What Trust Guard does

Trust Guard is a privately held website security company founded in 2006 and headquartered in Ogden, Utah. It operates as a subsidiary of Trust brands Company, a conglomerate that also owns Shopper Approved, Local Reviews, and Cart Rocket. The company sells a bundled security and trust-signaling product to online e-commerce businesses, primarily targeting small and mid-market merchants. Its core offering, Total Website Protection, combines three daily scanning services — PCI compliance scanning, malware scanning, and SSL certificate validation — with visually displayed trust seals (a standard site seal and a checkout-page seal) designed to reduce cart abandonment by signaling site security to shoppers. The platform is delivered through a cloud-based scanning infrastructure with a web control panel and a companion mobile application. Additional tools include a Self-Assessment Questionnaire (SAQ) generator for PCI documentation and a vulnerability scanner.

Trust Guard's business model is product-led growth: a free comprehensive security scan (covering PCI, malware, and SSL) serves as the primary lead generation tool, with self-serve online conversion into a single flat-rate subscription priced at $97 per month with no commitment. The go-to-market is entirely digital and self-serve, with no enterprise sales motion documented. Revenue is recurring subscription-based. Distribution is concentrated on direct website purchase, supported by customer-logo social proof on the company site, BBB A+ accreditation, 1,000+ Shopper Approved reviews, and a small set of partnerships with cyber insurance providers (Coalition, RPS, Buckner) and review platform Shopper Approved. The company employs 1–10 people, has raised no external funding, and has been led since founding by co-founders David and Scott Brandley.

Name

Trust Guard

Legal name

Trust Guard, LLC

Website

https://trust-guard.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Trust Guard, founded in 2006 and based in Ogden, Utah, sells a flat-rate $97/month website security subscription combining PCI scanning, malware scanning, SSL validation, and trust seals for SMB e-commerce merchants via self-serve online purchase.

Ownership category

akta.pro rank

Product category

Website Security and Trust Seal Software

akta.pro primary industry

Marketplace & Platform Trust & Safety (Buyer/Seller Abuse) (HDADALAI)

Keywords

• Website security scanning
• PCI compliance scanning
• Malware detection
• SSL certificate validation
• Trust seal solutions

Headquarters

HQ city

Ogden

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Website Security Subscriptions: Monthly subscription service providing comprehensive website protection including PCI scanning, malware scanning, SSL validation, and Trust Seals. The $97/month subscription is offered as a simple, upfront price with no commitment or fine print. Revenue is recurring on a monthly basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Trust Guard sells a website security and trust-building platform for online businesses, bundling daily PCI compliance scanning, malware scanning, and SSL certificate validation with proprietary Trust Guard Seals (Standard and Checkout) designed to reduce shopping cart abandonment. The unified "Total Website Protection" package is offered as a flat $97/month subscription with no commitment, supported by a Self-Assessment Questionnaire generator, a Vulnerability Scanner, a free website security scan, and a mobile management app.

Product overview

Trust Guard is a website security company offering a unified platform centered around trust-building seals combined with three core scanning services. The product portfolio centers on the Trust Guard Standard Seal and Checkout Seal as the primary customer-facing trust signals, backed by daily PCI Scanning, Malware Scanning, and SSL Validation Scanning services. The Total Website Protection package combines all three scanning types with the seals at $97/month. Additional offerings include a Self-Assessment Questionnaire (SAQ) generator for PCI compliance, a Vulnerability Scanner, a free security scan tool, and a mobile app for on-the-go security management. The platform is designed for e-commerce businesses seeking to reduce shopping cart abandonment caused by security concerns.

