LifeLock vs PrivacyGuard:Which is searched more in United States?
In September 2026, LifeLock had more branded searches than PrivacyGuard among identity protection services in United States. LifeLock was estimated to have 135K branded searches compared to PrivacyGuard’s 1.6K, and held a 90.9% Share of Search versus PrivacyGuard’s 1.1%.
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Which is more popular in search, LifeLock or PrivacyGuard?
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, PrivacyGuard. 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 LifeLock and PrivacyGuard comparison changed over the last 12 months?
3 findings
- LifeLock was ahead of PrivacyGuard in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, PrivacyGuard’s estimated Share of Search among identity protection services in United States moved from 1.2% to 1.1%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for United States identity protection services in September 2026?
1 change
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.
Other head-to-heads among identity protection services
How each brand is measured
Brandwave collects information about searches that people make online using LifeLock’s and PrivacyGuard’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.
LifeLock
1 branded search term
- lifelock
PrivacyGuard
1 branded search term
- privacy guard
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