--- title: "Identity protection services in United States: Which are searched most?" description: "Compare the identity protection services operators run on. Share of Search among LifeLock, Identity Guard, IdentityForce, Aura, PrivacyGuard and Complete ID, the identity protection services Brandwave compares in United States, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/us/categories/us-identity-protection-services" publisher: "Brandwave" --- # Identity protection services in United States: Which are searched most? Compare the identity protection services operators run on. Share of Search among LifeLock, Identity Guard, IdentityForce, Aura, PrivacyGuard and Complete ID, the identity protection services Brandwave compares in United States, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Identity protection services - **Market**: United States - **Brands compared**: 6 - **Month measured**: Sep 2026 - **Highest Share of Search**: LifeLock, 90.9% ## 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. - 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. ## Compare search popularity between leading brands - [LifeLock vs Identity Guard: compare search popularity](/demand/us/compare/identity-guard-vs-lifelock): 90.9% against 4.4% Share of Search. ## How did search popularity change for United States identity protection services in September 2026? - 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. - 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. - 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. - 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. - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | LifeLock | 90.9% | 135K | 0.0% | LifeLock | | 2 | Identity Guard | 4.4% | 6.6K | 0.0% | Identity Guard | | 3 | IdentityForce | 2% | 2.9K | 0.0% | IdentityForce | | 4 | Aura | 1.1% | 1.6K | -15.8% | Aura | | 5 | PrivacyGuard | 1.1% | 1.6K | +23.1% | PrivacyGuard | | 6 | Complete ID | 0.59% | 880 | 0.0% | Complete ID | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | LifeLock | 135K | 87.8% | 1 | | Oct 2025 | Identity Guard | 9.9K | 6.4% | 2 | | Oct 2025 | IdentityForce | 4.4K | 2.9% | 3 | | Oct 2025 | PrivacyGuard | 1.9K | 1.2% | 4 | | Oct 2025 | Aura | 1.3K | 0.85% | 5 | | Oct 2025 | Complete ID | 1.3K | 0.85% | 6 | | Nov 2025 | LifeLock | 135K | 89.6% | 1 | | Nov 2025 | Identity Guard | 8.1K | 5.4% | 2 | | Nov 2025 | IdentityForce | 3.6K | 2.4% | 3 | | Nov 2025 | PrivacyGuard | 1.6K | 1.1% | 4 | | Nov 2025 | Aura | 1.3K | 0.86% | 5 | | Nov 2025 | Complete ID | 1K | 0.66% | 6 | | Dec 2025 | LifeLock | 135K | 87.8% | 1 | | Dec 2025 | Identity Guard | 9.9K | 6.4% | 2 | | Dec 2025 | IdentityForce | 3.6K | 2.3% | 3 | | Dec 2025 | Complete ID | 2.4K | 1.6% | 4 | | Dec 2025 | PrivacyGuard | 1.6K | 1% | 5 | | Dec 2025 | Aura | 1.3K | 0.85% | 6 | | Jan 2026 | LifeLock | 135K | 87.2% | 1 | | Jan 2026 | Identity Guard | 9.9K | 6.4% | 2 | | Jan 2026 | IdentityForce | 5.4K | 3.5% | 3 | | Jan 2026 | PrivacyGuard | 1.9K | 1.2% | 4 | | Jan 2026 | Aura | 1.3K | 0.84% | 5 | | Jan 2026 | Complete ID | 1.3K | 0.84% | 6 | | Feb 