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Latest News: Symantec, known for their leading anti-virus & cybersecurity software Norton, acquires LifeLock in 2017. The acquisition combines two leading organizations in the digital security field creating the largest and most capable digital security provider to date. This puts LifeLock leaps and bounds ahead of the pack adding even more value for anyone looking to purchase identity theft protection as it adds additional layers of security to an already stellar product.
When most people think identity theft protection, they think LifeLock. Since their aggressive marketing practices nearly 10 years ago where CEO, Todd Davis, drove around New York City flaunting his social security number fearlessly to now, LifeLock has led the way in both marketing itself as the leader in identity theft protection but also backing it up by evolving its product to lead in providing the best identity security on the market. Before we get into our likes and dislikes, it’s easy to see why LifeLock is our top pick.
- Our #1
What We Like
We love the product evolution of LifeLock’s service and their constant investment into providing the best memberships possible for consumers. As technology and personal information monitoring becomes more robust, LifeLock stays at the forefront of those changes and incorporates elements that will yield better protection for its members, especially when compared to free credit monitoring services.
In 2012, LifeLock acquired ID Analytics, an enterprise risk management and consumer behavior insights technology used by both government agencies and U.S. corporations alike. With access to ID Analytics data, LifeLock holds a significant advantage from a technology standpoint over its competitors.
LifeLock’s membership options are also a big plus to their overall identity theft protection service offering. Not everyone has the same income levels, the same risk level, or same behaviors online or offline, but everyone IS at risk of having their identity stolen. LifeLock’s membership plan variety allows consumers to choose between the following 3 levels depending on needs and assets to protect (LifeLock Junior® membership is available only along with an adult membership.
- LifeLock Standard™
- LifeLock Advantage™
- LifeLock Ultimate Plus™
- LifeLock Junior®
In addition to their dedicated product evolution, they are also highly motivated in providing the highest quality customer service. We’ve heard numerous stories of LifeLock Identity Restoration Specialists developing long term relationships with LifeLock customers once those customers have experienced fraudulent activity and are in need of resolution and restoration. This is a testament to LifeLock’s care and dedication to its customers.
The evolution of their identity theft protection is also a big LIKE for us. With LifeLock’s premier products, LifeLock Advantage™ and LifeLock Ultimate Plus™, members receive regular credit reports and scores as part of their membership, all accessible through their online member portal 24/7.
What We Don’t Like
There’s not much that we don’t like about LifeLock when we review its position in the identity theft protection space. After all, it has a price point that’s accessible for pretty much anyone and provides the best identity theft protection service available, what’s not to like?
We can point to allegations of LifeLock falsely marketing its product and misleading consumers, but the same can be said for hundreds of major companies and the reality is that LifeLock is the trailblazer in the identity theft protection space and everyone else is following. Any mistakes LifeLock has made along the way it has been accountable for and taken the necessary steps to resolve those issues.
The Bottom Line
The bottom line is simple, if you’re going to invest in the safety of your personal information and purchase identity theft protection, your money is best spent enrolling in LifeLock. Any of LifeLock’s memberships provide as much or more protection, and reliable protection, than other providers on the market hands down.
LifeLock and ITPB are so confident that you’ll be satisfied with the service, that through this LifeLock review we’re offering a free 30 day trial and 10% off your membership pricing for life! Click here to see plans and pricing and enroll online.
How LifeLock Works
LifeLock identity protection services offer three layers of protection, Detect, Alert, and Restore. And LifeLock separates itself with the addition of proprietary technology and the experience as an industry leader to add confidence and trust behind its platform.
Without a doubt LifeLock offers the most robust identification and detection capabilities of all providers through its ID Analytics data & technology capabilities. No other identity theft protection provider can match the breadth of visibility and algorithmic insight that LifeLock provides through its technology platform. Some key features include:
- ID Network covers close to 100% of Americans monitoring over a trillion data points and spanning all industries from cell phone applications to ecommerce transactions to change of address. It’s simply the best there is, plain and simple.
- Real Time Data provides extremely low latency and provides an up-to-the-minute view of event, consumer, and identity risk.
- Analytics & Insights including elements like personal behavior analysis and machine learning algorithms inject incredible intelligence into LifeLock reviews of identity risk and fraud in real time.
Another advantage of LifeLock comes in its “Alert” phase of identity protection. Because of their tremendous ability to observe, evaluate, and recognize malicious behavior of its customer’s information through their “Detection” technology, LifeLock also delivers best in class alerts when something goes wrong. Let’s take a closer look:
Proprietary LifeLock Identity Alert® system notifies customers of identity misuse. Notifications can be received via text, email, or by phone – you get to choose. Additionally, it’s not just an alert as these notifications are interactive and require the customer (you) to verify the transaction.
