What IdentityIQ does

IdentityIQ, operated by parent entity IDIQ, is a US-based consumer identity theft protection and credit monitoring platform founded in 2009 and headquartered in Temecula, California. The company serves individual consumers and families through a direct-to-consumer subscription model, offering AI-assisted monitoring across dark web sources, Social Security numbers, synthetic identity patterns, financial account transactions, change-of-address registries, and credit files at all three major US bureaus (TransUnion, Equifax, Experian). The core platform is delivered through four monthly subscription tiers (Secure Basic at $8.49, Secure Plus at $11.49, Secure Pro at $21.49, and Secure Max at $31.49), with optional add-ons for Bitdefender-powered device security (VPN and anti-virus for up to 10 devices) and Family Protection extending coverage to up to 10 dependents. Up to $1 million in identity theft insurance per member and $25,000 per family member is underwritten by AIG, and U.S.-based certified restoration specialists with limited power of attorney handle active fraud cases. The company has stated a verified customer base of approximately 4 million.

The platform combines proprietary monitoring algorithms with direct credit bureau integrations, partnerships with the National Change of Address Registry and USPS, and a Bitdefender integration for endpoint security. Revenue is generated primarily through recurring monthly and annual subscriptions (with 15% annual billing discount) and supplemented by affiliate commissions from a financial services marketplace featuring CreditBuilderIQ (a sub-brand), e-file.com tax filing, MoneyLion credit card offers, and Amazon security products. Customer acquisition is driven by a $1 seven-day free trial, content marketing through an educational blog, email newsletters, mainstream broadcast TV coverage (Fox, CBS, NBC, ABC), and a mobile app presence on iOS and Android. The company is privately held and founder-led by CEO Scott Hermann, with no disclosed institutional funding.

Name

IdentityIQ

Legal name

IDIQ

Website

https://identityiq.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

IdentityIQ is a US-based consumer identity theft protection and credit monitoring platform serving individuals and families through tiered monthly subscriptions. Founded in 2009, the company offers AI-assisted dark web monitoring, three-bureau credit tracking, and identity restoration services.

Ownership category

akta.pro rank

Product category

Identity Theft Protection Services

NAICS

Investigation and Personal Background Check Services (561611), Security Systems Services (56162)

SIC

Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

Fraud Prevention & Identity Verification (IDV/KYC) (BPAMAEAI)

Keywords

• Identity theft protection
• Credit monitoring services
• Dark web monitoring
• Fraud restoration services
• Consumer cybersecurity subscriptions

Headquarters

HQ city

Temecula

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, Operations, Infrastructure

Revenue model

1. Subscription Plans: IdentityIQ generates revenue primarily through monthly and annual subscription plans for identity theft protection and credit monitoring services. Plans range from Secure Basic ($8.49/mo) to Secure Max ($31.49/mo), with optional VPN & Anti-Virus add-ons. Annual billing offers 15% savings. The company also offers a $1 seven-day free trial as a customer acquisition mechanism.
2. Marketplace Referral Fees: IdentityIQ operates a marketplace featuring third-party financial products and services (credit cards, loans, tax filing, credit-building tools). The company earns commission revenue when customers purchase products or services through marketplace affiliate links.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

IdentityIQ sells subscription-based identity theft protection and credit monitoring services directly to U.S. consumers. Its core platform provides real-time monitoring across all three major credit bureaus (TransUnion, Equifax, Experian), AI-powered dark web and internet surveillance, Social Security number monitoring, synthetic identity theft detection, and identity restoration supported by U.S.-based certified specialists. Customers subscribe through monthly plans ($8.49 to $31.49) with up to $1 million in identity theft insurance underwritten by AIG, plus optional Bitdefender-powered VPN/anti-virus device security and family coverage for up to 10 dependents.

