The subcategory · Brands

The best companies in Privacy & Security

Proton — recommended by 5 of 6 AI models, 9 weeks running.

Updated September 14 · weekly sweep?

Brands only?

Privacy & Security is a brand race — the AI panel names brands here, not specific models.

Current race?

Jun 1 – Sep 14
Jun 1Sep 14
KasperskyDropped out of the top 4 · Kaspersky#2 → #8
NordVPNDropped out of the top 4 · NordVPN#3 → #33
100 brands tracked?·3 buyer intents?
ChatGPT · Claude · Gemini & 2 others analyzed?

Current leaders

Who leads this subcategory.

This week?

Proton extended its lead to nine weeks at the top of Privacy & Security rankings. Nord Security made the biggest move upward this sweep, while 1Password took the hardest fall. Malwarebytes also climbed. Two newcomers, Avira and VyprVPN, landed on the board, and RoboForm slipped from its prior position.

13 climbers 9 drops

The biggest moves · vs September 8

1Password1Password#6 → #19
RoboFormRoboForm#18 → #28
Nord SecurityNord Security#25 → #18
AviraAviraenters at #24
AvastAvast#5 → #10
MalwarebytesMalwarebytes#20 → #16
MicrosoftMicrosoft#21 → #25
WebrootWebroot#28 → #32
BitwardenBitwarden#8 → #5
TrenDTrenD#14 → #11
NordVPNNordVPN#30 → #33
DashlaneDashlane#9 → #7
KasperskyKaspersky#10 → #8
ESETESET#11 → #9
EnpassEnpass#22 → #20
ExpressVPNExpressVPN#19 → #21
WindscribeWindscribe#24 → #22
TunnelBearTunnelBear#29 → #31
SurfsharkSurfshark#7 → #6
CyberGhostCyberGhost#15 → #14

The questions?

These rankings answer 3 buyer questions. Open any one for the head-to-head.

The subcategory score is an aggregate. Each question has its own AI ranking, reviewer check and weekly movement — that's where the picks actually come from.

Act one

Where the machines rank them.

The AI models rank every brand here — the full board, the shortlist argued brand by brand, who plays at which price.

01

Full ranking

Every brand ranked.

