Gen

What Gen does

Gen Digital Inc. (NASDAQ: GEN) is a publicly traded consumer cyber-safety company headquartered in Tempe, Arizona with a co-headquarters in Prague, Czech Republic, serving approximately 500 million users across more than 150 countries through a portfolio of brands including Norton, Avast, LifeLock, MoneyLion, AVG, Avira, CCleaner, and ReputationDefender. The company sells multi-device security subscriptions (Norton 360, Avast One, AVG, Avira) bundled with identity-theft protection (LifeLock, with up to $3M coverage), VPN, password management, dark-web monitoring, and (via the MoneyLion acquisition, completed April 2025 for ~$1B) consumer-finance products including banking, lending, credit-building, and earned-wage access. A freemium layer across Avast, AVG, Avira, and CCleaner monetizes via upsell to paid annual subscriptions.

Underpinning the portfolio is the Gen stack — a unified platform that combines Gen Threat Labs (which blocked 7.5B+ attacks in 2024 and identified 12.7M+ mobile malware events) with the Gen AI Foundry, Agent Trust Hub, the proposed AARTS standard for AI-agent runtime safety, VPN for Agents, and AI deepfake detection co-developed with Intel. Engine by Gen distributes these capabilities as an embedded B2B2C layer inside Microsoft (Copilot, MSN, Bing), xAI (Grok), Equifax, Vercel, and financial institutions such as BHG Financial, creating a distribution flywheel beyond Gen's own consumer storefronts.

Gen's revenue model combines consumer subscriptions (the dominant stream), freemium-to-paid upgrades, transaction-fee and interchange revenue from MoneyLion, embedded/white-label licensing through Engine by Gen, and advertising on free-tier apps. GTM motion spans direct-to-consumer e-commerce on owned brand sites, channel partners (retailers, telecom carriers, ISPs), OEM pre-installs, marketplace/app-store distribution, and enterprise field sales into financial institutions and employer-benefit programs. FY2026 revenue is guided to $4.96B–$4.98B with Q3 FY26 revenue of $1.24B, EBITDA leverage projected at 3.3x per Fitch (BB+ stable), and free cash flow conversion in the mid-20% range.

Name

Gen

Legal name

Gen Digital Inc.

Website

https://gendigital.com

Company type

Public

Founded year

2019

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Gen Digital Inc. is a publicly traded consumer cyber-safety company serving ~500 million users across 150+ countries through brands such as Norton, Avast, LifeLock, and MoneyLion, offering integrated antivirus, identity protection, VPN, privacy, and consumer-finance subscriptions plus embedded B2B2C distribution via Engine by Gen.

Ownership category

akta.pro rank

Product category

Consumer Cybersecurity

NAICS

Software Publishers (5132), Electronics and Appliance Retailers (44921)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Marketplace & Platform Trust & Safety (Buyer/Seller Abuse) (HDADALAI)

akta.pro secondary industry

Identity, Fraud & Insurance-Specific RegTech Platforms (FSAGAGAJ)

Keywords

• Consumer cybersecurity
• Identity theft protection
• Antivirus software
• VPN privacy services
• Consumer financial wellness

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Consumer Subscription Revenue: Recurring annual or multi-year subscriptions to Norton 360, Avast One, LifeLock, AVG, Avira, and CCleaner consumer security and identity products; the dominant revenue stream, with direct-to-consumer and channel sales.
2. Freemium Security & Utility Apps: Free tiers of Avast, AVG, Avira, and CCleaner products monetized via upsell to paid premium tiers; supported by advertising and upgrade prompts in-app.
3. Engine by Gen / B2B2C Platform: White-label/embedded delivery of Gen cyber-safety, scam, and financial-wellness capabilities to financial institutions and large brands (e.g., Microsoft, BHG Financial), typically via per-license or revenue-share arrangements.
4. MoneyLion Financial Services: MoneyLion consumer-finance products (acquired Dec 2024) including lending, credit, banking, and earned-wage access generating transaction fees, interchange, and interest income from 18M+ users.
5. In-App / Partner Advertising: Advertising placements within freemium Avast/AVG/Avira apps and on owned web properties, plus partner/affiliate referrals to financial product offers.

