Identity Guard vs. LifeLock: Everything You Need To Know

What’s the Difference Between Identity Guard and LifeLock? 

Identity Guard and LifeLock are two of the biggest household names in identity theft protection. Both companies have decades of experience providing identity and credit monitoring, online privacy assistance, and identity restoration services. 

However, despite their similar feature sets, each company takes a different approach to ID theft protection and fraud resolution. 

The main differences between Identity Guard and LifeLock are that:

• Identity Guard offers simple plan options with robust credit, financial, and identity monitoring, and near real-time alerts — but are lacking when it comes to online and device security features.
• LifeLock offers numerous plan options — from limited protection to all-in-one packages that include powerful digital security tools — but traps users with complicated plan options and sky-high renewal costs.

Deciding which identity theft protection service is right for you depends on your specific needs and budget — as well as which brand name you trust with your sensitive information. 

Key takeaways

• Both Identity Guard and LifeLock offer flexible pricing, including lower-cost starter plans that provide basic protection and insurance coverage.
• Identity Guard is well-suited for financial account protection, but falls behind LifeLock and other competitors when it comes to digital security tools. 
• LifeLock has faced criticism over its expensive renewal rates, complicated plan structure, and recent security issues. 

{{show-toc}} 

Identity Guard vs. LifeLock: Head-to-Head Comparison

While both services offer tiered plans and prices, Identity Guard keeps things much simpler by offering a basic identity monitoring package, a basic identity and credit monitoring package, and a premium identity and credit monitoring package.  

LifeLock complicates its packages by offering extensive tiers and add-ons. To make matters worse, LifeLock offers deep discounts on its initial prices, but renewal pricescan jump by more than 50% after year one.   

Identity Guard Review: Best Features, Pros & Cons, and Pricing

For more than 25 years, Identity Guard has helped to protect over 47 million customers from identity fraud, and has successfully resolved more than 140,000 cases of identity theft. 

Today, Identity Guard offers an all-in-one approach to identity theft protection with three tiers of protection.

Each plan is available as either an individual plan (for one person) or a family plan (covering up to five adults and unlimited children) with options for desktop users as well as mobile apps on both iOS and Android devices.

With the base-level Value plan, you get access to identity protection that includes Dark Web monitoring and data breach notifications, as well as high-risk transaction alerts, Safe Browsing tools, U.S.-based support, and up to $1 million in identity theft insurance.

The mid-level Total plan adds on three-bureau credit monitoring, plus bank account monitoring and monthly credit scores. The most expensive Ultra plan includes White Glove Fraud Resolution support, bank and investment account monitoring, public records and sex offender list monitoring, and an Experian credit lock.

What people say about Identity Guard:

Many users on third-party review sites like Trustpilot have praised Identity Guard’s attentive support team and fast alerts [*]. However, some users have complained that the mobile app is limited and that you can only monitor five financial accounts with a paid plan [*].

What you should know before signing up for Identity Guard:

• Best plan: Identity Guard Ultra. The highest-priced plan also offers the most protection, including White Glove Fraud Resolution support, social media monitoring, bank account monitoring, home title monitoring, and an Experian credit lock.
• Price: Identity Guard Ultra plan costs $29.99/month or $90/year. Plans automatically renew at the same annual price. 
• Choose Identity Guard if: You want comprehensive protection for your identity and credit, along with real-time alerts about suspicious activity and fraud. 
• Avoid Identity Guard if: You need digital security as part of your identity theft protection package.

📚 Related: The 7 Best Identity Theft Protection Services for Seniors Right Now →

LifeLock Review: Best Features, Pros & Cons, and Pricing

LifeLock is one of the most well-known names in the industry — and has one of the largest customer bases of any identity theft protection service, especially since joining forces with Norton in 2017. 

Unfortunately, while LifeLock offers strong protection, its plan options can be confusing, misleading, and often very expensive. 

Don’t be fooled by LifeLock’s low introductory prices either — annual plan prices increase upwards of 50% after your first year as a customer. 

LifeLock plans range from the barebones Identity Advisor plan — which only includes Dark Web monitoring, data breach notifications, and customer support — to the all-in-one Ultimate Plus with Norton 360 plan, which is more comparable to plans from Identity Guard and Aura. 

In between those plans, there are numerous other offerings for individuals and families — depending on whether you want to add antivirus software, a VPN, digital security features, additional stolen funds reimbursement, three-bureau credit monitoring, and other critical features. 

What people say about LifeLock:

Users on Trustpilot have noted LifeLock’s strong brand name and its decent communication [*]. However, others have complained that LifeLock’s alerts are often slower than others or non-existent, leading one reviewer to ask: “so, what am I paying LifeLock for?” [*]

What you should know before signing up for LifeLock:

• Best plan: LifeLock Ultimate Plus with Norton 360. The top-priced plan comes with three-bureau credit monitoring, robust identity monitoring, public record monitoring, a VPN, and antivirus protection. 
• Price: LifeLock Ultimate Plus with Norton 360 starts at $34.99/month or $299.99/year for your first year only. Plans renew at $364.99/year after the introductory price offer ends.
• Choose LifeLock if: You know exactly what you need from an identity theft protection service and don't mind paying extra for complete coverage. 
• Avoid LifeLock if: You are concerned about the company's checkered history with security issues and violations related to protecting consumer data and false advertising. You should also know that LifeLock’s pricing is much higher than alternatives such as Aura — which offer the same level of protection as LifeLock Ultimate Plus at a fraction of the cost.

