Sontiq
Sontiq, a TransUnion subsidiary, provides subscription-based identity theft protection, credit monitoring, identity restoration, and cyber insurance to U.S. and Canadian consumers, families, and small businesses through its EZShield, IdentityForce, and CyberScout brands.
- Company typePrivate
- Founded2019
- HeadquartersFramingham, United States
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Sontiq does
Sontiq, Inc. is a Maryland-incorporated identity protection and cybersecurity company now operating as a wholly-owned subsidiary of TransUnion (NYSE: TRU). The company provides subscription-based identity theft protection, credit monitoring, identity restoration, cyber insurance, and incident response services to individual consumers, families, small businesses, and enterprise clients primarily in the U.S. and Canada. Its core platform monitors a broad set of personal identity elements — including Social Security Numbers, driver's licenses, bank accounts, credit/debit cards, medical IDs, and passports — and integrates with all three major U.S. credit bureaus (TransUnion, Experian, Equifax) under FCRA authorization. Premium capabilities include Mobile Attack Control (mobile cybersecurity), Social Media Identity Monitoring (YouTube API-based), ChildWatch (dependent/family monitoring), and Business Credit Monitoring for SMBs.
The company operates through multiple sub-brands — EZShield, IdentityForce, CyberScout, MySontiq, and Sontiq Business Suite — and distributes through direct-to-consumer digital channels (sontiq.com, identityforce.com), iOS and Android mobile applications, phone-based enrollment, and B2B partnerships with major insurance carriers including AIG, Assurant, and Lloyd's of London (which underwrite the identity theft insurance benefit under a master group policy issued to Sontiq). Following its acquisition by TransUnion, Sontiq's solutions are now part of the TransUnion TruEmpower product suite. Revenue is generated primarily through recurring subscription membership fees (annual billing cycles with auto-renewal), with a portion of memberships sponsored by third parties such as employers, insurance carriers, and financial institutions. The company is GDPR, CCPA, PIPEDA, and FCRA compliant.
Sontiq firmographics
Firmographics- Name
- Sontiq
- Legal name
- Sontiq, Inc.
- Website
- https://sontiq.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sontiq, a TransUnion subsidiary, provides subscription-based identity theft protection, credit monitoring, identity restoration, and cyber insurance to U.S. and Canadian consumers, families, and small businesses through its EZShield, IdentityForce, and CyberScout brands.
- Ownership category
- akta.pro rank
Sontiq industry classification
Industry- Product category
- Identity Theft Protection
- NAICS
- Credit Bureaus (561450), Credit Bureaus (56145)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Credit Education, Monitoring & Consumer Credit Management Tools (FSAKAKAJ)
- akta.pro secondary industries
- Credit Bureaus & Consumer Credit Reporting Agencies (FSAKAKAA), Credit File Dispute Management & Consumer Data Remediation (FSAKAKAI), Credit Bureau Reporting & Dispute Management Support (FCRA/CRA Ops) (BPAAAEAI)
Keywords
Where Sontiq is headquartered
LocationHeadquarters
- HQ city
- Framingham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sontiq business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Subscription Membership Fees: Sontiq generates primary revenue through subscription-based membership fees for identity protection services. Memberships include various plans with different feature levels and automatically renew at the end of each subscription term. Fees are charged recurring (monthly or annual billing cycles) to credit cards or bank accounts on file.
- Identity Theft Insurance: Identity theft insurance benefit is underwritten and administered by insurance carriers including AIG, Assurant, or Lloyd's of London under a master group policy issued in the name of Sontiq for the benefit of members. Sontiq receives revenue from membership fees that include this insurance benefit.
