Aura
- Company typePublic
- Founded2017
- HeadquartersBoston, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingSoftware
Aura firmographics
Firmographics- Name
- Aura
- Legal name
- Aura Group, Inc.
- Website
- https://aura.com
- Company type
- Public
- Founded year
- 2017
- Operating status
- Ipo
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Aura industry classification
Industry- Product category
- Consumer Digital Security Software
- akta.pro primary industry
- Content Authenticity, Watermarking & Deepfake Detection (HDAAAKAK)
- akta.pro secondary industries
- Facial Recognition & Biometrics (HDAAAEAC), Telehealth/Remote ABA & Digital Behavior Coaching (EDAKAHAL)
Keywords
Where Aura is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Aura business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Direct-to-Consumer Subscription Plans: Recurring subscriptions across Individual ($10–$15/mo), Couple ($19–$29/mo), Family ($26–$50/mo), and Kids ($10–$13/mo) tiers billed monthly or annually with 14-day free trial and 60-day money-back guarantee.
- B2B MSP Channel Revenue (Aura Business): Recurring per-seat revenue from Managed Service Providers deploying Aura Business identity-centric BYOD security across SMB/mid-market client bases; distributed via TD SYNNEX marketplace and direct Aura Business sales motion.
- Add-on Services (Spam Call Protection, Cyber Insurance, Email Protection): Add-on monetization of Call Protection ($50K annual cyber insurance limit up to $205K lifetime), Spam & Scam Call Protection, and Email Protection, available via Family plan or as upsells for Individual/Couple plans.
- Annual Plan Discount Strategy (Land-and-Expand): Heavy discounting on annual plans (up to 67% off) drives annual commitment; 14-day free trial followed by 60-day money-back guarantee reduces buyer friction and supports conversion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Family plan: 5 adults, unlimited kids, unlimited devices |
| Subscription | Annual | Couple plan: 2 adults, 20 devices |
| Subscription | Annual | Individual plan: 1 adult, 10 devices |
| Subscription | Annual | Kids plan: unlimited kids, unlimited devices |
| Subscription | Annual | Aura Parents plan: unlimited kids & unlimited devices |
| Freemium | Pay-as-you-go | Free tools and trial |
Go-to-market motion1 record
Distribution channels7 records
Aura product offering
Product offeringCore offering
Aura is an AI-powered all-in-one digital safety subscription that bundles identity theft protection, three-bureau credit monitoring, dark web surveillance, VPN, antivirus, password manager, parental controls, and automated data broker removal into a single consumer platform. Its proprietary Aura Intelligence layer delivers expert guidance, scam call/text screening, and proactive fraud alerts. Aura Parents extends the platform with child safety features and a research-informed Digital Wellbeing Score, while Aura Business offers an identity-centric BYOD security solution for Managed Service Providers.
Product overview
Aura is an AI-powered, all-in-one digital safety platform delivered as a unified subscription that bundles identity protection, credit monitoring, online privacy, device security, and family safety. The core Aura plan integrates feature modules including Credit Monitoring (Experian/Equifax/TransUnion), Identity Theft Protection with up to $5M insurance, Online Data Removal (200+ brokers plus Google Search and account cleanup), Aura VPN, Aura Antivirus, Password Manager & Vault, and AI-driven Spam Call Protection, all wrapped by an Aura Intelligence AI layer. Aura Parents extends the platform with parental controls, Safe Gaming (powered by Kidas ProtectMe), Messaging Insights, Digital Wellbeing Score, and AI App Monitoring & Alerts, while Aura Business offers an identity-centric BYOD security solution for Managed Service Providers that integrates with Microsoft Entra ID. Together these modules cover consumers, families, and SMB/MSP channels under one architecture with shared identity and privacy capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- Aura Parents: Parental controls and digital wellbeing app for families, including Aura Kids and Aura Parents line.
