Allstate Identity Protection

What Allstate Identity Protection does

Allstate Identity Protection, operated by InfoArmor, Inc. (a wholly-owned subsidiary of The Allstate Corporation since the 2018 acquisition of InfoArmor), provides identity, privacy, and cybersecurity protection services to U.S. consumers, families, employers, and financial institution partners. The company sells tiered consumer plans (Identity Restoration, Essentials, Premier, Blue) priced from $3 to $36 per month, alongside employer benefit programs and a channel partner program that integrates with banks, credit unions, and fintech platforms via API, SSO, and SFTP. It also operates standalone resource centers for Elder Fraud and Unemployment Fraud.

The technical platform combines proprietary monitoring tools (Allstate Digital Footprint® for email-scanning-based privacy mapping, Allstate Security Pro™ for scam alerting) with third-party integrations for cybersecurity (Bitdefender), robocall blocking (Nomorobo), mobile protection (Lookout), and family digital safety (Bark). Coverage spans credit bureau monitoring (1- and 3-bureau), dark web scanning, social media monitoring, financial transaction monitoring, and full-service identity restoration by U.S.-based certified specialists. AI/ML is applied to email parsing, privacy policy analysis, anomaly detection, and workflow automation for the restoration process.

The business model is predominantly recurring subscription revenue across three GTM motions: direct-to-consumer self-serve enrollment, B2B2C employer benefit programs covering 1.4M+ employees, and channel/embedded distribution serving 4,000+ partners and 30%+ of the Fortune 500. Identity theft insurance underwriting is provided by American Bankers Insurance Company of Florida (Assurant). The company reports a 99% client retention rate and protection for 5+ million lives. Operating geographies are limited to the United States.

Name

Allstate Identity Protection

Legal name

InfoArmor, Inc.

Website

https://allstateidentityprotection.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Allstate Identity Protection, an InfoArmor subsidiary of The Allstate Corporation, provides identity, privacy, and cybersecurity protection subscriptions to U.S. consumers, families, employer benefit programs covering 1.4M+ employees, and over 4,000 partner organizations.

Ownership category

akta.pro rank

Product category

Identity Theft Protection Services

NAICS

Credit Bureaus (561450), Security Systems Services (except Locksmiths) (561621)

SIC

Insurance Agents, Brokers & Service (6411), Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

Worksite Identity Theft & Cyber Protection Benefits (FSAIAMAK)

Keywords

• Identity theft protection
• Credit monitoring
• Identity restoration
• Dark web monitoring
• Cybersecurity services

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Subscription Plans: Monthly and annual subscription plans for individual and family identity protection. Four tiers available: Identity Restoration ($3-6/mo), Essentials ($9.99-18.99/mo), Premier ($17.99-34.99/mo), and Blue ($19-36/mo). Family plans cover up to 10 members.
2. Employer Benefit Programs: B2B2C model where employers offer Allstate Identity Protection as an employee benefit. Plans starting at $19 per month covering over 1.4 million employees and their families.
3. Channel Partner Distribution: Partnerships with banks, credit unions, and fintech platforms to deliver identity protection services to their customers, with flexible implementation methods including API, SSO, and SFTP.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Allstate Identity Protection delivers subscription-based identity theft protection, credit monitoring, identity restoration, and cybersecurity for individuals, families, and enterprises. It offers four consumer subscription tiers (Identity Restoration, Essentials, Premier, Blue) covering credit monitoring across all three major bureaus, dark web and social media surveillance, privacy management, full-service identity restoration by U.S.-based specialists, fraud-related expense reimbursement up to $2M, and add-on cyber features such as VPN, antivirus, and password manager.

Product overview

Allstate Identity Protection offers a tiered product portfolio organized as Identity Restoration (entry-level recovery-only), Essentials, Premier, and Blue (comprehensive) plans. The Blue plan serves as the flagship offering combining identity, privacy, and cybersecurity protection. Supporting modules include Elder Fraud Center, Unemployment Fraud Center, Allstate Security Pro (scam alerts), and Allstate Digital Footprint (privacy management). For business markets, the company provides employer benefit programs and a Channel Partners program for financial institutions, with implementation via API, SSO, and SFTP. The company is powered by InfoArmor, an Allstate Company subsidiary acquired in 2018.

