Total Security

What Total Security does

Total Security Limited is a UK-based consumer cybersecurity software company founded in 2016 and headquartered in Fareham, Hampshire, with regional operations in the United States, Europe, Australia, and Canada. The company sells an all-in-one subscription suite — anchored by the flagship TotalAV antivirus product and extended with Total WebShield, Total Password, Total VPN, Total Adblock, Total Drive, Total Browser, Total Cleaner, and Total Search — designed to protect individual consumers and families across Windows, Mac, Android, and iOS devices. Its core detection engine is built on Avira Operations' SAVAPI, MAVAPI, APC, and WRAPI SDK packages, with proprietary UI, account management, and suite orchestration layered on top; certifications from AV-Test, AV-Comparatives, and Virus Bulletin plus Microsoft Certified Application status validate protection efficacy.

Name

Total Security

Legal name

Total Security Limited

Website

https://totalsecurity.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Consumer Cybersecurity Software

NAICS

Other Computer Related Services (541519)

SIC

Retail-Computer & Computer Software Stores (5734), Services-Computer Programming Services (7371)

akta.pro primary industry

Endpoint Security for End Users (EDR/XDR, Patch/Vuln, Zero Trust Endpoint) (BPAEAIAG)

akta.pro secondary industries

Access Management (SSO, MFA, Passwordless) (HDADAAAA), Encryption (Data-at-Rest / In-Transit / In-Use) (HDADAFAB)

Keywords

• Antivirus software
• Cybersecurity suite
• VPN services
• Password management
• Ad blocking

Headquarters

HQ city

Fareham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Services: Recurring subscription revenue from antivirus and cybersecurity products. Subscribers pay monthly or annual fees for protection across multiple devices. Services include TotalAV, Total Adblock, Total Password, Total VPN, and other products bundled in an all-in-one cybersecurity suite.
2. Additional Services and Add-ons: Revenue from additional services including Safe Browsing (VPN), Unlimited Devices, Family Protection, Home Protection, Additional Device, Adblock Pro, Password Vault, Advanced Cloud Scanning, Identity Protection, Smartphone Optimizer, Priority Support, and Smartphone Protection.
3. Family License Sharing: Premium subscribers can share licenses with family and friends through a Parent-Child account structure, with additional licenses available for purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Total Security provides an all-in-one consumer cybersecurity software suite, with TotalAV as the flagship real-time antivirus product and a portfolio of complementary tools including Total Drive (cloud backup/sync), Total WebShield (browser defense), Total Password (password vault), Total Browser (private browser), Total Adblock (ad blocking), Total Cleaner (PC optimization), Total VPN (encrypted browsing) and Total Search (private search). Products are sold as downloadable software via direct-to-consumer subscription with monthly or annual auto-renewal, available across Windows, Mac, Android and iOS in 12+ languages.

Product overview

Total Security offers an all-in-one cybersecurity suite architecture consisting of the flagship TotalAV antivirus product as the core offering, complemented by integrated add-on modules including Total Drive (cloud backup), Total WebShield (web browser protection), Total Password (password manager), Total Browser (private browser), Total Adblock (ad blocking), Total Cleaner (PC optimization), Total VPN (encryption service), and Total Search (private search). The suite is designed so each product stands strong on its own merits while contributing to the comprehensive value of the all-encompassing subscription. Products are crafted to meet diverse user needs, safeguarding digital lives from a myriad of online threats, with the mission to secure users' digital lives, simplify cybersecurity management, and empower them to navigate the digital world safely.

Differentiator

Problem solved

Functional benefit

Brands

• TotalAV: Award-winning antivirus and real-time protection against malware and online threats.
• Total Drive
• Total WebShield
• Total Password
• Total Browser
• Total Adblock
• Total Cleaner
• Total VPN
• Total Search

