ID Watchdog
ID Watchdog is a US-based identity theft protection service offering subscription-based credit monitoring, dark web surveillance, and managed identity restoration for individuals, families, and employer-sponsored benefits programs. It operates as a wholly-owned subsidiary of Equifax Inc. since 2017.
- Company typePrivate
- Founded2005
- HeadquartersDenver, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What ID Watchdog does
ID Watchdog (legal entity Identity Rehab Corporation) is a US-based identity theft protection service headquartered in Denver, Colorado. Founded in 2005 and a wholly-owned subsidiary of Equifax Inc. since August 2017, the company offers subscription-based identity monitoring through two primary tiers — ID Watchdog Select (entry-level, 1-bureau credit monitoring, up to $1M insurance, starting at $14.95/month) and ID Watchdog Premium (3-bureau credit monitoring, credit report lock, up to $2M insurance, plus bundled Bitdefender device security, NordVPN, and NordPass, starting at $21.95/month) — available as individual or family plans covering up to two adults and four children.
The platform monitors billions of data points across credit bureau files (Equifax, TransUnion, Experian), dark web forums, public records, USPS change-of-address databases, and financial institution transactions across 17,000+ institutions (via Envestnet | Yodlee). AI-assisted features include phishing and malware alerts, dark web credential scanning, and high-risk transaction monitoring. Differentiated family features include an online Child Credit Lock (described as unique in the category) and child credit monitoring. Restoration is fully managed by in-house U.S.-based resolution specialists with 24/7/365 support and a claimed 99% customer satisfaction rating.
ID Watchdog operates a three-channel go-to-market: direct-to-consumer enrollment through idwatchdog.com, enterprise field sales to employers offering identity protection as a voluntary employee benefit, and channel partnerships through Equifax Workforce Solutions and brokers. Identity theft insurance is underwritten by American Bankers Insurance Company of Florida. The company serves the U.S. market exclusively and has been recognized as 2024 Best in Class by Javelin Strategy & Research.
ID Watchdog firmographics
Firmographics- Name
- ID Watchdog
- Legal name
- Identity Rehab Corporation
- Website
- https://idwatchdog.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ID Watchdog is a US-based identity theft protection service offering subscription-based credit monitoring, dark web surveillance, and managed identity restoration for individuals, families, and employer-sponsored benefits programs. It operates as a wholly-owned subsidiary of Equifax Inc. since 2017.
- Ownership category
- akta.pro rank
ID Watchdog industry classification
Industry- Product category
- Identity Theft Protection
- NAICS
- Credit Bureaus (561450), Investigation and Security Services (5616)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320), Services-Detective, Guard & Armored Car Services (7381)
- akta.pro primary industry
- Data Security & Privacy Services (DLP, Encryption, Privacy Ops) (BPAKAHAM)
- akta.pro secondary industry
- Data, Evidence & Document Verification (IDV) for KYC (FSAMAMAN)
Keywords
Where ID Watchdog is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ID Watchdog business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription-based Identity Protection: ID Watchdog generates revenue through monthly and annual subscription plans for identity theft protection services. Plans include Select (entry-level) and Premium (comprehensive) tiers, available as Individual or Family coverage. Subscriptions auto-renew and are charged to credit card or payment source on file.
- Employee Benefits Programs: ID Watchdog offers identity protection as a voluntary employee benefit through employer-sponsored programs. Employers provide the benefit to employees, with pricing negotiated through brokers and direct sales relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ID Watchdog Select - Individual plan at $14.95/month or $150/year |
| Subscription | Monthly | ID Watchdog Select + Family plan at $23.95/month or $240/year |
| Subscription | Monthly | ID Watchdog Premium - Individual plan at $21.95/month or $220/year |
| Subscription | Monthly | ID Watchdog Premium + Family plan at $34.95/month or $350/year |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
ID Watchdog product offering
Product offeringCore offering
ID Watchdog provides subscription-based identity theft protection services that monitor billions of data points across credit bureaus, the dark web, public records, and high-risk transaction networks to detect potential fraud. Its core products are ID Watchdog Select (entry-level, Equifax 1-bureau monitoring) and ID Watchdog Premium (3-bureau monitoring with credit lock, device security, VPN, and password manager), each available in Individual and Family tiers. The service includes fully managed identity restoration by dedicated specialists and up to $1M–$2M identity theft insurance.
