Business password managers for small business buyers
Asked as “business password manager”, and as “team password vault”, on behalf of a small B2B company. 45 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
42%
Clear leader
421Password38Bitwarden11NordPass09others
42% of first choices, clear leader.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
Show the two products at 0%, ordered by negative rate
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All ten head-to-head pages: the top five products, each against each
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
01
02
03
04P05
06
07L08
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
011Password42%
1Password42%02Bitwarden38%
Bitwarden38%03NordPass11%
NordPass11%04RoboForm2%
RoboForm2%05Proton Pass for Business2%
06Dashlane2%
Dashlane2%07Keeper Security0%
Keeper Security0%08LastPass for Business0%
What they warned about
Five of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Grok 4.20, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Kimi K2 and GLM 4.7 FlashX changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
LastPass for Business
91%
21 of 23 labels negative · 12 of 12 models · 17 hard negative
“being especially careful with LastPass-type choices, because a password manager stores your highest-value credentials, and past compromises can increase risk” GPT-5.4 mini, negative prompt
Google Password Manager100%
7 of 7 labels negative · 6 of 12 models · 6 hard negative
“Browser-built-in password managers like Chrome, Google Account sync, Apple Keychain... are commonly flagged as unsuitable for business” Perplexity Sonar, negative prompt
Apple Passwords100%
5 of 5 labels negative · 5 of 12 models · 4 hard negative
“commonly flagged as unsuitable for business because they lack centralized admin control, granular visibility, and reliable offboarding” Perplexity Sonar, negative prompt
Dashlane25%
6 of 24 labels negative · 4 of 12 models · 1 hard negative
“Companies to Avoid Entirely ... these findings are cause for caution.” GLM 4.7 FlashX, negative prompt
What they cite
Twelve of the twelve models returned a source list in this edition: four return the pages they cited and eight the search results they consulted.
Sites the answers cite
65 of 72 answers in this category came back with a source list, from 12 of 12 models: citations where the model returns them, or the search results it consulted. 901 links across 210 sites, every framing counted. Ranked by the number of answers carrying the site or page.
42 answers · 46 citations · 11 models
39 answers · 42 citations · 10 models
30 answers · 30 citations · 10 models
26 answers · 26 citations · 10 models
vendor site · Bitwarden22 answers · 39 citations · 9 models
21 answers · 23 citations · 9 models
20 answers · 20 citations · 9 models
18 answers · 36 citations · 9 models
vendor site · 1Password17 answers · 24 citations · 8 models
vendor site · LastPass16 answers · 24 citations · 7 models
16 answers · 16 citations · 7 models
14 answers · 15 citations · 8 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
40 answers · 11 models
37 answers · 9 models
30 answers · 10 models
25 answers · 10 models
20 answers · 9 models
19 answers · 8 models
16 answers · 7 models
13 answers · 7 models
12 answers · 7 models
11 answers · 6 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best business password manager”, “business password manager”, “business password managers”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| 1Password 1password.com | 42% | 274 | 201,000 | 3,085 | 927,263 | 120 | 4 | |
| Bitwarden bitwarden.com | 38% | 215 | 165,000 | 2,160 | 474,514 | $62 | 52 | 2 |
| NordPass nordpass.com | 11% | 124 | 22,200 | 636 | 505,824 | 74 | ||
| RoboForm roboform.com | 2% | 35 | 18,100 | 665 | 200,205 | 52 | ||
| Proton proton.me Proton Pass for Business 2% | 2% | 20 | 3,125,854 company | 120 | ||||
| Dashlane dashlane.com | 2% | 121 | 60,500 | 856 | 318,168 | 120 | 1 | |
| TeamPassword teampassword.com | 2% | 4 | ||||||
| Keeper keepersecurity.com Keeper Security 0% | 0% | 152 | 18,100 | 278 | 126,627 company | $1,702 | 118 | 3 |
| Zoho Vault zoho.com | 0% | 23 | 4,400 | 32 | 1,216,894 | $51,031 | 119 | 7 |
| Passpack passpack.com | 0% | 2 |
Google's top ten for the three searches hold 20 sites; 7 of them are among the sites the models cited here (1password.com, bitwarden.com, blog.lastpass.com, passwordmanager.com, pcmag.com, reddit.com, security.org). The first result for “best business password manager” is reddit.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best business password manager for a small B2B company?”Paraphrase“Which team password vault would you recommend to a small business that sells to other businesses?”Comparative“What are the top business password managers for a small team and how do they differ?”Budget-constrained“What is the best business password manager for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a business password manager. What should we look at?”Negative“Which business password managers should a small business avoid or be cautious about?”
