NortonLifeLock

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.

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

Product category

Consumer Cybersecurity

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Authentication (MFA/Passwordless/Biometrics) Platforms (BPAMAEAE)

Keywords

• Consumer cybersecurity
• Identity theft protection
• Antivirus software
• VPN services
• Digital financial platform

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Council of Insurance Agents & BrokerscoreGTM or Marketing Partner · 29 January 2026Norton 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 GencoreOEM/ Whitelabel/ Licensing PartnerEngine 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 InstitutionscoreChannel Partner/ Reseller/ DistributorPartnership with financial services providers to offer identity protection and financial wellness products through established banking and lending channels.
• Telecom ProviderscoreChannel Partner/ Reseller/ DistributorCybersecurity and identity protection bundled or offered alongside telecom services through provider partnerships.
• Retail and eTail PartnersminorChannel Partner/ Reseller/ DistributorAward-winning Norton products distributed through retail and eTail channels via the Norton Empower partner program.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct 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

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

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

Funding overview

Funding rounds4 records

Investors5 records

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

M&A75 records

Investments17 records

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

Frequently asked questions about NortonLifeLock