Overview
The U.S. identity theft protection services (IDPS) market is forecast to hit $18 billion by the end of 2027, as consumer investment in identity theft protection continues to grow. Direct-to-consumer (D2C) sales continue to maintain a stronghold in the IDPS space, with the majority of IDPS subscriptions being purchased by consumers directly from providers, such as LifeLock by Norton, Equifax, and Allstate Identity Protection. But year-over-year trend data suggests the D2C market is showing steady decline, signaling a change in consumers’ preferences for how they invest in identity theft protection.
While the expansion of features and services now offered as IDPS provisions is a necessity, the myriad choices have resulted in consumer confusion and the need for more assistance from trusted, familiar third-party partners to help consumers make investments in the packages that best serve their interests.
Javelin’s 2026 Identity Theft Protection Services Market Report highlights the current share and value of the U.S. IDPS market and serves as a primer to Javelin’s two upcoming benchmarking scorecards that analyze the features and provisions offered by leading IDPS providers in the U.S. through D2C and B2B2C sales.
Key questions discussed in this Cybersecurity report:
- How has the U.S. IDPS market grown and changed in recent years?
- Where do IDPS providers and financial institutions have opportunities for collaboration?
- Why should IDPS vendors focus more attention over the next 12 months on socially engineered attacks through scam predictability modeling?
Companies Mentioned:
AllClearID, Allstate Identity Protection, Aura, Carefull, Costco, Credit Karma, Credit Sesame, cxLoyalty (now PrivacyGuard, Tenerity), Equifax, Experian, EZShield, FICO, Finastra, Google, ID Expert, IdentityIQ, IDShield, Intelius, NordProtect, Norton LifeLock (Gen Digital), PrivacyGuard (Tenerity), Sam’s Club, Sontiq (now TransUnion), TransUnion, TrustedID, Zander Insurance Group
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