ID Watchdog

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.

Name

ID Watchdog

Legal name

Identity Rehab Corporation

Website

http://www.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

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

• Identity theft protection
• Credit monitoring services
• Dark web monitoring
• Identity restoration
• Identity monitoring

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, secondary and supporting.

• Equifax Inc.coreStrategic or Co-development Partner · 1 August 2017In 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 LLCcoreTechnology or IntegrationID 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 LLCsecondaryTechnology or IntegrationID Watchdog Premium plans include credit monitoring from TransUnion LLC as part of 3-bureau credit monitoring.
• ExperiansecondaryTechnology or IntegrationID Watchdog Premium plans include credit monitoring from Experian as part of 3-bureau credit monitoring.
• Envestnet | YodleesupportingTechnology or IntegrationFinancial account monitoring features are connected through Envestnet | Yodlee, which collects data from financial institutions and provides it to ID Watchdog for alert generation.
• BitdefendersupportingTechnology or IntegrationDevice 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.
• NordVPNsupportingTechnology or IntegrationPersonal VPN & Safe Browsing powered by NordVPN account, providing high-speed encrypted connections on up to 10 devices with anti-malware protection and ad blocking.
• NordPasssupportingTechnology or IntegrationPassword 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 FloridacoreStrategic or Co-development PartnerIdentity 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 CompanysupportingStrategic or Co-development PartnerCyber Crime Coverage benefits underwritten and administered by HSB Specialty Insurance Company for ID Watchdog Platinum, Platinum Plus, and Ultimate plans.
• Equifax Workforce SolutionscoreChannel Partner/ Reseller/ DistributorID 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

Direct 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

• Xx.com/id_watchdog
• Facebookfacebook.com/idwatchdog1
• LinkedInlinkedin.com/company/263585

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ID Watchdog