Product overview

IdentityIQ is a comprehensive identity theft protection and credit monitoring platform. Its core offering is the IdentityIQ Identity Theft Protection platform, a unified SaaS service combining real-time credit bureau monitoring (all three major bureaus: TransUnion, Equifax, Experian), dark web and internet monitoring, Social Security number monitoring, financial account monitoring, application monitoring, synthetic identity theft protection, change-of-address surveillance, and identity restoration with U.S.-based certified specialists. The platform is offered through four subscription tiers — Secure Basic, Secure Plus, Secure Pro, and Secure Max — ranging from daily 1-bureau monitoring at the entry level to monthly 3-bureau reports and scores with enhanced credit monitoring, fraud restoration with LPOA, and up to $1 million in stolen funds reimbursement at the premium tier. Family Protection is an add-on that extends dark web and SSN monitoring to up to 10 dependents (including children under 18), includes $25,000 per-family-member identity theft insurance underwritten by AIG, and adds Bitdefender Total Security-powered parental controls. Device Security is an optional add-on bundling Bitdefender VPN and anti-virus software with broad cybersecurity features (ransomware protection, anti-phishing, anti-fraud, password manager, webcam protection, and more) across up to 10 devices. A $1 seven-day free trial program allows prospective customers to evaluate the service before committing to a paid subscription.

Differentiator

Problem solved

Functional benefit

Brands

• CreditBuilderIQ: Credit-building tool offered through IdentityIQ marketplace that provides personalized tools to help users achieve credit score improvement through AI-driven credit analysis, dispute letter generation, and progress tracking.

Products and services

• IdentityIQ Identity Theft Protection Platform Core SaaS platform providing real-time credit bureau monitoring across TransUnion, Equifax, and Experian; AI-powered dark web and internet monitoring; Social Security number monitoring; synthetic identity theft detection; financial account transaction analysis; and U.S.-based identity restoration services with up to $1 million stolen funds reimbursement. Sold via monthly subscription tiers to U.S. consumers and families.
• Secure Basic Plan Entry-level monthly subscription ($8.49/month or $86.61/year) providing daily single-bureau credit report monitoring and U.S.-based identity restoration service through IdentityIQ's core platform.
• Secure Plus Plan Mid-tier monthly subscription ($11.49/month or $117.19/year) that adds annual 3-bureau credit reports and scores, 1-bureau credit report monitoring, and U.S.-based identity restoration service.
• Secure Pro Plan Upper-mid-tier monthly subscription ($21.49/month or $219.19/year) offering bi-annual 3-bureau credit reports and scores, enhanced credit report monitoring, and U.S.-based identity restoration service.
• Secure Max Plan Premium monthly subscription ($31.49/month or $321.21/year) delivering monthly 3-bureau credit reports and scores, 3-bureau credit report monitoring, score change alerts, credit scores simulator and tracker, $1 million stolen funds reimbursement, $25K family identity theft insurance, fraud restoration with limited power of attorney, dark web/internet monitoring, SSN and synthetic ID theft protection, change-of-address alerts, file sharing network searches, lost wallet assistance, and opt-out IQ services.
• Family Protection Family identity theft protection offering covering up to 10 dependents (including children under 18) with per-member dark web and SSN monitoring, $25,000 identity theft insurance per qualified family member underwritten by AIG, and Bitdefender Total Security-powered parental controls for online safety management.
• Device Security (VPN & Anti-Virus) Optional add-on bundle (+$3.50/month) providing Bitdefender-powered VPN with unlimited encrypted traffic for up to 10 devices, anti-virus and anti-spyware, network threat prevention, multi-layer ransomware protection, anti-phishing, anti-fraud, password manager, webcam protection, digital file shredder, and parental controls.
• $1 Seven-Day Free Trial Short-term $1 seven-day evaluation program offering new customers access to IdentityIQ's identity theft protection and credit monitoring services (credit alerts, dark web surveillance, credit score tracking) before transitioning to paid monthly subscription.

