Brandwave

How popular isLegalZoom?

In September 2026, people searched for LegalZoom by name about 49,500 times in the United States, an 18.2% decrease from the previous year. These searches made up 19% of all United States LLC formation service searches, placing LegalZoom third out of ten services. When we asked both ChatGPT and Google AI Overviews about LLC formation services, LegalZoom appeared in three of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

LegalZoom is the third most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Northwest Registered AgentShare of searches 28.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ZenBusinessShare of searches 21.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. LegalZoomShare of searches 19%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. BizeeShare of searches 17.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. doolaShare of searches 3.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top LLC formation services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LegalZoom was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. LegalZoom is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Northwest Registered Agent1st
  2. ZenBusiness2nd
  3. Bizee3rd
  4. LegalZoom4th
  5. Inc Authority5th
  6. Tailor Brands6th
  7. doola–
  8. Stripe–
  9. Swyft Filings–
  10. MyCompanyWorks–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Northwest Registered Agent4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZenBusiness4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bizee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LegalZoom3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Inc Authority1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tailor Brands1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • doola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stripe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swyft Filings0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MyCompanyWorks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about LLC formation services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which LLC formation services compete with LegalZoom?

LegalZoom against LLC formation services in the United States, by month

Share of searches by month for Northwest Registered Agent, ZenBusiness, LegalZoom, Bizee, doola, Inc Authority, Stripe. The figures are in the table below the chart.

View monthly share of searches table
MonthNorthwest Registered AgentZenBusinessLegalZoomBizeedoolaInc AuthorityStripeSwyft FilingsTailor BrandsMyCompanyWorks
Oct 202521.2%26.8%21.2%17.9%2.3%3.5%3.5%2.3%1%0.21%
Nov 202522.4%25.1%22.4%17.8%1.6%3.7%3.7%2%1.1%0.22%
Dec 202521.5%27.2%21.5%18.2%1.6%3.5%3.5%1.9%1%0.21%
Jan 202625%25.9%20.5%17.3%1.8%3.3%3.3%1.8%0.8%0.2%
Feb 202626.2%23.9%21.4%16%2.3%3.5%3.5%1.9%1%0.17%
Mar 202625.8%23.7%21.2%18.5%1.5%2.8%3.5%1.9%0.85%0.14%
Apr 202624.5%25.3%20%18.3%1.8%3.3%4%1.8%0.97%0.16%
May 202628.1%23.8%18.8%17.2%1.7%3.1%4.6%1.7%0.9%0.15%
Jun 202630.5%22.8%20.4%14.5%1.5%3.3%4.1%1.8%0.98%0.16%
Jul 202630.8%21.3%20.6%15.4%1.8%3.4%4.1%1.5%0.99%0.13%
Aug 202630.3%21%20.3%17.6%1.5%3.3%3.3%1.5%0.97%0.16%
Sep 202628.4%21.2%19%17.3%3.8%3.8%3.8%1.4%1.1%0.18%

  1. 1.Northwest Registered Agent

    28.4%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2 points.

  2. 2.ZenBusiness

    21.2%

    Held 2nd. 55.3K estimated branded searches, -11.8% vs prior month. Share +0.2 points.

  3. 3.LegalZoom

    19%

    Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  4. 4.Bizee

    17.3%

    Held 4th. 45.2K estimated branded searches, -14.1% vs prior month. Share -0.3 points.

  5. 5.doola

    3.8%

    Moved from 7th to 5th. 9.9K estimated branded searches, +125% vs prior month. Share +2.3 points.

  6. 6.Inc Authority

    3.8%

    Moved from 5th to 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Stripe

    3.8%

    Moved from 6th to 7th. 9.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  8. 8.Swyft Filings

    1.4%

    Held 8th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.Tailor Brands

    1.1%

    Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.MyCompanyWorks

    0.18%

    Held 10th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between LegalZoom and its closest rivals

Every comparison with LegalZoom

16 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for LegalZoom in the United States fell from 60.5K to 49.5K.
  • Across the 12 months ending September 2026, LegalZoom’s share of searches among LLC formation services in the United States decreased from 21.2% to 19%.
  • Across the 12 months ending September 2026, LegalZoom’s share of searches among LLC formation services in the United States peaked at 22.4% in November 2025 and was lowest at 18.8% in May 2026.
  • Across the 12 months ending September 2026, LegalZoom fell from 2nd to 3rd among LLC formation services in the United States.

How did search popularity change for United States LLC formation services in September 2026?

6 changes

  1. In September 2026, doola overtook Inc Authority and Stripe to rank 5th among LLC formation services in the United States, with 3.8% of the searches.

  2. In September 2026, Northwest Registered Agent lost share of searches among LLC formation services in the United States, from 30.3% to 28.4%.

  3. In September 2026, LegalZoom lost share of searches among LLC formation services in the United States, from 20.3% to 19%.

  4. Estimated monthly branded searches for Swyft Filings in the United States fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026.

  5. Estimated monthly branded searches for ZenBusiness in the United States fell 27.8% over 12 measured months, from 76.6K to 55.3K in September 2026.

  6. Estimated monthly branded searches for MyCompanyWorks in the United States fell 18.6% over 12 measured months, from 590 to 480 in September 2026.

How are LegalZoom’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using LegalZoom’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.

  • legalzoom

Do you work for LegalZoom? 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

Where does LegalZoom compete?

LegalZoom is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
LLC formation services3rd of 1019%Shown above
Online legal services2nd of 619.1%Show ranking
Online will services1st of 534.8%Show ranking
Creator with pink hair and a pink jacket

Is LegalZoom your brand?

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