Avira
Avira is a German-founded consumer cybersecurity software vendor, now a wholly-owned subsidiary of Gen Digital Inc., offering antivirus, VPN, password management, and system-optimization products across Windows, Mac, Android, and iOS via a freemium-to-subscription model.
- Company typePrivate
- Founded1986
- HeadquartersTettnang, Germany
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What Avira does
Avira is a German-headquartered consumer cybersecurity vendor founded in 1986, operating as a wholly-owned subsidiary of Gen Digital Inc. (NASDAQ: GEN, formerly NortonLifeLock) since the 2021 acquisition. The company develops multi-platform security, privacy, and performance software for Windows, macOS, Android, and iOS, anchored by antivirus scanning, Phantom VPN, password management, system optimization (System Speedup Pro with 40+ tools), and an identity-protection module (Identity Assistant with Dark Web Monitoring). Its technology stack leverages a cloud-based file-reputation engine ("Avira Protection Cloud") for malware detection, with capabilities shared across Gen's broader portfolio (Norton, Avast, AVG) that collectively serve roughly 500 million users.
Avira firmographics
Firmographics- Name
- Avira
- Legal name
- Avira Operations GmbH
- Website
- https://avira.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Avira is a German-founded consumer cybersecurity software vendor, now a wholly-owned subsidiary of Gen Digital Inc., offering antivirus, VPN, password management, and system-optimization products across Windows, Mac, Android, and iOS via a freemium-to-subscription model.
- Ownership category
- akta.pro rank
Avira industry classification
Industry- Product category
- Consumer Cybersecurity Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Endpoint Protection Platforms (EPP/NGAV) (HDADAEAD)
Keywords
Where Avira is headquartered
LocationHeadquarters
- HQ city
- Tettnang
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Avira business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Recurring Revenue: Annual and monthly subscription plans for premium security suites including Avira Prime, Internet Security, and individual Pro products. Subscriptions auto-renew unless cancelled with annual and multi-year contract options.
- Freemium Revenue: Free antivirus and security tools drive premium upgrades through in-app purchases and upsells to Pro versions. Free versions include essential protection with premium features clearly marked.
- OEM Licensing: Security technology licensed to OEM partners for pre-installation on devices and routers. Revenue generated from third-party device manufacturers.
- Technology Integration: Avira's security technology integrated into third-party products such as TP-Link routers for home network protection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Avira Free Security - Free essential protection for Windows, Mac, Android & iOS |
| Subscription | Annual | Avira Internet Security - Premium 3-in-1 security suite for Windows & Mac |
| Subscription | Annual | Avira Prime - All-in-one comprehensive security bundle for all devices |
| Subscription | Annual | Avira System Speedup Pro - PC optimization and performance suite |
| Subscription | Annual | Avira Antivirus Pro - Standalone antivirus protection |
Distribution channels6 records
Marketing channels6 records
Avira product offering
Product offeringCore offering
Avira develops and distributes consumer cybersecurity and performance software for Windows, Mac, Android, and iOS devices. Its core offerings include free and premium antivirus products, Phantom VPN for encrypted browsing, Password Manager, Software Updater, Browser Safety and Safe Shopping extensions, and System Speedup/Optimizer tools for PC and Mac performance. The portfolio is sold through a freemium model and bundled in suites such as Avira Internet Security and the all-in-one Avira Prime.
Product overview
Avira offers a multi-tiered consumer security product portfolio centered around antivirus and privacy protection. The core offerings include Avira Free Security (free tier with essential protection tools), Avira Internet Security (3-in-1 premium suite with antivirus, password manager, and software updater), and Avira Prime (comprehensive all-in-one premium bundle with unlimited VPN, Dark Web Monitoring, and over 30 optimization tools for up to 25 devices). Individual security modules include antivirus for Windows/Mac/Android/iOS, Phantom VPN, Password Manager, Software Updater, Safe Shopping, Browser Safety, and Mobile Security Pro for mobile platforms. Performance optimization is handled through System Speedup (free) and System Speedup Pro (40+ premium optimization tools). The product ecosystem is unified through Avira Prime, which bundles all Pro features across security, privacy, and performance categories for multi-device households.
