NortonLifeLock
Gen Digital Inc. (formerly NortonLifeLock) is a publicly traded consumer Cyber Safety company operating Norton, Avast, LifeLock, and MoneyLion brands, serving approximately 500 million users across 150+ countries with subscription-based antivirus, identity theft protection, VPN, and financial wellness products.
- Company typePublic
- Founded1990
- HeadquartersTempe, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What NortonLifeLock does
Gen Digital Inc. (NASDAQ: GEN, formerly NortonLifeLock Inc.) is a publicly traded consumer Cyber Safety company headquartered in Tempe, Arizona with a secondary headquarters in Prague, Czech Republic. The company operates four primary consumer brands — Norton, Avast, LifeLock, and MoneyLion — serving approximately 500 million users across 150+ countries. Its portfolio spans device protection (antivirus, anti-malware, ransomware protection, VPN, password manager, dark web monitoring), identity theft protection (LifeLock, with up to $1M in identity theft insurance and dedicated Identity Restoration Specialists), and digital financial wellness (MoneyLion's Instacash, RoarMoney, and Credit Builder Plus products). Underlying the product suite is the Avast/Norton real-time threat detection network, which uses machine learning and artificial intelligence to identify and block threats — 3,600 per minute on average and 7.5B+ in 2024 — supported by the Watchtower research and alerts platform.
The company generates revenue primarily through consumer subscription billing (annual and monthly plans) for antivirus, identity protection, VPN, password manager, and bundled security suites, with promotional first-year pricing (e.g., Norton 360 Deluxe reduced from $119.99 to $49.99 for the first year) used to drive conversion from free to paid tiers. Distribution is multi-channel: direct-to-consumer through brand websites, retail and eTail via the Norton Empower partner program, telco providers, financial services partners, insurance brokers (including an upgraded sponsorship with the Council of Insurance Agents & Brokers in January 2026), and the Engine by Gen embedded finance platform that provides white-label financial technology to enterprise partners. The business model is mature, recurring, and consumer-facing, with the MoneyLion financial wellness business and the emerging Gen AI Foundry / Agent Trust Hub platform representing newer revenue and product vectors. The 2017 acquisition of LifeLock ($2.3B) and the 2022 merger with Avast (~$8.6B) are the two most consequential structural moves in the company's recent history, consolidating consumer security and identity protection into a single platform.
In 2026, Gen has pushed further into AI-agent safety with the launch of the Gen AI Foundry, Agent Trust Hub (including AARTS, Agent Detection and Response, and Sage) and the Norton Family Assistant AI agent, positioning the company to monetize the growth of agentic AI through its existing distribution and threat intelligence base.
NortonLifeLock firmographics
Firmographics- Name
- NortonLifeLock
- Legal name
- Gen Digital Inc.
- Website
- https://nortonlifelock.com
- Company type
- Public
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gen Digital Inc. (formerly NortonLifeLock) is a publicly traded consumer Cyber Safety company operating Norton, Avast, LifeLock, and MoneyLion brands, serving approximately 500 million users across 150+ countries with subscription-based antivirus, identity theft protection, VPN, and financial wellness products.
- Ownership category
- akta.pro rank
NortonLifeLock industry classification
Industry- Product category
- Consumer Cybersecurity
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Authentication (MFA/Passwordless/Biometrics) Platforms (BPAMAEAE)
Keywords
Where NortonLifeLock is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NortonLifeLock business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Consumer Subscription (Norton, Avast, LifeLock): Annual and monthly subscription plans for antivirus, identity theft protection, VPN, password manager, and bundled security suites. Revenue generated from recurring subscription fees with promotional first-year discounts to acquire customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Norton 360 Deluxe - Premium multi-device security suite |
| Subscription | Annual | Norton Antivirus Plus - Single-device basic protection |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
NortonLifeLock product offering
Product offeringCore offering
Gen Digital Inc. (formerly NortonLifeLock) provides consumer cybersecurity, identity theft protection, and digital financial wellness products through its brands Norton, Avast, LifeLock, and MoneyLion. The portfolio includes antivirus and device security suites (Norton 360, Norton Antivirus Plus), identity theft protection with insurance coverage (LifeLock), VPN and password management tools, and a digital financial platform (MoneyLion) serving nearly 500 million users across 150+ countries primarily through subscription-based recurring revenue.