Pricing tiers

Go-to-market motion6 records

Distribution channels6 records

Marketing channels11 records

Core offering

Gen sells consumer cyber-safety subscriptions and freemium apps spanning device security (Norton 360, Avast One, AVG, Avira), identity-theft protection (LifeLock with up to $3M coverage), online privacy and VPN, password management and cloud backup, and PC utility software (CCleaner). Through MoneyLion (acquired 2025), Gen also offers consumer financial products (Instacash, RoarMoney, Credit Builder Plus), and via Engine by Gen it embeds these cyber-safety and financial-wellness capabilities into partner platforms (Microsoft, xAI, Equifax, BHG Financial).

Product overview

No extractable source content was provided to characterize Gen's product portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Norton: Global consumer Cyber Safety brand offering device protection, online privacy, identity protection and VPN products under the Norton and Norton 360 product lines.
• Avast
• LifeLock
• MoneyLion
• Avira
• AVG
• CCleaner
• ReputationDefender
• Engine by Gen

Products and services

• Norton 360 Multi-device consumer security suite bundling antivirus, VPN, dark-web monitoring, password manager, and cloud backup for individuals and families; available in Standard, Deluxe, and Select tiers on annual subscriptions.
• Norton AntiVirus Plus Entry-level Norton consumer antivirus subscription providing malware protection and core device security for individual PCs and devices.
• Norton Family Assistant Secure AI agent introduced by Norton in June 2026 to help families manage the digital safety and parental oversight of children.
• Avast One Modular premium consumer security suite bundling antivirus, VPN, anti-tracker, cleanup, and privacy tools, with a free tier (Avast Free Antivirus) and paid Avast One Ultimate at $109.99/year.
• Avast Free Antivirus Free-tier Avast antivirus product for individual consumers, with paid upgrade path to Avast One premium suites.
• LifeLock Identity-theft protection membership service providing monitoring, alerts (81M+ alerts issued in 2024), and identity-restoration support, with up to $3M coverage per member, offered in Core, Advanced, Total, and Ultimate Plus tiers.
• AVG consumer security Consumer antivirus and internet security software brand sold as freemium and paid AVG products through avg.com and app stores.
• Avira consumer security Consumer antivirus and security software brand sold as freemium and paid Avira products through avira.com and app stores.
• CCleaner PC and mobile optimization and cleaning utility software brand offering freemium and paid CCleaner products for individual consumers.
• MoneyLion Consumer digital financial platform acquired by Gen in April 2025, offering tools such as Instacash (earned-wage access), RoarMoney (mobile banking), and Credit Builder Plus to 18M+ users.
• Engine by Gen Embedded cyber-safety and financial-wellness marketplace platform that connects consumers with credit cards, deposits, loans, and insurance products through AI-powered recommendations, distributed to financial institutions and large brands via white-label/embedded deployment.

Quantifiable outcome

• ~500 million users across cyber-safety brands
• +9 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

17 partnerships are on record, tiered flagship, minor and core.

