Identity theft affects millions of Americans each year, with the FTC receiving over 1 million identity theft complaints last year.1 Identity Guard® and LifeLock are two of the best identity theft protection services. While both deliver robust protection features, they each bring unique strengths to the table. For example, Identity Guard uses cutting-edge AI technology, while LifeLock bundles comprehensive security with Norton antivirus protection. Let me walk you through what makes each service tick.

Overview: Identity Guard vs LifeLock

As far as protecting your identity is concerned, both Identity Guard and LifeLock are industry professionals that know how to keep you safe and help you when a criminal does get ahold of your information. Think of them as your digital bodyguards – they’re watching your back 24/7, but each has their own style of protection. Before delving into the details, take a quick look at the similarities and differences.

Similarities: Identity Guard vs LifeLock

Both Identity Guard and LifeLock work to protect your accounts from being used without your permission and watch to make sure your personal information is secure. Here’s what you’ll get with either service:

• Detects when your risk of fraud or theft increases
• Provides help when you lose your wallet
• Sends alerts of suspicious activities on your accounts
• Monitors the dark web

Differences: Identity Guard vs LifeLock

While the core protection is similar, it’s the extras that really set these services apart. Here’s where each one brings something different to the party:

• LifeLock has 24/7 customer service support via phones, while Identity Guard does not
• LifeLock sends alerts about sex offenders
• LifeLock has separate plans for children in your home
• LifeLock bundles Norton 360 antivirus with most plans for device protection
• Identity Guard does not monitor your physical address usage
• Identity Guard uses advanced AI technology for threat detection

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Links to LifeLock

Before choosing between Identity Guard and LifeLock, take advantage of LifeLock’s 60-day money-back guarantee to see how it fits your needs in practice.

Identity Monitoring

In terms of monitoring and protecting your identity, Identity Guard watches your Social Security number, credit accounts and other financial accounts. Identity Guard takes a proactive approach by helping remove your name from pre-approved credit card mailing lists. They’ll also work to scrub your information from dark web marketplaces when they find it being traded.

LifeLock focuses on comprehensive account monitoring with real-time alerts for suspicious activity. With their higher-tier plans, you get monthly credit reports from all three bureaus, giving you a complete picture of your credit health. They also keep watch over your 401(k) and investment accounts. We think that’s crucial protection since retirement savings are increasingly targeted by identity thieves. Plus, LifeLock offers protection we don’t normally see in the industry — fictitious identity monitoring to fight against synthetic identity theft.

Financial & Credit Monitoring

Both Identity Guard and LifeLock monitor your credit and other financial accounts. Identity Guard goes further to help to remove your information from pre-approved credit card mailing lists and from websites on the dark web whenever it is found there.

LifeLock monitors your accounts and notifies you if anything suspicious is noticed. The service can help alert credit bureaus and also provide you with access to monthly credit reports so you have a clear view of what your accounts look like if you choose the highest level of plan. It also monitors your 401k and investment accounts.

Identity Restoration & Insurance Coverage

The recovery and restoration process of identity theft can take a lot of time and financial resources. Identity Guard offers up to $1 million in insurance coverage, plus up to $2,000 in emergency cash advances if your accounts get frozen during an identity theft incident.

LifeLock structures its reimbursement based on your plan level. At the lowest tier, you get up to $1 million coverage for legal expenses, and a separate $25,000 each for personal expenses and stolen funds. At the highest tier, each of those categories are covered up to $1 million — giving you a total of $3 million coverage in case you fall victim to identity theft. This covers everything from legal fees to lost wages if you need to take time off work to deal with identity theft fallout. That’s the highest in the industry.

Pricing & Plans

The plans of the two companies have similar prices. Identity Guard offers plans for families and individuals at three tier levels: the Value plan, the Total plan and the Premier plan. For families, these plans cost $14.99 per month, $29.99 per month and $34.99 per month for each of the three tiers. The individual plans are priced at $8.99 per month, $19.99 per month and $24.99 per month for each tier.

LifeLock offers three plans. Core starts at $12.49 per month for individuals, $22.49 for couples, and $34.49 for a family of two adults and up to 10 children. Advanced starts at $19.99 per month for individuals, $35.99 for couples, and $47.99 for families. Total, LifeLock’s most comprehensive plan with up to $3 million in insurance coverage, starts at $34.99 per month for individuals, $62.99 for couples, and $74.99 for families.

Summary: Identity Guard vs LifeLock

Both Identity Guard and LifeLock offer services that help keep your identity and financial accounts safe. With a higher SecurityScore, broader device protection, and insurance coverage up to $3 million, LifeLock edges ahead for most households. Identity Guard remains a solid alternative if AI-driven detection and budget flexibility matter most to you. Learn more in our Identity Guard review and our LifeLock review.

Disclaimer: This content is not provided or commissioned by the companies referenced in this article. Opinions expressed here are the author’s alone and have not been reviewed, approved or otherwise endorsed by the companies mentioned. We may be compensated through advertiser affiliate programs.