Claude Haiku 4.5NordPass, RoboFormagainst: Bitwardenno first choiceChangedRoboFormagainst: DashlaneBitwardenno first choiceagainst: 1Password, Bitwarden, Dashlane, LastPass for Business
Two alternatives
1Password, Keeper SecurityFour alternatives
1Password, Bitwarden, Keeper Security, NordPassFour alternatives
Keeper Security, NordPass, Proton Pass for Business, RoboFormGPT-5.4 miniBitwardenBitwardenHeld1PasswordBitwardenagainst: LastPass for Businessno first choiceagainst: LastPass for Business
Two alternatives
1Password, LastPass for BusinessOne alternative
1PasswordThree alternatives
Bitwarden, Dashlane, NordPassOne alternative
1PasswordGemini 3.5 Flash1Password1PasswordHeld1Password1Password, Bitwarden1Passwordagainst: Apple Passwords, Dashlane, Google Password Manager, KeePass, KeePassXC, LastPass for Business, Microsoft Edge Password Manager, Mozilla Firefox
Two alternatives
Bitwarden, Keeper SecurityTwo alternatives
Bitwarden, Keeper SecurityThree alternatives
Bitwarden, Keeper Security, NordPassTwo alternatives
Proton Pass for Business, RoboFormTwo alternatives
Bitwarden, Keeper SecurityPerplexity Sonar1Password1PasswordHeld1PasswordBitwardenno first choiceagainst: Apple Passwords, Google Password Manager, LastPass for Business
Three alternatives
Bitwarden, NordPass, RoboFormFour alternatives
Bitwarden, Keeper Security, NordPass, PasspackFour alternatives
Bitwarden, Keeper Security, NordPass, RoboFormTwo alternatives
NordPass, RoboFormGrok 4.201Passwordagainst: LastPass for BusinessBitwardenChangedagainst: LastPass for Business1Password, Bitwardenagainst: LastPass for BusinessBitwardenagainst: 1Password, LastPass for BusinessBitwardenagainst: LastPass for Businessagainst: Apple Passwords, Dashlane, Google Password Manager, LastPass for Business, Norton Password Manager
Two alternatives
Bitwarden, Keeper SecurityOne alternative
1PasswordFour alternatives
Dashlane, Keeper Security, NordPass, RoboFormFour alternatives
Keeper Security, NordPass, Proton Pass for Business, RoboFormTwo alternatives
1Password, Keeper SecurityMistral SmallNordPass1Password, DashlaneChanged1PasswordBitwarden, NordPassno first choiceagainst: LastPass for Business
Two alternatives
Bitwarden, RoboFormFive alternatives
Bitwarden, Dashlane, Keeper Security, NordPass, RoboFormOne alternative
1PasswordDeepSeek V4 FlashBitwarden1PasswordChanged1Password1Password, Bitwardenno first choiceagainst: Apple Passwords, Firefox, Google Password Manager, LastPass for Business, Microsoft Edge Password Manager
Four alternatives
1Password, Keeper Security, NordPass, RoboFormTwo alternatives
Bitwarden, Keeper SecurityFour alternatives
Bitwarden, Keeper Security, NordPass, RoboFormTwo alternatives
NordPass, Zoho VaultLlama 4 Maverickno first choiceBitwardenChangedno first choiceNordPassno first choiceagainst: ExpressKeys, LastPass for Business, ManageEngine Password Manager Pro
Two alternatives
1Password, DashlaneTwo alternatives
Bitwarden, RoboFormQwen 3.7 Flash1Password1PasswordHeldagainst: LastPass for Business1PasswordBitwardenagainst: LastPass for Business1Passwordagainst: LastPass for Business, ManageEngine Password Manager Pro
Two alternatives
Bitwarden, NordPassTwo alternatives
Bitwarden, SealedKeysFour alternatives
Bitwarden, Dashlane, Keeper Security, NordPassTwo alternatives
1Password, Keeper SecurityThree alternatives
Bitwarden, Dashlane, Keeper SecurityKimi K21Password, Bitwarden1PasswordChanged1Password, BitwardenNordPass1Password, Bitwardenagainst: LastPass for Business
One alternative
DashlaneTwo alternatives
Bitwarden, NordPassThree alternatives
Keeper Security, NordPass, RoboFormTwo alternatives
Bitwarden, Keeper SecurityTwo alternatives
Keeper Security, NordPassGLM 4.7 FlashX1PasswordTeamPasswordChanged1Password, Bitwardenagainst: DashlaneProton Pass for Businessno first choiceagainst: Dashlane, Firefox, Google Password Manager, LastPass for Business, Microsoft Edge Password Manager, NordPass, Norton Password Manager
Three alternatives
Bitwarden, Keeper Security, Proton Pass for BusinessThree alternatives
1Password, Bitwarden, Keeper SecurityThree alternatives
Keeper Security, NordPass, RoboFormThree alternatives
