protection services

Identity theft complaints are increasing, leading to a competitive market for protection services. Aura offers a comprehensive security suite with up to million in identity theft insurance, while LifeLock provides tiered coverage from million to million under the Norton brand. Identity Guard is a budget-friendly option with coverage capped at million and lacks features like antivirus and VPN. Aura includes three-bureau credit monitoring on all plans, while LifeLock's comprehensive monitoring is only available on its highest tier, and Identity Guard's entry-level plan does not include credit monitoring. All three services provide dark web monitoring and SSN alerts, but Aura features AI-driven scam detection. Aura's Family plan covers up to five adults and unlimited children, whereas LifeLock's family options are more restrictive. Identity Guard's pricing is predictable, with a 20% increase after the first year, while Aura does not advertise significant post-year-one hikes. LifeLock operates under Gen Digital, which also owns Norton, while Aura is privately held and Identity Guard operates independently.