LegalZoom vs Stripe:Which is more popular?
In September 2026, LegalZoom had more branded searches than Stripe among LLC formation services in the United States. LegalZoom had about 49,500 branded searches, while Stripe had 9,900. LegalZoom made up 19% of all LLC formation service searches we track, and Stripe accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about LLC formation services, LegalZoom appeared in three of the five answers and Stripe in none.
Who do people search for more?
LegalZoom, about 5 searches for every 1 for Stripe
Who does AI mention more?
LegalZoom, mentioned in 3 of 5 answers, Stripe in 0
Who does AI recommend more?
LegalZoom, the only one of the two named
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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. Stripe did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which LLC formation service should I use in the US?”
Asked ChatGPT
“What are the best LLC formation services in the US?”
Asked ChatGPT
“What's the best LLC formation service in the US for a first-time business owner?”
Searched Google, AI Overview
“llc formation service”
Searched Google, AI Overview
“llc formation”
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.
Is LegalZoom or Stripe more popular in search?
This chart shows how often people search Google for LegalZoom and Stripe by name. Each line represents a brand's share of searches for all ten LLC formation services we track, month by month, from searches in United States.
Share of searches by month for LegalZoom, Stripe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Northwest Registered Agent | ZenBusiness | LegalZoom | Bizee | doola | Inc Authority | Stripe | Swyft Filings | Tailor Brands | MyCompanyWorks |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.2% | 26.8% | 21.2% | 17.9% | 2.3% | 3.5% | 3.5% | 2.3% | 1% | 0.21% |
| Nov 2025 | 22.4% | 25.1% | 22.4% | 17.8% | 1.6% | 3.7% | 3.7% | 2% | 1.1% | 0.22% |
| Dec 2025 | 21.5% | 27.2% | 21.5% | 18.2% | 1.6% | 3.5% | 3.5% | 1.9% | 1% | 0.21% |
| Jan 2026 | 25% | 25.9% | 20.5% | 17.3% | 1.8% | 3.3% | 3.3% | 1.8% | 0.8% | 0.2% |
| Feb 2026 | 26.2% | 23.9% | 21.4% | 16% | 2.3% | 3.5% | 3.5% | 1.9% | 1% | 0.17% |
| Mar 2026 | 25.8% | 23.7% | 21.2% | 18.5% | 1.5% | 2.8% | 3.5% | 1.9% | 0.85% | 0.14% |
| Apr 2026 | 24.5% | 25.3% | 20% | 18.3% | 1.8% | 3.3% | 4% | 1.8% | 0.97% | 0.16% |
| May 2026 | 28.1% | 23.8% | 18.8% | 17.2% | 1.7% | 3.1% | 4.6% | 1.7% | 0.9% | 0.15% |
| Jun 2026 | 30.5% | 22.8% | 20.4% | 14.5% | 1.5% | 3.3% | 4.1% | 1.8% | 0.98% | 0.16% |
| Jul 2026 | 30.8% | 21.3% | 20.6% | 15.4% | 1.8% | 3.4% | 4.1% | 1.5% | 0.99% | 0.13% |
| Aug 2026 | 30.3% | 21% | 20.3% | 17.6% | 1.5% | 3.3% | 3.3% | 1.5% | 0.97% | 0.16% |
| Sep 2026 | 28.4% | 21.2% | 19% | 17.3% | 3.8% | 3.8% | 3.8% | 1.4% | 1.1% | 0.18% |
How has the LegalZoom and Stripe comparison changed over the last 12 months?
3 findings
- LegalZoom was ahead of Stripe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, LegalZoom’s share of searches among LLC formation services in the United States moved from 21.2% to 19%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- Across the 12 months ending September 2026, Stripe’s share of searches among LLC formation services in the United States moved from 3.5% to 3.8%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for United States LLC formation services in September 2026?
2 changes
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.
In September 2026, LegalZoom lost share of searches among LLC formation services in the United States, from 20.3% to 19%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using LegalZoom’s and Stripe’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.
Other head-to-heads among LLC formation services
- Northwest Registered Agent vs ZenBusiness: compare popularity
- Northwest Registered Agent vs LegalZoom: compare popularity
- Northwest Registered Agent vs Bizee: compare popularity
- Northwest Registered Agent vs doola: compare popularity
- ZenBusiness vs LegalZoom: compare popularity
- ZenBusiness vs Bizee: compare popularity
Put your own brand in this comparison
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