Now that we’ve detected suspicious activity on a customer’s account and have notified and verified that the event was suspicious, the LifeLock restoration and remediation team steps in.
We know what to do. LifeLock’s U.S.-based Identity Protection Agents are ready to help with identity theft restoration. And if your identity is ever compromised, an Identity Restoration Specialist takes charge.
Most people familiar with identity theft protection services are familiar with LifeLock’s $1 million guarantee**. But what exactly does that mean? No, they’re not going to give you a million dollars if your identity is stolen and no they’re not going to repay you if you incur damages up to a $1,000,000 as a result of ID theft.
What LifeLock’s team will do is come to your aid in helping resolve your identity theft event every step of the way. So, what about the $1 million, right? LifeLock will spend up to that amount to back your restoration and remediation expenses like lawyers, investigators, or anyone needed to get your life back on track. Additionally, included in your membership and $1 million guarantee** are reimbursements for expenses that you incur along the way including:
- Document replacement fees
- Child and/or elderly care
- Fraudulent withdrawals
- Travel expenses
- Lost wages
Expertise & Knowledge Base
As a LifeLock member you’re benefited with all of the great assets listed above but what’s rarely mentioned is LifeLock’s leadership, experience, and overall expertise in the world of identity theft and fraud.
LifeLock provides endless resources to its customers and even those who are not customers to educate and inform themselves on the realities of ID theft and ways to stay as risk-free as possible. You can also point to LifeLock’s unprecedented involvement in the community through programs like the Parent Teachers Association (PTA), law enforcement education, CyberWatch, ETPRO, and the C3 conference as additional backbone to their industry leadership.
LifeLock Plans & Pricing Review
LifeLock has continually evolved its product that started as just one identity protection solution to what is now a suite of services to fit a variety of needs based on what the consumer is looking for. Here’s a quick and easy breakdown of each LifeLock product.
The entry level product of LifeLock’s suite of services, LifeLock Standard™, offers more than entry-level identity theft protection. LifeLock Standard™ identity protection includes:
- LifeLock Identity Alert® System
- Lost Wallet Protection
- Address Change Verification
- Black Market Website Surveillance
- Reduced Pre-Approved Credit Card Offers
- Live Member Service Support
- Identity Restoration Support
- $25,000 Lost Funds Reimbursement
- $1 Million Total Service Guarantee**
- Regular Price: $9.99/mo
LifeLock Standard™ Review
During our review of LifeLock’s products we found that all of them from top to bottom provide solid protection and resolution for identity theft. Beginning with LifeLock Standard™ as their base product is a great place to start. Our LifeLock Standard™ review shows that this base, entry level product provides superior protection at a very affordable price, especially when combined with ITPB’s 10% off and 30 days free offer. Subscribers get protection from LifeLock’s proprietary ID Analytics technology as well as their basic monitoring which we’ve come to find during our review of LifeLock is leaps and bounds ahead of the competition.
Recently, LifeLock introduced an intermediate product to service those consumers who are looking for more than the basic level of protection provided in LifeLock Standard™ but maybe don’t want to spend the $30 per month cost of the Ultimate Plus product, or simply don’t have a need for that level of protection. LifeLock Advantage serves that consumer well and comes with all services included in LifeLock Standard™ as well as:
- Fictitious Identity Monitoring
- Court Records Scanning
- Data Breach Notifications
- Credit Card Activity Alerts†
- Checking and Savings Account Activity Alerts†
- Online Annual Credit Report
- Online Annual Credit Score
- $100,000 Lost Funds Reimbursement
- Regular Price: $19.99/mo
LifeLock Advantage™ Review
Our Review of LifeLock Advantage™ as a stand-alone product was eye-opening and impressive. For the cost of service, we don’t find more value anywhere in the market. In addition to the great protection and resolution you receive in LifeLock’s base product, LifeLock Standard™, with Advantage™ you get the addition of monitoring of your financial accounts such as checking, savings, and credit accounts. This means LifeLock is constantly reviewing your transactions and looking for anything out of the ordinary they can alert you of to stay in front of any potential identity theft. This monitoring is much closer to real-time than credit report and score monitoring which tends to have a lag before any fraud is recognized. If you’re at the point of reviewing LifeLock products to enroll in, take a heavy look at LifeLock Advantage™ because it’s value is hard to beat.