#?BrandAI consensus?Last 3 months?
#1ProtonProtonValueClaudeGPTGeminiGrokPerplexity5/5 AIs · best #2–#4Best rank in any intent here, recent weeks Jun 1 · #36 · Jun 8 · #38 · Jun 15 · #20 · Jun 22 · #37 · Jun 29 · #31 · Jul 20 · #1 · Jul 27 · #1 · Aug 3 · #1 · Aug 10 · #1 · Aug 17 · #1 · Aug 24 · #1 · Aug 31 · #1 · Sep 7 · #1 · Sep 14 · #1
#2BitdefenderBitdefenderValueClaudeGPTGeminiGrokPerplexity5/5 AIs · best #1–#2Best rank in any intent here, recent weeks Jun 1 · #4 · Jun 8 · #11 · Jun 15 · #2 · Jun 22 · #2 · Jun 29 · #2 · Jul 20 · #3 · Jul 27 · #2 · Aug 3 · #2 · Aug 10 · #2 · Aug 17 · #4 · Aug 24 · #3 · Aug 31 · #2 · Sep 7 · #2 · Sep 14 · #2
#3NortonNortonClaudeGPTGeminiGrokPerplexity5/5 AIs · best #1–#2Best rank in any intent here, recent weeks Jun 1 · #3 · Jun 8 · #2 · Jun 15 · #9 · Jun 22 · #1 · Jun 29 · #1 · Jul 20 · #4 · Jul 27 · #3 · Aug 3 · #3 · Aug 10 · #4 · Aug 17 · #5 · Aug 24 · #2 · Aug 31 · #3 · Sep 7 · #3 · Sep 14 · #3
#4McAfeeMcAfeePremiumClaudeGPTGeminiGrokPerplexity5/5 AIs · best #3–#4Best rank in any intent here, recent weeks Jun 1 · #1 · Jun 8 · #1 · Jun 15 · #1 · Jun 22 · #3 · Jun 29 · #3 · Jul 20 · #2 · Jul 27 · #4 · Aug 3 · #4 · Aug 10 · #3 · Aug 17 · #3 · Aug 24 · #4 · Aug 31 · #4 · Sep 7 · #4 · Sep 14 · #4
#5▲ 3BitwardenBitwardenNegative newsClaudeGPTGeminiGrokPerplexity5/5 AIs · best #1–#4Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #9 · Jul 27 · #10 · Aug 3 · #8 · Aug 10 · #7 · Aug 17 · #7 · Aug 24 · #8 · Aug 31 · #9 · Sep 7 · #8 · Sep 14 · #5
#6▲ 1SurfsharkSurfsharkPositive newsPremiumClaudeGPTGeminiGrokPerplexity5/5 AIs · best #2–#4Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #8 · Jul 27 · #9 · Aug 3 · #12 · Aug 10 · #10 · Aug 17 · #9 · Aug 24 · #9 · Aug 31 · #8 · Sep 7 · #7 · Sep 14 · #6
#7▲ 2DashlaneDashlaneNegative newsClaudeGPTGeminiGrokPerplexity5/5 AIs · best #2–#5Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #10 · Jul 27 · #11 · Aug 3 · #9 · Aug 10 · #9 · Aug 17 · #10 · Aug 24 · #10 · Aug 31 · #10 · Sep 7 · #9 · Sep 14 · #7
#8▲ 2KasperskyKasperskyClaudeGPTGeminiGrokPerplexity5/5 AIs · best #3–#17Best rank in any intent here, recent weeks Jun 1 · #2 · Jun 8 · #6 · Jun 15 · #3 · Jun 22 · #4 · Jun 29 · #7 · Jul 20 · #5 · Jul 27 · #6 · Aug 3 · #6 · Aug 10 · #5 · Aug 17 · #2 · Aug 24 · #5 · Aug 31 · #5 · Sep 7 · #17 · Sep 14 · #8
#9▲ 2ESETESETPositive newsClaudeGPTGeminiGrokPerplexity5/5 AIs · best #5–#6Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #13 · Jul 27 · #15 · Aug 3 · #11 · Aug 10 · #17 · Aug 17 · #12 · Aug 24 · #12 · Aug 31 · #11 · Sep 7 · #10 · Sep 14 · #9
#10▼ 5AvastAvastValueClaudeGPTGeminiGrokPerplexity5/5 AIs · best #4–#7Best rank in any intent here, recent weeks Jun 1 · #7 · Jun 8 · #16 · Jun 15 · #4 · Jun 22 · #7 · Jun 29 · #13 · Jul 20 · #7 · Jul 27 · #5 · Aug 3 · #5 · Aug 10 · #11 · Aug 17 · #8 · Aug 24 · #7 · Aug 31 · #6 · Sep 7 · #5 · Sep 14 · #10
#11▲ 3TrenDTrenDValueClaudeGPTGeminiGrokPerplexity5/5 AIs · best #6–#9Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #20 · Jul 27 · #16 · Aug 3 · #15 · Aug 10 · #20 · Aug 17 · #16 · Aug 24 · #11 · Aug 31 · #14 · Sep 7 · #13 · Sep 14 · #11
#12MullvadMixed newsClaudeGPTGeminiGrokPerplexity5/5 AIs · best #5–#7Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #36 · Jul 27 · #13 · Aug 3 · #19 · Aug 10 · #15 · Aug 17 · #17 · Aug 24 · #14 · Aug 31 · #13 · Sep 7 · #11 · Sep 14 · #12
#13KeeperKeeperClaudeGPTGeminiGrokPerplexity5/5 AIs · best #5–#7Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #34 · Jul 27 · #12 · Aug 3 · #10 · Aug 10 · #12 · Aug 17 · #13 · Aug 24 · #13 · Aug 31 · #12 · Sep 7 · #12 · Sep 14 · #13
#14▲ 1CyberGhostCyberGhostPremiumClaudeGPTGeminiGrokPerplexity5/5 AIs · best #5–#8Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #12 · Jul 27 · #17 · Aug 3 · #18 · Aug 10 · #14 · Aug 17 · #20 · Aug 24 · #15 · Aug 31 · #15 · Sep 7 · #14 · Sep 14 · #14
#15▲ 1Private Internet AccessPrivate Internet AccessPremiumClaudeGPTGeminiGrokPerplexity5/5 AIs · best #6–#7Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #14 · Jul 27 · #20 · Aug 3 · #22 · Aug 10 · #16 · Aug 17 · #19 · Aug 24 · #23 · Aug 31 · #19 · Sep 7 · #15 · Sep 14 · #15
#16▲ 4MalwarebytesMalwarebytesClaudeGPTGeminiGrokPerplexity5/5 AIs · best #7–#9Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #31 · Jul 27 · #24 · Aug 3 · #14 · Aug 10 · #21 · Aug 17 · #21 · Aug 24 · #18 · Aug 31 · #22 · Sep 7 · #18 · Sep 14 · #16
#17F-SecureF-SecurePremiumClaudeGPTGeminiGrokPerplexity5/5 AIs · best #8–#14Best rank in any intent here, recent weeks Jun 1 · #25 · Jun 8 · #36 · Jun 15 · #16 · Jun 22 · #25 · Jun 29 · #29 · Jul 20 · #19 · Jul 27 · #21 · Aug 3 · #21 · Aug 10 · #26 · Aug 17 · #14 · Aug 24 · #21 · Aug 31 · #17 · Sep 7 · #20 · Sep 14 · #17
#18▲ 7Nord SecurityNord SecurityClaudeGPTGeminiGrokPerplexity3/5 AIs · best #1–#4Best rank in any intent here, recent weeks Charted 13 of 14 weeks Jun 1 · #22 · Jun 15 · #10 · Jun 22 · #18 · Jun 29 · #35 · Jul 20 · #21 · Jul 27 · #8 · Aug 3 · #39 · Aug 10 · #32 · Aug 17 · #31 · Aug 24 · #35 · Aug 31 · #32 · Sep 7 · #25 · Sep 14 · #18
#19▼ 131Password1PasswordClaudeGPTGeminiGrokPerplexity4/5 AIs · best #1–#5Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #6 · Jul 27 · #7 · Aug 3 · #7 · Aug 10 · #6 · Aug 17 · #6 · Aug 24 · #6 · Aug 31 · #7 · Sep 7 · #6 · Sep 14 · #19
#20▲ 2EnpassEnpassPositive newsClaudeGPTGeminiGrokPerplexity5/5 AIs · best #7–#15Best rank in any intent here, recent weeks Charted 9 of 14 weeks Jul 20 · #26 · Jul 27 · #19 · Aug 3 · #20 · Aug 10 · #19 · Aug 17 · #18 · Aug 24 · #20 · Aug 31 · #23 · Sep 7 · #21 · Sep 14 · #20
Time machine?
Sep 14 – 20 · latest
Older snapshots are kept, not published — get in touch