- Third-Party Sponsored Memberships: Some memberships are paid for by third parties (such as insurance carriers, employers, or financial institutions). In these cases, the end user is not charged directly but receives services as a benefit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription-based identity protection plans with auto-renewal |
| Subscription | Annual | Family protection add-on within existing plans |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Sontiq product offering
Product offeringCore offering
Sontiq delivers subscription-based identity theft protection services that monitor personal and business identity elements (SSN, driver's license, bank accounts, credit cards, medical IDs, passports) and alert members to suspicious activity. The platform integrates with all three major U.S. credit bureaus to provide credit monitoring, credit reports, and credit scores, and bundles identity restoration services staffed by resolution specialists with case management. The offering is delivered through sub-brands EZShield, IdentityForce, and CyberScout, and is now part of TransUnion's TruEmpower product suite.
Product overview
Sontiq is a platform-plus-modules architecture offering identity protection services through its sub-brands EZShield, IdentityForce, and CyberScout. The core product is Identity Theft Protection, which monitors personal identity elements (SSN, driver's license, bank accounts, credit cards, medical IDs, passports) and alerts users to suspicious activity. Premium modules include Mobile Attack Control for mobile cybersecurity threats, Social Media Identity Monitoring via YouTube API integration, and ChildWatch for dependent monitoring. Sontiq Business Suite extends services to business credit monitoring. Following Sontiq's acquisition by TransUnion, its solutions are now integrated into the TransUnion TruEmpower product suite. Mobile apps (IdentityForce app, MySontiq/Sontiq App) provide cross-platform access supporting iOS and Android with up to three devices per account.
Differentiator
Problem solved
Functional benefit
Products and services
- IdentityForce Consumer-facing identity protection brand providing comprehensive identity theft protection, credit monitoring, credit score tracking, and identity restoration services. Delivered through websites and mobile apps for iOS and Android.
- EZShield Identity protection brand offering monitoring, alerts, and restoration services for personal identity elements such as SSN, bank accounts, and credit cards.
- CyberScout Provider of cyber insurance products and forensic investigation services, offering incident response solutions for identity theft and data breach situations, primarily to insurance carriers and financial institutions.
- ChildWatch Service that monitors dependent children's social media activity for identity monitoring purposes and includes identity restoration support. Requires parent or guardian enrollment and consent, and is positioned for families who want extended coverage for minors.
- Sontiq Business Suite Business-focused identity protection and credit monitoring services for small business owners, covering business identity crime prevention, business credit monitoring, and EIN-related identity threat detection.
Quantifiable outcome
- Credit scores provided are based on VantageScore 3.0 model
Companies that use Sontiq
Customer profileSegments4 records
Ideal customer profiles4 records
Sontiq technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability4 records
Feature6 records
Sontiq partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- TransUnioncoreSontiq is now a TransUnion company. The company's Identity Theft Protection, Cyber Insurance, and Incident Response solutions are now part of the TransUnion TruEmpower product suite. Sontiq operates under TransUnion's ownership and utilizes TransUnion for credit reporting services and data processing.
- AIGcoreAIG is one of the insurance carriers underwrites and administers the identity theft insurance benefit for Sontiq members under a master group policy issued in the name of Sontiq. AIG handles claims administration for the insurance benefit.
- AssurantcoreAssurant is one of the insurance carriers that underwrites and administers the identity theft insurance benefit for Sontiq members under a master group policy issued in the name of Sontiq.
- Lloyd's of LondoncoreLloyd's of London (and/or its affiliates) is one of the insurance carriers that underwrites and administers the identity theft insurance benefit for Sontiq members under a master group policy issued in the name of Sontiq.
- ExperiancoreExperian is one of the major credit bureaus from which Sontiq obtains credit information for providing credit monitoring, credit reports, and credit scoring services to members under FCRA authorization.
- EquifaxcoreEquifax is one of the major credit bureaus from which Sontiq obtains credit information for providing credit monitoring, credit reports, and credit scoring services to members. Available for both U.S. and Canadian users.
Scale indicators1 record
Recent moves7 records
Expansion highlights6 records
Sontiq competitors and assessment
Company assessmentDirect peers
- ReliaShield: Identity theft protection and restoration service targeting consumers and small businesses. Directly comparable subscription-based identity monitoring and restoration product to Sontiq's core plans.