LifeLock Ultimate Plus™
If you couldn’t tell by the name, LifeLock Ultimate Plus is the flagship and most comprehensive level of coverage offered by LifeLock and includes everything in theLifeLock Standard™ and Lifelock Advantage™ plans, plus:
- Checking and Savings Account Application Alerts
- Bank Account Takeover Alerts
- Investment Account Activity Alerts
- Credit Inquiry Alerts
- Online Annual Tri-Bureau Credit Reports
- Online Annual Tri-Bureau Credit Scores
- Monthly Credit Score Tracking
- File Sharing Network Searches
- Sex Offender Registry Reports
- Priority Live Member Service Support
- $1,000,000 Lost Funds Reimbursement
- Regular Price: $29.99/mo
LifeLock Ultimate Plus™ Review
Reviewing LifeLock Ultimate Plus™ is easy, just try to find what it doesn’t provide because all of the important items are taken care of in spades. Protection from Lifelock’s ID Analytics and Identity Alert® System, financial activity monitoring, investment account monitoring, dark web trolling, credit reports and scores, LifeLock’s online member portal with all the bells and whistles, and who can forget their U.S. based members services team and $1 Million service guarantee**. Review LifeLock Ultimate Plus™ and you’ll find that it has it all bases covered, no exceptions, and for a very fair price. Our top recommended identity theft protection product hands down.
Additional LifeLock Products
LifeLock offers additional products outside of its primary three identity theft protection solutions listed above in an effort to provide consumers and families with every they need to keep their information safe in today’s digital world filled with threats to your personal information. Those products include.
As an add on product to LifeLock’s adult plans listed above, they offer LifeLock Junior® designed to provide identity theft protection for children under the age of 18 as their identities can be stolen as easily as anyone else. Services for this product include several of those that are available in LifeLock’s adult products but only those that apply to children. Included services are:
- LifeLock Identity Alert® System
- Lost Wallet Protection
- Black Market Website Surveillance
- Credit File Detection
- File-Sharing Network Searches
- Live Member Service Support
- Identity Restoration Support
- $1 Million Total Service Guarantee**
- Regular Price: $5.99/mo
With mobile lifestyles becoming the wave of the future, LifeLock satisfies those mobile junkies with their LifeLock Wallet™ app. With the app installed on your apple or android device, you can store everything you keep in your wallet or purse right on your mobile device. Store your driver’s license, insurance cards, credit or debit cards, and even gift cards. Use of the app does not require that you’re a LifeLock member but if you are a member you’ll have access to your identity protection alerts right there on your phone. LifeLock Wallet™ features include:
- Convenient Cloud Storage
- Lost Wallet™ Protection
- $.99 Credit Score
LifeLock Member Support Review
LifeLock members have access to excellent member amenities including a fully interactive member portal as well as live U.S. based customer support. The member portal (more details below) allows you to access and view your alerts, identity protection tips, view your credit score, and setup your account.
As a member of any LifeLock plan, you have access to their U.S. based live member services team and Identity Restoration Specialists. In the event of identity fraud the LifeLock support team members will work with victims from start to finish in helping restore their identity and any compromised items. This includes step-by-step guidance, providing any educational or necessary information, and even being present on phone calls or other communication on the way to restoring a victim’s identity.
General Support: 1-800-987-6543
Member Services: Access Via Member Portal
Through the LifeLock member portal dashboard, users can see a snapshot of all critical information associated to their identity and LifeLock services. From here, users can drill down deeper into setting up their account, viewing their alerts and notifications, reviewing their credit score, and more.
Account setup is a cinch! Within the Manage Account tab you simply click “Add Account,” select your financial institution, and enter your password then LifeLock does the rest by scanning all of your transactions through their proprietary ID Analytics software and begins assessing irregular activity to alert you of a potential theft.
You can also access your credit score and view changes to your score over different time periods. LifeLock also provides score factors that contribute to where your score is and why at any given time – these are the same data points provided by the credit bureaus.
LifeLock was founded and currently based in Tempe, AZ by Todd Davis and Robert Maynard in 2005 to bring to market an American identity theft protection company intended to identify and potentially stop fraudulent credit and non-credit related activities on an individual’s personal information. Amidst controversy in 2007, Maynard left the company leaving Davis as the sole CEO. Soon after, LifeLock and TransUnion came upon an agreement to automate the process of notifying customers of potentially harmful use via their credit reports. Later, LifeLock evolved its detection capabilities with the acquisition of ID Analytics following a round of funding in March of 2012. LifeLock announced its initial public offering shortly thereafter and released stock to the market in Q3 2012. In late 2013, LifeLock reviewed and added to its stable of services the Lemon Wallet through an acquisition costing the company $42.6 Million.
