2026 Direct-to-Consumer Identity Protection Services Vendor Scorecard

Javelin Strategy & Research’s biennial assessment of direct-to-consumer identity theft protection services (IDPS) vendors finds interesting trends and patterns, including new provisions for protections and resolution related to socially engineered attacks (such as scams), more personalized and dedicated support for victims, and more attention paid to social media and online gaming identity exposure. But the increasing number of provisions being offered is making the experience overwhelming for the average consumer, pointing to increased need for IDPS providers to work through trusted third parties (such as banks) to sell IDPS to consumers. Gen Digital, provider of Norton 360 with LifeLock Ultimate Plus, emerged as a strong leader in the D2C market, leading in every category evaluated by Javelin’s analysts except Prevention, where TransUnion, provider of IdentityForce UltraSecure+Credit Family, led the charge.

Key questions discussed in this report: 

• What can other IDPS providers learn from Gen Digital’s advanced monitoring and strong authentication strategy?
• How is Equifax raising the bar for full-family cybersecurity and child identity theft protection?
• Why is Allstate Identity Protection redefining the customer service standard in IDPS? 

Companies Mentioned: 

Allstate, Aura, BreachIQ, Carefull, ChexSystems, Equifax, Experian, FIS, Gen Digital, IdentityForce, IdentityGuard, IdentityIQ, IDSeal, IDShield, InfoArmor, LifeLock, Nord Security, Norton, Pre-Paid Legal Services Inc. (PPLSI), PrivacyGuard, Sontiq, Tenerity, TransUnion, Trend Micro, Yubico, Zander Insurance Group