Differentiator
Problem solved
Functional benefit
Brands
- Avira Prime: Comprehensive all-in-one security bundle with premium tools and apps for all devices, including unlimited VPN and premium mobile apps.
- Avira Internet Security
- Avira Free Security
- Avira Phantom VPN
- Avira Password Manager
- Avira System Speedup Pro
- Avira Software Updater
- Avira Identity Assistant
Products and services
- Avira Free Security Free all-in-one consumer security suite combining antivirus protection, a limited-data VPN, password manager, software updater, web protection, and device optimization tools for Windows, Mac, Android, and iOS users.
- Avira Internet Security Premium 3-in-1 security suite for Windows and Mac bundling antivirus protection, Password Manager Pro, and Software Updater Pro with web protection and firewall features for individual consumers and families.
- Avira Prime All-in-one premium bundle providing full Pro versions of Avira's security, privacy, and performance tools for up to 25 devices, including unlimited VPN, Dark Web Monitoring, Password Manager Pro, more than 30 optimization tools, automatic software updates, and VIP support.
- Avira Antivirus Pro Standalone premium antivirus for Windows and Mac offering real-time virus protection, priority cloud scanning, USB protection, web protection, and Avira Firewall for individual users.
- Avira Phantom VPN Consumer VPN service available in free and Pro versions that encrypts internet traffic and anonymizes online activities, with Pro offering unlimited data, Kill Switch, and no logging.
- Avira Password Manager Password management solution for Windows, Mac, Android, and iOS that generates, stores, and autofills strong passwords across devices, with the Pro version adding data breach and password checking.
- Avira System Speedup Pro Premium Windows PC optimization suite with over 40 tools including disk analysis, registry cleaning, startup optimization, file shredding, disk wiping, encryption, game booster, and power management modes for individual users.
- Avira System Speedup (Free) Free Windows PC optimization tool that cleans junk files, removes duplicates, defragments hard drives, and improves startup times.
- Avira Optimizer Mac optimization tool that cleans junk files and improves system performance for macOS users.
- Avira Software Updater Tool that automatically updates software programs and drivers to protect against security vulnerabilities, with the Pro version enabling automatic updates across installed applications.
- Avira Identity Assistant Annual subscription identity protection service available to German customers, providing identity theft recovery support, wallet theft assistance, and Dark Web Monitoring for leaked personal data.
- Avira Mobile Security Pro for Android Premium Android security app offering web protection and camera and microphone protection for individual mobile users.
- Avira Mobile Security Pro for iOS Premium iOS security app offering web protection and identity protection features for individual mobile users.
- Avira Prime Mobile for iOS Premium iOS bundle including all Pro Avira mobile apps plus unlimited Phantom VPN with no data limits for iPhone and iPad users.
- Avira Prime Mobile for Android Premium Android bundle including all Pro Avira mobile apps plus unlimited Phantom VPN with no data limits for Android smartphone and tablet users.
- Avira Safe Shopping Browser extension for PC and Mac that provides a secure shopping experience and surfaces cost-saving deals while users browse online.
- Avira Browser Safety Browser extension for PC and Mac that blocks malicious websites and trackers and provides phishing protection during web browsing.
- Avira Secure Browser Privacy-focused web browser for PC and Mac that blocks ads and advanced online tracking methods used by advertisers and websites.
Quantifiable outcome
- 500 million+ devices protected globally with 8.4 million attacks blocked daily
- +3 more outcomes
Companies that use Avira
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Avira technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Avira partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- TP-LinkcoreAvira's security technology (safethings.avira.com servers) is integrated into TP-Link routers (Archer AX55 and Deco series) for Home Shield security features. DNS queries are sent to Avira's cloud servers even when Home Shield is disabled (reported as a software defect).
- CleverbridgecoreCleverbridge operates the Avira E-Shop for online product sales and payment processing. Handles secure order fulfillment, multiple payment options (PayPal, credit cards), and customer purchase support. Provides 30-day money-back guarantee processing.
- AWIN AGminorAWIN AG provides affiliate marketing services for Avira, processing campaign data for affiliate marketing partnerships. Located at Eichhornstrasse 3, 10785 Berlin, Germany.
- Sinope GmbHminorSinope GmbH is a sales partnership partner for marketing Avira products. Located at Domstrasse 43, 63067 Offenbach, Germany.
