LifeLock Inc. is an American identity theft protection company based in Tempe, Arizona. LifeLock's system monitors for identity theft, the use of personal information, and credit score changes.[2][3]

LifeLock Inc.
Founded2005; 16 years ago (2005)
FoundersRobert Maynard Jr.
Todd Davis
United States
RevenueIncrease $587.47 million (2015)
Decrease –$84.75 million (2015)
Decrease –$51 million (2015)
Total assetsIncrease$592.81 million (2015)
Total equityDecrease $318.07 million (2015)
Number of employees
788 (2016)
SubsidiariesID Analytics
Footnotes / references

LifeLock was acquired by computer security company Symantec in 2017. After selling its enterprise division to Broadcom, the company was renamed Norton LifeLock in November 2019; the same year, the company also began to offer versions of its Norton 360 subscription service with LifeLock included.

In 2015, the company was ordered to pay $100 million to settle Federal Trade Commission charges of failing to protect consumer information and deceptive advertising.[4]


LifeLock was co-founded in 2005 by Robert J. Maynard and Todd Davis.

Maynard began his career by founding the Internet Service Provider (ISP) Internet America in the late 1990s.[5] Former LifeLock CEO Davis worked for Dell before founding Marketing Champions.[6]

Maynard resigned from LifeLock in June 2007 after claims that he was a victim of identity theft came under scrutiny.[7][8] Davis publicly posted his Social Security number as part of a 2007 ad campaign to promote the company's identity theft protection services. Davis was a victim of 13 cases of identity theft between 2007 and 2008.[9][10] Regarding the campaign, Davis said, "We were trying to make the point that ... all it takes is one data breach. The point of that campaign was to take proactive steps to protect your identity."[11]

In December 2008, LifeLock entered into an agreement with TransUnion, one of the three main credit bureaus, to automate the process of alerting customers of potential unauthorized access via their credit reports.[12]

As part of a 2009 settlement with Experian related to false fraud alerts allegations, LifeLock set up a service that does not rely on fraud alerts.[13][14][15]

LifeLock acquired ID Analytics, which operates independently as a wholly owned subsidiary, in March 2012.[16] Following LifeLock's initial public offering (IPO) announcement in August 2012,[17] Hilary Schneider joined the company as president.[18]

LifeLock acquired Lemon Wallet, a digital wallet platform, for $42.6 million in December 2013.[19][20][21]

The FTC obtained a $100 million monetary penalty against LifeLock in 2015, with $68 million held for class-action refunds to customers in relation to false advertising and failed service delivery allegations.[22][4]

In January 2016, the company announced that Hilary Schneider would replace Todd Davis as CEO.[18]

LifeLock was acquired by Symantec for $2.3 billion on February 9, 2017.[23][24] The company subsequently began to offer its Norton subscription services with LifeLock included.[25]


The company started with $2 million in seed funding, with another $5 million in its Series A funding in 2006 from Bessemer Ventures.[26]

LifeLock raised $6 million in its series B funding from Kleiner Perkins Caufield & Byers in April 2007.[26] The following January, its Series C Funding ended with $25 million, led by Goldman Sachs Group, Inc.[27] In August 2009, a series D funding round raised $40 million for the company.[28] LifeLock raised $100 million in new equity funding from Bessemer Ventures Partners, Goldman, Sachs & Co., Kleiner Perkins Caufield & Byers, Symantec Corporation and River Street Management in March 2012.[29] The funds were used towards the acquisition of ID Analytics, an identity theft risk prediction technology.[16]

LifeLock announced plans to take its identity theft protection business public[17] and filed for an IPO worth up to $175 million on August 28, 2012.[30] The company was listed on the New York Stock Exchange starting October 3, 2012, trading under the symbol LOCK.[31] LifeLock filed a form with the Securities and Exchange Commission to voluntarily deregister its common stock in 2017.[32]

Following Symantec's name change in November 2019, the company's stock symbol became NLOK.[33]


LifeLock markets its services through industry partnerships as well as through traditional advertising.[34]

From June 2009 to 2013, LifeLock partnered with the Women's National Basketball Association's Phoenix Mercury.[35]


Robert J. Maynard, Jr., a co-founder of the company, resigned in June 2007.[7][8]

LifeLock was fined $12 million by the Federal Trade Commission in March 2010 for deceptive advertising.[36] The FTC called the company's prior marketing claims misleading to consumers by claiming to be a 100% guarantee against all forms of identity theft.[37]

In 2015, the FTC found LifeLock to be in contempt of the 2010 agreement, charging that they "failed to establish and maintain a comprehensive information security program", and "falsely advertised that it protected consumers' sensitive data". The FTC obtained a $100 million monetary penalty against LifeLock to settle the contempt charge. Of that fine, $68 million is to be held for class-action refunds to LifeLock customers.