Bitwarden, NordPass, RoboFormMiniMax M2.51Passwordagainst: LastPass for Business1PasswordHeldKeeper Security, NordPassBitwardenno first choiceagainst: Apple Passwords, Google Password Manager, LastPass for Business
Three alternatives
Bitwarden, Keeper Security, Proton Pass for BusinessTwo alternatives
Bitwarden, NordPassThree alternatives
1Password, Bitwarden, RoboFormThree alternatives
Keeper Security, Proton Pass for Business, Securden Password VaultBold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|---|---|---|---|---|---|
| Direct recommendation | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 11:24 | yes | 9 | 8 s |
| Direct recommendation | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 09:53 | yes | 5 | 5 s |
| Direct recommendation | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 13:29 | yes | 17 | 21 s |
| Direct recommendation | Perplexity Sonar | sonar | 2026-09-17 10:24 | yes | 20 | 4 s |
| Direct recommendation | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 14:01 | yes | 33 | 18 s |
| Direct recommendation | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 12:20 | yes | 5 | 4 s |
| Direct recommendation | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via fireworks | 2026-09-17 11:59 | yes | 8 | 17 s |
| Direct recommendation | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 11:51 | yes | 5 | 2 s |
| Direct recommendation | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 13:57 | yes | 5 | 28 s |
| Direct recommendation | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 10:34 | yes | 10 | 23 s |
| Direct recommendation | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 09:32 | yes | 19 | 47 s |
| Direct recommendation | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 13:35 | yes | 10 | 26 s |
| Paraphrase | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 12:11 | no | 0 | 4 s |
| Paraphrase | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 12:43 | yes | 3 | 4 s |
| Paraphrase | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 13:38 | yes | 6 | 21 s |
| Paraphrase | Perplexity Sonar | sonar | 2026-09-17 10:04 | yes | 20 | 5 s |
| Paraphrase | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 13:09 | yes | 32 | 16 s |
| Paraphrase | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 12:06 | yes | 5 | 4 s |
| Paraphrase | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via fireworks | 2026-09-17 12:34 | yes | 8 | 13 s |
| Paraphrase | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 10:15 | yes | 5 | 3 s |
| Paraphrase | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 11:19 | yes | 15 | 58 s |
| Paraphrase | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 13:28 | yes | 9 | 44 s |
| Paraphrase | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 10:33 | yes | 20 | 62 s |
| Paraphrase | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 12:41 | yes | 5 | 23 s |
| Comparative | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 13:21 | yes | 9 | 10 s |
| Comparative | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 13:35 | yes | 7 | 11 s |
| Comparative | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 09:26 | yes | 27 | 30 s |
| Comparative | Perplexity Sonar | sonar | 2026-09-17 12:26 | yes | 20 | 9 s |
| Comparative | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 10:19 | yes | 50 | 19 s |
| Comparative | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 12:33 | yes | 5 | 6 s |
| Comparative | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-09-17 12:59 | yes | 19 | 41 s |
| Comparative | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 12:04 | yes | 5 | 2 s |
| Comparative | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 11:53 | yes | 5 | 36 s |
| Comparative | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 10:21 | yes | 10 | 36 s |
| Comparative | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 13:09 | yes | 15 | 56 s |
| Comparative | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 10:12 | yes | 23 | 51 s |
| Budget constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 13:19 | yes | 9 | 7 s |
| Budget constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 13:51 | yes | 3 | 5 s |
| Budget constrained | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 11:54 | yes | 22 | 24 s |
