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Identity protection services in United States:Which are searched most?

In September 2026, LifeLock was the most searched among identity protection services in United States, with an estimated 135K branded searches and 90.9% estimated Share of Search within this set.

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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Share of SearchLeaderboard

Compare the identity protection services operators run on. 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 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%

This month’s ranking, September 2026

  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 leading brands

Which brand is most popular in search among identity protection services in United States?

In September 2026, LifeLock was the most searched among identity protection services in United States, with an estimated 135K branded searches and 90.9% estimated Share of Search within this set. Identity Guard is in 2nd place, 86.4 percentage points behind at 4.4% Share of Search.

United States identity protection services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
LifeLock87.8% → 90.9%91.2%Mar 202687.2%Jan 20261st
Identity Guard6.4% → 4.4%6.4%Oct 20254.4%Aug 20262nd
IdentityForce2.9% → 2%3.5%Jan 20261.9%Apr 20263rd
Aura0.85% → 1.1%1.3%Jul 20260.66%Feb 20265th → 4th
PrivacyGuard1.2% → 1.1%1.3%Jun 20260.87%Aug 20264th → 5th
Complete ID0.85% → 0.59%1.6%Dec 20250.55%Mar 20266th

Each finding as a sentence

  • Across the 12 months ending September 2026, LifeLock’s estimated Share of Search among identity protection services in United States increased from 87.8% to 90.9%.
  • 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, IdentityForce’s estimated Share of Search among identity protection services in United States decreased from 2.9% to 2%.
  • Across the 12 months ending September 2026, LifeLock’s estimated Share of Search among identity protection services in United States peaked at 91.2% in March 2026 and was lowest at 87.2% in January 2026.
  • 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.
  • Across the 12 months ending September 2026, IdentityForce’s estimated Share of Search among identity protection services in United States peaked at 3.5% in January 2026 and was lowest at 1.9% in April 2026.
  • Across the 12 months ending September 2026, Complete ID’s estimated Share of Search among identity protection services in United States peaked at 1.6% in December 2025 and was lowest at 0.55% in March 2026.
  • Across the 12 months ending September 2026, Aura rose from 5th to 4th among identity protection services in United States.
  • Across the 12 months ending September 2026, PrivacyGuard fell from 4th to 5th among identity protection services in United States.
  • Across the 12 months ending September 2026, Complete ID held steady: its estimated Share of Search among identity protection services in United States moved less than 0.5 percentage points.

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.

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