Brandwave

LegalZoom vs ZenBusiness:Which is more popular?

In September 2026, ZenBusiness had more branded searches than LegalZoom among LLC formation services in the United States. ZenBusiness had about 55,300 branded searches, while LegalZoom had 49,500. ZenBusiness made up 21.2% of all LLC formation service searches we track, and LegalZoom accounted for 19%. When we asked ChatGPT and Google AI Overviews about LLC formation services, ZenBusiness appeared in four of the five answers and LegalZoom in three. ZenBusiness was mentioned before LegalZoom in every answer.

Among LLC formation services in the United States in September 2026

Who do people search for more?

ZenBusiness, about 12% more searches than LegalZoom

ZenBusiness 55.3K searchesLegalZoom 49.5K searches

Who does AI mention more?

ZenBusiness, mentioned in 4 of 5 answers, LegalZoom in 3

ZenBusiness in 4 of 5LegalZoom in 3 of 5

Who does AI recommend more?

ZenBusiness, named ahead of LegalZoom in every answer

ZenBusiness first in 4LegalZoom never first

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Top LLC formation services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ZenBusiness was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. ZenBusiness was listed before LegalZoom in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Northwest Registered Agent1st
  2. ZenBusiness2nd
  3. Bizee3rd
  4. LegalZoom4th
  5. Inc Authority5th
  6. Tailor Brands6th
  7. doola–
  8. Stripe–
  9. Swyft Filings–
  10. MyCompanyWorks–

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

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 ZenBusiness more popular in search?

This chart shows how often people search Google for LegalZoom and ZenBusiness 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.

LegalZoom and ZenBusiness among LLC formation services in the United States, by month

Share of searches by month for ZenBusiness, LegalZoom. The figures are in the table below the chart.

View monthly share of searches table
MonthNorthwest Registered AgentZenBusinessLegalZoomBizeedoolaInc AuthorityStripeSwyft FilingsTailor BrandsMyCompanyWorks
Oct 202521.2%26.8%21.2%17.9%2.3%3.5%3.5%2.3%1%0.21%
Nov 202522.4%25.1%22.4%17.8%1.6%3.7%3.7%2%1.1%0.22%
Dec 202521.5%27.2%21.5%18.2%1.6%3.5%3.5%1.9%1%0.21%
Jan 202625%25.9%20.5%17.3%1.8%3.3%3.3%1.8%0.8%0.2%
Feb 202626.2%23.9%21.4%16%2.3%3.5%3.5%1.9%1%0.17%
Mar 202625.8%23.7%21.2%18.5%1.5%2.8%3.5%1.9%0.85%0.14%
Apr 202624.5%25.3%20%18.3%1.8%3.3%4%1.8%0.97%0.16%
May 202628.1%23.8%18.8%17.2%1.7%3.1%4.6%1.7%0.9%0.15%
Jun 202630.5%22.8%20.4%14.5%1.5%3.3%4.1%1.8%0.98%0.16%
Jul 202630.8%21.3%20.6%15.4%1.8%3.4%4.1%1.5%0.99%0.13%
Aug 202630.3%21%20.3%17.6%1.5%3.3%3.3%1.5%0.97%0.16%
Sep 202628.4%21.2%19%17.3%3.8%3.8%3.8%1.4%1.1%0.18%

How has the LegalZoom and ZenBusiness comparison changed over the last 12 months?

3 findings

How did search popularity change for United States LLC formation services in September 2026?

2 changes

  1. In September 2026, LegalZoom lost share of searches among LLC formation services in the United States, from 20.3% to 19%.

  2. Estimated monthly branded searches for ZenBusiness in the United States fell 27.8% over 12 measured months, from 76.6K to 55.3K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using LegalZoom’s and ZenBusiness’ 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.

LegalZoom

1 branded search term

  • legalzoom

ZenBusiness

2 branded search terms

  • zen business
  • zenbusiness

How the Brand Demand Index is measured

Other head-to-heads among LLC formation services

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