• xAIflagshipTechnology or Integration · 28 April 2026Integration of Gen cyber-safety and Agent Trust Hub capabilities with xAI's Grok AI assistant to deliver safe agentic experiences for consumers. Announced around 2026-04-28.
• MicrosoftflagshipTechnology or Integration · 27 April 2026Engine by Gen integration with Microsoft Copilot, MSN, and Bing, embedding Gen's cyber-safety and scam-prevention capabilities into Microsoft's consumer surfaces. Announced around 2026-04-27.
• TrellisminorStrategic or Co-development Partner · 10 March 2026Acquisition of Trellis announced 2026-03-10 to extend Gen's consumer privacy and identity-protection capabilities.
• VercelcoreTechnology or Integration · 17 February 2026Partnership with Vercel around AI-skills verification (announced 2026-02-17), bringing Gen's identity/trust capabilities to Vercel's developer and AI deployment platform.
• Fintech MeetupminorGTM or Marketing Partner · 10 February 2026Sponsorship/presence at Fintech Meetup's Banking CMO Summit (2026-02-10) to support B2B2C pipeline into financial-institution buyers.
• EquifaxcoreStrategic or Co-development Partner · 4 February 2026Expanded strategic partnership with Equifax announced 2026-02-04 to enhance identity-protection, credit-monitoring, and fraud-prevention capabilities across Gen consumer products.
• IntelcoreStrategic or Co-development Partner · 7 January 2026Co-developed deepfake detection capability announced at CES 2026 (early January 2026), leveraging Intel hardware for on-device AI media-authenticity checks.
• MoneyLionflagshipStrategic or Co-development Partner · 10 December 2024Acquisition of MoneyLion completed 2024-12-10, bringing 18M+ users and consumer-finance capabilities (credit, banking, lending, earned-wage) into Gen.
• BHG FinancialcoreOEM/ Whitelabel/ Licensing PartnerEngine by Gen partnership delivering embedded cyber-safety and money-management experiences to BHG Financial's customer base.
• Aspen InstituteminorGTM or Marketing PartnerCo-led Scam Prevention Initiative with the Aspen Institute to advance consumer education, policy, and industry collaboration on scams and fraud.
• Jump$tart CoalitionminorGTM or Marketing PartnerPartnership with the Jump$tart Coalition on personal-finance and financial-literacy programs for consumers/students.
• National Consumers LeagueminorGTM or Marketing PartnerCollaboration with the National Consumers League on consumer-protection, fraud-prevention, and scam-awareness initiatives.
• Save the Children (India)minorGTM or Marketing PartnerCSR / community-safety partnership with Save the Children India on online-safety and digital-literacy programs.
• Discovery EducationminorGTM or Marketing PartnerCo-developed AI-curriculum and digital-literacy content with Discovery Education for K-12 classrooms.
• GOBankingRatesminorGTM or Marketing PartnerCo-marketing / award-program partner in the GOBankingRates Best Banks Awards, surfacing MoneyLion and Gen financial products to consumers.
• CleverbridgecoreTechnology or IntegrationCleverbridge acts as a global payment processor and e-commerce back-end supporting Gen's direct-to-consumer subscription billing across multiple brands.
• QualfoncoreImplementation/ SI/ Consulting PartnerQualfon provides outsourced contact-center and customer-support services that handle end-user support for Gen's Norton/Avast/LifeLock products.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Microsoft: Bundles Defender, Defender for Endpoint, identity, and VPN capabilities natively into Windows, Microsoft 365, and now Copilot — directly competing with Gen's Norton/Avast franchises at the OS layer and increasingly partnering via Engine by Gen for cyber-safety delivery.
• Sophos: Cybersecurity vendor with a consumer/SMB arm (Sophos Home) that overlaps with Norton's consumer/SMB offerings, plus a much larger enterprise business — adjacent incumbent competing for the same SMB threat-detection wallet.
• Palo Alto Networks: Enterprise cybersecurity incumbent now offering consumer/SMB-adjacent products through acquisitions and partnerships; overlaps with Gen in threat intelligence, AI security, and the broader cyber-safety narrative even if consumer subscription is not its core business.

Direct peers

• McAfee: Direct consumer cybersecurity competitor offering antivirus, VPN, identity protection (via its own identity services), and secure-family products under the McAfee brand — overlapping almost identically with Gen's Norton and LifeLock portfolios.
• Bitdefender: Consumer and SMB antivirus vendor with a global threat-intel network and freemium/paid tiers that directly competes with Norton, Avast, AVG, and Avira across devices.
• Kaspersky: Global consumer antivirus and internet-security vendor with threat-intelligence depth comparable to Avast; competes head-to-head in EMEA and APAC consumer security, though facing geopolitical restrictions in some markets.
• Trend Micro: Consumer and SMB security vendor with antivirus, VPN, and identity-protection products (Trend Micro Maximum Security, ID Security) that compete with Gen's Norton and Avast product lines.
• ESET: Consumer antivirus and internet-security brand (ESET Smart Security Premium, ESET HOME) with strong EMEA presence; directly competes with Gen's Avast, AVG, and Avira brands across consumer devices.
• Allstate (InfoArmor / Allstate Identity Protection): Identity-theft protection service that competes directly with LifeLock in the US market, often distributed through employer benefits and financial-institution partnerships — a direct rival for Gen's identity-protection subscription revenue.

Emerging players

• CrowdStrike: Endpoint-security leader extending Falcon Go into the SMB/consumer-adjacent segment; less direct overlap than McAfee/Bitdefender but an emerging threat to Gen's small-business security subscriptions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/GenDigitalInc
• YouTubeyoutube.com/@gendigitalinc
• LinkedInlinkedin.com/company/gendigitalinc
• Instagraminstagram.com/gendigital

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries10 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gen