What defend-id does

defend-id is a US-based identity theft protection firm founded in 2018 (with company-history sources citing 2019) and headquartered in Fort Mill, South Carolina, though its legal jurisdiction is Arizona. The company delivers monitoring, recovery, and insurance-backed identity protection services to small and mid-sized businesses and their workforces, with additional offerings for individuals, families, and mortgage lenders. Its product portfolio centers on Group Plans (Platinum and Gold tiers), Personal Plans, a Breach Readiness and Response product line, and a Mortgage Protection Program (delivered via a partner branded LenderX), with family coverage that extends across three generations including spouse/domestic partner, dependents to age 24, and parents.

The underlying platform integrates Equifax, Experian, and TransUnion for three-bureau credit reporting and daily monitoring alerts, Constella Intelligence for dark web and internet monitoring across social media and criminal marketplaces, and an unnamed leading US insurance carrier for expense reimbursement coverage of up to $1,000,000 on Platinum and $25,000 on Gold. Core differentiators include fully managed identity recovery delivered by dedicated certified recovery advocates, a 24/7 online Identity Care Center, and tooling such as Credential Vault, Score Tracker, SSN monitoring, court records monitoring, address change monitoring, and lost document replacement, all surfaced through a member portal operated by technology partner Merchants Solutions. An ID Theft advisory board drawn from the FBI, GoDaddy.com, KPMG, Avnet, and cyber forensics specialists provides credibility around best practices.

Commercially, defend-id runs a subscription model with annual billing, priced on a quote basis across seven group-size tiers (2-249 through 100,000+ employees). Go-to-market combines direct sales for enterprise groups, a partner/reseller channel for benefits administrators and HR platforms, and self-service online enrollment for SMBs and individuals. The company is privately held with 1-10 employees, no disclosed external funding, and no M&A history; its customer base is dominated by SMBs and long-tail individual recoveries, with LenderX visible as the only named enterprise-style customer.

Name

defend-id

Legal name

defend-id

Website

https://defend-id.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

defend-id is a US-based identity theft protection firm offering subscription monitoring, fully managed recovery, and identity-theft insurance to small and mid-sized businesses and their employees, with additional consumer, family, and mortgage-lender offerings.

Ownership category

akta.pro rank

Product category

Identity Theft Protection Services

NAICS

Investigation and Personal Background Check Services (561611)

SIC

Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

Data Security & Privacy Services (DLP, Encryption, Privacy Ops) (BPAKAHAM)

akta.pro secondary industries

Identity Verification (IDV) & Document Verification (FSAMALAE), Identity Verification (ID, SSN Trace, KYC-lite) (BPACALAD)

Keywords

• Identity theft protection
• Credit monitoring services
• Identity recovery services
• Employee benefits protection
• Breach response services

Headquarters

HQ city

Fort Mill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Identity Theft Protection Subscription: Subscription-based identity protection services offered to individuals, families, and employee groups. Plans include Platinum (premium features with $1M insurance) and Gold (core features with $25K insurance). Pricing scales by group size from small business (2-249) to enterprise (100,000+). Both monthly and annual billing options available with automatic renewal.
2. Credit Reports and Services: Annual credit reports and scores provided through TransUnion Interactive Inc. Credit monitoring with daily alerts for changes to credit file. Reports accessible for 180 days after delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

defend-id provides subscription-based identity theft protection services that include credit monitoring across the three major bureaus, dark web and internet surveillance, SSN/criminal data monitoring, lost document replacement, and fully managed identity recovery performed by dedicated US-based certified recovery advocates. Its services are packaged as employer-sponsored group plans, small business breach readiness solutions, lender/mortgage borrower protection programs, and individual/family personal plans, with expense reimbursement insurance (up to $1,000,000) included.

Product overview

defend-id is an identity theft protection platform offering comprehensive monitoring, insurance, and recovery services. The core product portfolio includes Group Plans (Platinum and Gold tiers) for employer-sponsored employee benefits, Small Business Protection for breach readiness, Mortgage Protection Program for lenders, and Personal Plans for individuals and families. All plans include Fully-Managed Identity Recovery with dedicated certified recovery advocates. Key monitoring features include three-bureau credit monitoring, dark web/internet monitoring, SSN monitoring, criminal data monitoring, address change monitoring, court records monitoring, and child monitoring. The Platinum plan provides $1,000,000 expense reimbursement insurance while the Gold plan offers $25,000 coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Plans
• Personal Plans
• Small Business Protection (Breach Readiness and Response)
• Mortgage Protection Program (Borrower Protection)
• Dark Web Email Exposure Scan

Quantifiable outcome

• Stolen employee SSN and payroll data in ransomware attacks may not surface for months or years after breach, requiring ongoing protection beyond typical 1-2 year post-breach monitoring offers
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered advisory and core.

