LifeLock
LifeLock is a US consumer identity theft protection service offering tiered subscription plans with up to $3M coverage, AI-powered scam detection, multi-bureau credit monitoring, and dark web scanning. It operates as a brand of Gen Digital, serving millions of individual consumers and families via direct, bundled, and white-label channels.
- Company typePublic
- Founded2005
- HeadquartersTempe, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingSoftware
What LifeLock does
LifeLock is a US-based identity theft protection service founded in 2005 and now operating as a wholly-owned brand of Gen Digital Inc. (NASDAQ: GEN), the consumer cybersecurity conglomerate formed from the 2017 Symantec acquisition and the 2020–2021 merger with Avast. The company delivers subscription-based identity monitoring and remediation to US individual consumers and families, with scam protection coverage unavailable to New York residents and operations limited to the United States, its territories, and the District of Columbia. LifeLock markets itself as serving "millions of customers" and reported dispatching 81 million-plus alerts and notifications over the trailing year, supported by infrastructure that monitors hundreds of millions of data points per second.
The platform is anchored by three tiered subscription plans — Core, Advanced, and Total — escalating from $1.05M to $3M in identity theft reimbursement, with mid- and upper-tiers layering in three-bureau credit monitoring, unlimited financial account alerts, 401(k) and home title monitoring, and scam reimbursement up to $10K. Core technology consists of an AI-augmented threat detection platform combining dark web scanning, automatic data broker removal (re-executed every 90 days), three-bureau credit monitoring, and AI Financial Defense for anomaly detection across connected financial accounts. Recent additions include Card Exposure Control for payment card monitoring and a Scam Analyzer for real-time evaluation of suspicious communications. The platform is bundled with Norton 360 antivirus/VPN suites under Gen Digital's "All in One" offering and is white-labeled into consumer finance applications such as MoneyLion.
LifeLock's revenue model is predominantly recurring subscription, with both monthly and annual billing (annual plans at roughly a 17% discount), family tiers covering two adults and up to 10 children priced up to $749.99/year, and add-on modules for Home Title Protect and Norton 360 bundles. Go-to-market combines direct-to-consumer self-serve on lifelock.norton.com, a 24/7 inside-sales call center, a mobile app, white-label embedded distribution (MoneyLion), and a Gen Digital partner program for enterprise employee benefits and data breach response. The company is not independently public following its absorption into Gen Digital, and standalone LifeLock revenue, headcount, and financials are not separately disclosed.
LifeLock firmographics
Firmographics- Name
- LifeLock
- Legal name
- Gen Digital Inc.
- Website
- https://lifelock.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- LifeLock is a US consumer identity theft protection service offering tiered subscription plans with up to $3M coverage, AI-powered scam detection, multi-bureau credit monitoring, and dark web scanning. It operates as a brand of Gen Digital, serving millions of individual consumers and families via direct, bundled, and white-label channels.
- Ownership category
- akta.pro rank
Where LifeLock is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LifeLock business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Subscription Plans: LifeLock generates revenue primarily through tiered subscription plans (Core, Advanced, Total) with both monthly and annual billing options. Plans offer escalating coverage from $1.05M to $3M in identity theft protection, with higher tiers including more financial account monitoring, three-bureau credit reporting, and scam reimbursement. Annual plans offer discounts of approximately 17% compared to monthly billing.
- Family Plans: Family subscription tiers allow protection for 2 adults plus up to 10 children, with coverage amounts applied per adult. Family plans command higher price points than individual plans.
- Bundled Cybersecurity Suites: LifeLock offers bundled 'All in One' plans that combine identity protection with Norton 360 cybersecurity features (antivirus, VPN), creating upsell opportunities within the Gen Digital product ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | LifeLock Core - Basic identity protection for individuals with banking and credit accounts |
| Subscription | Monthly | LifeLock Core Monthly - Basic identity protection with monthly billing |
| Subscription | Annual | LifeLock Advanced - Enhanced protection for individuals with multiple accounts |
| Subscription | Monthly | LifeLock Advanced Monthly - Enhanced protection with monthly billing |
| Subscription | Annual | LifeLock Total - Comprehensive protection for individuals with investments, property, and complex finances |
| Subscription | Monthly | LifeLock Total Monthly - Comprehensive protection with monthly billing |
| Subscription | Annual | Family Plans - Identity protection for families (2 adults + up to 10 children) |
| Subscription | Monthly | New Redesigned Plans (Core, Advanced, Total) |
| Subscription | Annual | LifeLock Advanced - Promotional pricing |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
LifeLock product offering
Product offeringCore offering
LifeLock provides subscription-based identity theft protection services for individual consumers, offering tiered plans (Core, Advanced, Total) that deliver up to $3M in coverage, three-bureau credit monitoring, dark web scanning, automatic data broker removal, and AI-powered financial account monitoring. The platform also includes identity restoration by US-based specialists, scam reimbursement up to $10,000, home title monitoring, 401(k) and investment alerts, and bundled Norton 360 cybersecurity suites sold through Gen Digital.
Product overview
LifeLock is an identity theft protection platform offered by Gen Digital, providing tiered subscription plans (Core, Advanced, Total) with escalating coverage from $1.05M to $3M in identity theft reimbursement. The three core plans form a progression from basic single-bureau monitoring to comprehensive multi-bureau coverage with unlimited financial account alerts, AI-powered scam detection, and automatic data broker removal. Optional add-ons include Home Title Protect for property title monitoring and Norton 360 cybersecurity bundles. The platform also integrates into partner applications like MoneyLion and offers family coverage plans protecting up to 2 adults and 10 children.