- Aura Call Protection
- Aura Business
- Aura Intelligence
Products and services
- Aura (Core Digital Safety Platform) All-in-one AI-powered digital safety subscription bundling identity theft protection, three-bureau credit monitoring, dark web monitoring, VPN, antivirus, password manager, parental controls, and data broker removal. Available in Individual, Couple, Family, and Kids tiers with $1M-$5M identity theft insurance, 14-day free trial, and 60-day money-back guarantee.
- Aura Parents Family safety app combining parental controls (app/website blocking, screen time limits, Bedtime, Focus Time, Pause the Internet) with wellbeing insights including Messaging Insights, Digital Wellbeing Score, AI App Monitoring & Alerts, and Risk Signals. Sold standalone at $8.33-$13/mo or as part of the Family plan.
- Aura Business for Managed Service Providers Multi-tenant identity-centric BYOD security platform for Managed Service Providers serving SMB and mid-market clients. Combines identity monitoring, personal device protection, and business access controls via mobile application management that separates business and personal data without managing the full device; integrates with Microsoft Entra ID for conditional access.
Quantifiable outcome
- Up to 650x faster credit fraud alerts than competitors, with average alert speed of 3 minutes (vs 554 mins Norton, 696 mins McAfee, 923 mins Allstate, 1,995 mins IdentityForce) per 2025 mystery shopper study
- +6 more outcomes
Companies that use Aura
Customer profileIdeal customer profiles3 records
Aura technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability10 records
Feature11 records
Aura partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- TD SYNNEXflagshipDistribution partnership announced May 2026 to make Aura Business identity-centric BYOD security solution available through TD SYNNEX's North American partner network of resellers and MSPs via the TD SYNNEX marketplace. Immediately accessible to TD SYNNEX customers at deal announcement.
- QoriaflagshipAura's binding agreement to acquire Qoria in a deal valued at approximately $2.1 billion USD through an Australian scheme of arrangement. Upon closing (expected Q2 2026), Qoria becomes a wholly-owned subsidiary of Aura; combined entity will trade on ASX under ticker AXQ. Qoria founder Tim Levy became Global CEO while Aura founder Hari Ravichandran became Chairman (later Hari remained CEO per April 2026 update).
- KidascorePartner powering Aura's Safe Gaming with ProtectMe by Kidas. Provides 24/7 in-game voice and text monitoring for 200+ popular PC games with cyberbullying, predator, and toxic behavior alerts.
- Microsoft (Entra ID)coreAura Business integrates with Microsoft Entra ID to enforce conditional access policies for BYOD security, enabling MSPs to secure corporate system access from employee-owned devices without managing the device or accessing personal data.
- Common Sense MediacorePartnership to offer resources helping families navigate screen time habits; co-created Summer Device Agreement; Common Sense Privacy Seal awarded to Aura Parents. Listed as one of Aura's Digital Parenthood Partners alongside Yale, Sesame, Boston Children's, YMCA Boston, and Carnegie.
- The American LegioncoreExclusive member discounts of up to 75% on family plans and 60%+ on individual and couple plans for Legion members and their families; plans cover up to five adults plus unlimited children with $1M insurance per adult and 60-day money-back guarantee.
- Have I Been PwnedminorAura joined Have I Been Pwned's partner program in July 2025; appears in HIBP dashboards and breach pages for US users offering post-breach protection services, alongside 1Password. Aura receives a dedicated HIBP landing page with discount.
- Family Online Safety InstituteminorListed as one of Aura's Digital Parenthood Partners; collaboration on national conversation around healthy technology use.
- Yale (Yale University)minorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- Boston Children's HospitalminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- Sesame WorkshopminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- Carnegie CorporationminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- YMCA Boston AreaminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- California Partners ProjectminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- Walton Family FoundationminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- UnidosUSminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- Bend HealthminorListed as one of Aura's Digital Parenthood Partners on the Aura Parents page.
- UNC-Chapel Hill (University of North Carolina at Chapel Hill)minorJoint research published in JAMA Network Open with Aura data revealing one in three children in the U.S. have accessed GenAI apps, with usage increasing sharply with age.