LifeLock, Inc. is traded on the New York Stock Exchange (NYSE) under the ticker symbol LOCK. The company made its initial public offering (IPO) on October 3, 2012 at a starting price of $9.00 per share with a total volume offering of 15,700,000 shares. The stock saw a gradual increase in its price reaching a high of over $22.00 per share but seeing a low after news of a pending FTC investigation announced on July 21, 2015 of $7.18 per share (updated August 17, 2015)
Frequently Asked Questions
What will LifeLock do for me?
Life Lock is the most well-known identity theft protection company, and they’re committed to providing you with an experience you’ll want to tell your friends about. You’re getting total protection on their premium plans, with risk management assessment along with credit, medical and personal information monitoring. They also have a $1 million insurance policy, and they’re known for being generous with their customers.
How much will LifeLock cost me?
Life Lock Standard protection starts at $9.99 a month, while the mid-grade plan is $19.99 a month and the ultimate protection is $29.99. Their plan solely for those under 18 years of age is $5.99 with a paid adult membership.
Will LifeLock stop identity theft from happening to me?
Even Life Lock cannot prevent all identity theft, and they make sure they say it in their ads. The CEO famously found out that sadly he was not as immune as he thought. While they can’t stop it, they can make it extremely unlikely you’ll have a problem, and they assign a specialist to help if you do.
Will LifeLock help me after identity theft happens to me?
Yes, even their least expensive plans comes with live help. All of their agents are based in the US, and they’re available every hour of the day so you always have someone to call in an emergency.
Is LifeLock a scam?
No. The company has a loyal customer base, and while they don’t have a perfect grade from the BBB (A-), their efforts have been noticed and the company continues to thrive.
Is LifeLock worth the cost of services?
The fact that they are so focused on research and development at their company makes us say yes. Hackers change their techniques faster than they change their clothes, so a company that specializes is a treasure.
How legitimate is Life Lock’s service?
It was ordered to pay the FTC millions of dollars in 2010, but it’s come a long way since then. We do not hesitate in recommending this product. It’s not perfect, but that’s true of any of the services.
Will using LifeLock affect my credit score?
No. When Life Lock checks your credit score, it does not affect it the same way as if a lender pulls your report. LifeLock gives you the means to improve your credit score by monitoring so you can learn more about which decisions affect you most.
Is it safe to give Life Lock my information & SSN?
Yes. Again, nothing in life is ever guaranteed, but the company has proven that they’re not reckless with your data.
Can I cancel my LifeLock account anytime?
Yes, and you will receive a pro-rated refund as long as you purchased your plan directly through Life Lock. Should you have done it through a third party, you will not receive a refund.
Can I cancel my Life Lock account online?
You can cancel online through your account portal if you choose any of the protection plans.
Can I do what LifeLock provides myself?
No. Life Lock is not merely checking your credit report the same way you could do every month. They have advanced technology to monitor and protect you, and they put their resources to good use. Their knowledge and computer power extends far beyond the standard individual.
How does Life Lock collect my credit score?
LifeLock has relationships with all three credit bureaus and pulls reports once you sign up through their company.
Does Life Lock offer family plan options?
They do not have an express family plan, but they do have LifeLock Junior which is available with a paid adult plan for an additional $5.99.
How does LifeLock protect my identity?
They work with a trillion data points to make sure your information is only found where you want it to be found. This includes your credit, demographic and medical information as well.
How frequently does Life Lock update my credit score?
They consistently monitor your score at all times of the day.
Which credit bureau’s does LifeLock use?
Life Lock works with all three credit bureaus: Experian, TransUnion and Equifax.
Where is Life Lock located?
LifeLock is in Tempe, Arizona.
