What TotalAV does

TotalAV is a consumer-focused cybersecurity software provider operating under the Total Security Limited umbrella (UK private limited company, company number 10161957), with its US operating entity, Total Security US LLC, headquartered at 250 Northern Avenue, Boston, MA. Founded in 2016, the company sells multi-platform antivirus and digital security subscriptions to individual consumers and households globally, with native applications for Windows, macOS, iOS, and Android. The core portfolio is organized into three subscription tiers — Total AV Plus (4-device coverage, $59-$99/year), Internet Security (6-device coverage with VPN, $69-$129/year), and Total Security (8-device coverage with full feature stack, $79-$149/year) — plus a broad add-on catalog spanning Total VPN, Total Password, Total Adblock, WebShield, Data Breach Monitoring, Family Protection, Identity Theft Protection, Total Drive, Home Protection, and a Smartphone Optimizer.

The technology platform centers on cloud-based threat detection with always-on real-time scanning, advanced cloud-based analysis of unknown zero-day suspicious files, and the WebShield engine for blocking phishing, scam, and spoofed websites. Malware definitions are updated at least daily, and the platform operates an AES-256 encrypted VPN with DNS/IP leak protection plus a kill switch. TotalAV has accumulated repeated independent testing certifications across early 2026, including AV-Comparatives ADVANCED+ in the February-May 2026 Real-World Protection Test (one of seven products so recognized out of 20 evaluated), AV-TEST Top Product (February 2026, maximum scores in Protection, Performance, and Usability), VB100 (January 2026), and AppEsteem Deceptor Fighter.

The business model is subscription-based recurring revenue with automatic renewal, offered via monthly, quarterly, biannual, and annual billing options, and backed by a 30-day money-back guarantee on annual/biannual plans and a 14-day guarantee on monthly/quarterly plans. Distribution is product-led and direct-to-consumer through totalav.com, the Google Play Store (4.5/5 rating) and Apple App Store (4.6/5 rating), with an affiliate program and content marketing blog supporting top-of-funnel acquisition. The company maintains a localized website across approximately 12 European languages and has accumulated 49,845+ Trustpilot reviews earning an "Excellent" rating, evidence of a substantial consumer base despite the limited headcount disclosed at the UK parent level.

Name

TotalAV

Legal name

Total Security Limited

Website

https://totalav.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

TotalAV is a consumer cybersecurity software provider operating a multi-platform antivirus and digital security subscription platform under the Total Security Limited umbrella, serving global individual consumers and households across Windows, macOS, iOS, and Android with tiered subscriptions and modular security add-ons.

Ownership category

akta.pro rank

Headquarters

HQ city

Portsmouth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Core revenue from tiered subscription plans (Total AV Plus, Internet Security, Total Security) with automatic renewal. Plans offer 4-8 device coverage with monthly, quarterly, biannual, and annual billing options.
2. Add-on Services: Additional revenue from add-on services including Unlimited Protection, Total VPN, Total Password, Family Protection, Identity Theft Protection, Total Adblock, Total Drive, and Home Protection.
3. Legacy Plan Renewals: Revenue from discontinued older plan tiers that remain supported for existing customers including Antivirus Pro, Internet Security, Total Security variants from 2019-2025.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

TotalAV sells consumer antivirus and cybersecurity software subscriptions under a tiered portfolio (Total AV Plus, Internet Security, Total Security) covering 4 to 8 devices across Windows, macOS, iOS, and Android. The product bundle combines real-time antivirus scanning, VPN, password manager, ad blocker, and data breach monitoring, sold via direct website sales and mobile app stores with monthly to annual subscription terms.

Product overview

TotalAV is a consumer-focused cybersecurity software provider offering a tiered subscription portfolio centered on three main products: Total AV Plus (covering 4 devices), Internet Security (covering 6 devices), and Total Security (covering 8 devices). These core products form a layered protection stack where the higher tiers add progressively more security and privacy features. All plans include real-time antivirus protection, WebShield malicious website blocking, and VPN capabilities at higher tiers. The portfolio extends through modular add-on services including Total VPN, Total Password (password manager), Total Adblock, Data Breach Monitoring, Advanced Cloud Scanning, and identity protection tools. TotalAV provides native applications for Windows, macOS, iOS, and Android platforms, with mobile apps offering additional features like QR code security scanning and device optimization.

Differentiator

Problem solved

Functional benefit

Brands

• Total AV Plus: Antivirus protection against online threats with 4 device licenses
• TotalAV Internet Security
• TotalAV Total Security
• TotalAV Mobile Security
• Total Password
• Total Adblock
• TotalVPN
• WebShield
• Identity Protection
• Data Breach Monitoring

