LifeLock: Locked in or Locked Out? Cost, Review, and Alternatives

6 min read
Dec 12, 2023 12:07:44 PM

As cyber threats evolve, individuals seek reliable solutions to protect their identities and financial well-being. Enter LifeLock, a comprehensive identity theft protection service that has garnered attention for its commitment to securing personal information.

LifeLock, founded in 2005, operates on the premise of actively monitoring and safeguarding its users' identities, helping them confidently navigate the complexities of the digital landscape. But the question that often arises is, "What does Lifelock cost?" Let's delve into the details to understand its value and associated expenses.

Identity Theft: The Scope of the Problem

The statistics on identity theft paint a grim picture.

A 2022 Javelin Strategy & Research report revealed that a staggering 41.4 million adults in the United States were victims of identity theft, resulting in losses exceeding $46 billion. This translates to roughly one in ten Americans experiencing identity theft annually.

The methods used by identity thieves are diverse and constantly evolving.

Data breaches, phishing attacks, malware infiltration, and social engineering scams are just a few tactics to steal personal information like Social Security numbers, credit card details, and driver's licenses.

The Devastating Consequences:

The consequences of identity theft can be far-reaching and long-lasting. Financial losses from fraudulent transactions or credit card debt can be crippling.

Victims may face damaged credit scores, complicating securing loans or renting apartments. Moreover, the emotional impact of identity theft can be severe, with victims experiencing anxiety, depression, and even feelings of helplessness.

Statistics to Ponder:

  • Identity theft costs the US economy over $200 billion annually.
  • 67% of Americans are concerned about their online privacy.
  • 3 in 4 Americans have experienced some form of data breach.

Beyond individual victims, identity theft poses a significant threat to the economy as a whole. The financial losses incurred by businesses and financial institutions translate into higher costs for everyone, from higher credit card interest rates to increased security measures.

Costs of the Lifelock Services

LifeLock provides a range of plans to cater to different needs and preferences. The costs associated with these plans vary based on the level of protection and additional features included. Here's a breakdown of the primary LifeLock plans:

1. LifeLock Standard Plan

Priced affordably at $11.99 per month (on an annual plan.) This covers the essentials: credit monitoring, dark web scans, and breach alerts. However, for features like identity restoration and multi-bureau credit monitoring, you'll need to upgrade.

2. LifeLock Advantage Plan

Starting at $22.99 per month, the Advantage Plan encompasses all the features of the Standard Plan, with additional perks such as bank account and credit card activity alerts.

3. LifeLock Ultimate Plus Plan

But for the full suite, including million-dollar stolen funds reimbursement and three-bureau credit monitoring, you'll need the top-of-the-line LifeLock Ultimate Plus, which costs $34.99 monthly.

Norton 360 with Lifelock

Norton 360 with LifeLock provides an all-encompassing solution for users looking to fortify their digital security further. Norton, a well-established name in the cybersecurity realm, has partnered with LifeLock to create a powerhouse of protection. This collaborative effort combines antivirus and device security with identity theft protection, offering users a comprehensive shield against many online threats.

Norton 360 with LifeLock comes in various plans, catering to different needs and preferences. The cost of these plans depends on factors such as the number of devices covered and the level of identity theft protection desired. 

Does Lifelock Really Work?

Amidst the cost considerations, a fundamental question remains: Does LifeLock work?

The effectiveness of any identity theft protection service is a crucial factor in determining its value. LifeLock employs a proactive approach, actively monitoring vast databases, financial transactions, and the dark web for any signs of suspicious activity.

LifeLock isn't a bad option, but it's not the ultimate solution either. Its strengths lie in its credit monitoring and restoration services. However, its cost, user experience, and limited dark web coverage leave room for improvement. Before locking yourself into a LifeLock contract, explore your options. Consider your budget, specific needs, and desired level of protection.

Let's explore further. 

A Look at Complaints Against LifeLock

Data Security Concerns: A central theme of complaints against LifeLock revolves around its data security practices. The Federal Trade Commission (FTC) in 2019 accused the company of failing to implement and maintain a comprehensive information security program, leaving customer data vulnerable to breaches. The FTC argued that this lack of robust safeguards violated a 2010 order requiring LifeLock to protect personal information.

