Small business▼−5Since September 2026: 42% → 37%, −5 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
37%from 42% in September 2026
Inside the floor by 6 pointsRank 1 → 2 of 35
5 categories · Ranked1Password
316Judge labels
79First choices
30Negative labels
14 / 14Models named it
5Categories
October 2026 Edition. Every number here is derived from the raw labels under vendor table v2026-10.8, every buyer segment counted.
Best standing
47% in Password managers for mid-market buyers
Rank 1 of 35 in the mid-market standingendorsed leader
11 of 14 models made it the first choice on the direct prompt; 13% of its 69 labels there were negative.
What the models named instead of 1Password →By buyer segmentRead the same way at every buyer size.
Small business2 of 38
41%69 labels
endorsed leader
Mid-market1 of 35
47%69 labels
endorsed leader
Enterprise1 of 37
44%65 labels
endorsed leader
In password managers · each standing computed within its segment · bars are 0 to 100 · the accent bar is the product's own best reading
Standing by category
Every category where a model named 1Password for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.
| Category | Function | Share | Rank | Negative rate | Labels | Quadrant | Since September 2026 |
|---|---|---|---|---|---|---|---|
| Business password managers | Identity and access | 47% | 1 of 35 | 13% | 69 | endorsed leader | ▲+3Since September 2026: 42% → 45%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked. |
| Secrets management | Identity and access | 2% | 8 of 59 | 16% | 25 | accepted challenger | ▼−2Since September 2026: 4% → 2%, −2 points. Inside the 11-point floor: within noise. Read over the models both editions asked. |
| Client-side protection | Security operations | 0% | 39 of 120 | 0% | 1 | under 10 labels · led by cside at 13% | |
| Multi-factor authentication | Identity and access | 0% | 48 of 77 | 0% | 1 | under 10 labels · led by Cisco Duo at 47% | =heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked. |
| Non-human identity management | Identity and access | 0% | 46 of 128 | 0% | 1 | under 10 labels · led by JumpCloud at 14% |
Movement
Since September 2026, 1Password held within the floor in all five categories: no change cleared 11 points.
Best category · Password managers · by segment
Mid-market▲+3Since September 2026: 42% → 45%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
45%from 42% in September 2026
Inside the floor by 8 pointsRank 2 → 1 of 35
Enterprise▲+11Since September 2026: 32% → 43%, +11 points. Past the 11-point floor: movement. Read over the models both editions asked.
43%from 32% in September 2026
Cleared the floor by 0 pointsRank 2 → 1 of 37
All categories · Mid-market
| Category | September 2026 | Now | Change | Reading | Rank |
|---|---|---|---|---|---|
| Password managers | 42% | 45% | ▲+3Since September 2026: 42% → 45%, +3 points. Inside the 11-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 2 → 1 of 35 |
| Secrets | 4% | 2% | ▼−2Since September 2026: 4% → 2%, −2 points. Inside the 11-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 7 → 8 of 59 |
| Client-side protection | 0% | 0% | newNew since September 2026: not ranked then, 0% now. | New this edition | Rank 39 of 120, unchanged |
| MFA | 0% | 0% | =heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked. | Within noise | Rank 74 → 48 of 77 |
| NHI management | 0% | 0% | newNew since September 2026: not ranked then, 0% now. | New this edition | Rank 46 of 128, unchanged |
Shares here are read over the models both editions asked, so they can differ by a point or two from the standing above, which counts every model in this edition.
The floor is 11 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. Movement is read over the twelve models both editions asked; GPT-6 Luna, Muse Glimmer 30B joined this edition and are in the standing but not yet in the comparison. How the floor is measured · The editions
By model
How each model treated 1Password across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.ShowHide
By model
How each model treated 1Password across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.
ShowHide| Model | First choice | Alternative | Mention | Negative | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 3 | 1 | 1 | 2 | 7 |
| GPT-5.4 mini | 2 | 1 | 2 | 1 | 6 |
| Gemini 3.5 Flash | 4 | 1 | 1 | 1 | 7 |
| Perplexity Sonar | 2 | 1 | 1 | 0 | 4 |
| Grok 4.20 | 2 | 5 | 2 | 2 | 11 |
| Mistral Small | 1 | 1 | 2 | 0 | 4 |
| DeepSeek V4 Flash | 4 | 1 | 2 | 0 | 7 |
| Llama 4 Maverick | 0 | 1 | 3 | 0 | 4 |
| Qwen 3.7 Flash | 3 | 2 | 1 | 2 | 8 |
| Kimi K2 | 3 | 5 | 1 | 2 | 11 |
| GLM 4.7 FlashX | 2 | 1 | 2 | 2 | 7 |
| MiniMax M2.5 | 1 | 3 | 2 | 1 | 7 |
| GPT-6 Luna | 3 | 2 | 1 | 0 | 6 |
| Muse Glimmer 30B | 3 | 3 | 2 | 0 | 8 |
By framing
Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.
FramingLabels by classFirst choices
Direct58 labels32
Paraphrase50 labels31
Comparative71 labels26not counted in share
Budget-constrained38 labels1
Scale-constrained53 labels15
Negative46 labels11not counted in share
First choiceAlternativeMentionNegative316 labels in all, every segment counted; 79 of the 116 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.
What the models said for it
Verbatim evidence the judge attached to positive labels.
“For user adoption & polished experience: 1Password — best-in-class UX with dual-key security and free family accounts for employees.” DeepSeek V4 Flash · Password managers · comparative prompt · first choice
“1Password Business as the top recommendation due to its balance of ease of use, robust administration, and deep integrations” Qwen 3.7 Flash · Password managers · paraphrase prompt · first choice
“1Password for Business - Excellent for teams with strong security, team management features, and integration capabilities.” Claude Haiku 4.5 · Password managers · paraphrase prompt · first choice
“Go with 1Password Business if you want a tool that *just works*... The Best Overall for User Adoption & B2B Collaboration” Gemini 3.5 Flash · Password managers · direct prompt · first choice
And against it
Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.
