Markets ›password manager for teams 20 brands
1Password is named most often — in 36 of 36 answers. 6 questions a buyer would type, asked of 2 assistants 3 times each.
8 brands in this market were named in none of the 36 answers: Apple Passwords, Enpass, GCP Secret Manager, Google Password Manager, KeePass, KeePassXC, Proton Pass, iCloud Keychain.
Bigger sites do tend to get named more here, but the relationship is loose enough that size is far from the whole story.
↑how often assistants name it →how much traffic its website gets
Across is web prominence — the brand's domain in the Tranco ranking of the world's most-visited sites, on a logarithmic scale, so each step is roughly ten times more prominent. Up is how many of the 36 answers named it.
Every brand with a ranked domain is plotted, including a domain carrying a whole company still plausibly helps that company's products get named. Not plotted, having no ranked domain: AWS Secrets Manager, Azure Key Vault.
Rank correlation +0.43 across 8 brands — a description of this picture, not a claim about the market as a whole.
The questions
These belong to the market, not to any brand in it. Each was asked 6 times across two assistants. Questions naming a brand are excluded, since they hand that brand a free mention.
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Method
market password manager for teams
brands measured 20
run as subjects 1
questions 6
answers per brand 36
brand list version 0a2fb8a0d168
Questions went to the OpenAI and Anthropic APIs with web search off, each in a fresh context with no history. That measures what the models already know about these brands rather than what they would find on the web today, so it is a floor on visibility rather than a replica of any one person's chat.
Repeated measurements of the same brand move within about 12 points, so a difference smaller than that is not meaningful. Brands closer together than that are shown tied rather than ordered.
Sub-brands are counted with their parent: 1Password (AgileBits).
How the table is ordered. By how many of the 36 answers named each brand. Brands on the same count share a rank and are shown in the order the assistants tended to list them. A brand counts once per answer, however many times it is named in it.
How close is close. Two brands share a rank only when their counts are identical. Beyond that, a gap smaller than about four answers is inside what this measurement moves between runs — so read near-neighbours as close rather than settled, which is why every row keeps its interval.