HMA
HMA (Hide My Ass) is a consumer VPN service operating a global network of 3,400+ servers across 65+ countries, owned by Privax Limited under Gen Digital. It sells subscription-based privacy and security software to individual consumers, families, and small businesses worldwide.
- Company typePrivate
- Founded2005
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What HMA does
HMA (Hide My Ass) is a consumer-focused virtual private network service operated by Privax Limited, a wholly-owned subsidiary of Gen Digital Inc. (formerly Avast). Founded in 2005 by Jack Cator at age 16, the company has operated for over 20 years in the VPN industry and was later acquired by Avast, which merged with NortonLifeLock to form Gen Digital. The principal place of business is registered in Prague, Czech Republic under Avast Software s.r.o., with firmographic data listing London as a city.
The company's core product is HMA VPN, a subscription-based service that encrypts internet traffic, masks IP addresses, and routes connections through a global network of approximately 3,400 servers across 65+ countries and 100+ locations. The technology stack includes OpenVPN protocol support, proprietary no-log DNS servers, 256-bit AES encryption, and features such as Lightning Connect (automatic server selection), Kill Switch, Leak Shield, Split-Tunneling, and Auto Connect. Native applications are available across Windows, macOS, iOS, Android, and Android TV platforms, with the service supporting up to 5 simultaneous device connections on standard plans and 10 devices on the Family Plan.
HMA generates revenue primarily through recurring consumer VPN subscriptions, with tiered pricing ranging from $2.99/month on a 36-month plan (billed at $107.64) to $11.99/month on a 1-month plan, plus a dedicated Family Plan and a Business VPN tier with custom enterprise pricing. The go-to-market model is product-led and self-serve: direct-to-consumer online sales through hidemyass.com, localized storefronts in 40+ countries, free 7-day trials, 30-day money-back guarantees, and app store distribution. Marketing relies heavily on content/SEO, expert reviews from publications such as PCMag, CNET, and TechRadar, and a referral program. No public revenue figures are disclosed.
HMA firmographics
Firmographics- Name
- HMA
- Legal name
- Privax Limited
- Website
- https://hidemyass.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HMA (Hide My Ass) is a consumer VPN service operating a global network of 3,400+ servers across 65+ countries, owned by Privax Limited under Gen Digital. It sells subscription-based privacy and security software to individual consumers, families, and small businesses worldwide.
- Ownership category
- akta.pro rank
HMA industry classification
Industry- Product category
- Virtual Private Network (VPN)
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- VPN Gateways & Concentrators (IPsec/SSL) (HDAFAFAC)
Keywords
Where HMA is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
HMA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Infrastructure, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Consumer VPN Subscriptions: Recurring subscription revenue from individual consumers purchasing VPN plans. Multiple subscription lengths available (1, 12, 24, 36 months) with tiered pricing offering discounts for longer commitments. Family plans available for up to 10 simultaneous device connections.
- Business VPN Subscriptions: Enterprise-focused VPN solutions with dedicated business pricing for office network security. Custom pricing based on organizational needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | 36-month plan - Best Value |
| Subscription | Multi-year contract | 24-month plan |
| Subscription | Annual | 12-month plan |
| Subscription | Monthly | 1-month plan |
| Subscription | Annual | Family Plan 12-month |
| Subscription | Multi-year contract | Family Plan 24-month |
| Subscription | Multi-year contract | Family Plan 36-month |
| Subscription | Multi-year contract | South Africa pricing - 36-month |
| Subscription | Multi-year contract | Euro pricing - 36-month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
HMA product offering
Product offeringCore offering
HMA provides a consumer and business virtual private network (VPN) service that encrypts internet traffic, masks users' IP addresses, and routes connections through a global network of 3400+ servers in 65+ countries. The service is delivered via native applications for Windows, macOS, iOS, Android, and Android TV and includes dedicated business-tier plans for office network security, plus a free IP Checker utility.
Product overview
HMA (Hide My Ass) is a VPN (Virtual Private Network) service provider operated by Privax Limited, part of Gen Digital. The core offering is HMA VPN, a consumer-focused privacy and security service that encrypts internet connections and allows users to mask their IP addresses and access content from over 100 global locations. The product lineup includes native applications for Windows, macOS, iOS, Android, and Android TV platforms. HMA offers tiered plans including standard individual subscriptions (covering up to 5 devices), a Family Plan (covering up to 10 devices), and a dedicated Business VPN solution for enterprise customers. Additional offerings include a free IP Checker tool. The service features include no-log policy, kill switch, split-tunneling, Lightning Connect auto-selection, OpenVPN protocol, DNS leak protection, and servers optimized for streaming and P2P connections across 65+ countries with 3400+ servers.
