IDShield
IDShield is a consumer identity theft protection and privacy management subscription service offered by PPLSI, serving individuals and families across the United States and Canada with monitoring, alerts, licensed-investigator-led restoration, and bundled cybersecurity tools.
- Company typePrivate
- Founded1972
- HeadquartersAda, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What IDShield does
IDShield is a consumer-facing identity theft protection and privacy management platform that operates as a product brand of Pre-Paid Legal Services, Inc. (PPLSI), a privately held company founded in 1972 and headquartered in Ada, Oklahoma. The service monitors members' personal information across dark web sources, social media platforms, public records, and credit bureaus (Experian, Equifax, and TransUnion), issuing real-time alerts when suspicious activity is detected. Its distinguishing capability is full-service identity restoration performed by licensed private investigators working under Power of Attorney to restore identities to pre-theft status, backed by an unlimited service guarantee and up to $3 million in identity fraud expense coverage underwritten by American Bankers Insurance Company of Florida (an Assurant company). The platform also bundles social media reputation scanning, data broker removal (PrivacyCheck), SSN/SIN skip trace searches, and cybersecurity tools including VPN, malware protection, parental controls, and a password manager for up to three devices.
The business runs on a subscription model with two core plans: an Individual Plan priced from $14.95/month (1-bureau) to $19.95/month (3-bureau) and a Family Plan priced from $29.95/month to $34.95/month covering a spouse/domestic partner and dependents under 18. All plans include the full feature set, with the only material differentiation being the number of credit bureaus monitored. IDShield distributes through three primary channels: direct-to-consumer self-serve signup via its website and iOS/Android mobile apps, a large network of independent sales associates operating within PPLSI's multi-level marketing structure, and broker/insurance agent partnerships. Geographic coverage spans the United States and Canada (English and French), with certain features such as licensed investigator services and reputation management unavailable in Quebec due to local regulatory restrictions.
The underlying technology stack combines commercial credit bureau data feeds, third-party social media platform integrations, dark web scanning services, and in-house AI capabilities acquired through the December 2021 purchase of yourself.online. PPLSI as a whole serves over 2 million members across LegalShield and IDShield, with a broader parent footprint reaching 4.5 million individuals and 140,000 businesses across North America. The company maintains SOC 3 certification and supports a workforce of 501-1,000 employees, with operational scale reflected in over 1 million identity-related reports processed in 2024 against an FTC-reported national volume of 1.3 million identity theft complaints in the same year.
IDShield firmographics
Firmographics- Name
- IDShield
- Legal name
- Pre-Paid Legal Services, Inc.
- Website
- https://idshield.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- IDShield is a consumer identity theft protection and privacy management subscription service offered by PPLSI, serving individuals and families across the United States and Canada with monitoring, alerts, licensed-investigator-led restoration, and bundled cybersecurity tools.
- Ownership category
- akta.pro rank
IDShield industry classification
Industry- Product category
- Identity Theft Protection
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Carriers and Related Activities (524)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Network Security & Privacy Liability (Third-Party) (FSAJAOAE)
Keywords
Where IDShield is headquartered
LocationHeadquarters
- HQ city
- Ada
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IDShield business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Individual Identity Protection Subscription: Monthly or annual subscription for identity theft protection services including monitoring, alerts, and restoration. Plans start at $14.95/month for individual coverage with option for 1-bureau or 3-bureau credit monitoring.
- Family Identity Protection Subscription: Monthly or annual subscription covering the member, spouse/domestic partner, and dependents under 18. Plans start at $29.95/month with same monitoring options as individual plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Plan with 1 Credit Bureau Monitoring |
| Subscription | Monthly | Individual Plan with 3 Credit Bureau Monitoring |
| Subscription | Monthly | Family Plan with 1 Credit Bureau Monitoring |
| Subscription | Monthly | Family Plan with 3 Credit Bureau Monitoring |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
IDShield product offering
Product offeringCore offering
IDShield provides subscription-based identity theft protection for individuals and families. Subscriptions include 24/7 identity and credit monitoring with real-time alerts, dark web and Social Security/SIN monitoring, social media scanning, and data broker removal, paired with full-service identity restoration performed by licensed private investigators. Plans are priced from $14.95/month for Individual coverage to $34.95/month for Family coverage, with up to $3 million identity fraud protection coverage underwritten through American Bankers Insurance Company of Florida.
Product overview
IDShield is an identity theft protection platform offering two core subscription plans: Individual Plan and Family Plan, both providing the same feature set. The platform operates as a unified system combining multiple monitoring and protection modules including identity and reputation management, SSN protection, credit monitoring (1 or 3 bureaus), dark web monitoring, social media scanning, and cybersecurity/device protection. All plans include full-service identity restoration with licensed private investigators and up to $3 million in identity fraud protection. The platform also offers a mobile app for iOS and Android devices.
Differentiator
Problem solved
Functional benefit
Brands
- LegalShield: Legal services subscription brand offering access to a network of provider law firms for legal representation and advice.
- IDShield
Products and services
- IDShield Individual Plan Identity theft protection subscription service for individual consumers, providing 24/7 identity and credit monitoring, real-time alerts, dark web and SSN/SIN monitoring, social media scanning, data broker removal (PrivacyCheck), device protection (VPN, malware, password manager, parental controls) for up to 3 devices, and full-service identity restoration by licensed private investigators, with up to $3 million identity fraud protection coverage. Pricing starts at $14.95/month for 1-bureau and $19.95/month for 3-bureau credit monitoring, with annual billing available.
