IdentityGuard

What IdentityGuard does

Identity Guard is a U.S.-based consumer identity theft and credit protection service operated under Aura Sub, LLC and marketed to individuals and families. Founded in the late 1990s as an industry pioneer, the company offers tiered subscription plans (Basic, Standard, and Ultra/Premium) with individual and family pricing, where family plans cover up to five adults and unlimited children. The platform continuously monitors personal information across billions of data points drawn from the three major credit bureaus (Experian, Equifax, TransUnion), dark web forums and breached lists, public records, county title records, financial account activity, and connected social media accounts, delivering near real-time alerts, monthly VantageScore 3.0 credit scores, and optional Experian CreditLock through web and iOS/Android applications.

The core product stack combines dark web monitoring, three-bureau credit monitoring, high-risk transaction monitoring, social media monitoring, home and auto title monitoring, a password manager, and a safe-browsing tool, with Ultra subscribers receiving dedicated 24/7/365 U.S.-based White Glove Fraud Resolution agents. All subscription tiers are backstopped by identity theft insurance underwritten by American Bankers Insurance Company of Florida (an Assurant company), ranging from $1M on Basic and Standard to $5M on Ultra.

Identity Guard generates revenue primarily through recurring monthly and annual subscriptions with auto-renewal, supported by 60-day money-back guarantees on annual plans. Distribution runs through a direct-to-consumer website with self-serve enrollment, a phone-based sales and support line (1-855-443-7748), a mobile app, authorized resellers such as CenturyLink Cyber Shield Service, and employer-sponsored employee benefits programs (Voluntary User, Employer Paid, and Direct Enrollment). A separate 'For Business' motion targets organizational customers with enterprise plans. Payments are processed via BlueSnap, and credit monitoring and scoring products are sourced in part through CSIdentity Corporation (CSID). The service is restricted to users with a U.S. Social Security Number and U.S. mailing address.

Name

IdentityGuard

Legal name

Aura Sub, LLC

Website

https://identityguard.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Identity Guard is a U.S. consumer subscription service offering identity theft and credit protection, including dark web monitoring, three-bureau credit monitoring, fraud alerts, and up to $5M in identity theft insurance, targeting individuals and families.

Ownership category

akta.pro rank

Product category

Identity Theft Protection Services

NAICS

Security Systems Services (56162)

SIC

Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro industry

PRIMARYHDADAAAL

Identity Orchestration & Policy (Zero Trust Access, Conditional Access)

Hardware, Technology & Telecom/Cybersecurity/Identity & Access Management (IAM)

Keywords

• Identity theft protection
• Credit monitoring services
• Dark web monitoring
• Fraud alert platform
• Identity theft insurance

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans (Individual & Family): Identity Guard generates revenue primarily through recurring monthly and annual subscription plans. Plans are offered at three tiers (Basic, Standard, Ultra) for both individual and family memberships. Annual plans offer significant discounts (up to 50%) compared to monthly billing. All plans include automatic renewal at the end of each billing cycle unless cancelled. Family plans cover 5 adults and unlimited children under one subscription.
2. Business/Enterprise Plans: The company offers dedicated business plans targeting organizations, with a separate 'For Business' section on the website. Sold alongside individual/family plans as a separate revenue stream, likely through enterprise field sales with custom pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

IdentityGuard provides subscription-based identity theft and credit protection delivered through an online and mobile platform that monitors personal information, credit files, financial accounts, public records, and the dark web across billions of data points. Customers receive near real-time fraud alerts and are backed by $1M–$5M of identity theft insurance plus access to a 24/7 US-based White Glove fraud resolution team.

Product overview

Identity Guard is an identity theft and credit protection platform offered as a tiered subscription service with three main plans (Basic, Standard, and Ultra/Premium) plus family coverage options. The platform provides a comprehensive suite of monitoring and protection services including dark web monitoring, 3-bureau credit monitoring, fraud alerts, and identity theft insurance. Premium tiers add advanced features such as Experian CreditLock, home/auto title monitoring, social media monitoring, and White Glove Fraud Resolution. All plans are backed by $1M+ identity theft insurance and include 24/7 US-based fraud support, with family plans covering up to 5 adults and unlimited children under a single membership.

Differentiator

Problem solved

Functional benefit

Products and services

• Basic Identity Protection Entry-level subscription plan offering data breach notifications, dark web monitoring, high-risk transaction monitoring, US-based customer care, safe browsing tool, password manager, and $1M identity theft insurance for individual consumers or families.
• Standard Identity & Credit Protection Mid-tier subscription plan adding bank account monitoring, 3-bureau credit monitoring, monthly credit score, social media monitoring, credit and debit card monitoring, 401k and investment account monitoring, home and auto title monitoring, USPS address change monitoring, Experian Credit Lock, and up to $5M identity theft insurance to the Basic plan features.
• Premium Identity & Credit Protection (Ultra) Top-tier subscription plan including all Standard features plus White Glove Fraud Resolution with 24/7 dedicated US-based fraud remediation agents, up to $5M identity theft insurance, and comprehensive coverage for individuals or families.
• Family Plans Family subscription option covering up to 5 adults and unlimited children under a single membership, with individual member accounts, Watchlist management, and parental controls for minors; available across Basic, Standard, and Ultra tiers.
• Business/Enterprise Identity Protection Plans Dedicated enterprise subscription plans for organizations and employers providing identity theft and credit protection as an employee benefit, distributed via employer benefits programs and authorized resellers with separate terms and custom pricing.