LifeLock Awards & Accolades
Javelin Strategy & Research – LifeLock named “2015 Identity Protection Services Leader”
PCMag.com – Editor’s Choice Award
American Business Awards – Organization of the Year – Grand Stevie
American Business Awards – Customer Service Department of the Year – Gold
“Diversified Services” category, Stevie Award – Company of the Year
“Consumer Services” Category, Stevie Award – Best New Product or Service of the Year, LifeLock Ultimate™
“Diversified Services” Category, Stevie Award – Marketing Campaign of the Year
Javelin Strategy & Research – LifeLock Ultimate™ named “Best in Protection”
Stevie Award – Customer Service Department of the Year
Communitas – Award Winner for Excellence in Community Service
American Business – American Business Awards Organization of the Year
“Diversified Services” Category, Stevie Award – Marketing Campaign of the Year
Stevie Award – Best Customer Service Team of the Year
American Business – American Business Awards for Customer Service Team of the Year
Inc 500 – #1 in the Security Category
Phoenix Journal – Best Places to Work Recipient
Hermes – Hermes Creative Awards Gold Award for the LifeLock Speakers Series
Inc Magazine – 8th Fastest-Growing Private Security Company
No one can prevent all identity theft.
Network does not cover all transactions.
** Service Guarantee benefits for State of New York members are provided under a Master Insurance Policy issued by State National Insurance Company. Benefits for all other members are provided under a Master Insurance Policy underwritten by United Specialty Insurance Company. Under the Service Guarantee LifeLock will spend up to $1 million to hire experts to help your recovery. Please see the policy for terms, conditions and exclusions at LifeLock.com/legal.
*** Credit card required at enrollment. If you’re not completely satisfied within your 30-day risk-free period, call 1-800-LifeLock to receive a full refund. At enrollment, your credit card will be billed automatically ($8.99mo/$98.90yr for LifeLock Standard™ or $17.99mo/$197.90yr for LifeLock Advantage™ or $26.99mo/$296.90yr for LifeLock Ultimate Plus™, plus applicable sales tax). Further details about automatic charges will be provided at enrollment. You can cancel LifeLock services anytime without penalty by calling 1-800-LifeLock. Offer is for new LifeLock members only. Offer is available for LifeLock Standard™, LifeLock Advantage™ and LifeLock Ultimate Plus™ memberships only. Not combinable with other offers.
Latest LifeLock Reviews
Kay A.'s review of LifeLock
I like you, keep up the good work
Deborah's review of LifeLock
Registered on Sunday 26, 2117 then tried to go to customer to add more info and they could not find me.
Went back to register again, said they couldn’t find the original. Started all over and paid for it, never got an email from them. So started today Monday 27th, still no email and still could not find me.
I talked to 5 people today and was disconnected each time right after giving my name. This is not a good start with LIFELOCK. I just want to get this over. Identity stolen last week and LIFELOCK was recommended to me. Please get your phone lines fixed and take care of your customers. STILL WAIITING for email to verify if new enrollment did their job.
Sherrill L.'s review of LifeLock
WELL WORTH THE MONEY…..
Jim D.'s review of LifeLock
I think they fall short when it comes to credit cards being used elsewhere and I get notices from my bank days before life lock even knows and I received a notice from lift lock one month later on credit issues.
Lourdes's review of LifeLock
My house was broken into about 6 months ago and the thieves stole a bunch of papers and stuff with personal information on it. They even got my sons birth certificate! I immediately signed up for LifeLock and have been very happy with the service. Last week I got an alert about someone trying to use my credit at Verizon for something and LifeLock was able to stop it before anything bad could happen. I’m sure this was the same jerk trying to use my name and am so thankful I had LifeLock when he did!
Linda's review of LifeLock
I’ve had Lifelock for about 4 months and am happy with the service so far. Setting up my account was easy and I like the bank account activity alerts that I get emailed to me as well as the free credit score tracking on my account page. Overall, I’m happy with Lifelock’s service.
Justin's review of LifeLock
I’ve been a member for a bit over 2 years. Lots of players in this market but LifeLock has been around the longest with the proven history, the two biggest reasons I went with them over the others. Overall mostly happy with the service, I get notified whenever credit is applied for in my name (ie: I buy a new car/house, or get credit card), when changes are made to my financial accounts, etc.
Dayna's review of LifeLock
Even though a little pricey for my budget LifeLock is great for ID Protection (but I guess you get what you pay for). Their website is very user friendly and it’s really easy to set up your accounts. They provide excellent customer service should you have any questions or concerns. In addition to everything else they monitor all your accounts very thoroughly with timely information and updates.
Jeff's review of LifeLock
I’ve had LifeLock for almost a year now and am very happy with the service. After having setup all of my account info and personal information in their member portal (which was very easy), its clear their system is keeping track of my transactions and monitoring financial activity by the frequency of alerts they send. However, I do wish they were a little more timely as it sometimes takes a day or two before I receive an alert about a purchase I’ve made.
I haven’t had any issues yet with fraudulent activity to REALLY see what their made of but I’m confident that if something we’re to happen I’d be in good hands with them.