Scale indicators16 records
Recent moves7 records
Expansion highlights7 records
Aura competitors and assessment
Company assessmentDirect peers
- Qustodio: Qustodio competes directly with Aura Parents on parental controls, screen time management, and content filtering across family devices, with similar subscription pricing tiers.
- Bark: Bark is a direct competitor to Aura Parents and Aura's child-safety modules, offering AI-driven monitoring of children's texts, social media, and online activity with parental alerts.
- McAfee: McAfee competes directly with Aura in all-in-one consumer identity protection, credit monitoring, VPN, and antivirus subscriptions, with similar bundling strategy and overlapping distribution through retail and ISP partners.
- Bitdefender Digital Identity Protection: Bitdefender's Digital Identity Protection service directly competes with Aura's identity monitoring and digital footprint products, leveraging Bitdefender's global consumer security brand.
- ID Watchdog (Equifax): ID Watchdog, owned by Equifax, is a direct competitor in identity theft monitoring and credit bureau surveillance, leveraging its parent's bureau data similar to how Aura integrates Experian/Equifax/TransUnion feeds.
- Allstate Identity Protection: Allstate Identity Protection offers consumer identity and credit monitoring services directly comparable to Aura's core offering, leveraging Allstate's insurance distribution channel as a competitive advantage.
- IdentityForce (TransUnion): IdentityForce, owned by credit bureau TransUnion, competes directly with Aura on identity theft protection and credit monitoring, with bureau-level data access as a structural advantage.
- Norton LifeLock (Gen Digital): Gen Digital's Norton LifeLock is the leading direct competitor to Aura in identity theft protection and credit monitoring, offering similar bundled consumer cybersecurity subscriptions and competing head-to-head on speed and dark web coverage.
Emerging players
- Lookout: Lookout offers mobile-first identity and device protection that overlaps with Aura's mobile security stack, particularly in BYOD contexts where Aura Business competes.
Broad incumbents
- 1Password: 1Password is a broader consumer and enterprise password manager that overlaps with Aura's Password Manager module and is featured alongside Aura in Have I Been Pwned's partner dashboard.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
Aura social profiles
Digital presenceAura compliance and trust
Trust signalCompliance4 records
Aura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aura leadership team
Management profileNumber of profiles
Profiles10 records
Aura subsidiaries and ownership
Company hierarchySubsidiaries2 records
Aura funding detail
Funding detailFunding overview
Funding rounds9 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aura M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aura
What does Aura do?
Aura is an AI-powered all-in-one digital safety subscription that bundles identity theft protection, three-bureau credit monitoring, dark web surveillance, VPN, antivirus, password manager, parental controls, and automated data broker removal into a single consumer platform. Its proprietary Aura Intelligence layer delivers expert guidance, scam call/text screening, and proactive fraud alerts. Aura Parents extends the platform with child safety features and a research-informed Digital Wellbeing Score, while Aura Business offers an identity-centric BYOD security solution for Managed Service Providers.
Is Aura a public or private company?
Aura is a public company. It is classified as public and is currently ipo.
When was Aura founded?
Aura was founded in 2017. It employs 1,001 to 5,000 people.
Where is Aura based?
Aura is headquartered in Boston, United States, in the North America region.
How does Aura make money?
Four revenue lines are on record. Direct-to-Consumer Subscription Plans are the primary driver. The others are B2B MSP Channel Revenue (Aura Business), add-on Services (Spam Call Protection, Cyber Insurance, Email Protection) and annual Plan Discount Strategy (Land-and-Expand).
Who are Aura's main competitors?
Direct peers on record are Qustodio, Bark, McAfee, Bitdefender Digital Identity Protection, ID Watchdog (Equifax), Allstate Identity Protection, IdentityForce (TransUnion) and Norton LifeLock (Gen Digital). Lookout is listed as an emerging player. 1Password is listed as a broad incumbent.
Does Aura have an API?
No public API is recorded for Aura.
What industry is Aura in?
Aura's product category is Consumer Digital Security Software. Its primary akta.pro industry code is HDAAAKAK, Content Authenticity, Watermarking & Deepfake Detection, with a secondary code of HDAAAEAC, Facial Recognition & Biometrics.