Differentiator

Problem solved

Functional benefit

Brands

• Allstate Security Pro: Real-time, personalized content about heightened security risks and scam alerts
• Allstate Digital Footprint
• Elder Fraud Center
• Unemployment Fraud Center

Products and services

• Identity Restoration Plan Affordable identity recovery subscription plan for individuals ($3.00/mo) or families ($6.00/mo) covering up to 10 members. Includes identity restoration tracker, 24/7 U.S.-based support, $25K identity theft expense reimbursement, and full-service identity restoration. Does not include active monitoring or protection features.
• Essentials Plan Standard identity protection package for individuals ($9.99/mo) or families ($18.99/mo). Includes 1-bureau credit monitoring, identity monitoring, $1M identity theft expense coverage, $50K stolen funds reimbursement, dark web monitoring, and full-service identity restoration.
• Premier Plan Advanced identity protection package for individuals ($17.99/mo) or families ($34.99/mo). Includes 1-bureau credit reports/scores/tracker, transaction monitoring of credit cards and bank accounts, social media monitoring, $1M identity theft expense coverage, $500K stolen funds reimbursement, rapid alerts, and address change monitoring.
• Blue Plan Comprehensive identity, privacy, and cyber protection package for individuals ($19.00/mo) or families ($36.00/mo). Includes 3-bureau credit monitoring/reports/scores/tracker, $1M 401(k)/HSA reimbursement, full cybersecurity (VPN, antivirus, password manager), family digital safety tools, $1M stolen funds reimbursement, home title fraud coverage up to $2M, and the Stolen Tax Refund Advance feature.
• Business Solutions (Employer Benefit Programs) Employer-sponsored identity protection benefit program covering employees and their families, with 30-day free trial availability and integration via API, SSO, or SFTP. Plans starting at $19 per month covering over 1.4 million employees through employer benefit programs; protecting a third of the Fortune 500.
• Channel Partners Program Partnership program for banks, credit unions, and fintech platforms to deliver identity protection and scam restoration services to their customers through flexible implementation methods including API, SSO, and SFTP. Includes fraud-restoration integration available through 1,500+ financial institution partners via the SavvyMoney relationship.

Quantifiable outcome

• 97% of members are satisfied with their customer care experience
• +6 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• SavvyMoneycoreStrategic or Co-development Partner · 15 January 2026SavvyMoney, a provider of credit score and financial wellness solutions, has partnered with Allstate Identity Protection to integrate fraud restoration services into its platform for financial institution partners. The integration enables banks to connect their customers with dedicated restoration agents who handle identity theft recovery on their behalf. This partnership builds on SavvyMoney's momentum and reaches their network of over 1,500 financial institution partners.
• American Bankers Insurance Company of FloridacoreOthersIdentity theft insurance covering expense and stolen funds reimbursement is underwritten by American Bankers Insurance Company of Florida, an Assurant company. This partnership provides the insurance backing for the reimbursement features across all Allstate Identity Protection plans.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aura: Aura is a fast-growing direct competitor offering all-in-one identity, credit, and digital security protection with similar plan structures to Allstate's Blue tier. Competes head-to-head for both direct-to-consumer and employer benefit programs.
• Kroll Identity Theft Protection: Kroll offers identity monitoring and restoration services with deep expertise in fraud investigation and remediation. Competes directly in the enterprise and high-net-worth identity protection segment where Allstate serves Fortune 500 customers.
• IDShield (LegalShield): IDShield provides identity theft monitoring and restoration services typically distributed through employer benefits and legal plan memberships. Direct competitor in the B2B2C employer benefit channel that is core to Allstate's distribution strategy.
• Norton LifeLock (Gen Digital): Norton LifeLock is the largest direct competitor in consumer identity theft protection, offering monitoring, restoration, and cybersecurity bundling. Operates at significantly larger scale than Allstate Identity Protection and competes directly across all four of Allstate's consumer plan tiers.
• McAfee Identity Theft Protection: McAfee bundles identity theft protection with its cybersecurity suite, mirroring Allstate's Blue plan approach of combining identity, privacy, and security features. Direct competitor for security-conscious consumers and bundled protection offerings.

Broad incumbents

• TransUnion TrueIdentity: TransUnion offers TrueIdentity as a credit monitoring and identity protection product. As a credit bureau incumbent, it competes on bureau data integration and bundles identity protection with credit reporting services.
• Equifax ID Watchdog: ID Watchdog is Equifax's identity theft protection product, leveraging the parent's credit bureau data. Direct comparable in credit monitoring and identity restoration, sold through both DTC and employer channels.
• Experian IdentityWorks: Experian is one of the three major credit bureaus and offers IdentityWorks as part of its broader credit information services portfolio. Competes with Allstate's credit monitoring features and can leverage unique bureau-level data access.
• Allstate Corporation (Parent): The Allstate Corporation is the parent company providing brand, distribution, and capital backing to Allstate Identity Protection. While not a direct competitor, the parent's strategic decisions directly shape the subsidiary's trajectory and resources.

Others

• Bitdefender: Bitdefender powers Allstate Identity Protection's cybersecurity features (VPN, antivirus, password manager). While not a direct competitor to the identity protection service, Bitdefender's Digital Identity Protection product creates partial overlap in consumer cybersecurity offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/allstateidp
• Facebookfacebook.com/AllstateIdentityProtection
• LinkedInlinkedin.com/company/allstate-identity-protection/mycompany
• Instagraminstagram.com/allstateidentityprotection

Compliance4 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&A

Investments

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

Frequently asked questions about Allstate Identity Protection