Product overview
ID Watchdog is an identity theft protection service offered as a platform with two primary product tiers: Select (entry-level) and Premium (comprehensive). Both plans are available as Individual or Family versions, with Family plans adding coverage for a second adult and up to 4 children with additional child protection features. The products provide credit monitoring, dark web scanning, identity restoration services, and identity theft insurance. The company operates as a subsidiary of Equifax, leveraging Equifax data assets. Plans are subscription-based with monthly or annual billing options, and coverage extends to employers through employee benefits programs.
Differentiator
Problem solved
Functional benefit
Products and services
- ID Watchdog Select Entry-level identity theft protection subscription for individuals and families. Includes Equifax credit report monitoring, dark web monitoring, high-risk transactions monitoring, public records and USPS change-of-address monitoring, social account monitoring, lost wallet vault and assistance, and up to $1M identity theft insurance with fully managed restoration by dedicated specialists. Available as Individual or Family (up to 2 adults and 4 children).
- ID Watchdog Premium Comprehensive identity theft protection subscription for individuals and families with 3-bureau credit monitoring (Equifax, TransUnion, Experian), credit report lock, subprime loan block, AI-powered phishing and malware alerts, digital privacy scans and removal across 150+ people search sites, financial accounts monitoring across 17,000+ institutions, and up to $2M identity theft insurance. Includes bundled device security by Bitdefender, personal VPN by NordVPN, and password manager by NordPass. Available as Individual or Family.
- ID Watchdog Mobile App Mobile application available on the App Store and Google Play that allows ID Watchdog members to access identity protection features, receive real-time alerts, check credit scores, manage device security, and contact customer support on the go.
Quantifiable outcome
- Customer satisfaction rating of 99% for in-house call center
- +1 more outcomes
Companies that use ID Watchdog
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
ID Watchdog technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature6 records
ID Watchdog partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, secondary and supporting.
- Equifax Inc.coreIn August 2017, ID Watchdog became part of the Equifax family of companies as a wholly owned subsidiary of Equifax Inc. This partnership provides ID Watchdog access to Equifax credit bureau data and resources for comprehensive identity monitoring and protection services.
- Equifax Information Services LLCcoreID Watchdog monitors credit files maintained by Equifax Information Services LLC (EIS), one of the three nationwide credit reporting agencies, as part of its credit monitoring services.
- TransUnion LLCsecondaryID Watchdog Premium plans include credit monitoring from TransUnion LLC as part of 3-bureau credit monitoring.
- ExperiansecondaryID Watchdog Premium plans include credit monitoring from Experian as part of 3-bureau credit monitoring.
- Envestnet | YodleesupportingFinancial account monitoring features are connected through Envestnet | Yodlee, which collects data from financial institutions and provides it to ID Watchdog for alert generation.
- BitdefendersupportingDevice Security & Online Privacy powered by Bitdefender account, providing antivirus, malware protection, parental controls, privacy firewall, and anti-theft features for up to 5-10 devices.
- NordVPNsupportingPersonal VPN & Safe Browsing powered by NordVPN account, providing high-speed encrypted connections on up to 10 devices with anti-malware protection and ad blocking.
- NordPasssupportingPassword Manager powered by NordPass account, allowing users to create and store complex passwords, synchronize across devices, and store up to 3GB of documents online.
- American Bankers Insurance Company of FloridacoreIdentity theft insurance is underwritten and administered by American Bankers Insurance Company of Florida, an Assurant company, under group policies issued to Equifax for the benefit of ID Watchdog members.
- HSB Specialty Insurance CompanysupportingCyber Crime Coverage benefits underwritten and administered by HSB Specialty Insurance Company for ID Watchdog Platinum, Platinum Plus, and Ultimate plans.
- Equifax Workforce SolutionscoreID Watchdog is offered through Equifax Workforce Solutions as an employee benefits product, enabling employers to provide identity protection as part of voluntary benefits packages.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
ID Watchdog competitors and assessment
Company assessmentDirect peers
- LifeLock (Norton): Largest direct competitor in consumer identity theft protection, now part of NortonLifeLock (Gen Digital). Offers credit monitoring, dark web surveillance, and identity restoration at similar price points with much larger marketing budgets.
