The Lifetime Value Co.
The Lifetime Value Co. is a privately-held, remote-first consumer data technology company founded in 2007 that operates nine direct-to-consumer subscription brands — including BeenVerified, Bumper, Ownerly, and PeopleSmart — delivering public records, vehicle history, property data, reverse phone lookup, and sales intelligence to millions of individual consumers and sales professionals.
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What The Lifetime Value Co. does
The Lifetime Value Co. (LTVCo) is a privately-held consumer data technology company founded in 2007 in New York by Josh Levy and Ross Cohen with the stated mission of making public records information accessible to individuals rather than only to corporations. The company operates a horizontal portfolio of nine wholly-owned, direct-to-consumer brands: BeenVerified (flagship people-search and public-records platform), Bumper (vehicle history reports and car ownership tools), Ownerly (home value data), NumberGuru and ReversePhone (phone lookup and spam identification), PeopleLooker (online background reports), NeighborWho (property records), MoneyBot5000 (unclaimed funds search), and PeopleSmart (sales intelligence and B2B contact data). Underlying technology is web- and mobile-based delivery of aggregated public records, property data, vehicle history, contact information, and unclaimed funds records, served through owned websites and mobile apps.
The business model is primarily subscription-based, with recurring consumer subscriptions across the brand portfolio and a small B2B subscription channel through PeopleSmart. Go-to-market is direct-to-consumer and product-led growth, distributed via owned digital properties and amplified through performance marketing across paid social, YouTube, display, native advertising, and connected TV, alongside organic content marketing on LinkedIn, Facebook, X, Instagram, TikTok, and a corporate blog. Customer segments include individual consumers seeking people search, background checks, vehicle history, and property data, alongside sales professionals using PeopleSmart for prospecting. Pricing is not publicly disclosed; the PeopleSmart trial referenced in legal context is structured as a $1 seven-day paid trial.
LTVCo is a remote-first organization with two main operational hubs in New York and San José, Costa Rica, and 101-250 employees. The company has been recognized across multiple workplace awards (Fortune/Great Place To Work Best Small & Medium Workplaces 2021, INC. Best Workplaces 2021, Glassdoor Best Places to Work 2022, NABR Top 101 Best and Brightest four consecutive years through 2025, 99% employee approval on Great Place To Work). A $150 million financing was completed in December 2020 led by Morgan Stanley Expansion Capital. In February 2026 the company obtained dismissal of a class action under the Illinois Right of Publicity Act concerning its PeopleSmart trial subscription, establishing a favorable precedent for its trial-pricing model.
The Lifetime Value Co. firmographics
Firmographics- Name
- The Lifetime Value Co.
- Legal name
- The Lifetime Value Co. LLC
- Website
- https://ltvco.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Lifetime Value Co. is a privately-held, remote-first consumer data technology company founded in 2007 that operates nine direct-to-consumer subscription brands — including BeenVerified, Bumper, Ownerly, and PeopleSmart — delivering public records, vehicle history, property data, reverse phone lookup, and sales intelligence to millions of individual consumers and sales professionals.
- Ownership category
- akta.pro rank
The Lifetime Value Co. industry classification
Industry- Product category
- Consumer Public Records & People Search
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
- akta.pro secondary industry
- Digital Content & Media Subscriptions (CRAFAIAA)
Keywords
Where The Lifetime Value Co. is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Lifetime Value Co. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Consumer Subscription (BeenVerified, Bumper, Ownerly and other brands): Subscription-based access to public records, vehicle history reports, property data, reverse phone lookup, and unclaimed funds. Multiple brands serve consumers and businesses through recurring subscription tiers.