Product overview
Gen (formerly NortonLifeLock, NASDAQ: GEN) operates a multi-brand consumer cybersecurity and financial wellness platform. The core product portfolio includes Norton 360 (antivirus, VPN, password manager, dark web monitoring), LifeLock (identity theft protection with up to $1M insurance), Avast (digital security), and MoneyLion (digital financial services). Norton 360 is offered in tiers: Antivirus Plus (single-device basic protection), 360 Deluxe (5-device premium suite with VPN/password manager), and 360 Advanced (enhanced scam detection and identity protection). LifeLock provides credit monitoring, dark web scanning, and Identity Restoration Specialists. Infrastructure platforms include Watchtower (threat intelligence), Gen AI Foundry (AI development), Gen Agent Trust Hub (AI agent safety), and Engine by Gen (embedded finance). The portfolio serves approximately 500 million global users across 150+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- Norton: Award-winning consumer cybersecurity brand providing antivirus, VPN, password manager, and device protection for individuals and families. Norton is the #1 top-of-mind Cyber Safety brand globally, blocking 3,600 cyberthreats per minute on average.
- Avast
- LifeLock
- MoneyLion
Products and services
- Norton 360 Comprehensive antivirus and cybersecurity suite offering protection against malware, ransomware, and online threats. Includes VPN, password manager, dark web monitoring, and cloud backup features. For individual consumers and families.
- Norton 360 Deluxe Premium multi-device security suite bundled with antivirus protection, VPN, password manager, and dark web monitoring for up to 5 devices. Available with promotional first-year pricing. For individuals and families.
- Norton 360 Advanced Advanced security suite featuring real-time scam detection and identity protection to defend against modern digital threats. Includes all Deluxe features plus enhanced protection capabilities. For consumers seeking higher-tier protection.
- Norton Antivirus Plus Lightweight antivirus protection providing single-device protection against ransomware, malware, and online scams at an entry-level price point. For individual consumers.
- LifeLock Identity theft protection service that detects and alerts users to identity threats. Includes credit monitoring, dark web scanning, social media monitoring, and up to $1 million in identity theft insurance coverage. Features dedicated Identity Restoration Specialists. For U.S. consumers.
- Avast Global consumer digital security, privacy, and identity protection brand using machine learning and AI to detect and stop threats in real time. Threat detection network blocked 7.5B+ cyberattacks in 2024. For global consumers.
- MoneyLion Leading digital financial platform offering tools including Instacash, RoarMoney, and Credit Builder Plus to help consumers save, spend, borrow, and invest from one app. Has processed over $1B in transaction volume and served 18M+ users.
- Watchtower Research, alerts, and expert insights platform providing threat intelligence to help consumers live freely online. Detected and blocked 7.5B+ cyberattacks in 2024.
- Gen AI Foundry Trust layer for the AI economy bringing peace of mind to consumers navigating the AI era. Includes AI Agent Trust Hub, AARTS open standard for AI agent runtime safety, Agent Detection and Response, and Sage safety for agents.
- Engine by Gen Category-leading embedded finance market platform enabling financial services integration for partners through white-label technology solutions.
- Norton Family Assistant Secure AI agent built to help families manage modern parenting challenges in the digital age. Provides parental oversight and child online safety management.
Quantifiable outcome
- 3,600 cyberthreats blocked per minute on average
- +3 more outcomes
Companies that use NortonLifeLock
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
NortonLifeLock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature3 records
NortonLifeLock partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Council of Insurance Agents & BrokerscoreNorton LifeLock Benefit Solutions upgraded sponsorship level within the Council Partners program, providing employee benefits and identity protection solutions to insurance brokers and their clients.
- Engine by GencoreEngine by Gen is a category-leading embedded finance market platform that provides white-label technology solutions to partners, enabling them to offer financial services under their own branding.
- Financial Services InstitutionscorePartnership with financial services providers to offer identity protection and financial wellness products through established banking and lending channels.
- Telecom ProviderscoreCybersecurity and identity protection bundled or offered alongside telecom services through provider partnerships.