Differentiator
Problem solved
Functional benefit
Products and services
- HMA VPN Consumer virtual private network service providing online privacy, IP masking, and content access across a global network of 3400+ servers in 65+ countries. Delivered through native applications for Windows, macOS, iOS, Android, and Android TV and includes features such as 256-bit AES encryption, no-log DNS, Kill Switch, Split-Tunneling, Leak Shield, Lightning Connect, and servers optimized for streaming and P2P.
- HMA VPN for Business Business-tier VPN solution that secures office networks and supports remote-worker connectivity, with dedicated business features and custom enterprise pricing. Targeted at organizations needing encrypted communications, business data protection, and secure access for distributed teams.
- IP Checker Free online utility that allows users to see what information websites can learn about them via their IP address, including their IP, geographic location, and internet service provider. Functions as a standalone privacy-awareness tool accessible without a subscription.
Quantifiable outcome
- 30-day money-back guarantee reduces purchase risk for new customers
- +1 more outcomes
Companies that use HMA
Customer profileSegments2 records
Ideal customer profiles2 records
HMA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
HMA partnerships and signals
Strategic signalScale indicators5 records
Expansion highlights2 records
HMA competitors and assessment
Company assessmentDirect peers
- NordVPN (Nord Security): One of the largest consumer VPN providers globally, offering similar subscription-based VPN services with a global server network, no-log policy, and consumer-direct pricing. Direct head-to-head competitor to HMA in the consumer VPN category.
- ExpressVPN: Premium consumer VPN service with global server infrastructure and similar feature set (kill switch, split-tunneling, no-log policy). Operates as a direct competitor to HMA for paid consumer VPN subscriptions.
- Surfshark: Consumer VPN provider merged with Nord Security, offering comparable pricing tiers, multi-device plans, and feature set to HMA. Competes directly in the same consumer self-serve VPN market.
- ProtonVPN (Proton AG): Privacy-focused consumer VPN bundled with Proton Mail ecosystem. Competes with HMA on no-log privacy positioning and is a key challenger in the privacy-led consumer segment.
- CyberGhost (Kape Technologies): Kape-owned consumer VPN with global servers, streaming-optimized servers, and similar subscription tiering. Direct competitor in consumer VPN with comparable feature set and pricing model.
- Private Internet Access (Kape Technologies): Kape-owned consumer VPN with strong privacy positioning and no-log claims. Competes head-to-head with HMA in the subscription consumer VPN market.
- TunnelBear (McAfee): Consumer-focused VPN now owned by McAfee, offering simple, approachable VPN service with similar self-serve consumer target. Direct competitor to HMA in the casual consumer segment.
- IPVanish: Consumer VPN with global server coverage and subscription pricing model similar to HMA. Direct competitor in the self-serve consumer VPN category.
Emerging players
- Mullvad VPN: Privacy-purist consumer VPN with anonymous account creation and flat-rate pricing. Competes with HMA in the privacy-conscious consumer segment with a more minimalist, trust-led positioning.
Broad incumbents
- Norton VPN (Gen Digital): Sister brand within Gen Digital's portfolio offering VPN as part of broader cybersecurity suite. Comparable offering but distributed as part of larger Norton security bundle rather than as a standalone VPN.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HMA social profiles
Digital presenceHMA financial estimates
Financial estimateRevenue estimate
Valuation estimate
HMA leadership team
Management profileNumber of profiles
Profiles1 record
HMA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HMA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HMA
What does HMA do?
HMA provides a consumer and business virtual private network (VPN) service that encrypts internet traffic, masks users' IP addresses, and routes connections through a global network of 3400+ servers in 65+ countries. The service is delivered via native applications for Windows, macOS, iOS, Android, and Android TV and includes dedicated business-tier plans for office network security, plus a free IP Checker utility.
Is HMA a public or private company?
HMA is a private company. It is classified as corporate owned and is currently operating.
When was HMA founded?
HMA was founded in 2005. It employs 101 to 250 people.
Where is HMA based?
HMA is headquartered in London, United Kingdom, in the Europe region.
How does HMA make money?
Two revenue lines are on record. Consumer VPN Subscriptions are the primary driver. The others are business VPN Subscriptions.
Who are HMA's main competitors?
Direct peers on record are NordVPN (Nord Security), ExpressVPN, Surfshark, ProtonVPN (Proton AG), CyberGhost (Kape Technologies), Private Internet Access (Kape Technologies), TunnelBear (McAfee) and IPVanish. Mullvad VPN is listed as an emerging player. Norton VPN (Gen Digital) is listed as a broad incumbent.
Does HMA have an API?
No public API is recorded for HMA.
What industry is HMA in?
HMA's product category is Virtual Private Network (VPN). Its primary akta.pro industry code is HDAFAFAC, VPN Gateways & Concentrators (IPsec/SSL). Its NAICS code is 5182 and its SIC code is 7370.