- IDShield Family Plan Household identity theft protection subscription covering the member, spouse or domestic partner, and dependents under 18 living with the member. Includes the full feature set of the Individual Plan — 24/7 identity and credit monitoring, real-time alerts, dark web and SSN/SIN monitoring, social media scanning, PrivacyCheck data broker removal, device protection (VPN, malware, password manager, parental controls) for up to 3 devices, and full-service identity restoration by licensed private investigators, with up to $3 million identity fraud protection coverage. Pricing starts at $29.95/month for 1-bureau and $34.95/month for 3-bureau credit monitoring, with annual billing available.
Quantifiable outcome
- Over 1 million reports processed in 2024
- +1 more outcomes
Companies that use IDShield
Customer profileSegments3 records
Ideal customer profiles3 records
IDShield technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
IDShield partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- yourself.onlineminorPPLSI (parent company of IDShield) acquired yourself.online, an AI-based tech company specializing in privacy and reputation management tools. This acquisition enhanced IDShield's online privacy services by integrating AI technology for improved data broker detection and removal capabilities.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
IDShield competitors and assessment
Company assessmentBroad incumbents
- NortonLifeLock (Gen Digital): Gen Digital owns Norton and LifeLock, offering identity theft protection bundled with cybersecurity (VPN, antivirus, password manager) for individuals and families. It is a broader incumbent in the same category as IDShield, with significantly greater scale and marketing reach.
- McAfee Total Protection: McAfee Total Protection is a broad cybersecurity suite that has expanded into identity monitoring and identity theft protection features. It is a broad incumbent with overlapping identity protection capabilities as part of a wider security portfolio.
Direct peers
- Aura: Aura provides a comprehensive digital security and identity theft protection platform covering credit monitoring, VPN, antivirus, password manager, and identity restoration for individuals and families. It directly competes with IDShield's bundled approach and is one of the most aggressive direct-to-consumer challengers.
- IdentityGuard (Aura): IdentityGuard offers identity theft protection with credit monitoring, dark web scanning, and identity restoration for individuals and families. Now part of Aura, it is a direct competitor to IDShield across the same consumer identity protection use cases.
- Experian IdentityWorks: Experian IdentityWorks provides identity theft protection and credit monitoring leveraging Experian's credit bureau data, plus dark web surveillance and identity restoration. It is a direct peer competing with IDShield on bureau-backed credit monitoring and identity services.
- Equifax ID Watchdog: Equifax's ID Watchdog delivers credit monitoring, identity theft protection, and restoration services, leveraging Equifax bureau data. It is a direct competitor to IDShield in bureau-backed identity protection subscriptions.
- TransUnion TrueIdentity: TransUnion offers TrueIdentity, a credit monitoring and identity protection service leveraging TransUnion's bureau data. It directly competes with IDShield's 3-bureau monitoring plans for consumers seeking credit-led identity protection.
- Allstate Identity Protection: Allstate Identity Protection offers identity monitoring, credit monitoring, dark web surveillance, social media monitoring, and identity restoration for individuals and families. It is a direct peer competing with IDShield on a similar feature set and price points.
- Zander Insurance Identity Theft Protection: Zander Insurance offers identity theft protection plans with monitoring, alerts, and recovery services for individuals and families at subscription price points competitive with IDShield. It is a direct peer in the consumer identity protection subscription category.
- Kroll Identity Theft Protection: Kroll provides identity monitoring, dark web surveillance, and identity restoration services for individuals and families, leveraging Kroll's investigative expertise. It is a direct peer competing with IDShield on the licensed-investigator-driven restoration angle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
IDShield social profiles
Digital presenceIDShield compliance and trust
Trust signalCompliance1 record
IDShield financial estimates
Financial estimateRevenue estimate
Valuation estimate
IDShield leadership team
Management profileNumber of profiles
IDShield subsidiaries and ownership
Company hierarchySubsidiaries1 record
IDShield funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IDShield M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IDShield
What does IDShield do?
IDShield provides subscription-based identity theft protection for individuals and families. Subscriptions include 24/7 identity and credit monitoring with real-time alerts, dark web and Social Security/SIN monitoring, social media scanning, and data broker removal, paired with full-service identity restoration performed by licensed private investigators. Plans are priced from $14.95/month for Individual coverage to $34.95/month for Family coverage, with up to $3 million identity fraud protection coverage underwritten through American Bankers Insurance Company of Florida.
When was IDShield founded?
IDShield was founded in 1972. It employs 501 to 1,000 people.
Where is IDShield based?
IDShield is headquartered in Ada, United States, in the North America region.
How does IDShield make money?
Two revenue lines are on record. Individual Identity Protection Subscription is the primary driver. The others are family Identity Protection Subscription.
Who are IDShield's main competitors?
Broad incumbents on record are NortonLifeLock (Gen Digital) and McAfee Total Protection. Direct peers are Aura, IdentityGuard (Aura), Experian IdentityWorks, Equifax ID Watchdog, TransUnion TrueIdentity, Allstate Identity Protection, Zander Insurance Identity Theft Protection and Kroll Identity Theft Protection.
Does IDShield have an API?
No public API is recorded for IDShield.
What industry is IDShield in?
IDShield's product category is Identity Theft Protection. Its primary akta.pro industry code is FSAJAOAE, Network Security & Privacy Liability (Third-Party). Its NAICS code is 524210 and its SIC code is 6411.