- Retail and eTail PartnersminorAward-winning Norton products distributed through retail and eTail channels via the Norton Empower partner program.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
NortonLifeLock competitors and assessment
Company assessmentDirect peers
- McAfee: Direct competitor offering consumer antivirus, VPN, identity and privacy protection suites under a similar subscription model. Closest head-to-head rival to Norton 360 and a long-standing competitor in the same retail and e-tail channels.
- Bitdefender: Consumer and SMB cybersecurity vendor with antivirus, VPN, and digital identity protection products sold via subscription. Competes directly with Norton and Avast in independent lab rankings and consumer retail.
- Trend Micro: Consumer and small business security suite vendor with antivirus, identity, and VPN offerings. Comparable go-to-market through retail, telco, and OEM bundles; overlaps with Norton and Avast in threat detection.
- ESET: Consumer and SMB antivirus and digital security vendor with subscription products similar to Norton 360. Competes in the same retail channels and consistently ranks in independent protection/performance tests alongside Norton and Avast.
- Sophos: Cybersecurity vendor with consumer and SMB antivirus plus endpoint, network, and identity offerings. Comparable subscription pricing model and overlap with Norton's small-business security positioning post Avast merger.
- F-Secure (WithSecure): European-headquartered consumer security vendor selling antivirus, VPN, and identity protection subscriptions. Direct competitor in EMEA retail and telco distribution alongside Avast.
- Allstate Identity Protection: Identity theft protection service offering monitoring, alerts, and restoration support, similar to LifeLock. Competes for the same U.S. consumers and employer benefit channel.
Emerging players
- Aura: Digital safety startup bundling identity protection, VPN, antivirus, and parental controls in a unified consumer subscription. A newer, faster-growing entrant taking direct aim at LifeLock and Norton 360 Advanced.
Broad incumbents
- Microsoft Defender: Built-in Windows security suite providing free antivirus and basic endpoint protection. The most significant competitive force in consumer AV, given default presence on Windows devices, and a structural pricing pressure on Norton and Avast.
- CrowdStrike: Endpoint security leader whose AI-native Falcon platform increasingly defines expectations for threat detection that Gen's consumer products must compete against in prosumer/SMB tiers. Adjacent rather than direct consumer overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
NortonLifeLock social profiles
Digital presenceNortonLifeLock financial estimates
Financial estimateRevenue estimate
Valuation estimate
NortonLifeLock leadership team
Management profileNumber of profiles
Profiles10 records
NortonLifeLock subsidiaries and ownership
Company hierarchySubsidiaries4 records
NortonLifeLock funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NortonLifeLock M&A and investment
M&A and investmentM&A75 records
Investments17 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NortonLifeLock
What does NortonLifeLock do?
Gen Digital Inc. (formerly NortonLifeLock) provides consumer cybersecurity, identity theft protection, and digital financial wellness products through its brands Norton, Avast, LifeLock, and MoneyLion. The portfolio includes antivirus and device security suites (Norton 360, Norton Antivirus Plus), identity theft protection with insurance coverage (LifeLock), VPN and password management tools, and a digital financial platform (MoneyLion) serving nearly 500 million users across 150+ countries primarily through subscription-based recurring revenue.
Is NortonLifeLock a public or private company?
NortonLifeLock is a public company. It is classified as public and is currently operating.
When was NortonLifeLock founded?
NortonLifeLock was founded in 1990. It employs 1 to 10 people.
Where is NortonLifeLock based?
NortonLifeLock is headquartered in Tempe, United States, in the North America region.
How does NortonLifeLock make money?
One revenue line is on record: consumer Subscription (Norton, Avast, LifeLock).
Who are NortonLifeLock's main competitors?
Direct peers on record are McAfee, Bitdefender, Trend Micro, ESET, Sophos, F-Secure (WithSecure) and Allstate Identity Protection. Aura is listed as an emerging player. Broad incumbents are Microsoft Defender and CrowdStrike.
Does NortonLifeLock have an API?
No public API is recorded for NortonLifeLock.
What industry is NortonLifeLock in?
NortonLifeLock's product category is Consumer Cybersecurity. Its primary akta.pro industry code is BPAMAEAE, Authentication (MFA/Passwordless/Biometrics) Platforms. Its NAICS code is 5132 and its SIC code is 7372.