Brandwave

How popular isLastPass in search?

In August 2026, there were an estimated 3.9K branded searches for LastPass in New Zealand which is down 17.1% over the last 11 months. LastPass holds 20.7% estimated Share of Search among New Zealand password managers and is ranked 3rd of 6 competitors for search popularity.

Share of Search, August 2026
  1. Bitwarden43.6%
  2. 1Password25%
  3. LastPass20.7%
  4. Dashlane5%
  5. NordPass3.3%
  6. Keeper2.3%
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Which password managers compete with LastPass?

LastPass against password managers in New Zealand, by month

Share of Search by month for Bitwarden, 1Password, LastPass, Dashlane, NordPass, Keeper. The figures are in the table below the chart.

View monthly share of search table
MonthBitwarden1PasswordLastPassDashlaneNordPassKeeper
Oct 202533.3%22.2%29.3%6.6%5.8%2.7%
Nov 202529.5%27.1%27.6%6.1%6.6%3.1%
Dec 202535.1%26.8%24.8%6.2%4.4%2.7%
Jan 202632.5%25.7%27.7%6.2%5.2%2.7%
Feb 202626.7%32.8%22.5%5.8%10.1%2.1%
Mar 202635%24.8%22%5%10.3%2.9%
Apr 202633.1%27.7%20.4%4%13.1%1.8%
May 202637.6%25.3%16.5%4%15%1.6%
Jun 202647.7%27.9%15.7%4.3%2.6%1.7%
Jul 202639.2%34%17%3.8%3.6%2.4%
Aug 202643.6%25%20.7%5%3.3%2.3%
Sep 2026——————

  1. 1.Bitwarden

    43.6%

    held 1st · 8.2K estimated branded searches · -8% vs prior month · +4.5 points

  2. 2.1Password

    25%

    held 2nd · 4.7K estimated branded searches · -39.2% vs prior month · -9 points

  3. 3.LastPass

    20.7%

    held 3rd · 3.9K estimated branded searches · +0.78% vs prior month · +3.7 points

  4. 4.Dashlane

    5%

    held 4th · 940 estimated branded searches · +8% vs prior month · +1.2 points

  5. 5.NordPass

    3.3%

    held 5th · 620 estimated branded searches · -24.4% vs prior month · -0.3 points

  6. 6.Keeper

    2.3%

    held 6th · 430 estimated branded searches · -20.4% vs prior month · -0.1 points

Compare search popularity between LastPass and its closest rivals

How has branded search demand for LastPass changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for LastPass in New Zealand fell from 4.7K to 3.9K.
  • Across the 11 months ending August 2026, LastPass’ estimated Share of Search among password managers in New Zealand decreased from 29.3% to 20.7%.
  • Across the 11 months ending August 2026, LastPass’ estimated Share of Search among password managers in New Zealand peaked at 29.3% in October 2025 and was lowest at 15.7% in June 2026.
  • Across the 11 months ending August 2026, LastPass fell from 2nd to 3rd among password managers in New Zealand.

How did search popularity change for New Zealand password managers in August 2026?

  1. In August 2026, Bitwarden gained estimated Share of Search among password managers in New Zealand, from 39.2% to 43.6%.

  2. In August 2026, LastPass gained estimated Share of Search among password managers in New Zealand, from 17% to 20.7%.

  3. In August 2026, Dashlane gained estimated Share of Search among password managers in New Zealand, from 3.8% to 5%.

  4. In August 2026, 1Password lost estimated Share of Search among password managers in New Zealand, from 34% to 25%.

  5. Estimated monthly branded searches for NordPass in New Zealand fell 32.6% over 11 measured months, from 920 to 620 in August 2026.

How is LastPass measured?

Brandwave collects information about searches that people make online using LastPass’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

11 branded search terms

  • lastpass
  • lastpass app
  • lastpass chrome
  • lastpass com
  • lastpass download
  • lastpass near me
  • lastpass online
  • lastpass password manager
  • lastpass passwords
  • lastpass pricing
  • lastpass vault

Do you work for LastPass? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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