Norton

What Norton does

Norton is the flagship consumer cybersecurity brand of Gen Digital Inc. (NASDAQ: GEN), headquartered in Tempe, Arizona, with operations spanning more than 50 countries. The company sells a subscription-based portfolio of antivirus, virtual private network (VPN), identity theft protection (via LifeLock), parental controls, cloud backup, and AI-powered scam detection products under the Norton 360 suite, priced from $29.99 to $399.99 in first-year introductory tiers across individual consumers, families, and small businesses. Its underlying technology stack is built on Gen Digital's unified security engine that aggregates threat intelligence from nearly 500 million users across the Norton, Avast, AVG, and Avira brands, with dedicated R&D from Gen Threat Labs and Gen AI Foundry.

The company's product surface has expanded aggressively into AI-native offerings in 2025–2026, including Norton Neo (an AI-native browser with built-in VPN), Norton Genie (a scam detection assistant integrated into ChatGPT), Norton AI Agent Protection (real-time oversight of autonomous AI agent actions, compatible with Claude Code, Cursor, and OpenClaw), VPN for Agents (multi-tunnel AI-native VPN using Docker containers), and Norton Family Assistant (an AI agent for parenting logistics). Distribution is primarily direct-to-consumer via us.norton.com with localized regional sites, supplemented by Amazon marketplace listings, mobile app stores, and partner bundling arrangements with Asurion and Proximus. The business model relies on recurring subscriptions with automatic renewal and 30-day free trials, with revenue also flowing through partner channels and small business plans.

Recent strategic activity is concentrated in AI-native product launches and flagship technology partnerships — most notably an on-device deepfake detection prototype co-developed with Intel unveiled at CES 2026. Independent testing validation is strong, with 28 awards from AV-Comparatives, AV-Test, and SE Labs in 2025 and consecutive PCMag Editors' Choice designations. The company faces active patent litigation with Columbia University concerning legacy antivirus technology, though recent Federal Circuit rulings have vacated prior judgments exceeding $600 million against Norton.

Name

Norton

Legal name

Gen Digital Inc.

Website

https://norton.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Norton is the flagship consumer cybersecurity brand of Gen Digital (NASDAQ: GEN), offering subscription-based antivirus, VPN, identity theft protection, and AI-powered scam detection products under the Norton 360 suite to millions of individual consumers, families, and small businesses across 50+ countries.

Ownership category

akta.pro rank

Product category

Consumer Cybersecurity Software

NAICS

Software Publishers (5132)

akta.pro primary industry

Identity & Access Security Services (IAM, PAM, Zero Trust) (BPAKAHAI)

Keywords

• Consumer cybersecurity
• Antivirus software
• Virtual private network
• Identity protection
• Scam detection

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices1 record

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 Plans: Recurring subscription revenue from Norton 360 plans, antivirus software, VPN services, and identity protection products. Subscriptions automatically renew annually or monthly with tiered pricing based on device count and feature coverage.
2. Small Business Plans: Business-specific subscription tier covering multiple devices per user with features like secure browser, software updater, and cloud backup.
3. Partner Bundling: Revenue through partnership bundling arrangements such as Asurion's inclusion of Norton 360 Deluxe in their protection plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Norton is a consumer cybersecurity brand under Gen Digital Inc. (NASDAQ: GEN) that sells subscription-based security software suites and standalone services for individual consumers, families, and small businesses. Its core products include the Norton 360 cross-platform security suite (antivirus, VPN, dark web monitoring, cloud backup, scam protection), Norton AntiVirus Plus entry-level protection, Norton VPN standalone privacy service, Norton Family parental controls, Norton Small Business plans, and LifeLock identity theft protection. The company has expanded into AI-native offerings including Norton Neo browser, Norton Genie scam detection, Norton Revamp online reputation tool, and first-to-market AI agent security products.