- Allstate Identity Protection: Identity protection service from Allstate offering credit monitoring, dark web surveillance, and identity restoration. Comparable because it distributes heavily through employer benefit plans, mirroring ID Watchdog's B2B2C motion.
- Aura: Fast-growing digital security and identity protection platform combining credit monitoring, VPN, password manager, and parental controls. Directly comparable to ID Watchdog Premium's bundled feature set and increasingly competitive on price.
- Experian IdentityWorks: Identity theft protection product from Experian, one of the three nationwide credit bureaus. Closely comparable because it bundles Experian credit data with monitoring and restoration — the same model ID Watchdog uses with Equifax.
- IdentityForce (TransUnion): TransUnion-owned identity theft protection service offering credit monitoring, identity restoration, and family plans. Most directly comparable peer given the same bureau-owned structure and product set.
- Kroll Identity Theft Monitoring (formerly PrivacyGuard): Kroll-branded identity monitoring service historically known as PrivacyGuard, offering credit monitoring, identity restoration, and family coverage. Comparable in product scope and target audience.
Broad incumbents
- NortonLifeLock / Gen Digital: Parent company of LifeLock, Norton, and Avira — a broad incumbent in consumer digital safety. Comparable as a strategic acquirer/operator in the identity protection category where ID Watchdog competes.
- McAfee Total Protection (Identity Monitoring): Broad consumer cybersecurity suite that has added identity monitoring features. Competes with ID Watchdog Premium's bundled security offering but as part of a larger antivirus/cybersecurity portfolio.
Others
- 1Password (Watchtower): Password manager that has expanded into identity monitoring features (Watchtower) including breach alerts and credential exposure. Adjacent competitor in the bundled identity protection space.
Emerging players
- Bitdefender Digital Identity Protection: Digital identity protection product from Bitdefender focused on digital footprint exposure and data broker removal. Notably, Bitdefender is also a technology partner that powers ID Watchdog's device security layer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ID Watchdog social profiles
Digital presenceID Watchdog financial estimates
Financial estimateRevenue estimate
Valuation estimate
ID Watchdog leadership team
Management profileNumber of profiles
Profiles2 records
ID Watchdog funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ID Watchdog M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ID Watchdog
What does ID Watchdog do?
ID Watchdog provides subscription-based identity theft protection services that monitor billions of data points across credit bureaus, the dark web, public records, and high-risk transaction networks to detect potential fraud. Its core products are ID Watchdog Select (entry-level, Equifax 1-bureau monitoring) and ID Watchdog Premium (3-bureau monitoring with credit lock, device security, VPN, and password manager), each available in Individual and Family tiers. The service includes fully managed identity restoration by dedicated specialists and up to $1M–$2M identity theft insurance.
Is ID Watchdog a public or private company?
ID Watchdog is a private company. It is classified as corporate owned and is currently operating.
When was ID Watchdog founded?
ID Watchdog was founded in 2005. It employs 51 to 100 people.
Where is ID Watchdog based?
ID Watchdog is headquartered in Denver, United States, in the North America region.
How does ID Watchdog make money?
Two revenue lines are on record. Subscription-based Identity Protection is the primary driver. The others are employee Benefits Programs.
Who are ID Watchdog's main competitors?
Direct peers on record are LifeLock (Norton), Allstate Identity Protection, Aura, Experian IdentityWorks, IdentityForce (TransUnion) and Kroll Identity Theft Monitoring (formerly PrivacyGuard). Broad incumbents are NortonLifeLock / Gen Digital and McAfee Total Protection (Identity Monitoring). 1Password (Watchtower) is listed as an others. Bitdefender Digital Identity Protection is listed as an emerging player.
Does ID Watchdog have an API?
No public API is recorded for ID Watchdog.
What industry is ID Watchdog in?
ID Watchdog's product category is Identity Theft Protection. Its primary akta.pro industry code is BPAKAHAM, Data Security & Privacy Services (DLP, Encryption, Privacy Ops), with a secondary code of FSAMAMAN, Data, Evidence & Document Verification (IDV) for KYC. Its NAICS code is 561450 and its SIC code is 7320.