Products and services

• TotalAV Award-winning antivirus software providing real-time protection against malware, viruses, and online threats for individual consumers and families across Windows, Mac, Android, and iOS. Validated by AV-Test, AV-Comparatives, and Virus Bulletin certifications and used by more than 3 million people worldwide.
• Total Drive Cloud-based backup, sync, and file sharing service that lets users securely store and access their files across multiple devices.
• Total WebShield Browser security extension that provides a first line of web defense, protecting users against malicious, scam, and phishing websites. Available for all major browsers with a free download option.
• Total Password Secure password manager that lets consumers generate, store, and manage unique login credentials across major browsers and smartphones via an easy-access encrypted vault.
• Total Browser Privacy-focused web browser offering faster browsing with enhanced privacy features for individual users.
• Total Adblock Cross-platform ad blocking solution that instantly removes annoying adverts, pop-ups, and notifications across browsers and smartphones for a clutter-free browsing experience.
• Total Cleaner PC performance optimization tool that finds and deletes duplicate files, clears old junk files, and safely uninstalls unused applications to boost system performance.
• Total VPN Virtual private network service that encrypts browsing activity to provide online privacy and security for individual consumers.
• Total Search Privacy-focused search functionality integrated within the Total Security product ecosystem.

Quantifiable outcome

• Over 3 million users worldwide protected by TotalAV
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ClimateWisecoreStrategic or Co-development Partner · 1 January 2023Partnership with ClimateWise who supported in calculating the company's 2022 carbon footprint and helped develop a policy to reduce it going forward. ClimateWise assists in calculating, reducing, and monitoring carbon footprint.
• Avira Operations GmbH & Co. KGcoreTechnology or IntegrationTotal Security is in partnership with Avira Operations GmbH & Co. KG and leverages the SAVAPI, MAVAPI, APC and WRAPI SDK packages which deliver protection against Zero-day attacks, advanced persistent threats and unknown malware.
• Tango Card Inc.minorGTM or Marketing PartnerTotal Security is in partnership with Tango Card Inc. to offer users eGift card vouchers for successfully completing qualifying transactions through loyalty rewards program.
• Saint Holdco Limited (Parent)coreOthersParent company of Total Security Limited as part of the Total Security UK Group, ultimately owned by Point Wild Holdings, Inc.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• ESET: Established European-origin cybersecurity vendor with strong consumer antivirus, anti-phishing, and password manager products. Comparable detection-engine heritage, suite approach, and consumer/SMB target market.
• NortonLifeLock (Gen Digital): Owner of Norton and Avira (Total Security's core detection partner), Gen Digital is the largest pure-play consumer cybersecurity subscription vendor. Directly comparable as a multi-product consumer security suite with antivirus, VPN, password manager, and identity protection sold via D2C subscriptions.
• McAfee: Long-standing consumer antivirus brand offering antivirus, VPN, identity, and browsing protection via subscription. Closely matches TotalAV's bundled-suite, D2C subscription model and consumer target market.
• Bitdefender: Independent cybersecurity vendor with strong consumer antivirus, VPN, and password manager products sold D2C and through partners. Comparable detection-engine technology pedigree and consumer suite architecture.
• Malwarebytes: Consumer- and SMB-focused endpoint security vendor with antivirus, browser guard, and VPN. Comparable freemium-to-paid D2C GTM and consumer cybersecurity focus to Total Security.
• Avast: Consumer-focused antivirus vendor (now part of Gen Digital) with a freemium antivirus, VPN, and privacy product portfolio. Highly comparable product breadth, GTM motion (freemium → paid), and target buyer to Total Security.
• Trend Micro: Consumer and SMB cybersecurity vendor offering antivirus, VPN, password manager, and identity protection. Comparable subscription suite architecture and consumer D2C GTM motion.
• Kaspersky: Global consumer and SMB cybersecurity vendor offering antivirus, VPN, password manager, and privacy suite. Comparable product set, D2C subscription GTM, and independent-lab recognition (AV-Test, AV-Comparatives).

Emerging players

• Aura: Fast-growing consumer digital security and identity-protection subscription suite (antivirus, VPN, password manager, identity theft protection). Closely mirrors Total Security's all-in-one consumer security positioning and D2C subscription model.

Broad incumbents

• Sophos: Larger, established cybersecurity vendor with consumer/SMB antivirus alongside a deep enterprise portfolio. Overlaps on consumer endpoint protection but is a broader incumbent rather than a consumer pure-play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/totalsecurityco
• Instagraminstagram.com/totalsecurityco
• Facebookfacebook.com/protectednet

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 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 Total Security