Login.gov vs Persona:Which is more popular?
In September 2026, Login.gov had more branded searches than Persona among digital identity services worldwide. Login.gov had about 110,000 branded searches, while Persona had 8,100. Login.gov made up 3.5% of all digital identity service searches we track, and Persona accounted for 0.26%. When we asked ChatGPT and Google AI Overviews about digital identity services, Login.gov appeared in three of the five answers and Persona in two. Login.gov was mentioned before Persona in three out of four answers.
Who do people search for more?
Login.gov, about 14 searches for every 1 for Persona
Who does AI mention more?
Login.gov, mentioned in 3 of 5 answers, Persona in 2
Who does AI recommend more?
Login.gov, named ahead of Persona in 3 of 4 answers
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Top digital identity services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Login.gov was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Persona was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Login.gov was listed before Persona in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
ID.me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Login.gov3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Persona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Okta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Auth00 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ForgeRock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about digital identity services
5 answers
Asked ChatGPT
“Which digital identity service should I use?”
Asked ChatGPT
“What are the best digital identity services?”
Asked ChatGPT
“What's the best digital identity service for identity verification?”
Searched Google, AI Overview
“identity verification service”
Searched Google, AI Overview
“digital id verification”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Login.gov or Persona more popular in search?
This chart shows how often people search Google for Login.gov and Persona by name. Each line represents a brand's share of searches for all six digital identity services we track, month by month, from English-language searches worldwide.
Share of searches by month for Login.gov, Persona. The figures are in the table below the chart.
View monthly share of searches table
| Month | ID.me | Okta | Login.gov | Auth0 | Persona | ForgeRock |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 18.5% | 3% | 2.5% | 0.27% | 0.33% |
| Nov 2025 | 82.1% | 13.5% | 2.2% | 1.8% | 0.2% | 0.16% |
| Dec 2025 | 71.4% | 21.4% | 4.3% | 2.4% | 0.26% | 0.26% |
| Jan 2026 | 74.3% | 18.2% | 4.5% | 2.5% | 0.27% | 0.27% |
| Feb 2026 | 78% | 15.7% | 3.8% | 2.1% | 0.23% | 0.19% |
| Mar 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
| Apr 2026 | 75% | 18.4% | 3.7% | 2.5% | 0.22% | 0.22% |
| May 2026 | 75.9% | 18.6% | 3% | 2% | 0.22% | 0.18% |
| Jun 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
| Jul 2026 | 78.9% | 15.9% | 3.2% | 1.7% | 0.16% | 0.16% |
| Aug 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.21% | 0.21% |
| Sep 2026 | 72% | 21.6% | 3.5% | 2.4% | 0.26% | 0.21% |
How has the Login.gov and Persona comparison changed over the last 12 months?
3 findings
- Login.gov was ahead of Persona in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Login.gov’s share of searches among digital identity services worldwide moved from 3% to 3.5%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, Persona’s share of searches among digital identity services worldwide moved from 0.27% to 0.26%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
How did search popularity change for digital identity services worldwide in September 2026?
1 change
In September 2026, Persona rose from 6th to 5th among digital identity services worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Login.gov’s and Persona’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.
Other head-to-heads among digital identity services
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