Total Security
Total Security Limited is a UK-based consumer cybersecurity software company that sells an all-in-one subscription suite — TotalAV plus VPN, password manager, adblock and other modules — direct-to-consumer through owned e-commerce storefronts in 12 languages, serving millions of individual users worldwide under the NYSE:SST listed Point Wild group.
- Company typePublic
- Founded2016
- HeadquartersFareham, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Total Security does
Total Security Limited is a UK-incorporated consumer cybersecurity software company founded in 2016 and headquartered in Fareham, Hampshire. It operates an all-in-one security and privacy suite built around its flagship product TotalAV and augmented by nine branded add-on modules: Total Drive (cloud backup), Total WebShield (web defense), Total Password (credential vault), Total Browser (private browsing), Total Adblock (cross-platform ad blocking), Total Cleaner (PC optimization), Total VPN (encrypted browsing) and Total Search. Core antivirus detection relies on integration of Avira's third-party SDK packages (SAVAPI, MAVAPI, APC, WRAPI) to deliver real-time protection against malware, zero-day attacks and advanced persistent threats across Windows, Mac, Android and iOS devices.
The company sells exclusively direct-to-consumer via owned e-commerce storefronts (totalsecurity.com, totalav.com and product-specific sites) localized into 12 languages, supported by a 24/7 Help Centre, live chat and remote-access support. Its revenue model is subscription-based with monthly and annual auto-renewing plans, a 7-day or 30-day free trial funnel, multi-device (up to 5) and family Share-A-License entitlements, and upsells on add-on modules, identity protection and priority support. Additional revenue mechanics include a Loyalty Rewards program with Tango Card for qualifying transactions. Pricing is published publicly (Antivirus Premium 2026 from £19), with VAT-inclusive European pricing, 30-day cancellation on annual plans and 14-day on monthly.
Total Security completed a 2022 merger with System1 that resulted in an NYSE listing under ticker SST (NYSE:SST), with the operating group ultimately owned by Point Wild Holdings, Inc. The corporate structure encompasses multiple wholly-owned acquired-brand entities (Scanguard, PC Protect, Protected Antivirus, Total AV Antivirus, We Optimize, Anchorfree, Comparitech) retained as separate trading entities. Headcount is described as 100+ across software development, testing, customer support, design, finance, FP&A, operations, marketing and HR, serving a global consumer base described as "millions of users worldwide." The company has earned AV-TEST Top Product (Feb 2023) and AV Comparatives Advanced+ (March 2023) certifications.
Total Security firmographics
Firmographics- Name
- Total Security
- Legal name
- Total Security Limited
- Website
- https://totalsecurity.com
- Company type
- Public
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Total Security Limited is a UK-based consumer cybersecurity software company that sells an all-in-one subscription suite — TotalAV plus VPN, password manager, adblock and other modules — direct-to-consumer through owned e-commerce storefronts in 12 languages, serving millions of individual users worldwide under the NYSE:SST listed Point Wild group.
- Ownership category
- akta.pro rank
Total Security industry classification
Industry- Product category
- Consumer Cybersecurity Software
- NAICS
- Other Computer Related Services (541519)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Endpoint Protection Platforms (EPP/NGAV) (HDADAEAD)
- akta.pro secondary industry
- Software-Defined Perimeter (SDP) / Zero Trust Network Access (ZTNA) (HDADABAC)
Keywords
Where Total Security is headquartered
LocationHeadquarters
- HQ city
- Fareham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Total Security 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: Monthly and annual subscription plans for antivirus and cybersecurity products with automatic renewal. Initial term options of 1 month or 12 months, with additional services billed at 12 months. Premium subscribers can share licenses with family members.
- Additional Services Add-ons: Upsell opportunities for additional services including Safe Browsing (VPN), Unlimited Devices, Family Protection, Home Protection, Additional Device, Adblock Pro, Password Vault, Advanced Cloud Scanning, Identity Protection, Smartphone Optimizer, Priority Support, and Smartphone Protection
- Loyalty Rewards Program: Partnership with Tango Card Inc. to offer eGift card vouchers for qualifying transactions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Antivirus Premium 2026 |
| Subscription | Monthly | Monthly Subscription Plans |
| Subscription | Annual | Annual Subscription Plans |
| Freemium | Pay-as-you-go | Trial Licenses |
| Subscription | Annual | Additional Services |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Total Security product offering
Product offeringCore offering
Total Security offers an all-in-one consumer cybersecurity software suite delivered as a subscription SaaS. Its flagship product TotalAV provides real-time antivirus and malware protection across Windows, Mac, Android and iOS, complemented by standalone add-on products including Total Password (password manager), Total VPN, Total WebShield (browser protection), Total Adblock, Total Browser, Total Cleaner, Total Drive (cloud backup/sync) and Total Search. Customers can purchase individual products or bundled subscriptions with auto-renewal.
Product overview
Total Security offers an all-in-one cybersecurity suite architecture built around its flagship TotalAV antivirus product, with integrated add-on modules including Total Drive (cloud backup), Total WebShield (web protection), Total Password (credential management), Total Browser (private browsing), Total Adblock (ad blocking), Total Cleaner (system optimization), Total VPN (encryption), and Total Search. The products are designed to work individually or as a comprehensive subscription package, with the core TotalAV providing real-time antivirus protection while the additional modules address specific security needs like web browsing safety, password security, and privacy.