“vulnerabilities affecting several password manager browser extensions, including 1Password, Bitwarden, LastPass, and others” Claude Haiku 4.5 · Password managers · negative prompt · soft negative
“you don't have to pay premium prices (like those of 1Password or Dashlane) to get enterprise-grade security” Gemini 3.5 Flash · Password managers · budget prompt · soft negative
“*Cons:* Not designed for automated machine-to-machine communication (CI/CD injection is harder/clunkier).” Qwen 3.7 Flash · Secrets · scale prompt · soft negative
“Standard SaaS Password Managers (e.g., LastPass, 1Password) ... The Risk: Human-Centric Design.” Qwen 3.7 Flash · Secrets · negative prompt · soft negative
Named alongside
The products named in the same answers as 1Password, over the 315 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and 1Password was named but was not.ShowHide
Named alongside
The products named in the same answers as 1Password, over the 315 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and 1Password was named but was not.
ShowHideProductSame answerTook the first choice insteadHead to head
A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.
What carried it into the answer
The sites and pages cited by the answers that named 1Password. A fact about retrieval, not a lever on the model.
Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 281 of the 315 answers that named 1Password and are not a share of its labels.
Domains cited
bitwarden.com149
1password.comYour site98
security.org89
blog.lastpass.com88
techrepublic.com85
petronellatech.com71
g2.com70
techradar.com67
selecthub.com62
learn.g2.com53
734 of the 832 domain citations in answers naming 1Password came from somebody else's page.
Pages cited
Pages are listed as the models cited them.
Search and answers
Where 1Password stands in Google search beside where it stands in the models' answers.ShowHide
Search and answers
Where 1Password stands in Google search beside where it stands in the models' answers.
ShowHideIn search
Google, US estimatesPosition for “business password manager”
–
not in the top ten
Position for “business password managers”
4
- Searches for its name, Google
- 201,000 a month (“1password”)
- AI search demand for its name, est.
- 3,085 a month
- Organic visits to its site
- about 927,263 a month
- Searches its site ranks for
- 8,767 · 1,488 in the top three
- Sites linking to it
- 33,732
- Paid Google search
- 1 searches its ads show for, about 1 clicks and $0 a month (estimate)
In answers
This editionShare of first choices
47%
rank 1 of 35 in password managers
First choices
79
across its categories
- Named in
- 315 answers
- Its own site cited
- in 281 of the answers that named it
Search figures are US estimates from DataForSEO, read September 28, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.
What it publishes
ShowHide
What it publishes
ShowHideAddresses on 1password.com
3,360
subdomains included
Content
163
counted in the table below
Documentation
887
Product · Integration
19 · 485
| Kind | Pages | Last 90 days | 2025-10 to 2026-09 | Latest | Categories named |
|---|---|---|---|---|---|
| Blog | 117 | 42 | 2026-09-28 | ||
| Case study | 38 | undated | |||
| Comparison | 3 | 0 | 2026-03-24 | ||
| News or press | 2 | undated | |||
| Webinar or virtual event | 1 | undated | |||
| Report or ebook | 1 | undated | |||
| Template or tool | 1 | 1 | 2026-08-11 |
Most recent
- 2026-09-281password nvidia openshell blog
- 2026-09-21Post quantum tls without code changes blog
- 2026-09-18Building customer success for whats next at 1password blog
- 2026-09-08Software supply chain identity security blog
- 2026-09-03Introducing universal sign in blog
- 2026-09-035 ways to optimize ai costs blog
How it is countedHide how it is counted
Every page 1password.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read September 29, 2026.
Names read as 1Password
What the judge wrote, as written, with how often. The vendor table decides that these count as 1Password; a claim can dispute any of them.
1Password Business 391Password Secrets Automation 81Password Developer 21Password Teams 21Password Teams Starter Pack 21Password (Business/Team) 11Password Business+ 11Password Developer Tools 11Password Secrets Automation (Business) 11Password for Business 11Password for Teams 1
Follow 1Password
An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.
Already following? Everything you follow, with a stop for each.
The company
1Password is its own company.ShowHide
The company
1Password is its own company.
ShowHideIn its own words
Stated by the vendor, not checked- Positioning
- Password Manager, Secrets, and Access Management
- For
- growing teams to enterprise
- Free plan or trial
- Get started free 1password.com
- Customers named
- Red Bull Racing
- Not stated on the pages read
- Price, starting price, integrations, certifications, hosting
What 1Password's own pages state, read September 28, 2026: 1password.com. A claimed page can correct any of them.
Is this your product?
Claim this page
Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when 1Password's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as 1Password, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.
What a new claim receivesHide what a new claim receives
A new claim receives the current edition's vendor brief for 1Password by email, built from the raw record of the edition. It shows:
- where 1Password is named, by buyer and by framing, and which cells hold its first choices;
- the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
- its vocabulary against the segment leader's, and the pages the models cited;
- who was chosen in the answers that did not name 1Password, and every reason the record gives;
- a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
- one page of published figures cleared to show a buyer.
Badges
Wins only: a badge exists where 1Password is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.ShowHide
Badges
Wins only: a badge exists where 1Password is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.
ShowHideAI models recommend 1Password first in Business password managers this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.
Wide · 320 × 104 Website, beside other badges
Square · 240 × 240 LinkedIn, slides
Compact · 200 × 56 Email signature, footer
Badges read on light and dark pages. Alt text carries the claim, the category, the edition and the index, so it stays a citation where the image does not load.