LifeLock was founded in 2005 by Robert Maynard and Richard Davis. The company was founded after Maynard alleged his identity was stolen and used to acquire casino loans. This story was eventually called into question and Maynard resigned from the company.
The company has successfully used the marketing strategy of posting the social security number of former CEO Todd Davis on billboards. Davis was a victim of 13 cases of identity theft between 2007 and 2008. The company’s response was that this campaign was to show that it can happen to anyone.
In 2008, the company partnered with TransUnion to provide customers with instant notifications of possible identity theft.
In 2010, the company was fined $12 million by the FTC for deceptive marketing practices.
Also in 2012, LifeLock acquired ID Analytics for an undisclosed sum.
In 2015, the company was again ordered to pay $100 million to settle Federal Trade Commission contempt charges for failing to protect consumer information and deceptive advertising, the largest monetary award obtained by the Commission.
LifeLock paid out $100 million in 2015 as a settlement with the FTC for violating a 2010 court order which demanded that the company stop deceptive advertising and secure customer information.
In February 2017, Symantec acquired LifeLock for $2.3 billion. LifeLock operates as a subsidiary.
In 2018, a computer glitch caused millions of subscriber emails to be displayed, exposing them to phishing scams.
Today, LifeLock is the largest identify theft prevention company in the US. They currently offer 4 different identity protection plans. The company offers a range of monitoring services including, lost wallet protection, address change verification, black market website surveillance, reduced pre-approved credit card offers, fictitious identity monitoring, and court record scanning.
Lifelock Corporate Office is located in Tempe, Arizona