Differentiator
Problem solved
Functional benefit
Brands
- TotalAV: Award-winning antivirus protection with real-time malware protection, browsing security, and privacy safeguards.
- Total Drive
- Total WebShield
- Total Password
- Total Browser
- Total Adblock
- Total Cleaner
- Total VPN
- Total Search
Products and services
- TotalAV Award-winning antivirus software providing real-time protection against malware, viruses and online threats across Windows, Mac, Android and iOS devices for individual consumers.
- Total Password Secure password manager that generates and stores unique passwords in an accessible vault for individual consumer credential management.
- Total VPN
Quantifiable outcome
- Award-winning antivirus protection - AV Test Top Product February 2023 (Windows)
- +3 more outcomes
Companies that use Total Security
Customer profileSegments3 records
Ideal customer profiles2 records
Total Security technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
Total Security partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, minor and flagship.
- Avira Operations GmbH & Co. KGcorePartnership for third-party software components including SAVAPI, MAVAPI, APC and WRAPI SDK packages. These SDKs deliver protection against zero-day attacks, advanced persistent threats (APTs), and unknown malware. This is a critical technology partnership powering the core antivirus functionality.
- ClimateWisecoreSustainability partnership where ClimateWise supported Total Security in calculating their 2022 carbon footprint and helped develop a policy to reduce it going forward. Part of the company's corporate responsibility initiative.
- Tango Card Inc.minorPartnership to offer users eGift card vouchers through a loyalty rewards program for successfully completing qualifying transactions. Rewards displayed in user's control panel with status monitoring.
- System1flagship2022 merger with System1 resulting in NYSE:SST listing launch. This represents a significant corporate transaction combining the two companies for public market listing.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Total Security competitors and assessment
Company assessmentDirect peers
- Trend Micro: Direct competitor offering Trend Micro Maximum Security and Trend Micro Internet Security, consumer suites bundling antivirus, ransomware protection, VPN and password manager.
- Sophos: Direct competitor with Sophos Home Premium, a consumer antivirus suite featuring real-time protection, anti-phishing, ransomware defense and content filtering across Windows and macOS.
- Panda Security: Direct competitor offering Panda Dome Premium and Panda Dome Complete consumer suites that bundle antivirus, VPN, identity protection and password manager across major platforms.
- Bitdefender: Direct competitor with Bitdefender Premium Security, a consumer all-in-one suite featuring antivirus, VPN, password manager and anti-phishing across Windows, Mac, Android and iOS.
- McAfee: Direct competitor offering McAfee Total Protection, an integrated consumer antivirus suite with VPN, password manager, identity protection and web safety features on the same platforms.
- Avast: Direct competitor (now part of Gen Digital) offering Avast Premium Security and Avast One consumer suites with antivirus, VPN, anti-phishing and data breach monitoring across the same platforms.
- AVG: Direct competitor (Gen Digital brand) offering AVG Internet Security and AVG Ultimate suites that bundle antivirus, VPN, anti-phishing and tune-up tools for consumers.
- Gen Digital (Norton / Avast / AVG): Parent of Norton, Avast and AVG, offering directly competing all-in-one consumer cybersecurity suites (Norton 360, Avast Premium, AVG Internet Security) across Windows, Mac, Android and iOS with bundled VPN and identity protection.
- Kaspersky: Direct competitor offering Kaspersky Security Cloud and Kaspersky Premium consumer suites with antivirus, VPN, password manager, identity protection and privacy features.
- ESET: Direct competitor offering ESET Smart Security Premium and ESET HOME Security consumer suites with antivirus, anti-phishing, network inspector and password manager features.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Total Security social profiles
Digital presenceTotal Security compliance and trust
Trust signalCompliance3 records
Total Security financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Security leadership team
Management profileNumber of profiles
Total Security subsidiaries and ownership
Company hierarchySubsidiaries12 records
Total Security funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Security M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Total Security
What does Total Security do?
Total Security offers an all-in-one consumer cybersecurity software suite delivered as a subscription SaaS. Its flagship product TotalAV provides real-time antivirus and malware protection across Windows, Mac, Android and iOS, complemented by standalone add-on products including Total Password (password manager), Total VPN, Total WebShield (browser protection), Total Adblock, Total Browser, Total Cleaner, Total Drive (cloud backup/sync) and Total Search. Customers can purchase individual products or bundled subscriptions with auto-renewal.
Is Total Security a public or private company?
Total Security is a public company. It is classified as public and is currently operating.
When was Total Security founded?
Total Security was founded in 2016. It employs 101 to 250 people.
Where is Total Security based?
Total Security is headquartered in Fareham, United Kingdom, in the Europe region.
How does Total Security make money?
Three revenue lines are on record. Subscription Recurring Revenue is the primary driver. The others are additional Services Add-ons and loyalty Rewards Program.
Who are Total Security's main competitors?
Direct peers on record are Trend Micro, Sophos, Panda Security, Bitdefender, McAfee, Avast, AVG, Gen Digital (Norton / Avast / AVG), Kaspersky and ESET.
Does Total Security have an API?
No public API is recorded for Total Security.
What industry is Total Security in?
Total Security's product category is Consumer Cybersecurity Software. Its primary akta.pro industry code is HDADAEAD, Endpoint Protection Platforms (EPP/NGAV), with a secondary code of HDADABAC, Software-Defined Perimeter (SDP) / Zero Trust Network Access (ZTNA). Its NAICS code is 541519 and its SIC code is 7370.