as of September 14 · vs September 8 · 3 intents?

02

The shortlist?

The top brands, argued one by one.

Proton leads on privacy architecture and open-source transparency, winning five-model consensus tied to its core competency in aliases and auditable code.

Why
Five of six AI models name it. Reviewers reward open-source code and independent auditing as confidence-builders in privacy claims; Proton's panel tags center on privacy, aliases, and open source—the exact trust signals the field values. Its Linux Drive client launch aligns with the modern infrastructure reviewers rec…
Where it's weaker
Press coverage focuses on gaming software improvements rather than core security or malware detection. No mention of malware detection strength, real-time protection performance, or interface design—the daily-use traits reviewers emphasize. Reviewers knock fragmented feature sprawl; Proton's multi-product approach may…
The case against
Bitdefender, also five-model consensus, brings independent IDC recognition as an MDR leader and directly addresses the malware detection and real-time protection excellence that reviewers identify as core differentiators—strengths absent from Proton's coverage.

Norton trades on simplicity and VPN bundling but lacks clear evidence of distinction in the malware detection and real-time protection strengths reviewers emphasize.

Why
Five of six models name it. Panel rewards VPN and simplicity—appealing to beginners. Norton's bundled VPN addresses a common user request, though reviewers flag VPN integrations as often underperforming secondary features rather than core strengths.
Where it's weaker
No press coverage provided, no IDC or independent validation of detection performance, no mention of malware testing results or real-time blocking—the technical strengths reviewers identify as the true field battleground. Simplicity is rewarded, but so is modern interface design; no evidence on UI quality. The 'secure…
The case against
Bitdefender's IDC-validated MDR reputation and lightweight performance directly outweigh Norton on the malware detection and CPU efficiency dimensions reviewers prize. McAfee similarly offers VPN and identity monitoring—overlapping Norton's advantages without the simplicity edge.

McAfee stacks VPN, multi-device, and identity monitoring into a broadsheet offering but spreads resources across features reviewers often see fragment into separate apps rather than cohere.

Why
Five of six models name it. Panel tags highlight VPN and multi-device coverage—defensive sprawl in a crowded market. Identity monitoring addresses privacy beyond malware, but reviewers do not isolate it as a differentiator and explicitly penalize feature fragmentation across separate tools and dashboards as a usabilit…
Where it's weaker
No press coverage, no malware detection validation, no real-time protection evidence, no open-source or audit claims. No mention of interface design or user simplicity despite those being core reviewer praise points. The multi-feature bundle mirrors the fragmentation problem reviewers knock—breadth without integration…
The case against
Proton's open-source transparency and focused privacy architecture appeal to users who distrust bundled feature sprawl. Bitdefender's lightweight profile and proven MDR detection outpace McAfee's diluted feature list on the technical rigor reviewers reward. Norton's simplicity positioning beats McAfee's multi-feature…

as of September 1 · 3 brands?

