Javelin’s eighth annual Identity Protection Services Scorecard examines the issues affecting consumer adoption of ID protection services and how providers can distinguish themselves in a market crowded with providers offering core services at no charge. The dynamic nature of fraud trends continues to affect the development of the scorecard as well as the composition of provider offerings. These trends are the prevalence of fraud against existing-card accounts driven by data breaches and upcoming changes to the U.S. payments landscape such as the rollout of the EMV chip-card standard. Providers continue to lag in integrating existing account management tools into their solutions.

Primary Questions:

  • Which direct-to-consumer providers offer the best consumer‐facing prevention, detection, and resolution capabilities?
  • How common are the capabilities among direct-to-consumer ID protection service providers?
  • What is the total size of the direct-to-consumer ID protection services market?
  • What factors spur consumers to discontinue the use of ID protection services?
  • How can direct-to-consumer providers attract and retain subscribers?

Companies Mentioned:

Affinion Group ID Watchdog Legal Shield
AllClear ID IdentityForce LifeLock
Equifax Identity Guard myFICO
Experian Intelius MyIdentityAssist
EZShield keepmyID




Press Release: Identity Protection Direct-to-Consumer Services Reach $1.4B in a Year Ridden with Data Breaches


  • A random-sample panel of 3,100 respndents in an Sugust/September 2014 online survey
  • A random-sample panel of 5,000 respondents in a November/December 2014 online survey