AI Visibility Rankings · Security

Top 20 password managers by AI search visibility (2026)

Applications used to store, generate, autofill, and share passwords securely across devices and teams. Ranked by a composite score: 70% visibility (% of AI answers naming the brand) + 30% citation rate (% citing the brand's domain). Full methodology →

Refreshed Jun 01, 2026

12%

Avg visibility across category

Avg citation rate

20/20

Brands successfully audited

At a glance

Category leader 1Password 62% visibility · named in 5 of 8 AI answers

Most cited brand 1Password 12% citation rate · the AI's most-trusted source brand in password managers

Top cited domain pcmag.com Referenced by AI across the password managers query set — the highest-leverage PR target in this category

Visibility spread 62pp Gap between top and bottom of the ranking · 12 brands at 0% (invisible to the AI)

What we observed in this categoryauto-generated

1Password leads the password managers category with a visibility score of 62.5%, more than 12 points ahead of second-ranked Bitwarden at 50.0%, and over five times the category average of 11.9%. This gap is strategically significant: 1Password appears in AI Overviews far more consistently than any peer, meaning it captures the majority of AI-generated brand mentions in this space. Below the top two, scores drop sharply — KeePass sits at 37.5%, while NordPass and LastPass are tied at 25.0%, indicating a two-tier structure with a long tail of low-visibility brands.

Only two brands in the top 10 earn any citation at all: 1Password and Bitwarden, both at 12.5% citation rate against a category average of just 1.2%. KeePass, despite ranking third by visibility at 37.5%, receives zero citations — meaning AI systems describe it but do not link to it as a source. NordPass, LastPass, and every brand ranked sixth or below also hold 0.0% citation rates. This creates a clear divergence between brands that are named in AI responses and those that are treated as trusted, linkable references.

Google AI Overviews is the dominant engine across all 20 brands — every brand in the dataset lists it as their top engine, with no exceptions. The top cited external sources in this category are pcmag.com and reddit.com, followed by ired.com, youtube.com, and elivesecurity.com. Notably, bitwarden.com and 1password.com appear directly in the citation source list, suggesting AI systems are pulling from brand-owned content as well as third-party editorial and community sources when constructing password manager responses.

Movers & shakers since last refresh

Biggest visibility risers

Bitwarden 25% → 50% · rank #2 → #2
+25pp
KeePass 25% → 38% · rank #4 → #3
+12pp
LastPass 12% → 25% · rank #5 → #5
+12pp

Biggest visibility fallers

Dashlane 12% → 0% · rank #6 → #9
-12pp
RoboForm 12% → 0% · rank #7 → #10
-12pp

The ranking

#	Brand	Visibility	Citation	Top engine
1	1Password 1password.com	62%	12%	Google AI Overviews
1Password leads the category at 62.5% visibility — 50.6 points above the 11.9% average — and is one of only two brands earning any citations at 12.5%.
2	Bitwarden bitwarden.com	50%	12%	Google AI Overviews
Bitwarden doubled its visibility from 25.0% to 50.0% this period and, alongside 1Password, is the only other brand achieving a 12.5% citation rate.
3	KeePass keepass.info	38%	0%	Google AI Overviews
KeePass gained 12.5 visibility points to reach 37.5%, but holds a 0.0% citation rate, meaning AI mentions it without treating it as a citable source.
4	NordPass nordpass.com	25%	0%	Google AI Overviews
NordPass sits at 25.0% visibility with zero citations, tied with LastPass on both metrics and scoring a composite of 17.5 — well below the top two brands.
5	LastPass lastpass.com	25%	0%	Google AI Overviews
LastPass grew visibility by 12.5 points to 25.0% but remains at 0.0% citation, suggesting AI surfaces it in brand lists without anchoring to its domain as a source.
6	Proton Pass proton.me	12%	0%	Google AI Overviews
7	Keeper keepersecurity.com	12%	0%	Google AI Overviews
8	Enpass enpass.io	12%	0%	Google AI Overviews
9	Dashlane dashlane.com	0%	0%	Google AI Overviews
10	RoboForm roboform.com	0%	0%	Google AI Overviews
11	LogMeOnce logmeonce.com	0%	0%	Google AI Overviews
12	Apple Passwords apple.com	0%	0%	Google AI Overviews
13	Google Password Manager google.com	0%	0%	Google AI Overviews
14	Zoho Vault zoho.com	0%	0%	Google AI Overviews
15	Norton Password Manager norton.com	0%	0%	Google AI Overviews
16	Dropbox Passwords dropbox.com	0%	0%	Google AI Overviews
17	Passbolt passbolt.com	0%	0%	Google AI Overviews
18	IronVest ironvest.com	0%	0%	Google AI Overviews
19	Sticky Password stickypassword.com	0%	0%	Google AI Overviews
20	True Key truekey.com	0%	0%	Google AI Overviews

Sources AI engines trust in this category

Across the 8 buyer-intent queries we ran on password managers, these are the domains Google AI Overviews cited most often. If you're not on this list — or if your competitors are — that's a concrete PR / linkbuilding target.

pcmag.comreddit.comired.comyoutube.combitwarden.comelivesecurity.comau.pcmag.com1password.com

How to read this ranking

Four things worth knowing before you act on the numbers above. These are the same definitions across every industry page — for category-specific observations, see the What we observed section above (where available) and the per-brand insights inline in the ranking.

Visibility = being named

A brand's visibility % is the share of AI answers that mention it by name in the response prose. This is who AI engines actively recommend to the buyer.

Citation rate = being trusted

Citation rate is the share of AI answers that include the brand's domain as a clickable source link. This is what the AI treats as authoritative evidence — different from being named.

Top engine differs by brand

The "top engine" column shows which AI surface each brand performs best on. Big gaps between a brand's score across engines usually points to specific content or schema gaps.

Rankings move month to month

AI engines re-crawl and re-rank on shorter cycles than classical search. We re-audit every brand on this list at least every 30 days and refresh this page automatically.

Get your own password managers brand audited

The brands above were curated from public market-leader lists. Want the same measurement against your own brand — including the queries you appear on, which competitors get named instead, and a prioritised fix list? Run a free preview.

Audit your password managers brand → Browse all rankings Methodology →

Frequently asked about password managers AI visibility

Who leads AI visibility in the password managers category?

1Password leads with 62.5% visibility and a composite score of 47.5, more than 8 points ahead of second-placed Bitwarden at 50.0% visibility and a composite of 38.8.

Which password manager brands are actually cited by AI, not just mentioned?

Only 1Password and Bitwarden receive citations, both at 12.5% — every other brand in the top 10, including KeePass, NordPass, and LastPass, holds a 0.0% citation rate.

What sources does AI cite most when answering password manager queries?

pcmag.com and reddit.com are the top cited external sources in this category, with bitwarden.com and 1password.com also appearing, indicating AI draws on both editorial outlets and brand-owned content.

Which brands have seen the biggest AI visibility gains recently?

Bitwarden is the largest riser, jumping 25 visibility points from 25.0% to 50.0%, while KeePass and LastPass each gained 12.5 points in the same period.

Which brands have lost AI visibility in the password managers category?

Dashlane and RoboForm both dropped 12.5 visibility points to 0.0%, falling three ranks each — from positions 6 and 7 down to 9 and 10 respectively.

How does citation rate in password managers compare to overall visibility?

The category average visibility is 11.9% but average citation is just 1.2%, confirming that AI mentions most brands far more often than it links to them as trusted sources.