Identity theft is skyrocketing. I had a request from a reader to provide a deep dive into identity protection services, and I am happy to oblige! Here is an abbreviated version of what I found. If any of you would like the 12 pages I wrote up, let me know 🙂
Over 748,000 reports of identity theft were filed in just the first half of 2025—nearly 200,000 more than the same period in 2024. With Americans losing over $12.5 billion to online crimes annually, protecting your identity has never been more critical. But with so many services available, how do you choose?
Credit Bureaus vs. Dedicated Providers
The three major credit bureaus—Experian, Equifax, and TransUnion—all offer their own identity protection services. However, they generally fall short compared to dedicated third-party providers.
Experian IdentityWorks is the most comprehensive bureau offering, with three-bureau monitoring and up to $1 million in insurance, but it’s pricier than competitors and lacks digital security tools like VPNs and antivirus software.
Equifax Complete suffers from a dated interface, no mobile app, and identity restoration support only during business hours—major limitations in today’s 24/7 threat landscape.
TransUnion has largely exited the market, permanently shutting down its TrueIdentity service. They now focus on free self-service credit monitoring tools instead.
Image by Pete Linforth from Pixabay
Top Third-Party Services
Aura ($2.5 billion valuation) leads the pack with AI-powered fraud detection, comprehensive family protection, and an all-in-one security suite including VPN, antivirus, and password manager. It monitors all three credit bureaus and offers up to $1 million in insurance coverage per adult. Aura also owns Identity Guard and several other security brands.
LifeLock by Norton (owned by Gen Digital, NASDAQ: GEN) offers strong brand recognition and seamless integration with Norton’s cybersecurity tools. Their Ultimate Plus plan provides up to $3 million in total coverage, though higher-tier plans can be expensive.
IDShield (owned by Pre-Paid Legal Services) stands out with industry-leading $3 million insurance coverage and licensed private investigators dedicated to full identity restoration. If you’re seeking maximum protection and expert support, this is a good bet.
NordProtect (from Nord Security, valued at $3 billion) offers the most budget-friendly entry point at $4.49/month for their Silver plan, making it ideal for privacy-conscious users already in the Nord ecosystem.
Identity Guard (an Aura subsidiary, founded in 1996) provides exceptional value for large families, covering 5 adults plus unlimited children—far more generous than most competitors who cover only 2 adults.
What’s Driving the Industry
The identity protection landscape is rapidly evolving. Major trends include:
- Market consolidation with a few dominant players acquiring smaller competitors
- AI-powered detection for faster, more accurate threat identification
- Comprehensive digital security bundling VPNs, antivirus, and password managers alongside traditional monitoring
- Family-focused protection with parental controls and gaming chat monitoring
- Proactive prevention rather than just reactive alerts
Making Your Choice
For most consumers, dedicated third-party services offer better value than credit bureau offerings. Families should prioritize providers with generous coverage (Identity Guard or Aura). High-risk individuals need maximum insurance and expert restoration support (IDShield). Budget-conscious consumers should explore NordProtect or lower-tier plans from Identity Guard.
The bottom line? With identity theft increasing 9% year-over-year and cybercriminals using AI and deepfakes, comprehensive protection isn’t optional—it’s essential. Choose a service that matches your specific needs, but don’t wait to protect yourself and your family.
Image by Gerd Altmann from Pixabay
Extra Steps
IF you are a resident of California, did you know that you can request the deletion of your personal information from the data brokers who sell our information from https://privacy.ca.gov/? I submitted my information and will let you know how it goes!
It’s funny (interesting) that my information was hacked years ago. I’ve had identity protection services since that government hack and receive notifications to check out activity about me and things that impact my community.
I read each notification thoroughly and keep or delete it. To date, I’ve not needed identity restoration, and I’m glad I have it, in case I ever do.
Keeping up isn’t easy, I know. And keeping up to protect everyone and everything you’ve accumulated can be overwhelming.
Let me know if I may be of assistance to you. Pop me a note via Email or check out what I offer @ The Living Planner.
If you prefer a Zoom connect, Book a Time with Lynn for a complimentary 30-minute Zoom with me. If you’re one who likes to pre-plan, my book is a resource for you. The Living Planner What to Prepare Now While You Are Living © Check it out HERE.
Quote of the week (especially if your identity has been compromised): “If you’re going through hell, keep going” – Winston Churchill
Protect Yourself! Lynn
#Can’tPredictCanPrepare #CareForPeopleCareForBusiness