What Aura does

Aura operates an all-in-one digital safety and identity protection subscription platform aimed primarily at U.S. consumers and families. The product suite bundles credit monitoring across all three major bureaus (Experian, TransUnion, Equifax), identity theft protection with dark web and data breach monitoring, suspicious transaction alerts for banking and retirement accounts, VPN, antivirus, password manager and encrypted vault, spam call and message protection, and a family safety layer that includes parental controls, in-game cyberbullying detection across 200+ PC titles, Digital Wellbeing Score, and AI App Monitoring. The technical architecture is presented as an AI-augmented, cross-platform security stack covering Windows, Mac, iOS, Android, and major browsers, with insurance coverage of $1M per adult member underwritten through partnerships with American Bankers Insurance Company of Florida (Assurant) and Houston Casualty Company (Tokio Marine).

The business is a subscription SaaS model with plans starting at $10 per month, a 60% discount incentive on annual billing, and a 60-day money-back guarantee. Go-to-market is product-led and direct-to-consumer, combining self-serve enrollment (my.aura.com), phone sales, free scan and quiz lead-generation tools, content marketing, affiliate and influencer programs, and a separate MSP and reseller channel targeting businesses for BYOD security. Customer segments span individual consumers, parents with children (the primary persona), and a smaller business/MSP segment. The company is headquartered in Boston, is privately held, reports 1,000+ employees based on LinkedIn data, and has accumulated multiple 2024 industry recognitions including #1 rated identity theft protection rankings from US News and Security.org, alongside a BBB A+ accreditation and 4.7-star App Store rating.

Name

Aura

Legal name

Aura

Website

https://isubscribed.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Aura is a Boston-based subscription SaaS company offering an all-in-one digital safety platform for U.S. consumers and families, bundling credit monitoring, identity theft protection, VPN, antivirus, password manager, and parental controls into a single subscription with $1M identity theft insurance per adult member.

Ownership category

akta.pro rank

Product category

Digital Safety & Identity Protection

NAICS

Software Publishers (5132), Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

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

akta.pro secondary industry

Multi-Factor Authentication (MFA) & Passwordless Authentication (HDAEAJAC)

Keywords

• Identity protection services
• Digital safety software
• Credit monitoring platform
• Parental control software
• Consumer cybersecurity

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Monthly and annual subscription plans providing all-in-one digital protection including identity theft protection, credit monitoring, VPN, antivirus, password manager, and family safety features. Revenue generated through recurring subscription fees with annual discount incentives.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Aura provides an all-in-one intelligent digital safety SaaS platform that bundles identity theft protection, three-bureau credit monitoring, VPN, antivirus, password manager, spam call protection, parental controls, safe gaming monitoring, and identity theft insurance into a single subscription. The platform is delivered to consumers and families across Windows, Mac, iOS, Android, and browsers, with plans starting at $10 per month and $1 million identity theft coverage per adult member.

Product overview

Aura is an all-in-one intelligent digital safety platform that provides comprehensive protection for the whole family against identity theft, scams, and online threats. The platform operates as a unified product combining multiple security modules including Credit Monitoring with Credit Lock, Identity Theft Protection, Suspicious Transaction Alerts, VPN, Antivirus, Password Manager & Vault, Spam Call Protection, Parental Controls & Safe Gaming, Digital Wellbeing Score, Privacy Assistant/Online Data Removal, and Dark Web & Data Breach Alerts. Plans start at $10 per month and coverage includes $1 million identity theft insurance per adult member. The platform works across Windows, Mac, iOS, Android, and popular browsers.

Differentiator

Problem solved

Functional benefit

Brands

• Aura Intelligence: AI-powered expert guidance feature for online security protection.

