LifeLock vs PrivacyGuard:Which is more popular by branded search?

Name: LifeLock vs PrivacyGuard: Which is more popular by branded search?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, LifeLock had more branded searches than PrivacyGuard among identity protection services worldwide. LifeLock was estimated to have 135K branded searches compared to PrivacyGuard’s 3.6K, and held an 87.6% Share of Search versus PrivacyGuard’s 2.3%. These are worldwide searches for English-language branded terms.

Share of Search among identity protection services worldwide in August 2026Which is more popular in search, LifeLock or PrivacyGuard?

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Which is more popular in search, LifeLock or PrivacyGuard?

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.

LifeLock and PrivacyGuard among identity protection services worldwide, by month

Month	LifeLock	Identity Guard	IdentityForce	PrivacyGuard	Aura	Complete ID
Oct 2025	87.2%	6.4%	2.3%	2.3%	0.88%	0.85%
Nov 2025	86.2%	6.3%	2.8%	2.8%	1.1%	0.83%
Dec 2025	85%	6.2%	2.8%	3.4%	1%	1.5%
Jan 2026	87.2%	5.2%	3.5%	2.3%	0.88%	0.85%
Feb 2026	87.8%	5.3%	2.9%	2.3%	0.9%	0.85%
Mar 2026	88.2%	5.3%	2.4%	2.4%	0.98%	0.86%
Apr 2026	86.8%	6.4%	2.3%	2.8%	1.1%	0.64%
May 2026	87.6%	5.3%	2.3%	2.9%	1.1%	0.84%
Jun 2026	86.2%	5.2%	2.8%	3.4%	1.3%	1%
Jul 2026	86%	5.2%	2.8%	3.4%	1.6%	1%
Aug 2026	87.6%	5.3%	2.9%	2.3%	1.3%	0.65%
Sep 2026	—	—	—	—	—	—

How has the LifeLock and PrivacyGuard comparison changed over the last 12 months?

3 findings

LifeLock was ahead of PrivacyGuard in every measured month of the 11 months ending August 2026.
Across the 11 months ending August 2026, LifeLock’s estimated Share of Search among identity protection services worldwide moved from 87.2% to 87.6%, and its estimated monthly branded searches moved from 165K to 135K.
Across the 11 months ending August 2026, PrivacyGuard’s estimated Share of Search among identity protection services worldwide held steady at 2.3%, and its estimated monthly branded searches moved from 4.4K to 3.6K.

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 86% to 87.6%.
In August 2026, PrivacyGuard lost estimated Share of Search among identity protection services worldwide, from 3.4% to 2.3%.

How each brand is measured

Brandwave collects information about searches that people make online using LifeLock’s and PrivacyGuard’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.