founded 2005 ; 11 years ago 2005 founders robert j. maynard and todd davis headquarters tempe arizona united states key people todd davis executive vice chairman hilary schneider ceo revenue 587.47 million 2015 1 operating income 84.75 million 2015 1 net income 51 million 2015 1 total assets 592.81 million 2015 1 total equity 318.07 million 2015 1 number of employees 788 2016 1 subsidiaries id analytics website www.lifelock.com lifelock inc. nyse lock is an american identity theft protection company based in tempe arizona . the company offers the lifelock identity theft protection system which is intended to detect fraudulent applications for various credit and non credit related services . 2 3 in 2015 it was 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 for an enforcement action . 4 contents 1 history 2 id analytics inc. 2.1 funding 3 product 4 marketing 5 affiliations 6 corporate social responsibility 7 awards 8 controversies 9 see also 10 references 11 external links history edit lifelock was co founded in 2005 by robert j. maynard and todd davis . amid controversy maynard left the company in 2007 . 5 6 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 . 7 lifelock acquired id analytics following a round of funding in march 2012 . 8 id analytics operates as a wholly owned subsidiary of lifelock . 8 following the announcement of the company s ipo in august 2012 hilary schneider joined life lock as president of the company . 9 schneider had previously been working with tpg capital after leaving yahoo in 2010 . 9 in december 2013 lifelock acquired lemon wallet for 42.6 million . 10 11 lemon is a digital wallet platform which stores payment loyalty and identification cards on members smartphones . 12 lemon wallet plus was a premium service which offered lost wallet service account monitoring and some security measures . 12 wallet plus has been folded into a new service offered by lifelock which includes identity fraud alerts . 12 lifelock temporarily removed the app from mobile stores in may 2014 when the company learned that certain parts of the app were not in compliance with payment industry standards . 13 as of february 2014 lifelock has 3 million subscribers . 14 in july 2015 cnn reported ftc and 35 state attorneys general deemed lifelock violated a previous settlement with the federal trade commission . 15 id analytics inc. edit in march 2012 id analytics inc. became a wholly owned subsidiary of lifelock . 8 id analytics was founded in 2002 . 16 it provides consumer risk management with real time consumer behavior insights and in depth visibility into identity risk and creditworthiness . 17 both government agencies and u.s. companies utilize id analytics for risk based decision making on revenue enhancement fraud reduction cost saving drivers and customer protection . 16 funding edit the company started with a 2 million in seed funding with another 5 million in its series a funding in 2006 from bessemer ventures . 18 19 in april 2007 lifelock raised 6 million in its series b funding from kleiner perkins caufield & byers . 18 the following january its series c funding ended with 25 million led by goldman sachs group inc. 20 in august 2009 a series d funding round raised 40 million for the company . 21 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 . 22 the funds were used towards the acquisition of id analytics an identity theft risk prediction technology . 8 on august 28 2012 lifelock announced its plans to take its identity theft protection business public and filed for an initial public offering worth up to 175 million . 23 on october 3 the company was listed on the new york stock exchange and trades under the symbol lock according to its u.s. securities and exchange commission filing . 24 product edit lifelock offers standard advantage ultimate plus and junior monitoring services . lifelock standard offers identity theft detection and alerts within its network lost wallet protection address change verification black market website surveillance and reduced pre approved credit card offers . 25 lifelock advantage contains everything in the standard plan plus fictitious identity monitoring court record scanning data breach notifications credit card checking and savings account activity alerts and an online annual credit score and report through transunion . lifelock ultimate includes bank account takeover alerts within its network enhanced credit application alerts and online credit reports and scores on top of the standard and advantage features . 26 27 its junior protection provides identity theft detection and alerts credit file verification black market website surveillance and file sharing network searches . 28 lifelock provides a 1 million guarantee in the event of identity theft . 29 the guarantee is that lifelock will spend up to 1 000 000 on legal and associated fees necessary in restoring a customer s identity . the guarantee does not cover the direct losses such a customer incurs from identity theft or pay restitution to them for money lost . 29 30 marketing edit lifelock has partnered with major banks national corporations and has celebrity endorsers . 31 in addition to sponsoring npr programming citation needed lifelock advertises heavily on the internet and radio ; its ads can be heard on the radio shows of paul harvey rush limbaugh adam carolla kim komando and charles osgood . 