Brandwave

How popular isIdentity Guard in search?

In September 2026, there were an estimated 6.6K branded searches for Identity Guard in United States which is down 33.3% over the last 12 months. Identity Guard holds 4.4% estimated Share of Search among United States identity protection services and is ranked 2nd of 6 competitors for search popularity.

Share of Search, September 2026
  1. LifeLock90.9%
  2. Identity Guard4.4%
  3. IdentityForce2%
  4. Aura1.1%
  5. PrivacyGuard1.1%
  6. Complete ID0.59%
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Which identity protection services compete with Identity Guard?

Identity Guard against identity protection services in United States, by month

Share of Search by month for LifeLock, Identity Guard. The figures are in the table below the chart.

View monthly share of search table
MonthLifeLockIdentity GuardIdentityForceAuraPrivacyGuardComplete ID
Oct 202587.8%6.4%2.9%0.85%1.2%0.85%
Nov 202589.6%5.4%2.4%0.86%1.1%0.66%
Dec 202587.8%6.4%2.3%0.85%1%1.6%
Jan 202687.2%6.4%3.5%0.84%1.2%0.84%
Feb 202689.3%5.4%2.9%0.66%1.1%0.66%
Mar 202691.2%4.5%2%0.72%1.1%0.55%
Apr 202690.1%5.4%1.9%0.87%1.1%0.59%
May 202688.4%5.3%2.9%1.3%1.3%0.8%
Jun 202689.1%5.3%2.4%1.1%1.3%0.81%
Jul 202688.9%5.3%2.3%1.3%1.3%0.81%
Aug 202690.9%4.4%2%1.3%0.87%0.59%
Sep 202690.9%4.4%2%1.1%1.1%0.59%

  1. 1.LifeLock

    90.9%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Identity Guard

    4.4%

    Held 2nd. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.IdentityForce

    2%

    Held 3rd. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Aura

    1.1%

    Held 4th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

  5. 5.PrivacyGuard

    1.1%

    Held 5th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.2 points.

  6. 6.Complete ID

    0.59%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Identity Guard and its closest rivals

Every comparison with Identity Guard

How has branded search demand for Identity Guard changed in United States over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Identity Guard in United States fell from 9.9K to 6.6K.
  • Across the 12 months ending September 2026, Identity Guard’s estimated Share of Search among identity protection services in United States decreased from 6.4% to 4.4%.
  • Across the 12 months ending September 2026, Identity Guard’s estimated Share of Search among identity protection services in United States peaked at 6.4% in October 2025 and was lowest at 4.4% in August 2026.

How did search popularity change for United States identity protection services in September 2026?

  1. Estimated monthly branded searches for Aura in United States rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

  2. Estimated monthly branded searches for IdentityForce in United States fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

  3. Estimated monthly branded searches for Identity Guard in United States fell 33.3% over 12 measured months, from 9.9K to 6.6K in September 2026.

  4. Estimated monthly branded searches for Complete ID in United States fell 32.3% over 12 measured months, from 1.3K to 880 in September 2026.

  5. Estimated monthly branded searches for PrivacyGuard in United States fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.

How is Identity Guard measured?

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

1 branded search term

  • identity guard

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How the Brand Demand Index is measured

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