The Gist 100Business softwareOctober 2026
Assistants agree on three password managers and split on the rest
1Password is named in 98% of AI answers and first in 73%. Bitwarden and Keeper follow, but below them the assistants part ways: NordPass is named in 96% of Claude's answers and in none of ChatGPT's.
By Gist GEO team · October 2026
Share of AI answers about business password managers that name each brand
Gist asked ChatGPT, Perplexity, Claude and Google AI Overviews eight questions that a company might ask when choosing a password manager, and counted 295 answers. Every answer named at least one brand, and 18 brands appeared across them. 1Password appears in 98% of answers and is the first brand named in 73%. Bitwarden follows at 92% and Keeper at 80%, and each assistant names each of the three in at least 71% of its answers.
The field narrows fast. An average answer names 4.6 brands, and after Keeper at 80% the scores fall 25 points to NordPass at 55%, then to Dashlane at 40%, Proton Pass at 29% and RoboForm at 28%. 1Password holds at 95% or more on each of the eight questions. None of NordPass, Dashlane, Proton Pass or RoboForm is named first in more than 2% of answers.
Below those three, the answer depends on which assistant is asked. No brand shows a wider gap between assistants than NordPass, which is named in 96% of Claude's answers and none of ChatGPT's, with Perplexity at 65% and Google AI Overviews at 58%. Its overall 55% averages assistants that disagree sharply. Proton Pass, RoboForm and Dashlane split in the same way, if less sharply.
ChatGPT and Claude name Bitwarden in 100% of their answers, ahead of 1Password at 98% and 99%. Even so, Bitwarden is named first in 18% of answers overall against 73% for 1Password, a gap of 55 points. Keeper has the same shape, named in 80% of answers and first in 5%. Presence looks settled for all three brands, so the contest is over order. For Bitwarden and Keeper, the work is to become the brand an answer names first.
Claude names 6.1 brands per answer, against 4.5 for Perplexity, 3.7 for Google AI Overviews and 3.6 for ChatGPT. The extra room shows up below the leaders. Claude names Proton Pass in 65% of its answers, while ChatGPT names it in 15% and Perplexity in 10%. RoboForm is named in 55% of Perplexity's answers and 51% of Claude's, against 7% for Google AI Overviews. For brands in this band, the overall score blends very different assistants, and the per-assistant figure is the one to read.
Dashlane is named in 83% of answers on which business password managers are worth paying more for and in 2% on the affordable small-team question. RoboForm runs the other way, at 58% on affordability and 6% on paying more. Keeper is named in 100% of answers on the company question, 42% on affordability and 28% on the security question, where Proton Pass reaches 70%. The answers describe Dashlane as a premium option and RoboForm as a budget one, and each appears when the question matches that framing.
ChatGPT cites bitwarden.com in 98% of its answers, 1password.com in 96%, keepersecurity.com in 57% and dashlane.com in 49%, which are the sites of the four brands it names most. It cites Security.org in 0%. Perplexity reverses the pattern, citing Security.org in 100% of its answers and bitwarden.com in 0%. Across all answers, Bitwarden's own site is cited in 40% and 1Password's in 25%. On ChatGPT a brand's own pages are the visible source, and on Perplexity and Claude independent reviews are.
Who each company is, and how it shows up in the answers
98% of AI answers
1Password is a password manager for individuals, families and businesses that keeps passwords, software licenses and other sensitive information in a virtual vault. The company was founded in 2005 and is based in Toronto, Canada. The first version of the password manager came out in 2006.
Founded 2005 · Toronto, Canada
A polished interface, easy administration, developer tooling and SSO support are what answers credit to the Business plan, and ChatGPT and Perplexity both call it the pick for most businesses. It is named in 100% of answers on remote teams and small business, and first in 73% of all answers.
92% of AI answers
Bitwarden is a password management service that stores credentials in an encrypted vault, with products for enterprises, developers and individuals. Kyle Spearrin founded it in 2016, and the company is based in Santa Barbara. Bitwarden publishes the code for its server, computer clients and mobile apps as open source.
Founded 2016 · Santa Barbara
Value, open-source roots and a self-hosting option are what answers credit, along with SSO and granular access controls in its Enterprise plan. ChatGPT and Claude name it in 100% of their answers, while on the remote-team question it is named in 71%.
80% of AI answers
Keeper is a password and secrets manager sold to individuals, families and businesses, with further products for privileged access management, secure remote access and encrypted messaging. Darren Guccione and Craig Lurey founded the company in 2011, and it is headquartered in Chicago.
Founded 2011 · Chicago
Regulated industries such as finance, healthcare and legal are the usual match in answers, which cite fine-grained permissions, SSO, SCIM and file storage. It is named in 100% of answers on the company question and in 28% on the security question.
55% of AI answers
Password manager from the company behind NordVPN.
Tight Google Workspace integration, streamlined admin controls and a simple interface are what answers credit, and some call it a budget-friendly choice. Claude names it in 96% of its answers and Perplexity in 65%, while ChatGPT names it in 0%.
40% of AI answers
Password manager for consumers and businesses.
Bundled extras such as a VPN, clear administrator reporting and an approachable interface are what answers credit, and they frame it as a premium option. It is named in 83% of answers on what is worth paying more for and in 2% on the affordable small-team question.
