Brandwave

Password managers in New Zealand:Which brands are most popular in search?

In August 2026, Bitwarden was the most searched among password managers in New Zealand, with an estimated 8.2K branded searches and 43.6% estimated Share of Search within this set.

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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Share of SearchLeaderboard

Compare the password managers New Zealand people and teams use. 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 among 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among password managers in New Zealand?

In August 2026, Bitwarden was the most searched among password managers in New Zealand, with an estimated 8.2K branded searches and 43.6% estimated Share of Search within this set. 1Password is in 2nd place, 18.6 percentage points behind at 25% Share of Search.

New Zealand password managers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Bitwarden33.3% → 43.6%47.7%Jun 202626.7%Feb 20261st
1Password22.2% → 25%34%Jul 202622.2%Oct 20253rd → 2nd
LastPass29.3% → 20.7%29.3%Oct 202515.7%Jun 20262nd → 3rd
Dashlane6.6% → 5%6.6%Oct 20253.8%Jul 20264th
NordPass5.8% → 3.3%15%May 20262.6%Jun 20265th
Keeper2.7% → 2.3%3.1%Nov 20251.6%May 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Bitwarden’s estimated Share of Search among password managers in New Zealand increased from 33.3% to 43.6%.
  • Across the 11 months ending August 2026, 1Password’s estimated Share of Search among password managers in New Zealand increased from 22.2% to 25%.
  • 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, Dashlane’s estimated Share of Search among password managers in New Zealand decreased from 6.6% to 5%.
  • Across the 11 months ending August 2026, NordPass’ estimated Share of Search among password managers in New Zealand decreased from 5.8% to 3.3%.
  • Across the 11 months ending August 2026, Bitwarden’s estimated Share of Search among password managers in New Zealand peaked at 47.7% in June 2026 and was lowest at 26.7% in February 2026.
  • Across the 11 months ending August 2026, 1Password’s estimated Share of Search among password managers in New Zealand peaked at 34% in July 2026 and was lowest at 22.2% in October 2025.
  • 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, Dashlane’s estimated Share of Search among password managers in New Zealand peaked at 6.6% in October 2025 and was lowest at 3.8% in July 2026.
  • Across the 11 months ending August 2026, NordPass’ estimated Share of Search among password managers in New Zealand peaked at 15% in May 2026 and was lowest at 2.6% in June 2026.
  • Across the 11 months ending August 2026, Keeper’s estimated Share of Search among password managers in New Zealand peaked at 3.1% in November 2025 and was lowest at 1.6% in May 2026.
  • Across the 11 months ending August 2026, 1Password rose from 3rd to 2nd among password managers in New Zealand.
  • Across the 11 months ending August 2026, LastPass fell from 2nd to 3rd among password managers in New Zealand.
  • Across the 11 months ending August 2026, Keeper held steady: its estimated Share of Search among password managers in New Zealand moved less than 0.5 percentage points.

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.

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