Product overview

Norton, a global consumer cybersecurity brand under Gen Digital (NASDAQ: GEN), offers a comprehensive product portfolio centered on the Norton 360 security suite. The core offering includes Norton 360 (available in Standard, Deluxe, and with LifeLock tiers) providing device security, VPN, cloud backup, dark web monitoring, and AI-powered scam protection. Supporting products include Norton AntiVirus Plus (entry-level antivirus), Norton VPN (standalone privacy service), Norton Family/Family Assistant (parental controls), and LifeLock (identity theft protection). Norton has expanded into AI-native products including Norton Neo (AI browser), Norton Genie (scam detection in ChatGPT), Norton Revamp (online reputation management), and AI agent security products (Norton AI Agent Protection, VPN for Agents). The company also offers mobile security apps for Android and iOS, Norton Safe Web browser extensions, and small business security solutions.

Differentiator

Problem solved

Functional benefit

Brands

• LifeLock: Identity theft protection service offering credit monitoring, stolen funds reimbursement, and identity restoration support, available as part of Norton 360 with LifeLock plans.
• Norton Family Assistant
• Norton Neo
• Norton Revamp
• Norton Genie

Products and services

• Norton 360 Comprehensive cross-platform security suite that provides device security, VPN, dark web monitoring, cloud backup, and scam protection for individual consumers and families. Available in multiple tiers including Standard, Deluxe, and with LifeLock identity protection.
• Norton AntiVirus Plus Entry-level antivirus software providing core online threat protection for a single device. Includes malware protection, password management, cloud backup, smart firewall, and Genie AI scam detection.
• Norton VPN Virtual private network service providing bank-grade encryption, no-log policy, split tunneling, and access to content worldwide. Supports Windows, Mac, iOS, Android, and Amazon Fire TV devices with WireGuard protocol and speeds exceeding 1000 Mbps.
• LifeLock Identity Theft Protection Identity theft protection service by Norton including dark web monitoring, social media breach alerts, credit and savings monitoring, 2-bureau credit monitoring, and up to $3 million in identity theft reimbursement.
• Norton Family Parental control software enabling parents to monitor and manage children's online activities across Windows, Mac, iOS, and Android devices. Includes location tracking, time limits, app blocking, and content filtering.
• Norton Small Business Security solutions designed for small businesses including Secure Browser, Software Updater, Utilities Ultimate, PC Cloud Backup, Secure VPN, and Driver Updater. Available in Small Business Standard ($179.99 first year) and Small Business Premium ($399.99 first year) tiers.
• Norton Genie AI-powered scam detection tool available as an app within ChatGPT. Analyzes messages, links, and images to identify scams and provides safety advice based on language, intent, tactics, URLs, and domain checks.
• Norton Neo AI-native Chromium-based browser with built-in VPN, anti-phishing, and anti-fingerprinting protection. Features Smart Tab Management, Link Peek for quick article previews, and a context-aware chatbot. Available across Windows, Mac, iOS, and Android platforms.
• Norton Revamp AI-powered online presence builder designed to help professionals and entrepreneurs develop consistent and credible online identities. Provides AI writing assistance, strategic direction, scheduling features, and publishing controls across LinkedIn and X platforms.
• Norton Mobile Security for Android Mobile security app for Android devices providing Wi-Fi security, scam protection, internet security, and device security features for 1 Android smartphone or tablet.
• Norton Mobile Security for iOS Mobile security app for iPhone and iPad providing Wi-Fi security, scam protection, and device security for iOS devices.
• Norton AntiTrack Privacy tool that helps prevent tracking of online browsing activity, blocking advertisers and other trackers from following users across websites.
• Norton AI Agent Protection Security feature within Norton 360 that provides real-time oversight of AI agent actions. Creates checkpoints between AI intention and execution, blocking confirmed threats and pausing suspicious actions for user review. Compatible with Claude Code, Cursor, and OpenClaw.
• VPN for Agents AI-native VPN designed specifically for autonomous AI agents, enabling multi-tunnel technology for simultaneous cross-country operations. Uses isolated Docker-based VPN containers that self-destruct after each task. Part of Gen Agent Trust Hub.

