LegalShield vs LegalZoom:Which is more popular?
In September 2026, LegalShield had more branded searches than LegalZoom among online legal services in the United States. LegalShield had about 74,000 branded searches, while LegalZoom had 49,500. LegalShield made up 28.6% of all online legal service searches we track, and LegalZoom accounted for 19.1%. When we asked ChatGPT and Google AI Overviews about online legal services, LegalZoom appeared in all five answers and LegalShield in three. LegalZoom was mentioned before LegalShield in every answer.
Who do people search for more?
LegalShield, about 49% more searches than LegalZoom
Who does AI mention more?
LegalZoom, mentioned in every answer we collected
Who does AI recommend more?
LegalZoom, named ahead of LegalShield in every answer
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Top online legal services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, LegalZoom appeared in all five answers. LegalShield was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. LegalZoom was listed before LegalShield in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rocket Lawyer1st- LegalZoom2nd
- LegalShield3rd
Nolo4th
LawDepot5th
Bizee6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- LegalZoom5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rocket Lawyer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- LegalShield3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nolo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bizee2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- LawDepot1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online legal services
5 answers
Asked ChatGPT
“Which online legal service should I use in the US?”
Asked ChatGPT
“What are the best online legal services in the US?”
Asked ChatGPT
“What's the best online legal service in the US for legal documents?”
Searched Google, AI Overview
“online legal services”
Searched Google, AI Overview
“online will service”
Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.
Is LegalShield or LegalZoom more popular in search?
This chart shows how often people search Google for LegalShield and LegalZoom by name. Each line represents a brand's share of searches for all six online legal services we track, month by month, from searches in United States.
Share of searches by month for LegalShield, LegalZoom. The figures are in the table below the chart.
View monthly share of searches table
| Month | LegalShield | LegalZoom | Nolo | Rocket Lawyer | Bizee | LawDepot |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.6% | 25% | 4.1% | 20.5% | 13.7% | 6.1% |
| Nov 2025 | 30.6% | 25% | 4.1% | 20.5% | 13.7% | 6.1% |
| Dec 2025 | 26.5% | 26.5% | 4.3% | 21.7% | 14.5% | 6.5% |
| Jan 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Feb 2026 | 28.4% | 28.4% | 3.1% | 19% | 15.5% | 5.7% |
| Mar 2026 | 23.9% | 29.2% | 3.2% | 19.5% | 19.5% | 4.8% |
| Apr 2026 | 27.4% | 27.4% | 3% | 18.3% | 18.3% | 5.5% |
| May 2026 | 30.2% | 24.7% | 3.3% | 20.2% | 16.6% | 4.9% |
| Jun 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Jul 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Aug 2026 | 31.4% | 25.7% | 3.4% | 17.2% | 17.2% | 5.1% |
| Sep 2026 | 28.6% | 19.1% | 19.1% | 15.7% | 12.8% | 4.7% |
How has the LegalShield and LegalZoom comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: LegalZoom took it in March 2026, LegalShield took it in May 2026.
- Across the 12 months ending September 2026, LegalShield’s share of searches among online legal services in the United States moved from 30.6% to 28.6%, and its estimated monthly branded searches held steady at 74K.
- Across the 12 months ending September 2026, LegalZoom’s share of searches among online legal services in the United States moved from 25% to 19.1%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United States online legal services in September 2026?
2 changes
In September 2026, LegalZoom lost share of searches among online legal services in the United States, from 25.7% to 19.1%.
In September 2026, LegalShield lost share of searches among online legal services in the United States, from 31.4% to 28.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using LegalShield’s and LegalZoom’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
LegalShield
2 branded search terms
- legal shield
- legalshield
LegalZoom
1 branded search term
- legalzoom
Other head-to-heads among online legal services
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