| Budget constrained | Perplexity Sonar | sonar | 2026-09-17 11:06 | yes | 20 | 5 s |
| Budget constrained | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 13:18 | yes | 45 | 20 s |
| Budget constrained | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 11:21 | yes | 5 | 4 s |
| Budget constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via fireworks | 2026-09-17 14:12 | yes | 10 | 14 s |
| Budget constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 10:08 | yes | 5 | 2 s |
| Budget constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 09:27 | no | 0 | 42 s |
| Budget constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 11:38 | yes | 9 | 20 s |
| Budget constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 09:53 | yes | 9 | 54 s |
| Budget constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 11:02 | yes | 5 | 25 s |
| Scale constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 13:40 | no | 0 | 7 s |
| Scale constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 10:51 | no | 0 | 7 s |
| Scale constrained | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 10:58 | no | 0 | 16 s |
| Scale constrained | Perplexity Sonar | sonar | 2026-09-17 13:37 | yes | 20 | 10 s |
| Scale constrained | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 12:00 | yes | 14 | 10 s |
| Scale constrained | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 12:33 | no | 0 | 7 s |
| Scale constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via fireworks | 2026-09-17 11:09 | yes | 10 | 15 s |
| Scale constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 10:12 | yes | 5 | 4 s |
| Scale constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 10:47 | no | 0 | 36 s |
| Scale constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 11:28 | yes | 10 | 24 s |
| Scale constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 14:00 | yes | 10 | 31 s |
| Scale constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 10:57 | yes | 5 | 21 s |
| Negative framing | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-09-17 10:16 | yes | 18 | 9 s |
| Negative framing | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-09-17 13:49 | yes | 2 | 7 s |
| Negative framing | Gemini 3.5 Flash | gemini-3.5-flash | 2026-09-17 14:07 | yes | 20 | 22 s |
| Negative framing | Perplexity Sonar | sonar | 2026-09-17 10:43 | yes | 20 | 6 s |
| Negative framing | Grok 4.20 | spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version) | 2026-09-17 11:34 | yes | 45 | 14 s |
| Negative framing | Mistral Small | mistral/mistral-small via mistral | 2026-09-17 10:36 | yes | 5 | 4 s |
| Negative framing | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via fireworks | 2026-09-17 12:53 | yes | 19 | 18 s |
| Negative framing | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-09-17 10:30 | yes | 5 | 2 s |
| Negative framing | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-09-17 14:12 | yes | 10 | 37 s |
| Negative framing | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-09-17 11:05 | yes | 19 | 32 s |
| Negative framing | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-09-17 12:09 | yes | 29 | 44 s |
| Negative framing | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-09-17 11:43 | yes | 24 | 44 s |
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
Chrome read as Google Password Manager
Google Chrome read as Google Password Manager
Keeper read as Keeper Security
Keeper (Business) read as Keeper Security
Keeper Business read as Keeper Security
Keeper Business Starter read as Keeper Security
LastPass read as LastPass for Business
LastPass Business read as LastPass for Business
LastPass Teams read as LastPass for Business
Microsoft Edge read as Microsoft Edge Password Manager
Proton Pass read as Proton Pass for Business
Proton Pass (Essentials Plan) read as Proton Pass for Business
Proton Pass Business read as Proton Pass for Business
Proton Pass Essentials read as Proton Pass for Business
Proton Pass Professional read as Proton Pass for Business
Securden read as Securden Password Vault
Unresolved, counted raw
SealedKeys
Discontinued, still offered
No shut-down product was recommended here.