Differentiator
Problem solved
Functional benefit
Brands
- LifeLock Core: Entry-level identity theft protection plan offering up to $1.05M coverage, two-bureau credit monitoring, dark web monitoring, and 24/7 support.
- LifeLock Advanced
- LifeLock Total
- Norton 360
Products and services
- LifeLock Core Entry-level identity protection plan covering up to $1.05M in identity theft reimbursement, one-bureau monthly credit report and score, two-bureau credit monitoring, dark web monitoring, data breach notifications, and 24/7 customer support. Designed for individuals with basic banking and credit accounts.
- LifeLock Advanced Mid-tier identity protection plan with up to $1.2M coverage including $100K stolen funds reimbursement, three-bureau credit monitoring, five-account financial activity alerts, $5,000 scam reimbursement, and telco/utility alerts. Designed for individuals with multiple checking, savings, and credit accounts.
- LifeLock Total Premium identity protection plan offering up to $3M coverage with unlimited financial account alerts, $1M stolen funds reimbursement, $10,000 scam reimbursement, 401k and investment activity alerts, bank account takeover alerts, home title monitoring, and phone takeover monitoring. Designed for individuals with multiple accounts, property, or investments.
- LifeLock Home Title Protect
Quantifiable outcome
- 81 million+ alerts and notifications sent in the past year
- +4 more outcomes
Companies that use LifeLock
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
LifeLock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature10 records
LifeLock partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MoneyLioncoreMoneyLion, a consumer finance platform (part of Gen, NASDAQ: GEN), integrated LifeLock-powered identity protection services into its mobile app. The partnership enables MoneyLion's paid members to access scam detection, continuous monitoring, and identity restoration using their existing app login credentials. The feature includes a Scam Analyzer for real-time verification of suspicious texts, emails, and social messages, along with continuous monitoring and reimbursement of stolen funds for identity theft victims.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
LifeLock competitors and assessment
Company assessmentDirect peers
- Aura: Aura is a direct subscription-based identity theft protection competitor offering credit monitoring, dark web scans, and identity theft insurance across tiered plans, mirroring LifeLock's core consumer offering and pricing structure.
- Experian IdentityWorks: Experian IdentityWorks is a direct competitor offering identity monitoring and credit protection services backed by Experian's bureau-level data, comparable to LifeLock's three-bureau monitoring features.
- Allstate Identity Protection: Allstate Identity Protection (formerly InfoArmor) provides subscription identity monitoring and restoration coverage to individuals and employees, directly comparable to LifeLock's consumer and employer benefit offerings.
- IdentityForce: IdentityForce is a TransUnion-owned identity theft protection service providing credit monitoring, dark web surveillance, and identity restoration—directly comparable to LifeLock's service stack and tiered pricing.
- IDShield: IDShield offers tiered subscription identity theft protection including credit monitoring and identity restoration services, closely mirroring LifeLock's consumer identity protection model.
- Kroll Identity Theft Monitoring: Kroll offers identity monitoring, fraud investigation, and breach response services—competing with LifeLock in both consumer monitoring and enterprise data breach response, a category where LifeLock also operates.
Emerging players
- Bitdefender Digital Identity Protection: Bitdefender's Digital Identity Protection product adds identity monitoring to its antivirus suite, an emerging offering that overlaps with LifeLock for consumers seeking combined cybersecurity and identity coverage.
Broad incumbents
- Equifax Identity Services: Equifax offers identity and credit monitoring services leveraging its credit bureau data—comparable to LifeLock's monitoring features and bundled across consumer and enterprise channels.
- McAfee Total Protection: McAfee is a broad incumbent security suite that increasingly bundles identity theft features with antivirus/VPN, competing with LifeLock at the security-plus-identity intersection.
- Norton 360 (with LifeLock): Norton 360 is Gen Digital's flagship cybersecurity suite that bundles LifeLock identity protection—same parent company but a broader portfolio product that overlaps significantly with LifeLock's identity-protection value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LifeLock social profiles
Digital presenceLifeLock financial estimates
Financial estimateRevenue estimate
Valuation estimate
LifeLock leadership team
Management profileNumber of profiles
Profiles3 records
LifeLock funding detail
Funding detailFunding overview
Funding rounds7 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LifeLock M&A and investment
M&A and investmentM&A7 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LifeLock
What does LifeLock do?
LifeLock provides subscription-based identity theft protection services for individual consumers, offering tiered plans (Core, Advanced, Total) that deliver up to $3M in coverage, three-bureau credit monitoring, dark web scanning, automatic data broker removal, and AI-powered financial account monitoring. The platform also includes identity restoration by US-based specialists, scam reimbursement up to $10,000, home title monitoring, 401(k) and investment alerts, and bundled Norton 360 cybersecurity suites sold through Gen Digital.
Is LifeLock a public or private company?
LifeLock is a public company. It is classified as public and is currently operating.
When was LifeLock founded?
LifeLock was founded in 2005. It employs 501 to 1,000 people.
Where is LifeLock based?
LifeLock is headquartered in Tempe, United States, in the North America region.
How does LifeLock make money?
Three revenue lines are on record. Subscription Plans are the primary driver. The others are family Plans and bundled Cybersecurity Suites.
Who are LifeLock's main competitors?
Direct peers on record are Aura, Experian IdentityWorks, Allstate Identity Protection, IdentityForce, IDShield and Kroll Identity Theft Monitoring. Bitdefender Digital Identity Protection is listed as an emerging player. Broad incumbents are Equifax Identity Services, McAfee Total Protection and Norton 360 (with LifeLock).
Does LifeLock have an API?
No public API is recorded for LifeLock.