Quantifiable outcome

• Over 4 billion scams detected in 2024
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability15 records

Feature11 records

Partnerships

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

• ProximusminorChannel Partner/ Reseller/ Distributor · 1 April 2026Proximus launched Mobile Kids subscription including Norton Family parental controls as part of their Kids Protection Pack. The service costs €7/month and includes 2 GB data, 120 call minutes, unlimited texts, along with Norton Family features and educational resources developed with Child Focus.
• Epic Games (Fab.com)minorStrategic or Co-development Partner · 1 April 2026While not a formal partnership, Gen Threat Labs responsibly disclosed MEL/Vacphage.A malware discovered in Autodesk Maya files distributed through Epic Games' Fab.com marketplace to Epic Games' security team before public release.
• Anthropic (Claude Code)coreTechnology or Integration · 1 April 2026Norton AI Agent Protection is compatible with Claude Code, Cursor, and OpenClaw platforms. The feature provides real-time oversight of AI agent actions on these platforms, blocking confirmed threats and pausing suspicious actions for user review.
• AsurioncoreGTM or Marketing Partner · 1 March 2026Asurion enhanced its Asurion Complete Protect plan to include Norton 360 Deluxe cybersecurity protection, in-person tech services at nearly 700 uBreakiFix locations, and a $100 annual product care credit. The $16.99/month subscription price remained unchanged.
• IntelflagshipStrategic or Co-development Partner · 1 January 2026Gen, parent company of Norton, unveiled an AI-powered deepfake detection prototype developed in partnership with Intel at CES 2026 in Las Vegas. The technology is capable of identifying audio and visual manipulation on devices in real-time without cloud data transmission.
• Gen Digital Inc.coreOthersNorton is a consumer cybersecurity brand owned by Gen Digital Inc. (NASDAQ: GEN), which also owns Avast, AVG, and Avira. Gen provides the unified technology stack and R&D capabilities that power Norton's products, including Gen Threat Labs and Gen AI Foundry.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• McAfee: McAfee is a leading consumer cybersecurity brand offering antivirus, VPN, identity protection, and safe browsing products to individuals and families. Directly competes with Norton across nearly every product category including antivirus suites, VPN, and identity theft protection.
• Bitdefender: Bitdefender provides consumer antivirus, internet security, and VPN products with consistently top independent lab scores. Competes head-to-head with Norton in antivirus suites and has gained share on performance and detection metrics.
• Kaspersky: Kaspersky is a global consumer and business cybersecurity vendor offering antivirus, VPN (Kaspersky VPN Secure Connection), and identity features. Directly competes with Norton in the consumer security suite category worldwide.
• Trend Micro: Trend Micro offers consumer security products including antivirus, VPN (Trend Micro VPN), identity protection, and device security across multiple platforms. Closely comparable product breadth and consumer/SMB target market to Norton.
• ESET: ESET is a European-headquartered cybersecurity vendor with strong consumer antivirus and internet security products plus VPN and identity protection features. Competes with Norton across consumer tiers and emphasizes independent-test performance.
• Malwarebytes: Malwarebytes provides consumer and SMB-focused antivirus, anti-malware, and privacy products including VPN and browser protection. Directly comparable consumer cybersecurity offering and target market to Norton.
• NordVPN (Nord Security): NordVPN is a leading standalone VPN provider and part of Nord Security, which has expanded into broader consumer cybersecurity (password manager, encrypted storage, threat protection). Directly competes with Norton VPN and increasingly with Norton 360's privacy bundle.
• Aura: Aura is a consumer identity protection and digital security provider offering identity theft protection, VPN, antivirus, and parental controls in a bundled subscription. Directly competes with Norton 360 with LifeLock in the identity protection plus security suite category.
• Sophos: Sophos offers consumer and SMB security products including antivirus, VPN, and identity protection. While stronger in business markets, its consumer/SMB portfolio directly overlaps with Norton's Norton Small Business and home offerings.
• TotalAV: TotalAV is a consumer antivirus and internet security brand with VPN, password manager, and identity features positioned at competitive price points. Directly comparable consumer antivirus offering and target demographic to Norton.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/norton
• YouTubeyoutube.com/user/norton
• Facebookfacebook.com/Norton
• LinkedInlinkedin.com/company/undefined
• Instagraminstagram.com/nortonsecurity

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Norton