Google’s competitors are on their way!

Google’s ChromeChrome update fixes a zero-day vulnerability in the latest version web browser has almost 70 percent of the market and its search engine a whopping 92 percent share. That’s a lot of data—and advertising revenue—for one of the world’s most powerful companies. But now Google’s dominance is being challenged. Regulators are questioning its monopoly position and claim the company has used anticompetitive tactics to strengthen its dominance. At the same time, a new wave of Google rivals hopes to capitalize on greater public desire for online privacy.

Brave, founded by former Mozilla executive Brendan Eich, after two years of launching a privacy-focused browser is taking on Google’s search business too. The announcement of Brave Search puts the upstart in the rare position of taking on both Google’s browser and search dominance.

Brave Search, which has opened a waitlist and will launch in the first half of this year, won’t track or profile people who use it. As Eich says “Brave already has a default anonymous user model with no data collection at all,” he also says that adding this will continue in its search engine. No IP addresses will be collected and the company is exploring how it can create both a paid, ad-free search engine and one that comes with ads.

Google’s indexing depth has helped secure its market-leading position. Globally its nearest rival is Microsoft’s Bing, which has just 2.7 percent of the market. Bing’s own index of the web also helps to provide results in other Google rivals, such as DuckDuckGo which uses it as one of 400 sources that feed into search results.

Brave isn’t starting its search engine or index from scratch and won’t be using indexes from Bing or other tech firms. Instead Brave has purchased Tailcat, an offshoot of German search engine Cliqz, which was owned by Hubert Burda Media and closed down last year. The purchase includes an index of the web that’s been created by Tailcat and the technology that powers it. Eich says that some users will be given the ability to opt-in to anonymous data collection to help fine-tune search results.

Goggles, which the Brave search team is working on and it will allow people to create a series of sources where search results are pulled from. People could, for example, use filters to only show product reviews that don’t contain affiliate links. A filter could also be set to only display results from independent media outlets.

And more competition for Google is also coming soon. There have been unconfirmed reports that Apple is building its own search engine. Further competition comes from Neeva, built by former Google engineers who plan to use a search subscription model; You.com, which is in an early testing phase; and British startup Mojeek, which has crawled more than three billion webpages using its own crawler tech.