Differentiator

Problem solved

Functional benefit

Products and services

• Total Website Protection All-in-one subscription that pairs the Trust Guard Standard and Checkout Seals with daily PCI compliance scanning, malware detection, and SSL certificate validation for online businesses, priced at $97/month with no commitment.
• Trust Guard Standard Seal Proprietary Trust Guard seal displayed inline or as a floating badge on every page of a website to signal verified security and build customer trust at the point of browsing.
• Trust Guard Checkout Seal Trust Guard seal purpose-built for shopping cart pages that visibly resolves shopper security concerns at the critical moment before purchase.
• PCI Scanning Service Daily external scanning service that checks merchant websites against PCI DSS requirements and identifies vulnerabilities that could compromise cardholder data.
• Malware Scanning Service Daily internal scanning service that detects malware, malicious code, and unauthorized activity on merchant websites to protect against hacker compromises.
• SSL Validation Scanning Service Daily scanning service that validates SSL certificates and confirms secure, encrypted data transmission between merchant websites and customers.
• Self-Assessment Questionnaire (SAQ) Generator Tool that generates the PCI Self-Assessment Questionnaire for merchants to submit to their payment provider alongside their passed scan results.
• Vulnerability Scanner Scanner that identifies website vulnerabilities to help businesses proactively address security weaknesses before they can be exploited.
• Free Website Security Scan Complimentary scan that checks a website against PCI, malware, and SSL vulnerabilities and delivers results via email as a lead-generation tool for the paid subscription.
• Trust Guard Mobile App Mobile application that lets subscribers manage their Trust Guard website security (PCI scanning, malware scanning, and SSL validation scans) from their phones.

Quantifiable outcome

• 15-20% increase in potential sales for clients using Trust Seals on their website and shopping cart pages
• +2 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered minor.

• CoalitionminorOthersTrust Guard works directly with Coalition, one of several insurance providers, to provide their clients with affordable Cyber Insurance solutions.
• RPS (Risk Placement Services)minorOthersTrust Guard partners with RPS to offer cyber insurance solutions to their clients as part of a comprehensive security offering.
• BucknerminorOthersTrust Guard works with Buckner insurance to provide affordable cyber insurance solutions to their customers.
• Shopper ApprovedminorGTM or Marketing PartnerTrust Guard partners with Shopper Approved to display customer reviews and ratings, building additional trust signals for website visitors.
• Conversion FanaticsminorOthersIndependent testing partner that conducted split tests showing Trust Guard seal effectiveness, demonstrating 19.2% increase in regular orders, 28.2% increase in recurring orders, and 71.1% increase in revenue per visitor.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SiteLock: SiteLock is a direct competitor offering website security scanning, malware removal, and PCI compliance for SMB e-commerce merchants with similar subscription pricing.
• Sucuri: Sucuri (a GoDaddy company) provides website malware scanning, firewall, and PCI-related security services targeting the same SMB and mid-market e-commerce customer segment as Trust Guard.
• SecurityMetrics: SecurityMetrics specializes in PCI DSS compliance scanning, vulnerability assessment, and related security services for merchants and acquirers, overlapping directly with Trust Guard's PCI scanning offering.
• TrustArc: TrustArc (formerly TRUSTe) provides privacy certifications and trust marks for websites, a closely analogous trust-seal business model competing for similar e-commerce and SaaS buyer trust budgets.

Broad incumbents

• Norton / Gen Digital: Norton offers website validation seals (e.g., Norton Secured Seal) as part of a broad consumer and enterprise cybersecurity portfolio, directly contesting Trust Guard's trust seal category at scale.
• McAfee / Trellix: McAfee (now Trellix) offers trust marks, SSL certificates, and broader security products, including site-verification services overlapping with Trust Guard's seal-based value proposition.
• Qualys: Qualys provides enterprise vulnerability management and PCI compliance scanning as part of a broader cloud security platform, competing with Trust Guard's scanning stack at the enterprise end of the market.
• Sectigo (formerly Comodo CA): Sectigo issues SSL/TLS certificates and complementary site-security offerings, competing with Trust Guard's SSL validation scanning and adjacent trust-seal positioning.

Emerging players

• Wordfence: Wordfence focuses on WordPress website malware scanning and firewall services at low/free price points, serving a similar SMB merchant segment with a more narrow platform focus.

Regional players

• BBB Accredited Business Seal: BBB Accredited Business seals serve as a free or low-cost trust mark for U.S. businesses, partially substituting for Trust Guard's trust-seal function in domestic markets with weaker differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/showcase/trust-brands-trust-guard
• Xx.com/TrustGuard
• Facebookfacebook.com/trustseals

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Trust Guard