Quantifiable outcome

• Fraud alerts delivered up to 4x faster than the competition (Power Consulting, February 2018)
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• American Bankers Insurance Company of Florida (Assurant)coreOthersIdentity Guard's identity theft insurance policies (ranging from $1M to $5M depending on plan tier) are underwritten and administered by American Bankers Insurance Company of Florida, an Assurant company. This is a core component of the service offering, providing the financial protection guarantee that underpins all subscription plans.
• EquifaxcoreTechnology or IntegrationIdentity Guard integrates with Equifax as one of the three major credit bureaus for credit monitoring, credit file access, and identity verification. The company obtains credit profiles and provides monitoring across Equifax, Experian, and TransUnion.
• ExperiancoreTechnology or IntegrationIdentity Guard integrates with Experian for credit monitoring, identity verification, and provides Experian CreditLock as a key feature (Ultra plan) enabling instant credit file lock/unlock. Experian is one of the three major credit bureaus used for three-bureau credit monitoring.
• TransUnioncoreTechnology or IntegrationIdentity Guard integrates with TransUnion as one of the three major credit bureaus for credit file monitoring, inquiries tracking, and identity verification services.
• CenturyLink Cyber Shield ServiceminorChannel Partner/ Reseller/ DistributorCenturyLink Cyber Shield Service is an authorized reseller of Identity Guard services. Under this arrangement, CenturyLink handles the sale, billing, and customer relationship while Identity Guard provides the underlying identity protection subscription service.
• BlueSnapminorOthersBlueSnap is one of Aura's payment processors. Billing descriptions for Identity Guard services may appear on customer bank statements as 'BLS' (BlueSnap). BlueSnap processes payment transactions on behalf of Identity Guard/Aura.
• Power ConsultingminorOthersPower Consulting conducted a February 2018 study that found Identity Guard delivers fraud alerts up to 4x faster than the competition. This research is cited by Identity Guard as a key differentiator.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aura: Sister brand under the same parent (Aura Sub, LLC), offering a directly overlapping consumer identity protection, credit monitoring, VPN, antivirus, and parental controls bundle. The most directly comparable competitor and a key cross-sell vehicle within the same corporate group.
• Experian IdentityWorks: Identity protection offering from one of the three major credit bureaus. Competes directly with Identity Guard's three-bureau monitoring and CreditLock features, leveraging bureau-native data and pricing advantages that Identity Guard must purchase access to.
• Allstate Identity Protection: Identity protection product from Allstate (formerly InfoArmor). Provides three-bureau monitoring, dark web surveillance, social media monitoring, and family plans — directly comparable coverage and pricing structure to Identity Guard's tiers.
• IdentityForce: Long-standing consumer identity theft protection service (formerly part of EZShield, now under TransUnion). Offers three-bureau credit monitoring, dark web surveillance, and identity theft insurance across individual and family plans — direct head-to-head competition with Identity Guard.
• TransUnion TrueIdentity: Free and paid identity and credit monitoring offering from TransUnion, one of the three bureaus Identity Guard relies on. Direct bureau-native competitor with structural cost advantages and overlap in credit monitoring and alert features.
• IDShield: Consumer and small-business identity theft protection service under LegalShield, offering credit monitoring, dark web surveillance, and licensed private investigators for restoration. Competes for the same individual and family subscription buyer.
• LifeLock (Norton LifeLock / Gen Digital): The largest consumer identity theft protection brand in the US, now part of Gen Digital (formerly NortonLifeLock). Offers tiered identity and credit monitoring, dark web surveillance, and identity theft insurance — a near-identical product set to Identity Guard across the same consumer target.
• Kroll Identity Theft Protection: Premium identity theft protection and remediation service with strong enterprise and high-net-worth positioning. Overlaps with Identity Guard's White Glove Fraud Resolution and insurance-backed offering, especially in the Ultra-tier customer segment.

Broad incumbents

• McAfee Identity Theft Protection: Identity monitoring bundled into McAfee's broader consumer cybersecurity suite (antivirus, VPN, secure browsing). Functions as both a competitor to Identity Guard's Safe Browsing/Password Manager features and an adjacent upsell vector for Identity Guard's own family plans.

Emerging players

• Credit Karma: Free consumer credit monitoring and identity protection service owned by Intuit. Pressure-tests Identity Guard's value proposition with a freemium model targeting the same mass-market consumer segment, especially lower-tier Basic plan prospects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/identityg
• Facebookfacebook.com/identityguard
• LinkedInlinkedin.com/company/3302936

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 IdentityGuard