Deceptive Advertising: Further sullying its reputation, LifeLock has faced multiple accusations of misleading advertising. The FTC complaint alleged that the company overstated the strength of its security measures, claiming to use the same high-level safeguards as financial institutions, which the FTC found to be false. Additionally, LifeLock's advertising campaigns often emphasized its "24/7/365 alerts" as soon as a customer's identity is potentially compromised. However, the FTC found that these alerts were often delayed, inconsistent, or inaccurate, leaving customers vulnerable and misled.

Customer Service Woes: Beyond data security and advertising, many LifeLock customers have expressed dissatisfaction with the company's customer service. Complaints range from long wait times and unhelpful representatives to difficulties canceling subscriptions or resolving billing issues. These frustrations add to many users' feelings of unease and distrust.

The Cost of Broken Promises: The consequences of these complaints have been significant. In 2019, LifeLock agreed to pay the FTC a $130 million settlement, including $100 million in refunds to customers affected by the data security breaches and false advertising. Additionally, the FTC continues to distribute funds from the settlement, with the latest payments in January 2023 reaching over $2.3 million for affected customers.

Beyond LifeLock: Exploring Top Identity Theft Protection Alternatives

IdentityForce: This TransUnion-backed service boasts extensive monitoring options, including credit reports, dark web scans, breach notifications, and three-bureau credit monitoring. IdentityForce shines in identity restoration, providing white-glove support for victims, including legal and financial assistance. Its competitive pricing and family plans make it a solid choice. However, some users report occasional customer service hiccups and limited customization options.

IDShield: This offering from Debix, Inc. stands out for its focus on data privacy. It tackles issues like data broker removal, social media footprint control, and reputation management. IDShield provides comprehensive credit monitoring and fraud alerts, but its dark web surveillance might lag behind competitors. Its unique selling point lies in its data removal services, which can be invaluable for those seeking greater control over their online presence.

Experian IdentityWorks: Experian, another credit bureau giant, offers IdentityWorks, a service featuring comprehensive credit monitoring, dark web scans, and identity theft alerts. It includes white-glove restoration assistance and boasts a user-friendly interface. However, its pricing structure needs to be clarified, and some users find its credit freeze options cumbersome. Experian IdentityWorks excels for those who are already comfortable within the Experian ecosystem and seeking a familiar interface.

NewReputation: Unlike traditional IDP services, NewReputation specializes in online privacy protection. It removes personal information from search results, monitors dark web marketplaces for stolen data, and offers court record removal services. This can be invaluable for individuals seeking greater control over their online reputation and those concerned about sensitive information publicly available. While NewReputation doesn't offer credit monitoring or fraud alerts, it can be a powerful complement to existing IDP plans.

Choosing the Right Champion for Your Identity:

Selecting the optimal IDP service depends on your unique needs and budget. Here's a breakdown to guide you:

  • For comprehensive identity theft protection: IdentityForce and Experian IdentityWorks excel with credit monitoring, dark web scans, and restoration support.
  • For data privacy and reputation management: IDShield and NewReputation offer targeted solutions for controlling your online footprint and removing unwanted information.
  • For family protection: IdentityForce and IDShield offer affordable family plans with robust features.
  • For budget-conscious individuals: IdentityForce and IDShield often provide competitive pricing, while NewReputation focuses on a la carte services for targeted needs.


The question of "What does Lifelock cost?" is intricately tied to the level of protection and peace of mind it provides.

LifeLock offers basic identity theft protection, but its true cost goes beyond the initial price tag. Hidden fees, time-consuming processes, and limited coverage can leave you feeling trapped and vulnerable. While it may be a decent starting point for some, exploring alternative options with more comprehensive features, transparent pricing, and a focus on proactive protection might be the key to unlocking true peace of mind.

So, does LifeLock really work? It depends. It can be a valuable tool, but don't be fooled by its shiny marketing. Research, compare, and build your defense against the ever-evolving threats of the digital age. Your identity is your most precious asset, so choose your protectors wisely.

To explore the best options for your specific needs and understand how Identity Theft Protection can contribute to your online safety, contact NewReputation for expert online reputation management and guidance. 

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