03

Brand price ladder · Privacy & Security

Who plays at which price.

Mid4 brandsmedians $33–$45
$45Malwarebytes№ 16 of 100
$37Sticky Password№ 40 of 100
$34Mullvad№ 12 of 100
$33G DATA№ 30 of 100

as of September 15 · 17 brand medians · Google Shopping?

Act two · ★ new

What people & press say.

Where the AI ranking and the reviewers part ways, how the street rates these brands — and which of them are making news right now.

04

In the press

Which brands are making news.

6 of the brands ranked in Privacy & Security drew coverage in the 30 days to September 2 — the mood skews positive.?

as of September 2 · 6 brands?

Act three

How the models think.

Where each brand actually competes across the buyer questions, and the running ledger of what just moved here.

05

Intent dominance

Where each brand actually competes.

ProtonProton#2#4
BitdefenderBitdefender#21#21#1
NortonNorton#29#20#2
McAfeeMcAfee#19#3
BitwardenBitwarden#1
SurfsharkSurfshark#1
DashlaneDashlane#2
KasperskyKaspersky#22#7
#1–3#4–10#11+cell = brand rank in that intent · faint dot = not ranked here

as of September 14 · 3 intents?

06

Common questions

What buyers ask about brands in Privacy & Security.

  • Which privacy and security brands do independent reviewers trust most?

    Reviewers validate malware detection rates across major brands through independent labs and real-world testing. Proton, Kaspersky, Bitdefender, and Norton consistently rank high for detection and real-time threat blocking that stops malware before it runs.

  • What's the difference between the top privacy and security makers?

    Proton emphasizes open-source encryption. Kaspersky pairs privacy with speed and value. Bitdefender and Norton focus on firewall and security depth, though reviewers note Norton's interface splits features across separate apps and web dashboards. McAfee covers multi-device protection with identity tools.

  • Are privacy and security tools actually easy to use?

    Reviewers report that interfaces across major brands have become clean and accessible to beginners while keeping advanced settings available for experienced users. Setup and navigation no longer require technical knowledge.

  • What catches buyers off guard with privacy and security software?

    Full system scans demand heavy CPU usage, making older machines sluggish. VPN features are often capped at minimal daily allowances or sold as add-ons rather than included. Mobile and secondary platforms frequently offer reduced functionality compared to Windows and Android versions.

  • How honest are privacy and security brands about what they deliver?

    Honesty rates vary widely by company. Apple's claims hold up in 84 of 111 cases, Samsung in 80 of 135, but Microsoft only in 4 of 11. The press reports positively on Proton's technical improvements and Avast's protection capabilities, though Avast's pricing complexity draws criticism.

  • Which brands work well across multiple devices?

    McAfee, 1Password, and Surfshark are rated for multi-device and cross-platform support. However, reviewers warn that cross-platform parity is uneven—most brands deliver full features on Windows and Android but reduce functionality on mobile and secondary platforms.

  • What should I prioritize when choosing a privacy and security brand?

    If you value open-source code, Proton and Bitwarden emphasize transparency. For speed and value, Kaspersky rates highly. For firewall depth, Bitdefender and Norton lead. For device limits, Surfshark allows unlimited devices. Match your priority to what each brand emphasizes rather than expecting all features in one pr…

  • Do I need to pay extra for VPN protection with these brands?

    VPN features vary across the field. Some brands build VPN into their core offering, while others cap it at minimal daily allowances or require separate purchases. Dashlane and Avast include VPN, but reviewers note these are often treated as add-ons rather than core components.

about privacy & security

Pick by what you need 3 buying intents

how to choose a brand in privacy & security

Privacy and security brands split along clear lines. Some build for specialists who need granular control and deep technical features. Others serve people who want protection without thinking about settings. Some charge premium prices for comprehensive suites. Others compete on value. A few focus narrowly on one problem—encryption, password management, VPN. Others try to solve many.

Your choice depends on what you actually use and how much friction you tolerate. Do you want to tinker or set it and forget it? Do you need one tool or a full suite? Are you willing to pay more for depth? The rankings on this page show how the AI systems sort these brands for different kinds of buyers. Read them to see where each one lands instead of guessing.

The brand view stops here. For the individual products in this subcategory, switch to the product view.