Small business▼−11Since September 2026: 11% → 0%, −11 points. Past the 11-point floor: movement. Read over the models both editions asked.
0%from 11% in September 2026
Cleared the floor by 0 pointsRank 3 → 7 of 35
2 categories · RankedNordPass
88Judge labels
2First choices
9Negative labels
14 / 14Models named it
2Categories
October 2026 Edition. Every number here is derived from the raw labels under vendor table v2026-10.8, every buyer segment counted.
Best standing
2% in Password managers for mid-market buyers
Rank 4 of 35 in the mid-market standingaccepted challenger
0 of 14 models made it the first choice on the direct prompt; 7% of its 29 labels there were negative.
What the models named instead of NordPass →By buyer segmentRead the same way at every buyer size.
Small business7 of 38
0%35 labels
accepted challenger
Mid-market4 of 35
2%29 labels
accepted challenger
Enterprise5 of 37
2%22 labels
criticized challenger
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 NordPass 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 | 2% | 4 of 35 | 7% | 29 | accepted challenger | ▼−2Since September 2026: 4% → 2%, −2 points. Inside the 11-point floor: within noise. Read over the models both editions asked. |
| Secrets management | Identity and access | 0% | 36 of 59 | 0% | 1 | under 10 labels · led by HashiCorp Vault at 31% | newNew since September 2026: not ranked then, 0% now. |
Movement
Since September 2026, NordPass held within the floor in all two categories: no change cleared 11 points.
Best category · Password managers · by segment
Mid-market▼−2Since September 2026: 4% → 2%, −2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
2%from 4% in September 2026
Inside the floor by 9 pointsRank 3 → 4 of 35
Enterprise▲+2Since September 2026: 0% → 2%, +2 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
2%from 0% in September 2026
Inside the floor by 9 pointsRank 6 → 5 of 37
All categories · Mid-market
| Category | September 2026 | Now | Change | Reading | Rank |
|---|---|---|---|---|---|
| Password managers | 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 3 → 4 of 35 |
| Secrets | 0% | 0% | newNew since September 2026: not ranked then, 0% now. | New this edition | Rank 36 of 59, 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 NordPass 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 NordPass 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 | 1 | 1 | 0 | 0 | 2 |
| GPT-5.4 mini | 0 | 1 | 0 | 0 | 1 |
| Gemini 3.5 Flash | 0 | 1 | 2 | 0 | 3 |
| Perplexity Sonar | 0 | 3 | 0 | 0 | 3 |
| Grok 4.20 | 0 | 1 | 1 | 0 | 2 |
| Mistral Small | 0 | 0 | 0 | 1 | 1 |
| DeepSeek V4 Flash | 0 | 4 | 0 | 1 | 5 |
| Llama 4 Maverick | 0 | 1 | 0 | 0 | 1 |
| Qwen 3.7 Flash | 0 | 0 | 1 | 0 | 1 |
| Kimi K2 | 0 | 2 | 0 | 0 | 2 |
| GLM 4.7 FlashX | 0 | 1 | 0 | 0 | 1 |
| MiniMax M2.5 | 1 | 2 | 1 | 0 | 4 |
| GPT-6 Luna | 0 | 0 | 1 | 0 | 1 |
| Muse Glimmer 30B | 0 | 2 | 1 | 0 | 3 |
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
Direct13 labels1
Paraphrase8 labelsNone
Comparative34 labels2not counted in share
Budget-constrained18 labels1
Scale-constrained4 labelsNone
Negative11 labelsNone
First choiceAlternativeMentionNegative88 labels in all, every segment counted; 2 of the 4 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.
“NordPass has proven to be the best password manager for business overall” Claude Haiku 4.5 · Password managers · comparative prompt · first choice
“Top Pick: NordPass Teams” MiniMax M2.5 · Password managers · budget prompt · first choice
“NordPass is ideal for small to mid-sized businesses looking for an affordable and intuitive high-security solution” Claude Haiku 4.5 · Password managers · budget prompt · alternative
“though it's usually not the deepest enterprise platform compared with 1Password, Bitwarden, or Keeper” GPT-5.4 mini · Password managers · comparative prompt · alternative
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.