29% of AI answers
Password manager from Proton, the company behind Proton Mail.
Answers describe it as the privacy-focused option for teams already using other Proton products, with sharing, passkeys and a built-in authenticator. It is named in 70% of answers on the security question, and Claude names it in 65% of its answers.
28% of AI answers
Long-running password manager and form filler.
Budget-conscious small teams are the buyers answers match to it, citing fast setup, form-filling and role-based access. Perplexity names it in 55% of its answers and ChatGPT in 0%, and on the affordable small-team question it is named in 58%.
The three brands named most for each question Gist asked
| Question | Named most | Second | Third |
|---|---|---|---|
| What's the best password manager for a business? | 1Password 100% | Bitwarden 95% | Keeper 92% |
| Which password managers do you recommend for a company? | Keeper 100% | 1Password 98% | Bitwarden 95% |
| What's the best affordable password manager for a small team? | Bitwarden 100% | 1Password 95% | NordPass 60% |
| Which business password managers are worth paying more for? | 1Password 100% | Keeper 100% | Bitwarden 92% |
| What's the best password manager for a small business? | 1Password 100% | Keeper 98% | Bitwarden 88% |
| What's the best password manager for a remote team? | 1Password 100% | Keeper 87% | Dashlane 80% |
| We're rolling out a password manager at work. Which three should we shortlist? | 1Password 100% | Bitwarden 100% | Keeper 98% |
| Which password manager is the most secure? | Bitwarden 98% | 1Password 95% | Proton Pass 70% |
Share of each assistant’s answers that name the brand
| Brand | All four | ChatGPT | Perplexity | Claude | Google AI Overviews |
|---|---|---|---|---|---|
| 1Password | 98% | 98% | 100% | 99% | 96% |
| Bitwarden | 92% | 100% | 81% | 100% | 85% |
| Keeper | 80% | 78% | 71% | 99% | 71% |
| NordPass | 55% | 0% | 65% | 96% | 58% |
| Dashlane | 40% | 51% | 39% | 49% | 20% |
| Proton Pass | 29% | 15% | 10% | 65% | 25% |
| RoboForm | 28% | 0% | 55% | 51% | 7% |
The websites AI cites most on business password managers, by share of answers
Security.org, a review site, is the most-cited source, appearing in 61% of answers, followed by the publisher TechRepublic at 45%, bitwarden.com at 40% and the review site TechRadar at 39%. The assistants draw on different sets. Claude cites Security.org in 91% of its answers, petronellatech.com in 81%, SafetyDetectives in 80% and passwordmanager.com in 79%. Google AI Overviews cites Security.org in 53%, Reddit in 51% and PCMag in 44%. ChatGPT's four most-cited sites are all brand sites.
Three moves the numbers point to
Seek independent reviews on the sites Perplexity leans on: it cites Security.org in 100% of its answers, TechRadar in 88% and TechRepublic in 75%. Claude cites Security.org in 91% and names 6.1 brands per answer, the widest field of any assistant.
Strengthen your own site for ChatGPT. It cites bitwarden.com in 98% of its answers and 1password.com in 96%, and it names NordPass and RoboForm in 0%. Pages that answer buyer questions directly give it something to cite.
Build a clear small-team story for the affordable question, where NordPass is named in 60% of answers and RoboForm in 58%, both ahead of Keeper at 42%. The slot behind Bitwarden at 100% and 1Password at 95% is open.
Analysis · 4 min read
A typical Claude answer names 7.2 brands, against 3.6 for Google AI Overviews. Claude gives 186 of the 304 brands in a published top ten their highest score, and ChatGPT never names 22 of them. Which brands appear depends on the assistant, and one overall score hides it.
7.2 vs 3.6Brands per answer, Claude vs Google AI Overviews
Analysis · 5 min read
In 15 of 32 categories the most-named brand scores 90 or more. In seven, no brand reaches 75. Business software averages a leader score of 90.7 against 77.3 for consumer categories, so a score needs reading against its own category.
90.7 vs 77.3Average leader score, business vs consumer categories
Analysis · 4 min read
In 8 of 32 categories, the most-named brand is not named first most often. Gmail scores 96 in email management but is first in 8 percent of answers. Fathom is first in 52 percent of notetaker answers, Fireflies.ai in 10. These counts measure how often a brand appears and how often it is named first.
96 vs 8Gmail’s score versus its first-mention share
Gist asks a fixed set of eight buying questions in each category. None of them names a brand. Each question is put to ChatGPT, Perplexity, Claude and Google AI Overviews ten times, with web search on.
A brand’s score is the share of answers that name it, averaged across the assistants so that each one counts equally. Stores and review sites named in passing are not ranked. Brands named in fewer than one answer in ten are left off.
Measured October 5 to October 6, 2026.
No. It shows which brands AI assistants name when asked, not which products are best. Being named often usually reflects how much has been written about a brand, and where.
The page shows the 10 most-named brands. The free scan checks your own brand on a topic you choose.
Yes. AI answers shift as assistants are updated and as new pages are published. The date at the top shows when this ranking was measured.
See which brands appear in AI recommendations for your category, and where your brand stands among them.
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