• FBIadvisoryOthersMembers of defend-id's ID Theft advisory board comprised of experts from FBI, contributing to education and best practices specific to ID Theft, Data Breach Risk Management, and Information Governance.
• GoDaddy.comadvisoryOthersMembers of defend-id's ID Theft advisory board contributing cybersecurity expertise to support education and best practices for ID Theft and Data Breach Risk Management.
• KPMGadvisoryOthersMembers of defend-id's ID Theft advisory board providing expertise in fraud prevention, risk management, and information governance best practices.
• AvnetadvisoryOthersMembers of defend-id's ID Theft advisory board contributing expertise in technology and cybersecurity to support identity theft education and best practices.
• TransUnion Interactive Inc.coreTechnology or IntegrationCredit reports and scores provided annually through TransUnion Interactive Inc. once authentication process is completed. Credit monitoring services provided by TransUnion with daily alerts for changes to credit file. Reports accessible for 180 days after delivery.
• EquifaxcoreTechnology or IntegrationOne of three national credit repositories providing credit information used to prepare credit reports. Accessed through defend-id services for Platinum plan three-bureau credit monitoring.
• ExperiancoreTechnology or IntegrationOne of three national credit repositories providing credit information used to prepare credit reports. Accessed through defend-id services for Platinum plan three-bureau credit monitoring.
• Leading Insurance Company (US)coreOthersProvides expense reimbursement insurance component of defend-id plans. Platinum plan includes $1,000,000 coverage with UEFT; Gold plan includes $25,000 coverage with UEFT. Insurance claim package mailed upon submission of covered expenses.
• Merchants SolutionscoreTechnology or IntegrationTechnology platform partner providing individual/employee login portal at defend-id.merchantsinfo.com. Customer testimonials reference Merchants Solutions alongside defend-id recovery advocates.
• Constella IntelligencecoreTechnology or IntegrationPowers dark web monitoring capabilities. Constella publishes quarterly breach reports that defend-id references in blog content. Used for monitoring social media, black market sites, criminal chat rooms, and high-risk sites where personal information may be offered for sale.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aura: Aura is a fast-growing digital security and identity protection platform offering all-in-one monitoring, VPN, antivirus, and identity theft insurance for individuals and families. It is highly comparable to defend-id as a tech-forward identity protection competitor also pursuing employer benefits and family coverage use cases.
• PrivacyGuard: PrivacyGuard provides identity theft protection, credit monitoring, and cybersecurity tools for individuals and families. It overlaps with defend-id on subscription-based monitoring, credit reports, and identity insurance, targeting similar consumer and benefits-broker channels.
• Allstate Identity Protection: Allstate Identity Protection (formerly InfoArmor) offers identity monitoring, privacy tools, and full-service restoration for individuals, families, and employer groups. It is a direct competitor in the employer-sponsored benefits channel with comparable monitoring and recovery features to defend-id's Platinum plan.
• IDShield: IDShield, a LegalShield company, provides identity theft monitoring, consultation, and full-service restoration by licensed private investigators for individuals, families, and businesses. It is directly comparable to defend-id's fully-managed recovery advocate model and competes in the same employee benefit channel.
• IdentityIQ: IdentityIQ is a consumer identity theft protection and credit monitoring service offering multi-bureau monitoring, dark web scans, and up to $1M insurance. It competes directly with defend-id on feature parity (three-bureau monitoring, $1M insurance, family coverage) in the consumer and small employer segments.
• Kroll Identity Theft Monitoring: Kroll offers enterprise-grade identity theft monitoring and breach response services, including employee benefit programs post-breach. It is comparable to defend-id's breach readiness and response product and competes in the same post-breach employee protection market, though typically at larger enterprise scale.

Broad incumbents

• Experian IdentityWorks: Experian IdentityWorks is Experian's direct-to-consumer and employee benefit identity protection product offering credit monitoring, dark web surveillance, and identity restoration. As a bureau-affiliated offering, it competes with defend-id for both SMB group plans and individual subscribers.
• ID Watchdog: ID Watchdog is an Equifax-owned identity theft protection and credit monitoring service for individuals, families, and employees. It overlaps with defend-id on three-bureau monitoring, recovery services, and employer-sponsored group plans, and competes as a bureau-affiliated incumbent with stronger parent backing.
• IdentityForce: IdentityForce is a TransUnion-owned identity theft protection provider offering credit monitoring, dark web surveillance, and recovery services for individuals, families, and businesses. Directly comparable as a full-stack ID protection competitor with bureau-backed infrastructure, competing against defend-id for the same HR/benefits channel buyers.
• LifeLock (Norton): LifeLock, now part of Gen Digital under the Norton brand, is the largest consumer identity theft protection brand in the US. It offers individual, family, and employee benefit plans with monitoring, insurance, and recovery — directly competing with defend-id for employer-sponsored group plans while dominating consumer mindshare.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/defendyourid
• Xx.com/IdDefend
• LinkedInlinkedin.com/company/defend-id

Revenue estimate

Valuation estimate

Number of profiles

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 defend-id