📚 Related: How Much Does LifeLock Really Cost? Read This Before Buying →

Is Aura Better Than Both Identity Guard and LifeLock?

While Aura hasn’t been around for decades, it has quickly been ranked as one of the best identity theft protection services on the market by everyone from TechRadar to USNews.com, Forbes, Security.org, and others. 

Aura offers some of the most robust and advanced security, with all-in-one packages starting at just $9.99/month (using this special discount link).

The main differences between Aura and Identity Guard and LifeLock are that: 

• All Aura plans include the same high level of protection. Unlike the tiered approach of both LifeLock and Identity Guard, Aura includes the same features across all accounts — including three-bureau credit monitoring, digital security tools, White Glove fraud remediation, and more. 
• Aura includes advanced digital security tools in a single app. Aura’s plans include powerful antivirus software for all of your devices, a military-grade virtual private network (VPN), Safe Browsing and anti-track tools, as well as an optional AI-powered spam and scam call blocker. Only LifeLock provides a similar level of digital security — but only if you pay extra for Norton 360.
• Aura’s family plans cover up to five adults, even if they reside in different households. This means you can use a single plan to protect your elderly family members or adult children. The only other service that offers this flexibility is Identity Guard.

What Aura lacks in long-term branding, it makes up for with its innovative fraud detection technologies, industry-leading alert speeds, and award-winning identity theft protection and customer support. While Aura owns Identity Guard and offers many of the same services, there are still major differences.  

Here's how Aura’s individual plan stacks up against comparable plans from Identity Guard and LifeLock:

Now, let's take a closer look at how these three providers compare when it comes to key features.

Identity monitoring

All three services provide powerful identity monitoring that includes scanning the Dark Web, data breaches, and public records for any misuse of your personal data. 

Out of all three providers, Aura monitors the most sensitive information, including up to 40 credit card and debit card numbers, multiple passports, driver’s licenses, health insurance IDs, phone numbers, addresses, and Social Security numbers (SSNs). 

Final verdict: All three services provide similar levels of identity monitoring with only minor differences in what data they track. However, Aura stands out for its more comprehensive monitoring and faster alerts. 

Credit and financial account monitoring

Each of the three services monitor their members' credit files for unauthorized changes and inquiries, but the level of monitoring and prices differ. For example, only Aura offers credit monitoring at all major bureaus (Equifax, TransUnion, Experian) on every plan. On their basic plans, Identity Guard and LifeLock provide just one-bureau monitoring.

Aura also offers the fastest alerts ³ — which can make all the difference between knowing about identity thieves and actually stopping them.

Each service also offers a credit lock and bank account monitoring feature, but only Aura offers these features on all three plans. Identity Guard monitors high risk transactions on all plans, but only the highest-paying members get credit, debit, and investment account monitoring. 

Final verdict: All three providers offer comprehensive credit and financial account monitoring, but only the top plans from Identity Guard and LifeLock can match the coverage that Aura makes standard.  

Support and insurance

Identity Guard, LifeLock, and Aura all stand out for having accessible customer support. However, while each advertises 24/7 U.S.-based customer support, only Aura offers White Glove Fraud Resolution support to all members who become victims of identity theft. Identity Guard's Ultra plan customers receive this same level of support, and LifeLock's top-paying members receive priority support.  

All three services also provide at least $1 million in insurance coverage which offers peace of mind when trying to recoup stolen money and personal expenses. LifeLock's basic plan only provides $25,000 in stolen funds reimbursements, but its Ultimate Plus plan offers up to $3 million for each adult member. 

Final verdict: Aura provides the highest-level of support to all of its members, while Identity Guard and LifeLock reserve those perks for their premium members. LifeLock's top-tier-paying members also have access to one of the industry's most generous insurance policies.

📚 Related: Aura vs. IdentityForce Comparison and Showdown →

Online safety

Aura and LifeLock provide some of the most robust digital security packages available, defending users against viruses, hackers, and phishing scams. The major difference is that Aura offers this to all of its members, while LifeLock gives it to those who purchase the Norton 360 add-on. Aura's family plan members also receive parental controls and safe gaming and cyberbullying alerts.

Identity Guard falls short in this category, offering only limited digital security in the form of a password manager and Safe Browsing tools.

Final verdict: Aura offers the best online protection for individuals and families, without its customers having to spend more or figure out what kind of add-ons are needed. 

Pricing

Each provider offers inexpensive plan options, but the combination of protection and affordability from Aura makes it difficult to match. Aura’s Individual plan starts at just $9.99/month. Both Identity Guard and LifeLock packages start at around $7.50/month, but these plans only offer limited monitoring and protection.

Final verdict: While all three services offer low-priced options, Identity Guard and LifeLock only offer comparable protection to Aura on their most expensive plans.  

The Final Verdict: Aura Provides Better Protection — and Value

Identity Guard, LifeLock, and Aura provide some of the best security against financial losses resulting from identity fraud. All three options also offer affordable plan options. However, when it comes to Identity Guard and LifeLock, you need to choose between cost and coverage.

Aura provides premium protection that outperforms the top packages from Identity Guard and LifeLock, and it does so at a lower price than their cheapest packages. 

All Aura members receive award-winning identity and three-bureau credit monitoring, advanced digital security tools, and 24/7 U.S.-based support from fraud specialists. The only decision you need to make when signing up for Aura is how many people you want to protect.