Quantifiable outcome

• Credit score recovery from 668 to 827 in 4 months after identity theft case
• +4 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature10 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BitdefendercoreTechnology or IntegrationBitdefender provides VPN and anti-virus technology integrated into IdentityIQ's device security offerings. The partnership delivers comprehensive device protection including unlimited encrypted VPN traffic for up to 10 devices, anti-virus, anti-spyware, multi-layer ransomware protection, anti-phishing, webcam protection, and password management capabilities. Bitdefender Total Security powers the device security features available as an add-on to all IdentityIQ plans.
• TransUnioncoreTechnology or IntegrationDirect relationship with TransUnion for real-time access to credit data. IdentityIQ leverages TransUnion's credit bureau data for credit monitoring, credit reports, credit scores, and fraud detection services. The partnership enables real-time alerts across all three major credit bureaus.
• EquifaxcoreTechnology or IntegrationDirect relationship with Equifax for real-time access to credit data. Partnership enables comprehensive 3-bureau credit monitoring, credit reports, and credit scores across TransUnion, Equifax, and Experian simultaneously.
• ExperiancoreTechnology or IntegrationDirect relationship with Experian for real-time access to credit data. Partnership enables comprehensive 3-bureau credit monitoring, credit reports, and credit scores across all major credit bureaus.
• CreditBuilderIQminorGTM or Marketing PartnerReferral partnership through IdentityIQ's marketplace. CreditBuilderIQ offers credit-building tools including comprehensive credit analysis, AI-driven dispute letter generation, and progress tracking. IdentityIQ earns commission when customers sign up through marketplace referral links.
• e-file.comminorGTM or Marketing PartnerTax filing services partner featured in IdentityIQ's marketplace. Offers online tax software for quicker tax filing. IdentityIQ earns affiliate commission when customers purchase tax filing services through marketplace referral.
• MoneyLionminorGTM or Marketing PartnerCredit card offer partner featured in IdentityIQ's marketplace. Enables customers to compare and apply for credit cards. IdentityIQ earns commission when customers click through to MoneyLion and apply for credit products.
• Credit and Debt OrganizationminorGTM or Marketing PartnerFinancial coaching services partner featured in IdentityIQ's marketplace. Provides expert guidance for individuals feeling trapped by debt. IdentityIQ earns affiliate commission when customers sign up through marketplace referral.
• AmazonminorGTM or Marketing PartnerSecurity products partner through IdentityIQ's marketplace. Offers security essentials including shredders, RFID wallets, anti-theft backpacks, and security cameras. IdentityIQ earns affiliate commission when customers purchase security products through Amazon links.
• AIGcoreOthersIdentity theft insurance underwritten by AIG. Provides up to $1 million in stolen funds reimbursement for identity theft-related expenses including lost wages, legal fees, and other recovery costs. Family plans include $25,000 identity theft insurance per qualified family member, underwritten by AIG.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Norton LifeLock: Gen Digital's Norton LifeLock is the market-leading consumer identity theft protection and credit monitoring service, bundled with broader cybersecurity and VPN offerings - the closest direct substitute to IdentityIQ at much larger scale.
• McAfee Identity Monitoring: McAfee bundles identity monitoring and credit protection with its broader cybersecurity suite (antivirus, VPN) - a broad incumbent with overlapping consumer identity protection capabilities similar to IdentityIQ + Bitdefender bundle.

Direct peers

• Aura: Aura is a fast-growing direct-to-consumer identity theft, credit, and online security protection service offering all-in-one plans that combine monitoring, VPN, antivirus, and parental controls - functionally near-identical to IdentityIQ's product stack.
• Experian IdentityWorks: Experian IdentityWorks is the credit bureau's own consumer identity theft protection product, leveraging direct bureau access to deliver credit monitoring and identity restoration - overlapping directly with IdentityIQ's 3-bureau approach.
• IdentityForce: IdentityForce (owned by TransUnion) provides consumer and family identity theft protection, credit monitoring, and dark web surveillance - a direct competitor with the same bureau-backed monitoring model as IdentityIQ.
• ID Watchdog: ID Watchdog (an Equifax company) provides identity theft protection and credit monitoring services - a direct competitor whose bureau ownership presents both partnership overlap and competitive overlap with IdentityIQ.
• Allstate Identity Protection: Allstate Identity Protection (formerly InfoArmor) offers identity and credit monitoring with comprehensive restoration services to consumers and employees through benefit programs - a direct enterprise and consumer peer to IdentityIQ.
• IDShield: IDShield (a LegalShield affiliate) provides consumer and family identity theft protection with credit monitoring, dark web surveillance, and licensed private investigator restoration - a direct subscription-based competitor to IdentityIQ.
• PrivacyGuard: PrivacyGuard provides consumer credit monitoring, identity theft protection, and identity restoration services through a subscription model - a comparable D2C identity protection peer to IdentityIQ.

Emerging players

• Kroll Identity Theft Protection: Kroll (which acquired ID Experts) provides enterprise and consumer identity monitoring with deep investigative and restoration capabilities - a comparable peer, particularly in the B2B2C/employee benefits channel adjacent to IdentityIQ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/identityiq
• LinkedInlinkedin.com/company/identityiq

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 IdentityIQ