- Gen Digital Inc.coreAvira is a wholly-owned subsidiary of Gen Digital Inc. (formerly NortonLifeLock). Gen operates a global family of trusted cybersecurity brands including Norton, Avast, AVG, and Avira. Headquartered in the United States.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Avira competitors and assessment
Company assessmentDirect peers
- Norton: Direct sibling brand under Gen Digital offering consumer antivirus, VPN, and identity protection. Same freemium-to-subscription funnel, same OEM distribution model, and shared security technology platform; competes head-to-head with Avira for the same household consumer wallet.
- Bitdefender: Independent consumer cybersecurity vendor with antivirus, VPN, and parental controls sold via freemium and annual subscriptions. Closely comparable product portfolio, target customer (individual consumers and families), and go-to-market through app stores and OEM channels.
- Avast: Sibling brand under Gen Digital with consumer antivirus, VPN, and optimization tools. Operates on the same shared technology platform as Avira and targets the same freemium consumer segment, making it one of Avira's closest direct comparables.
- Malwarebytes: Consumer-focused anti-malware and privacy vendor with freemium antivirus, VPN, and browser-level protection. Directly comparable product set and direct-to-consumer GTM through app stores and downloads.
- Kaspersky: Global consumer and SMB cybersecurity vendor with antivirus, VPN, password manager, and privacy products. Competes directly with Avira on freemium antivirus, multi-device subscriptions, and independent testing-lab validation.
- McAfee: Established consumer security brand offering antivirus, VPN, identity protection, and a multi-device Total Protection bundle. Same freemium/annual subscription model and same individual/family target segment as Avira Prime.
- ESET: European-origin consumer and SMB security vendor offering antivirus suites, password management, and VPN. Comparable freemium/paid antivirus portfolio and similar geographic strength in Europe where Avira's brand is strongest.
Broad incumbents
- Microsoft Defender: Free, built-in antivirus and endpoint protection shipped with Windows. Not a direct competitor by choice but defines the price floor for consumer antivirus and is the default alternative Avira must displace to win paid conversions.
- Trend Micro: Broad consumer and enterprise cybersecurity vendor with antivirus, VPN, and identity products. Comparable consumer security suite, but Trend Micro's enterprise mix and broader portfolio make it an incumbent rather than a focused consumer-only peer.
Emerging players
- TotalAV: Fast-growing consumer antivirus brand marketed heavily through affiliate and digital channels with comparable antivirus, VPN, and system tune-up offerings. Comparable GTM motion but smaller scale and newer brand relative to Avira's 35-year history.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Avira social profiles
Digital presenceAvira financial estimates
Financial estimateRevenue estimate
Valuation estimate
Avira leadership team
Management profileNumber of profiles
Profiles10 records
Avira funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Avira M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Avira
What does Avira do?
Avira develops and distributes consumer cybersecurity and performance software for Windows, Mac, Android, and iOS devices. Its core offerings include free and premium antivirus products, Phantom VPN for encrypted browsing, Password Manager, Software Updater, Browser Safety and Safe Shopping extensions, and System Speedup/Optimizer tools for PC and Mac performance. The portfolio is sold through a freemium model and bundled in suites such as Avira Internet Security and the all-in-one Avira Prime.
Is Avira a public or private company?
Avira is a private company. It is classified as corporate owned and is currently operating.
When was Avira founded?
Avira was founded in 1986. It employs 251 to 500 people.
Where is Avira based?
Avira is headquartered in Tettnang, Germany, in the Europe region.
How does Avira make money?
Four revenue lines are on record. Subscription Recurring Revenue is the primary driver. The others are freemium Revenue, OEM Licensing and technology Integration.
Who are Avira's main competitors?
Direct peers on record are Norton, Bitdefender, Avast, Malwarebytes, Kaspersky, McAfee and ESET. Broad incumbents are Microsoft Defender and Trend Micro. TotalAV is listed as an emerging player.
Does Avira have an API?
No public API is recorded for Avira.
What industry is Avira in?
Avira's product category is Consumer Cybersecurity Software. Its primary akta.pro industry code is HDADAEAD, Endpoint Protection Platforms (EPP/NGAV). Its NAICS code is 5132 and its SIC code is 7372.