See alsoEdit


  1. ^ "Form 10-K". LifeLock, Inc. Securities and Exchange Commission. 2014. Retrieved 27 July 2015.
  2. ^ Carlson, Debbie (January 31, 2014). "Protect financial information from theft". Chicago Tribune. Retrieved May 30, 2014.
  3. ^ Fox, Emily Jane (December 19, 2013). "4 things to do after your credit card has been hacked". CNN Money. Retrieved May 30, 2014.
  4. ^ a b Nichols, Shaun. "LifeLock didn't live up to their hype, and now they're $100m lighter". The Register. Situation Publishing. Retrieved December 17, 2016.
  5. ^ Stern, Ray (2007-05-31). "What Happened in Vegas..." Phoenix New Times. Retrieved 2019-01-27.
  6. ^ "High Five: Meet Todd Davis, CEO Of LifeLock". InformationWeek. Retrieved 2019-11-14.
  7. ^ a b Zetter, Kim (2007-06-11). "LifeLock Founder Resigns Amid Controversy". Wired. ISSN 1059-1028. Archived from the original on 2009-05-05. Retrieved 2019-04-19.
  8. ^ a b Casacchia, Chris (2007-06-12). "LifeLock founder resigns amid questions about his past". Retrieved 2007-06-19.
  9. ^ Zetter, Kim (2010-05-18). "LifeLock CEO's Identity Stolen 13 Times". Wired. ISSN 1059-1028. Archived from the original on 2010-05-21. Retrieved 2016-12-17.
  10. ^ Vijayan, Jaikumar (2010-05-19). "LifeLock CEO said to be victim of identity theft 13 times". Computerworld. Retrieved 2019-04-19.
  11. ^ Lowery, Ilana (February 20, 2014). "LifeLock CEO shares more than SSN in first 'Reporter's Notebook' event". Phoenix Business Journal. Retrieved May 30, 2014.
  12. ^ O'Grady, Patrick (2008-12-17). "LifeLock, TransUnion team to fight identity theft". Retrieved 2008-12-18.
  13. ^ "Fraud-prevention pitchman becomes ID theft victim". Archived from the original on 2008-05-26. Retrieved 2008-05-22.
  14. ^ Desmond, Maurna (2008-02-21). "Experian Sues LifeLock For 'Abusing' Fraud Alert System". Forbes. Archived from the original on 2008-05-28. Retrieved 2012-09-11.
  15. ^ Johnson, Andrew (2009-10-23). "LifeLock, Experian settle case over alerts". The Arizona Republic. Gannett Company. Retrieved 2019-04-19.
  16. ^ a b Rao, Leena (March 15, 2012). "Identity Theft Protection Company LifeLock Raises $100M From Kleiner, Symantec; Acquires ID Analytics". TechCrunch. Retrieved May 30, 2014.
  17. ^ a b "Security company LifeLock files for IPO of up to $175 million". Reuters. 2012-08-28. Retrieved 2020-02-13.
  18. ^ a b "Former Top Yahoo Exec Hilary Schneider Promoted to CEO of LifeLock". Fortune. Retrieved 2020-02-13.
  19. ^ Fitchard, Kevin (December 12, 2013). "LifeLock buys mobile wallet Lemon for $42.6M". Gigaom. Retrieved May 30, 2014.
  20. ^ Fiegerman, Seth (December 12, 2013). "LifeLock Acquires Lemon App For $42 Million to Develop Digital Wallet". Mashable. Retrieved May 30, 2014.
  21. ^ Perez, Sarah (December 12, 2013). "LifeLock Acquires Mobile Wallet Platform Lemon For $42.6 Million, Launches LifeLock Wallet". TechCrunch. Retrieved May 30, 2014.
  22. ^ "LifeLock to Pay $100 Million to Consumers to Settle FTC Charges it Violated 2010 Order". December 17, 2015.
  23. ^ Molina, Brett. "Symantec to acquire LifeLock for $2.3B". USA Today (2016-11-21). Retrieved 2016-11-21.
  24. ^ "Symantec completes acquisition of Tempe's LifeLock for $2.3B". Retrieved 2019-11-14.
  25. ^ Athow, Desire. "Norton adds a VPN and more to its refreshed 360 products". TechRadar. Retrieved 2020-03-04.
  26. ^ a b Malik, Om (April 23, 2007). "Lifelock gets $6 million from Kleiner Perkins". Gigaom. Retrieved May 30, 2014.
  27. ^ Kress, Adam (January 23, 2008). "LifeLock gains $25 million in third-round funding to support growth". Phoenix Business Journal. Retrieved May 30, 2014.
  28. ^ Marshall, Matt (August 5, 2009). "Symantec helps pump $40M into identity theft protection company Lifelock". VentureBeat. Retrieved May 30, 2014.
  29. ^ O'Grady, Patrick (March 14, 2012). "LifeLock gets $100 million investment, purchases ID Analytics".
  30. ^ "Lifelock expects to price IPO at $9.50-$11.50". MarketWatch. Retrieved September 25, 2012.
  31. ^ "LifeLock IPO brings in about $141 million". Retrieved 2020-02-13.
  32. ^ Staff 8-k, M. E. "LifeLock, Inc. (NYSE:LOCK) Files An 8-K Termination of a Material Definitive Agreement - Market Exclusive". Retrieved 2020-02-13.
  33. ^ "Goodbye, Symantec: Consumer business gets rebrand". Retrieved 2020-02-13.
  34. ^ "Rush Limbaugh Sponsor LifeLock: Why We're Sticking With Rush". March 5, 2012. Retrieved 2012-03-23.
  35. ^ AM, Posted by Sarah Talalay on June 1, 2009 10:48. "WNBA?S PHOENIX MERCURY TO WEAR LIFELOCK LOGOS ON UNIFORMS; AND TWITTER AND ME". Retrieved 2020-02-13.
  36. ^ Singel, Ryan (2012-10-03). "LifeLock's IPO Is Unimpressive, But Not as Bad as Its Checkered Past". Wired. ISSN 1059-1028. Retrieved 2019-04-19.
  37. ^ "LifeLock, Inc., a corporation". Federal Trade Commission. 9 March 2010. Retrieved 14 March 2019.

External linksEdit