Identity Guard vs LifeLock:Which is searched more in United States?
In September 2026, LifeLock had more branded searches than Identity Guard among identity protection services in United States. LifeLock was estimated to have 135K branded searches compared to Identity Guard’s 6.6K, and held a 90.9% Share of Search versus Identity Guard’s 4.4%.
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Which is more popular in search, Identity Guard or LifeLock?
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 by month for LifeLock, Identity Guard. The figures are in the table below the chart.
View monthly share of search table
| Month | LifeLock | Identity Guard | IdentityForce | Aura | PrivacyGuard | Complete ID |
|---|---|---|---|---|---|---|
| Oct 2025 | 87.8% | 6.4% | 2.9% | 0.85% | 1.2% | 0.85% |
| Nov 2025 | 89.6% | 5.4% | 2.4% | 0.86% | 1.1% | 0.66% |
| Dec 2025 | 87.8% | 6.4% | 2.3% | 0.85% | 1% | 1.6% |
| Jan 2026 | 87.2% | 6.4% | 3.5% | 0.84% | 1.2% | 0.84% |
| Feb 2026 | 89.3% | 5.4% | 2.9% | 0.66% | 1.1% | 0.66% |
| Mar 2026 | 91.2% | 4.5% | 2% | 0.72% | 1.1% | 0.55% |
| Apr 2026 | 90.1% | 5.4% | 1.9% | 0.87% | 1.1% | 0.59% |
| May 2026 | 88.4% | 5.3% | 2.9% | 1.3% | 1.3% | 0.8% |
| Jun 2026 | 89.1% | 5.3% | 2.4% | 1.1% | 1.3% | 0.81% |
| Jul 2026 | 88.9% | 5.3% | 2.3% | 1.3% | 1.3% | 0.81% |
| Aug 2026 | 90.9% | 4.4% | 2% | 1.3% | 0.87% | 0.59% |
| Sep 2026 | 90.9% | 4.4% | 2% | 1.1% | 1.1% | 0.59% |
How has the Identity Guard and LifeLock comparison changed over the last 12 months?
3 findings
- LifeLock was ahead of Identity Guard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Identity Guard’s estimated Share of Search among identity protection services in United States moved from 6.4% to 4.4%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, LifeLock’s estimated Share of Search among identity protection services in United States moved from 87.8% to 90.9%, and its estimated monthly branded searches held steady at 135K.
How did search popularity change for United States identity protection services in September 2026?
1 change
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.
How each brand is measured
Brandwave collects information about searches that people make online using Identity Guard’s and LifeLock’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.
Identity Guard
1 branded search term
- identity guard
LifeLock
1 branded search term
- lifelock
Put your own brand in this comparison
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