- Aura: Direct-to-consumer digital security and identity protection platform offering credit monitoring, VPN, antivirus, and parental controls in a bundled subscription. Closely comparable to Sontiq's identity protection + Mobile Attack Control value proposition.
- Experian IdentityWorks: Identity protection product from Experian providing credit monitoring, fraud alerts, and identity restoration. Direct competitor leveraging its credit bureau position, paralleling Sontiq's bureau-aligned strategy.
- Allstate Identity Protection: Identity protection offering from Allstate covering credit monitoring, identity restoration, and insurance. Comparable bundled insurance-plus-monitoring model to Sontiq's AIG/Assurant/Lloyd's-backed offering.
- Kroll Identity Theft Monitoring: Identity monitoring and breach response services from Kroll, with strong overlap to Sontiq's CyberScout business in B2B incident response and forensic investigation.
- ID Watchdog: Identity theft protection and credit monitoring service owned by Equifax. Directly competes with Sontiq in the consumer identity monitoring category, with bureau-parent data advantages analogous to Sontiq's TransUnion relationship.
- Norton LifeLock (Gen Digital): Largest U.S. consumer identity-theft protection and credit monitoring subscription service, now part of Gen Digital. Directly comparable to Sontiq on consumer-facing identity monitoring, credit reports, and restoration offerings, but with materially larger brand and install base.
- Generali Global Assistance (Identity Protection): Provider of identity protection and assistance services including monitoring and restoration. Comparable to Sontiq's restoration-led offering and partner-distributed insurance product structure.
Emerging players
- Bitdefender Digital Identity Protection: Digital identity protection module from Bitdefender offering dark web monitoring and digital footprint analysis. Comparable emerging offering in the consumer digital identity space, with cybersecurity-rooted differentiation.
Broad incumbents
- McAfee Identity Monitoring: Broad incumbent in consumer cybersecurity that has layered identity monitoring features onto its security subscription. Overlaps Sontiq on mobile and endpoint threat detection (Mobile Attack Control) and identity alerts, but as part of a wider portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Sontiq social profiles
Digital presenceSontiq compliance and trust
Trust signalCompliance6 records
Sontiq financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sontiq leadership team
Management profileNumber of profiles
Profiles4 records
Sontiq funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sontiq M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sontiq
What does Sontiq do?
Sontiq delivers subscription-based identity theft protection services that monitor personal and business identity elements (SSN, driver's license, bank accounts, credit cards, medical IDs, passports) and alert members to suspicious activity. The platform integrates with all three major U.S. credit bureaus to provide credit monitoring, credit reports, and credit scores, and bundles identity restoration services staffed by resolution specialists with case management. The offering is delivered through sub-brands EZShield, IdentityForce, and CyberScout, and is now part of TransUnion's TruEmpower product suite.
Is Sontiq a public or private company?
Sontiq is a private company. It is classified as corporate owned and is currently operating.
When was Sontiq founded?
Sontiq was founded in 2019. It employs 101 to 250 people.
Where is Sontiq based?
Sontiq is headquartered in Framingham, United States, in the North America region.
How does Sontiq make money?
Three revenue lines are on record. Subscription Membership Fees are the primary driver. The others are identity Theft Insurance and third-Party Sponsored Memberships.
Who are Sontiq's main competitors?
Direct peers on record are ReliaShield, Aura, Experian IdentityWorks, Allstate Identity Protection, Kroll Identity Theft Monitoring, ID Watchdog, Norton LifeLock (Gen Digital) and Generali Global Assistance (Identity Protection). Bitdefender Digital Identity Protection is listed as an emerging player. McAfee Identity Monitoring is listed as a broad incumbent.
Does Sontiq have an API?
No public API is recorded for Sontiq.
What industry is Sontiq in?
Sontiq's product category is Identity Theft Protection. Its primary akta.pro industry code is FSAKAKAJ, Credit Education, Monitoring & Consumer Credit Management Tools, with a secondary code of FSAKAKAA, Credit Bureaus & Consumer Credit Reporting Agencies. Its NAICS code is 561450 and its SIC code is 7320.