Products and services

• Credit Monitoring with Credit Lock Monitors all three major credit bureaus (Experian, Transunion, Equifax) and alerts users to potential fraud up to 650x faster than competition. Includes Experian Credit Lock for instantly locking down the credit file.
• Identity Theft Protection Monitors personal information against billions of data points and alerts users if their SSN, online accounts, personal info, home and auto titles have been compromised.
• Suspicious Transaction Alerts Adds banking and retirement accounts to Aura for fraud monitoring; alerts on suspicious activities tied to accounts based on spending patterns and location.
• VPN (Virtual Private Network) Protects internet connections with military-grade encryption for online shopping, banking, and work; blocks scam and phishing sites; offers 100+ virtual locations.
• Antivirus Secures devices from malware including viruses, spyware, trojans, and ransomware; available on Android, PC, and Mac.
• Password Manager & Vault Stores and manages passwords across apps; Vault provides a digital lockbox with military-grade encryption for sensitive digital files and data.
• Spam Call Protection Blocks phone scams and spam using AI-powered spam-blocking and call screening to keep text messages and calls safe.
• Parental Controls & Safe Gaming Provides online safety tools for children including Bedtime, Focus Time, Content Filtering, and Pause the Internet; includes 24/7 in-game voice and text monitoring for 200+ PC games with cyberbullying and predator alerts.
• Digital Wellbeing Score Provides a personalized score that evaluates how children use their devices beyond screen time to spot changes in digital habits over time; available on Family & Kids plans.
• Privacy Assistant / Online Data Removal Helps remove personal information from data brokers, people search sites, and Google search results to reduce spam and data exposure.
• Dark Web & Data Breach Alerts Scans the dark web and data breach sources for user credentials and alerts users if email or password is exposed so they can take immediate action.
• Identity Theft Insurance Provides up to $1 million per adult member (up to $5 million in total coverage) for eligible losses and fees due to identity theft, underwritten through insurance partners.

Quantifiable outcome

• Credit alerts detected up to 650x faster than competition based on 2024 ath Power Consulting study
• +1 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

Feature9 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• American Bankers Insurance Company of Florida (Assurant)coreOthersInsurance partner providing identity theft insurance coverage underwritten and administered for Aura members. Coverage includes eligible losses and fees due to identity theft.
• Houston Casualty Company (Tokio Marine)coreOthersInsurance partner providing Personal Cyber Insurance coverage underwritten and administered for Aura members.
• MSP PartnerscoreChannel Partner/ Reseller/ DistributorManaged Service Provider partners reselling Aura's BYOD security solutions to business clients. 55% of surveyed MSPs experienced BYOD-related security incidents in past 24 months per Aura research.
• Partners and ResellersminorChannel Partner/ Reseller/ DistributorChannel partners and resellers distributing Aura protection solutions to end customers.
• AffiliatesminorGTM or Marketing PartnerAffiliate partners driving customer acquisition through referral programs.
• InfluencersminorGTM or Marketing PartnerInfluencer partnerships for brand awareness and customer acquisition through social media and content creation.
• ExperiancoreTechnology or IntegrationCredit bureau integration partner enabling credit monitoring and Experian Credit Lock feature for fraud prevention.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Experian IdentityWorks: Experian's IdentityWorks is a bureau-affiliated direct competitor offering credit monitoring and identity protection using Experian data — directly comparable because Aura relies on Experian for its Credit Lock feature and the same bureau data.
• IDShield: IDShield (owned by PPLSI/LegalShield) provides identity theft monitoring, credit monitoring, and restoration services to individuals and families — a direct subscription-based competitor with overlapping features to Aura's identity protection offering.
• TransUnion TrueIdentity: TransUnion TrueIdentity is a free/paid bureau-affiliated identity and credit monitoring product that competes directly with Aura's bureau monitoring features, leveraging TransUnion's credit data assets.
• Norton LifeLock: Now part of Gen Digital, Norton LifeLock is the largest direct competitor in consumer identity theft protection and cybersecurity suites, bundling VPN, antivirus, password manager, and identity monitoring with insurance coverage — the same all-in-one proposition as Aura.
• Allstate Identity Protection: Allstate Identity Protection (formerly InfoArmor) offers consumer identity monitoring, credit monitoring, and identity restoration with insurance backing, competing head-to-head with Aura in the family/individual identity protection category.

Broad incumbents

• McAfee Total Protection: McAfee Total Protection is an established consumer cybersecurity suite (antivirus, VPN, identity monitoring) that overlaps with several of Aura's features but is anchored in endpoint security rather than identity protection as its core pitch.
• Kaspersky Premium: Kaspersky Premium bundles antivirus, VPN, password manager, and identity protection features in a global consumer suite — comparable in feature breadth to Aura though with primary strength in endpoint security rather than identity monitoring.

Emerging players

• 1Password: 1Password is a leading password manager with Watchtower identity monitoring features (breach alerts, password health) — a partial competitor overlapping with Aura's password manager and dark web monitoring modules.
• Bitdefender Digital Identity Protection: Bitdefender Digital Identity Protection is an emerging identity monitoring product layered on top of a leading consumer antivirus franchise, comparable to Aura as a security-suite player expanding into identity protection.

Regional players

• F-Secure ID Protection: F-Secure (now WithSecure for business / F-Secure for consumer) offers ID Protection combining antivirus, VPN, password manager, and identity monitoring in European and selected global markets — comparable all-in-one proposition with primary geographic focus outside the U.S.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

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

M&A

Investments

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

Frequently asked questions about Aura