“NordPass lacks some team management settings and does not offer combined business and family plans” Mistral Small · Password managers · negative prompt · soft negative
“SSO/SCIM only on top Enterprise tier ... NordPass only includes them on Enterprise plan” DeepSeek V4 Flash · Password managers · scale prompt · soft negative
Named alongside
The products named in the same answers as NordPass, over the 88 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and NordPass was named but was not.ShowHide
Named alongside
The products named in the same answers as NordPass, over the 88 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and NordPass 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 NordPass. 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 88 of the 88 answers that named NordPass and are not a share of its labels.
Domains cited
bitwarden.com58
blog.lastpass.com52
techrepublic.com50
security.org48
techradar.com47
selecthub.com37
petronellatech.com34
1password.com33
pcmag.com32
learn.g2.com30
421 of the 421 domain citations in answers naming NordPass came from somebody else's page.
Pages cited
Pages are listed as the models cited them.
Search and answers
nordpass.com is not in Google's top ten for any of the category's searches. In the answers, NordPass takes 2% of first choices and 1Password takes 47%.ShowHide
Search and answers
nordpass.com is not in Google's top ten for any of the category's searches. In the answers, NordPass takes 2% of first choices and 1Password takes 47%.
ShowHideIn search
Google, US estimatesPosition for “business password manager”
–
not in the top ten
Position for “business password managers”
–
not in the top ten
- Searches for its name, Google
- 22,200 a month (“nordpass”)
- AI search demand for its name, est.
- 636 a month
- Organic visits to its site
- about 505,824 a month
- Searches its site ranks for
- 24,894 · 1,554 in the top three
- Sites linking to it
- 14,087
- Paid Google search
- No ads found in the estimate; that does not mean it runs none
In answers
This editionShare of first choices
2%
rank 4 of 35 in password managers
Segment leader
47%
1Password
- First choices
- 2 across its categories
- Named in
- 88 answers
- Its own site cited
- in 88 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 nordpass.com
1,889
subdomains included
Content
539
counted in the table below
Documentation
0
Product · Integration
29 · 2
| Kind | Pages | Last 90 days | 2025-10 to 2026-09 | Latest | Categories named |
|---|---|---|---|---|---|
| Blog | 432 | undated | Email security, MFA | ||
| Glossary or explainer | 74 | undated | MFA | ||
| Comparison | 21 | undated | |||
| Report or ebook | 8 | undated | |||
| News or press | 2 | undated | |||
| Webinar or virtual event | 1 | undated | |||
| Template or tool | 1 | undated |
How it is countedHide how it is counted
Every page nordpass.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 NordPass
What the judge wrote, as written, with how often. The vendor table decides that these count as NordPass; a claim can dispute any of them.
NordPass Business 11NordPass Teams 4
Follow NordPass
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
NordPass is its own company.ShowHide
The company
NordPass is its own company.
ShowHideIn its own words
Stated by the vendor, not checked- Positioning
- an innovative password management solution designed for a simpler and safer online experience on any device
- For
- business and personal accounts
- Price stated
- Starts from $3.59 per user/month nordpass.com
- Starting price
- 3.59 nordpass.com
- Free plan or trial
- No credit card required nordpass.com
- Integrations claimed
- 5 nordpass.com/features
- Certifications
- NIS2ISO 27001NISTSOC 2FIDO2-compliantHIPAA ReportISO 27001 CertificateSOC 2 Type 2
- Customers named
- AnywrNutriset GroupBarclay ChemicalsCORTCloudvisorHostingerEskenZettasecure
- Not stated on the pages read
- Hosting
What NordPass's own pages state, read September 28, 2026: nordpass.com, nordpass.com/plans, trust.nordpass.com, nordpass.com/features, nordpass.com/case-studies. 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 NordPass'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 NordPass, 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 NordPass by email, built from the raw record of the edition. It shows:
- where NordPass 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 NordPass, 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.