2026 | LifeLock | 135K | 89.3% | 1 | | Feb 2026 | Identity Guard | 8.1K | 5.4% | 2 | | Feb 2026 | IdentityForce | 4.4K | 2.9% | 3 | | Feb 2026 | PrivacyGuard | 1.6K | 1.1% | 4 | | Feb 2026 | Aura | 1K | 0.66% | 5 | | Feb 2026 | Complete ID | 1K | 0.66% | 6 | | Mar 2026 | LifeLock | 165K | 91.2% | 1 | | Mar 2026 | Identity Guard | 8.1K | 4.5% | 2 | | Mar 2026 | IdentityForce | 3.6K | 2% | 3 | | Mar 2026 | PrivacyGuard | 1.9K | 1.1% | 4 | | Mar 2026 | Aura | 1.3K | 0.72% | 5 | | Mar 2026 | Complete ID | 1K | 0.55% | 6 | | Apr 2026 | LifeLock | 135K | 90.1% | 1 | | Apr 2026 | Identity Guard | 8.1K | 5.4% | 2 | | Apr 2026 | IdentityForce | 2.9K | 1.9% | 3 | | Apr 2026 | PrivacyGuard | 1.6K | 1.1% | 4 | | Apr 2026 | Aura | 1.3K | 0.87% | 5 | | Apr 2026 | Complete ID | 880 | 0.59% | 6 | | May 2026 | LifeLock | 110K | 88.4% | 1 | | May 2026 | Identity Guard | 6.6K | 5.3% | 2 | | May 2026 | IdentityForce | 3.6K | 2.9% | 3 | | May 2026 | Aura | 1.6K | 1.3% | 4 | | May 2026 | PrivacyGuard | 1.6K | 1.3% | 5 | | May 2026 | Complete ID | 1K | 0.8% | 6 | | Jun 2026 | LifeLock | 110K | 89.1% | 1 | | Jun 2026 | Identity Guard | 6.6K | 5.3% | 2 | | Jun 2026 | IdentityForce | 2.9K | 2.4% | 3 | | Jun 2026 | PrivacyGuard | 1.6K | 1.3% | 4 | | Jun 2026 | Aura | 1.3K | 1.1% | 5 | | Jun 2026 | Complete ID | 1K | 0.81% | 6 | | Jul 2026 | LifeLock | 110K | 88.9% | 1 | | Jul 2026 | Identity Guard | 6.6K | 5.3% | 2 | | Jul 2026 | IdentityForce | 2.9K | 2.3% | 3 | | Jul 2026 | Aura | 1.6K | 1.3% | 4 | | Jul 2026 | PrivacyGuard | 1.6K | 1.3% | 5 | | Jul 2026 | Complete ID | 1K | 0.81% | 6 | | Aug 2026 | LifeLock | 135K | 90.9% | 1 | | Aug 2026 | Identity Guard | 6.6K | 4.4% | 2 | | Aug 2026 | IdentityForce | 2.9K | 2% | 3 | | Aug 2026 | Aura | 1.9K | 1.3% | 4 | | Aug 2026 | PrivacyGuard | 1.3K | 0.87% | 5 | | Aug 2026 | Complete ID | 880 | 0.59% | 6 | | Sep 2026 | LifeLock | 135K | 90.9% | 1 | | Sep 2026 | Identity Guard | 6.6K | 4.4% | 2 | | Sep 2026 | IdentityForce | 2.9K | 2% | 3 | | Sep 2026 | Aura | 1.6K | 1.1% | 4 | | Sep 2026 | PrivacyGuard | 1.6K | 1.1% | 5 | | Sep 2026 | Complete ID | 880 | 0.59% | 6 | ## What is being compared - **Aura**: Measured on the search term “aura repricing”. - **Complete ID**: Measured on the search term “completeid”. - **Identity Guard**: Measured on the search term “identity guard”. - **IdentityForce**: Measured on the search term “identityforce”. - **LifeLock**: Measured on the search term “lifelock”. - **PrivacyGuard**: Measured on the search term “privacy guard”. - [Aura](/demand/us/brands/aura-repricing) - [Complete ID](/demand/us/brands/complete-id) - [Identity Guard](/demand/us/brands/identity-guard) - [IdentityForce](/demand/us/brands/identityforce) - [LifeLock](/demand/us/brands/lifelock) - [PrivacyGuard](/demand/us/brands/privacyguard) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Identity protection services in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-identity-protection-services This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-identity-protection-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.