What Protected does

Protected, the trading identity of Total Security Limited, is a European consumer and small-business cybersecurity company founded in 2016. The firm develops and distributes a broad suite of security and privacy software marketed under the "Total" brand, including TotalAV antivirus, Total WebShield, Total Password, Total Browser, Total Adblock, Total Cleaner, Total VPN, and Total Drive cloud backup, collectively addressing endpoint protection, browsing safety, credential management, ad/tracker blocking, device performance, encrypted networking, and file backup. The underlying technology is positioned as integrated cybersecurity software delivered to consumers and SMBs; the company does not disclose proprietary architecture, patents, or AI/ML capabilities in the available data.

The business model is subscription-based and recurring, with all offerings monetized through paid plans. Distribution is conducted exclusively via channel partners and resellers rather than direct sales, which the company presents as the structural enabler of profitable growth. The firm reports annual recurring revenue exceeding €20 million, has reached profitability, and has done so without external venture funding—an unusual position in the consumer security category. Headcount is in the 51–100 range, and the company is headquartered in Fareham, United Kingdom, with operations spanning Europe.

Strategically, Protected is pursuing a horizontal expansion across European markets through its partner channel, with a stated goal of reaching 1 million clients by 2030 and a planned increase in headcount to support that expansion. The product suite has progressively broadened from a single antivirus product into a multi-product ecosystem, enabling cross-sell and bundle-based ARPU growth. Leadership disclosed in the data comprises Nick Baker as CMO and Sean Jones as Head of Corporate Development; broader management team data is not available. Third-party validation includes AV-Test Top Product (Windows, February 2023) and AV-Comparatives Advanced+ Protection (March 2023) for the antivirus product.

Name

Protected

Legal name

Total Security Limited

Website

https://protected.net

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Protected (Total Security Limited) is a European cybersecurity company offering a subscription-based suite of consumer and SMB security products—including antivirus, VPN, password management, ad-blocking, and cloud backup—distributed exclusively through channel partners across Europe.

Ownership category

akta.pro rank

Product category

Consumer Cybersecurity Software

NAICS

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

SIC

Services-Detective, Guard & Armored Car Services (7381), Finance Services (6199)

akta.pro primary industry

Credential Stuffing & Password Attack Protection (HDADALAC)

akta.pro secondary industry

Confidential Computing & Hardware-backed Protection (TEE/HSM) (HDADAFAJ)

Keywords

• Consumer cybersecurity software
• Antivirus protection
• Internet security suite
• Digital privacy tools
• Endpoint security

Headquarters

HQ city

Fareham

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based recurring revenue: Protected generates recurring revenue through subscription-based cybersecurity offerings, having surpassed €20 million in annual recurring revenue without any external funding. The company grows profitably through a partnership-led distribution model rather than direct sales.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Protected develops and distributes a portfolio of consumer-focused cybersecurity software products — branded TotalAV, Total Password, Total VPN, Total Adblock, Total WebShield, Total Cleaner, Total Browser and Total Drive — covering antivirus, threat protection, privacy, password management, VPN, ad blocking and secure backup. The suite is sold on a subscription basis, primarily through channel partners across Europe, and is positioned as a complete digital-life protection package.

Product overview

Protected is a French cybersecurity startup operating as a single unified product offering, relying on a partnership-based distribution model rather than direct customer acquisition. The company provides security services to businesses and consumers across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• TotalAV

Quantifiable outcome

• Over €20 million in annual recurring revenue achieved without external funding.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Partnership network (unnamed)coreChannel Partner/ Reseller/ DistributorProtected's business model is built entirely on partnerships rather than direct customer acquisition. The company leverages partner relationships to reach customers across Europe, enabling scalable growth while maintaining profitability and avoiding the need for external funding.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bitdefender: Bitdefender is a leading consumer and SMB cybersecurity vendor offering antivirus, VPN, and password management across Europe. It directly competes with Protected's TotalAV/Total Password/Total VPN portfolio and shares the same horizontal SMB/consumer customer base.
• Avast (Gen Digital): Avast, owned by Gen Digital, is a major consumer antivirus and security suite vendor with comparable product breadth (AV, VPN, anti-tracking). It is one of Protected's closest direct competitors in the European consumer cybersecurity market.
• Kaspersky: Kaspersky is a consumer and SMB antivirus vendor with comparable product offering. It directly competes with Protected's TotalAV, but recent European regulatory bans on Kaspersky products may create share-shift opportunities.
• ESET: ESET is a European-headquartered consumer and SMB cybersecurity vendor offering antivirus, password manager, and VPN. It is a direct comparable in geography, customer segment, and product mix.
• Malwarebytes: Malwarebytes is a consumer and SMB-focused cybersecurity vendor specializing in anti-malware and privacy tools. It overlaps with Protected's antivirus and web-shield offerings and serves a similar SMB/consumer customer base.

Broad incumbents

• Norton (Gen Digital): Norton, part of Gen Digital, is a dominant global incumbent offering antivirus, VPN, password manager, and identity protection. It overlaps broadly with Protected's suite but operates at vastly greater scale and marketing spend.
• McAfee: McAfee is a global incumbent providing consumer and SMB antivirus, VPN, and identity protection. It competes directly with the Total security suite across Europe and benefits from a much larger brand and marketing footprint.
• Trend Micro: Trend Micro is a global incumbent offering consumer and SMB antivirus and internet security. Its broader portfolio and enterprise focus place it as a broad incumbent comparable, although its consumer suite overlaps Protected's offerings.
• Sophos: Sophos is an established endpoint and SMB security vendor. While primarily focused on managed endpoint security, its consumer-adjacent offerings and channel-led distribution model make it a comparable broad incumbent.

Emerging players

• Surfshark: Surfshark is a fast-growing consumer VPN and security privacy brand with partial overlap to Protected's Total VPN and broader security suite. It represents an emerging challenger in the same European consumer security category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/protectednet
• LinkedInlinkedin.com/company/protected-net

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Protected