32 celebrity spokespersons for lifelock have included howard stern paul harvey mark levin and rush limbaugh . 33 lifelock is also active in many community groups including the national organization for victim assistance nova and junior achievement . 34 35 former new york city mayor rudy giuliani is a spokesman and was featured in the company s tv commercials in 2013 . 36 lifelock entered a cross promotional partnership with universal pictures in its 2013 movie identity thief . 37 affiliations edit lifelock sponsored the nascar chicagoland speedway lifelock.com 400 sprint cup series race from 2008 to 2010 . 38 39 40 in june 2009 it announced a sponsorship agreement with the women s national basketball association s phoenix mercury . the sponsorship launched the first branded jersey in the women s national basketball association and lasted through 2013 . 41 42 lifelock has an ongoing relationship with american airlines via their aadvantage program 43 as well as a partnership program with northrop grumman . 44 lifelock s advertising agency of record is lowe campbell ewald . 45 46 in january 2014 lifelock announced a new television commercial called do your thing and a redesigned company logo . 47 corporate social responsibility edit starting in 2010 lifelock has partnered with the fbi leeda law enforcement executive development association to provide educational seminars to law enforcement officials on identity theft . 48 the seminars occur multiple times a year in various regions throughout the united states . 49 in february 2014 lifelock partnered with the national parent teacher association pta with the goals of helping kids learn safe online habits . 50 in april that year it entered a partnership with vivint to offer home and identity protection together . 51 awards edit in 2010 lifelock ranked number eight on inc. magazine s 500 list . 52 lifelock won the grand stevie award for company of the year in diversified services in 2012 and 2013 . 53 54 it won the gold hermes creative award for its lifelock speakers series free identity theft education for consumers . 55 lifelock was awarded the gold and excellence awards by top ten reviews in 2014 . 56 controversies edit robert j. maynard jr. one of the co founders of the company resigned in june 2007 amid questions about his past and the integrity of his story regarding his founding of lifelock . 57 maynard spent several days in a maricopa county jail in 2003 because of an alleged unpaid 16 000 casino marker from the mirage . under nevada law casino markers are considered the same as checks . maynard came up with the plan for lifelock while sitting in his jail cell . an investigation by the phoenix new times revealed that the 16 000 casino marker actually was his . the mirage had gotten a copy of his arizona driver s license when it made him the loan and charges were dropped after maynard repaid the marker . the new times also found that maynard had been banned for life from the credit repair industry after an agency he owned was shut down for numerous deceptive practices . it also found evidence that he ordered an american express card in his father s name and ran up 150 000 in fraudulent charges . maynard no longer has any affiliation with lifelock . 5 6 also in 2007 todd davis publicly posted his social security number as part of an ad campaign to promote the company s identity theft protection services . as a result davis was a victim of 13 cases of identity theft between 2007 and 2008 . 58 59 60 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 . 14 in february 2008 the credit information company experian sued lifelock for fraud and false advertising . experian alleged that lifelock placed false fraud alerts on behalf of its clients thus keeping lifelock clients files in a constant state of alert . 61 61 62 as part of a 2009 settlement lifelock set up a new proprietary service that does not rely on setting fraud alerts . 63 in march 2010 lifelock was fined 12 million by the federal trade commission ftc for deceptive advertising . 64 the ftc called their prior marketing claims misleading to consumers by claiming to be a 100 % guarantee against all forms of identity theft . 65 ftc chairman jon leibowitz referring to the lifelock tv ad showing the truck said that the protection they provided left such a large hole ... that you could drive that truck through it . 58 lifelock agreed to pay 12 million to settle charges by the ftc and 35 states that the company s identity theft prevention and data security claims were false . 66 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 . 67 of that fine 68 million is to be held for class action refunds to lifelock customers . 68 see also edit fico references edit a b c d e f form 10 k . lifelock inc. securities and exchange commission . 2014 . retrieved 27 july 2015 . carlson debbie 31 january 2014 . protect financial information from theft . chicago tribune . retrieved 30 may 2014 . fox emily jane 19 december 2013 . 4 things to do after your credit card has been hacked . cnn money . retrieved 30 may 2014 . lifelock to pay 100 million to consumers to settle ftc charges it violated 2010 order press release . federal trade commission . 17 december 2015 . a b stern ray . what happened in vegas ... phoenix new times . may 31 2007 . a b zetter kim june 11 2007 . lifelock founder resigns amid controversy . wired . archived