guard’s estimated Share of Search among identity protection services worldwide moved from 6.3% to 5.2%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
- Across the 11 months ending August 2026, LifeLock’s estimated Share of Search among identity protection services worldwide moved from 86.5% to 87%, and its estimated monthly branded searches moved from 165K to 135K.
How did search popularity change for identity protection services worldwide in August 2026?
2 changes
In August 2026, LifeLock gained estimated Share of Search among identity protection services worldwide, from 85.1% to 87%.
Estimated monthly branded searches for Identity Guard worldwide fell 33.1% over 11 measured months, from 12.1K to 8.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Identity Guard’s and LifeLock’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.
Identity Guard
1 branded search term
- identity guard
LifeLock
1 branded search term
- lifelock
Put your own brand in this comparison
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