LibertyID

What LibertyID does

LibertyID is a U.S. consumer-facing identity-theft restoration service operated by Ascente Business Consulting, LLC, headquartered in Denver, Colorado, and founded in 2009. Its core product combines proactive monitoring across credit files, high-risk transactions, the dark web, SSN, address, criminal records, and children's identities, with a fully managed restoration service in which certified specialists (FCRA, FACT Act, CITRMS) execute the recovery workflow end-to-end, including filing disputes, contacting agencies, and using limited power of attorney when needed. The company claims a 100% restoration success rate and typical case completion within 30–45 days. LibertyID sells through three subscription tiers ($160/year Individual, $290/year Partners, $350/year Family) via its self-serve website on Recurly, plus distribution through employer-sponsored benefits programs and financial-institution embedded offerings.

The go-to-market runs three concurrent motions: direct-to-consumer self-serve subscriptions; B2B2C through employer HR and benefits plans (illustrated by customer Kimberly L.'s corporate benefits enrollment); and reseller/embedded relationships with banks that include LibertyID as a depositor protection service (illustrated by customer Corrine M.'s bank-provided access). Customer acquisition is supported by a content and SEO engine (a long-running blog covering consumer and business identity theft, plus a presence on Facebook, LinkedIn, X, Instagram, and TikTok) and testimonial-led conversion. Trust signals include BBB A+ accreditation and a Trustwave SecureSite seal.

LibertyID is a privately held LLC (no public ticker, no disclosed institutional investors, no parent company) led by CEO and founder Travis D. Mills. It has expanded product surface area into adjacent SMB and enterprise solutions while remaining a domestic, founder-led operation with a reported "tens of thousands" of lifetime restored victims across 25 years of cumulative team experience.

Name

LibertyID

Legal name

Ascente Business Consulting, LLC

Website

https://libertyid.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

LibertyID is a U.S. identity-theft restoration service combining proactive credit and dark-web monitoring with fully managed restoration by certified specialists, sold via direct subscriptions, employer benefits, and financial-institution partnerships to individuals, families, and small businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Subscription: Monthly or annual subscription for identity theft monitoring and restoration services for a single individual. Includes 3 Bureau Credit Monitoring, High Risk Transaction Monitoring, Dark Web Monitoring, SSN Monitoring, Address Change Monitoring, Criminal Monitoring, Child Monitoring, Credential Vault, and Fully Managed Identity Theft Restoration.
2. Partners Subscription: Monthly or annual subscription covering you and your partner. Includes all monitoring services for two adults.
3. Family Subscription: Monthly or annual subscription covering you, your partner, and children under 18. Includes all monitoring services for the entire family including child identity monitoring.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

LibertyID provides subscription-based identity theft protection that combines proactive monitoring (credit, dark web, SSN, address, criminal records, child identity) with fully managed restoration by certified specialists who complete the entire recovery process on the client's behalf. The service is offered through Individual, Partners, and Family subscription tiers priced from $16 to $35 per month, with a claimed 100% restoration success rate and typical recovery in 30-45 days.

Product overview

LibertyID offers a unified identity theft protection platform called LibertyID Proactive Detection and Fully Managed Identity Theft Restoration, available through three subscription tiers: Individual Plan ($16/month or $160/year), Partners Plan ($29/month or $290/year), and Family Plan ($35/month or $350/year). The core platform combines proactive monitoring services (3 Bureau Credit Monitoring, High Risk Transaction Monitoring, Dark Web Internet Monitoring, SSN Monitoring, Address Change Monitoring, Criminal Monitoring, and Child Monitoring) with a Credential Vault for secure storage. The distinguishing feature is Fully Managed Identity Theft Restoration, where certified specialists handle the complete recovery process on behalf of clients. The company also offers specialized business solutions for small business and enterprise segments.

Differentiator

Problem solved

Functional benefit

Products and services

• LibertyID Proactive Detection and Fully Managed Identity Theft Restoration

Quantifiable outcome

• 100% success rate for identity restoration
• +3 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kroll Identity Theft Protection (formerly Duff & Phelps): Established provider of identity monitoring and restoration services with deep enterprise and financial-institution distribution—directly comparable to LibertyID's restoration-led, B2B2C distribution approach.
• McAfee Identity Theft Protection: Identity theft monitoring and restoration bundled within McAfee's broader cybersecurity suite—competes with LibertyID for consumers seeking combined security + identity protection.
• LifeLock (Norton LifeLock): The market-leading identity theft protection and restoration service in the US, now part of Norton. Offers monitoring (credit, dark web, SSN) and fully managed restoration—directly comparable to LibertyID's core offering but at vastly greater scale.
• Allstate Identity Protection (formerly InfoArmor): Identity protection service offering monitoring plus white-glove restoration services, frequently distributed through employer benefit programs—a channel where LibertyID also plays.
• Aura: A digital-first identity theft, credit, and online security platform offering all-in-one protection including monitoring and resolution services. Competes directly with LibertyID with a stronger mobile/app experience and venture backing.
• IdentityGuard (Aura): Long-standing identity theft protection service (now under Aura) offering credit monitoring, identity monitoring, and identity restoration—directly overlapping with LibertyID's value proposition across consumer and family tiers.
• IDX Identity: Privacy and identity protection provider offering monitoring, identity recovery, and breach response services. Comparable restoration-focused positioning with both consumer and enterprise/employer distribution.

Broad incumbents

• TransUnion TrueIdentity / IdentityForce: Identity protection service affiliated with TransUnion, offering credit monitoring plus restoration services. Direct competitor in the credit-bureau-affiliated segment with bureau-level data advantages.
• Experian IdentityWorks: Identity protection offering from Experian, one of the three major credit bureaus. Bundles identity monitoring with restoration services and benefits from bureau-level data access that LibertyID must purchase.
• Equifax ID Watchdog: Equifax-owned identity theft protection product combining credit monitoring, identity monitoring, and restoration. Competes directly with LibertyID and enjoys bureau-level data advantages.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/mylibertyid
• Facebookfacebook.com/mylibertyid
• LinkedInlinkedin.com/company/libertyid
• Instagraminstagram.com/mylibertyid
• TikToktiktok.com/@libertyidsocial

Compliance2 records

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 LibertyID