- PeopleSmart Business Subscriptions: PeopleSmart provides sales professionals with B2B subscription access to business contact and outreach data, marketed as empowering business growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | PeopleSmart trial subscription at $1 for seven days, as referenced in legal case. |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels11 records
The Lifetime Value Co. product offering
Product offeringCore offering
The Lifetime Value Co. builds and operates a portfolio of subscription-based web and mobile products that give consumers and businesses affordable, self-serve access to aggregated public records, vehicle history, property data, reverse phone lookup, unclaimed funds, and sales intelligence. Its nine brands—BeenVerified, Bumper, Ownerly, NumberGuru, PeopleSmart, PeopleLooker, NeighborWho, ReversePhone, and MoneyBot5000—are sold directly to end users through their own websites and mobile apps under recurring subscription pricing.
Product overview
The Lifetime Value Co. is a tech company offering a portfolio of nine consumer-facing data products centered on public records access and people search services. The flagship brand BeenVerified provides comprehensive public records searches including people lookups, contact information, property records, and vehicle history. Complementary brands include Bumper (automotive data and vehicle history reports), Ownerly (home value and property data), NumberGuru (reverse phone lookup), PeopleLooker (background checks), PeopleSmart (sales intelligence for business professionals), NeighborWho (property records for homeowners and investors), ReversePhone (caller identification and spam reporting), and MoneyBot5000 (unclaimed funds search). The brands collectively serve consumers and businesses seeking accessible public data for identity verification, due diligence, and property-related decisions.
Differentiator
Problem solved
Functional benefit
Brands
- BeenVerified: Easy & affordable access to public records information. Search people, contact information, property, unclaimed money, emails, vehicles and more.
- Bumper
- Ownerly
- NumberGuru
- PeopleSmart
- PeopleLooker
- NeighborWho
- ReversePhone
- MoneyBot5000
Products and services
- BeenVerified Subscription-based web and mobile product that gives consumers easy and affordable access to public-records information, including people search, contact information, property records, unclaimed money, email searches, and vehicle data.
- Bumper Web and mobile product providing consumers with modern car purchasing and ownership tools, including vehicle history reports.
- Ownerly Web and mobile product that provides consumers with professional home value data and insights to support homeownership and real estate decisions.
- NumberGuru Web and mobile product that lets users search billions of data points to explore who is behind unknown phone numbers.
- PeopleSmart Subscription-based sales intelligence platform that provides sales professionals with the ability to reach the right people and empower business growth through business contact and outreach data.
- PeopleLooker Web and mobile product providing users with easy access to online background reports to help them feel more secure when dealing with different life situations.
- NeighborWho Web and mobile product providing access to in-depth property record data used to help make homeownership and investing decisions.
- ReversePhone Web and mobile product offering easy-to-use reverse phone lookup tools for consumers and professionals to learn who is calling and report spam.
- MoneyBot5000 Web and mobile product that searches through millions of unclaimed fund and asset records to help users identify and claim potential unclaimed funds.
Quantifiable outcome
- 7 Million+ App Downloads across all brands
- +1 more outcomes
Companies that use The Lifetime Value Co.
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
The Lifetime Value Co. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Lifetime Value Co. partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- SnappyminorSnappy is an all-in-one enterprise gifting platform used by LTV to distribute holiday gifts to employees. LTV uses Snappy to send email invitations allowing employees to select from curated gift options with shipping handled by Snappy.
- TwellominorTwello is a women-owned and led company that partnered with LTV's Women of LTV initiative to host a Mindfulness and Stress Reduction course tailored for women employees. The session addressed mental health, self-care, and stress management techniques.
- 1Passwordcore1Password provides enterprise password management for LTV employees, including free 1Password Families accounts for personal use. This is offered as a core employee benefit at no additional cost, helping safeguard employee digital identities.
- Peanut ButtercorePeanut Butter is a financial wellness platform partnered with LTV to provide student loan repayment assistance to eligible US employees. LTV contributes monthly payments toward employee student loans through this platform, which also offers financial counseling, loan restructuring, and refinancing options.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
The Lifetime Value Co. competitors and assessment
Company assessmentBroad incumbents
- Zillow: Mass-market property data and home valuation platform whose Zestimate and homeowner data overlap with LTVCo's Ownerly and NeighborWho brands. While Zillow is far broader (listings, mortgages), its consumer home valuation data product is a direct functional peer.
