Sontiq

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.

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

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

• Identity theft protection
• Credit monitoring services
• Identity restoration
• Mobile cybersecurity
• Breach response

Headquarters

HQ city

Framingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability4 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• TransUnioncoreTechnology or IntegrationSontiq 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.
• AIGcoreChannel Partner/ Reseller/ DistributorAIG 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.
• AssurantcoreChannel Partner/ Reseller/ DistributorAssurant 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 LondoncoreChannel Partner/ Reseller/ DistributorLloyd'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.
• ExperiancoreTechnology or IntegrationExperian 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.
• EquifaxcoreTechnology or IntegrationEquifax 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

Direct 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

• Xx.com/Sontiq1

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sontiq