Products and services

• Total AV Plus Entry-level antivirus subscription providing real-time protection against viruses, malware, and online threats with coverage for up to 4 devices, including WebShield malicious website blocking. Sold to individual consumers and households as the lowest tier of the TotalAV subscription stack.
• Internet Security Mid-tier subscription offering online protection with VPN privacy features, covering up to 6 devices with antivirus, VPN, WebShield, and adblock capabilities for consumers wanting bundled security and privacy.
• Total Security Premium subscription providing complete online protection for up to 8 devices, including antivirus, VPN, identity protection, password manager, and ad blocker for individual consumers and families wanting all features enabled.
• Total VPN Standalone VPN service providing encrypted connections and anonymous browsing to secure internet activity and protect privacy on public Wi-Fi networks, using AES-256 encryption, DNS/IP leak protection, and a kill switch. Available as a standalone add-on subscription for consumers.
• Total Password Standalone password manager offering secure password generation, storage, and autofill using AES-256 encryption, with browser extension compatibility and cloud sync across devices. Sold as an add-on subscription for individual consumers.
• Total Adblock Standalone ad blocking solution that removes intrusive ads, pop-ups, notifications, and in-page video ads for cleaner browsing. Sold as an add-on subscription for individual consumers.
• WebShield Browser protection offering that blocks malicious, phishing, and spoofed websites to safeguard consumers from online scams, phishing attacks, and data theft. Included with TotalAV subscriptions and promoted as a standalone protection offering.
• Data Breach Monitoring Identity protection feature that monitors email addresses for appearances in known public breach data and alerts consumers when their information is compromised, so they can take protective action.
• TotalAV Mobile Security (iOS) iOS companion app providing VPN protection, WebShield dangerous website filtering, data breach monitoring, QR code security scanning, and device storage optimization for iPhone and iPad users. Distributed via Apple App Store.
• TotalAV Mobile Security (Android) Android mobile security app offering real-time antivirus protection, malicious website blocking, VPN for anonymous browsing on public Wi-Fi, and memory optimization tools. Distributed via Google Play Store.
• TotalAV for Mac Antivirus application for macOS providing real-time protection, advanced cloud scanning, malware elimination, VPN web safety, and password vault functionality for Mac users. A freemium trial is available for Mac users.
• Family Protection Parental control add-on subscription covering up to 5 devices to help families protect children online, sold as a standalone subscription alongside the core antivirus plans.
• Identity Theft Protection Identity monitoring, alerting, and restoration service helping consumers protect against identity theft and recover from incidents. Sold as a standalone add-on subscription at $99/year.
• Smartphone Optimizer Device cleanup tool that removes redundant files and optimizes storage space to increase mobile device speed.

Quantifiable outcome

• Achieved ADVANCED+ award in AV-Comparatives 2026 Real-World Protection Test (February-May 2026) alongside only 6 other products from 20 evaluated
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AVG Technologies: AVG is a consumer antivirus suite owned by Gen Digital, offering antivirus, VPN, anti-track, and performance tools via subscription. Directly comparable to TotalAV's product mix and tested in the same AV-Comparatives Real-World Protection test referenced in TotalAV's awards.
• Bitdefender: Bitdefender is a top-rated consumer and business antivirus provider consistently ranked alongside TotalAV in AV-Comparatives and AV-TEST independent testing. Directly comparable product (antivirus, VPN, password manager), with strong premium positioning and broader enterprise footprint.
• Malwarebytes: Malwarebytes is a consumer and business-focused anti-malware and security company offering antivirus, VPN (via partner), and browser guard. Highly comparable in D2C subscription model and consumer focus, though with narrower product breadth than TotalAV's full suite.
• Avast: Avast is a global consumer antivirus brand (now part of Gen Digital) offering free and premium tiers with VPN, anti-tracking, and breach monitoring. Direct peer to TotalAV — same product categories, same freemium/D2C GTM, and tested head-to-head with TotalAV in independent evaluations.
• ESET: ESET is a global antivirus and internet security provider offering consumer suites covering antivirus, anti-phishing, VPN, and identity protection across Windows, Mac, Android, and iOS. Direct product peer to TotalAV, with stronger European market presence and brand recognition.
• Sophos Home: Sophos Home is the consumer extension of enterprise security vendor Sophos, offering antivirus, web filtering, and parental controls. Comparable to TotalAV's mid-tier offerings and tested in the same independent antivirus testing ecosystems.
• Kaspersky: Kaspersky is a global consumer and enterprise cybersecurity vendor with antivirus, VPN, password manager, and identity protection. Direct peer in product and target customer; same independent testing arena (AV-Comparatives, AV-TEST) where TotalAV earned its ADVANCED+ award.

Broad incumbents

• McAfee: McAfee is a long-established consumer cybersecurity suite offering antivirus, VPN, identity monitoring, and a password manager via subscription. Highly comparable to TotalAV's multi-product consumer security positioning, with significantly greater brand legacy and enterprise presence.
• Norton (Gen Digital): Norton is a flagship consumer antivirus and security suite brand within Gen Digital, offering antivirus, VPN, password manager, and identity protection under a 360 subscription. Directly comparable to TotalAV's bundled product strategy and target consumer base, but with a much larger installed base and brand recognition.

Emerging players

• Surfshark: Surfshark is a consumer VPN and security suite (now part of Nord Security) bundling VPN, antivirus, alert/breach monitoring, and search. Comparable as a consumer-facing bundled security subscription with a D2C growth model, though with a VPN-first rather than antivirus-first positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/totalavcom
• Facebookfacebook.com/totalavcom

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 TotalAV