- Carfax: Dominant vehicle history report provider that LTVCo's Bumper brand competes against. While Carfax is the category leader with deeper dealer relationships and brand recognition, both serve consumers researching used vehicles via single-report or subscription access.
Direct peers
- RocketReach: B2B contact and sales intelligence subscription product serving sales, marketing, and recruiting professionals. Closely comparable to PeopleSmart in customer persona, data offering, and self-serve subscription GTM.
- Instant Checkmate: Subscription-based public records and background check platform with comparable use cases (people search, criminal records, contact info). Operates a similar DTC subscription model and competes head-to-head with BeenVerified.
- Whitepages: Established consumer people search and contact information platform with both free and premium subscription tiers. Closely comparable to BeenVerified's core offering with a large existing brand and traffic base.
- TruthFinder: Consumer subscription background check and people search service with very similar product positioning, pricing structure, and paid performance marketing GTM. Directly competes with BeenVerified and PeopleLooker for the same consumer persona.
- Spokeo: Subscription-based people search and public records aggregator offering comparable consumer subscription tiers for background checks, contact lookup, and reverse phone. Closely mirrors BeenVerified and PeopleLooker in product, pricing, and GTM motion.
- PeopleFinder: Subscription and report-based people search service providing background reports, contact information, and public records. Direct functional overlap with BeenVerified and PeopleLooker for the same consumer use cases.
- Apollo.io: B2B sales intelligence and contact data platform with subscription tiers aimed at sales professionals. Directly comparable to LTVCo's PeopleSmart brand in target buyer (sales reps), product (contact/lead data), and business model (SaaS subscription).
- Intelius: Long-standing people search and background check subscription service offering people lookup, reverse phone, and public records. Overlaps directly with BeenVerified, PeopleLooker, and NumberGuru across product and customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Lifetime Value Co. social profiles
Digital presenceThe Lifetime Value Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Lifetime Value Co. leadership team
Management profileNumber of profiles
Profiles5 records
The Lifetime Value Co. subsidiaries and ownership
Company hierarchySubsidiaries9 records
The Lifetime Value Co. funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Lifetime Value Co. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Lifetime Value Co.
What does The Lifetime Value Co. do?
The Lifetime Value Co. builds and operates a portfolio of subscription-based web and mobile products that give consumers and businesses affordable, self-serve access to aggregated public records, vehicle history, property data, reverse phone lookup, unclaimed funds, and sales intelligence. Its nine brands—BeenVerified, Bumper, Ownerly, NumberGuru, PeopleSmart, PeopleLooker, NeighborWho, ReversePhone, and MoneyBot5000—are sold directly to end users through their own websites and mobile apps under recurring subscription pricing.
Is The Lifetime Value Co. a public or private company?
The Lifetime Value Co. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Lifetime Value Co. founded?
The Lifetime Value Co. was founded in 2007. It employs 101 to 250 people.
Where is The Lifetime Value Co. based?
The Lifetime Value Co. is headquartered in New York, United States, in the North America region.
How does The Lifetime Value Co. make money?
Two revenue lines are on record. Consumer Subscription (BeenVerified, Bumper, Ownerly and other brands) is the primary driver. The others are peopleSmart Business Subscriptions.
Who are The Lifetime Value Co.'s main competitors?
Broad incumbents on record are Zillow and Carfax. Direct peers are RocketReach, Instant Checkmate, Whitepages, TruthFinder, Spokeo, PeopleFinder, Apollo.io and Intelius.
Does The Lifetime Value Co. have an API?
No public API is recorded for The Lifetime Value Co..
What industry is The Lifetime Value Co. in?
The Lifetime Value Co.'s product category is Consumer Public Records & People Search. Its primary akta.pro industry code is CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer), with a secondary code of CRAFAIAA, Digital Content & Media Subscriptions. Its SIC code is 7372.