Lifelock Lawsuit: Lifelock Responds to Lawsuit and Negative Press

One of the Identity Theft Secrets SuperSleuths shared this article with us today.
It’s Lifelock’s response to the lawsuits and negative press that they have been facing in recent weeks.

LifeLock is also taking an offensive approach to these false allegations. In fact Todd Davis, our CEO, is going on the “Today Show” to inform the nation of these false allegations. The facts show our service works.
Unfortunately in today’s society lawyers have more power than they should and media likes to sensationalize stories that have not been validated by facts.
TEMPE, AZ – (May 22, 2008) – LifeLock CEO Todd Davis has become famous for his commercials where he offers his social security number to demonstrate how confident he is in his company’s identity theft protection program. However, recently, his identity protection program has come under attack – not from identity thieves, but from lawyers.
“My identity has been completely protected by LifeLock and I am as confident as ever about the LifeLock service”, says Todd Davis, CEO of LifeLock. “It is shocking that completely untrue statements about our company, the protection we provide and my personal identity are being repeated from a lawyer looking to create a case that clearly is not in the best interest of consumers.”
According to the FTC, nearly 3% of Americans are victims of identity theft each year. With over one million LifeLock members, you could expect LifeLock to have 30,000 victims. But as clear evidence LifeLock really works, only 105 individuals have been the victim of identity theft. In fact, among the 105 who have reported an identity theft, every single one has been covered under the LifeLock service guarantee.
As the industry leader in identity theft protection, LifeLock proactively protects identities with a number of measures including: Internet monitoring for illegal sale of member’s identity information, active monitoring for illegal changes of member addresses, requests on behalf of its members that the national credit bureaus place fraud alerts on its members’ credit files, and requests that members’ names be removed from pre-approved credit card offer and junk mail lists. Backing these proactive protections is a $1 million service guarantee to restore the identity and pay all direct costs and expenses resulting from the identity theft.
Recent claims have suggested that Davis’ social security number has been used at least 20 times to obtain drivers licenses and other credit. Davis explained, “These claims are completely untrue and reflect total inexperience and lack of understanding of how credit files and identities work. While there have been more than 100 attempts to use my identity information, none of these recorded in the credit files resulted in any loss for me. However, a check cashing company failed to properly follow procedures and verify the identity of a thief in 2007, resulting in a person being able to cash a check for $500. Let’s be clear, there is currently no form of identity protection that would prevent this from happening, but this is why LifeLock serves such an important protection for consumers. The LifeLock guarantee served me as it serves all LifeLock members, what identity theft LifeLock can’t prevent, it will fix at LifeLock’s expense up to one million dollars.”
“As of today, there have been only four individuals out of over one million LifeLock members who have alleged they are dissatisfied with LifeLock as part of class action lawsuits. However, none of these individuals appear dissatisfied enough to cancel their service or even ask for a refund. We have done an excellent job of serving all our members and even those four people must agree. In the some of the recent challenges to LifeLock, you have to ask yourself, what is the motivation behind the lawsuits?”
About LifeLock®
Famous for its CEO giving out his Social Security Number in advertising and national press, the company is experiencing strong growth. Located in a secure facility in Tempe, Arizona, LifeLock® ( is a private company backed by Goldman Sachs, Kleiner Perkins Caufield and Byers, as well as Bessemer Venture Partners. Winner of the 2007 American Business Award for the Best Radio Advertising Campaign, LifeLock was a finalist for 10 other ABA awards, including Best New Company and Best New Product/Service. Recently the company was named recipient of the Red Herring 100 Global Award as one of the Top 100 start-up’s in the world and was listed among the finalists for the Best Places to Work in 2007 by the Phoenix Business Journal.

Todd Davis also went on the Today Show with Matt Lauer to defend Lifelock against the allegations made in the lawsuit.
Here’s the interview.

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What do you think about Lifelock being sued? Do you think the lawsuit against this company has merit?
Please share your thoughts in the comments below.

8 thoughts on “Lifelock Lawsuit: Lifelock Responds to Lawsuit and Negative Press”

  1. This company thrives on controversy, and only grows from it (all news is good news). A neat point is that, with a million customers, 4 are suing. Sounds like a pretty happy ratio of customers to me!
    I always compare identity theft protection to washing your windows or painting – sure, you can do it yourself, but many people are too busy. In the case of id theft, I don’t want to have to check my credit reports every 3 months for tampering. I’ll pay somebody $10/month to alert me.
    The only thing to keep in mind is the potential for a false sense of security. Lifelock helps, but if you’re a customer, you should still shred financial documents, keep your ID safe, etc.
    The only reason a thief successfully used Todd’s SIN is that the company didn’t do a credit check during the loan application. If they did, they would have declined the person the loan, and Lifelock would have been alerted.
    – Chris

  2. lawsuit against this company has NO merit
    it is just insurance … if you go after him
    you will need to go after Met Life

  3. lawsuit against Lifelock has NO merit
    it is just insurance … if you go after him
    you will need to go after Met Life

  4. I think Todd Davis is arrogant, and using a basic service that is already available to rip off customers.
    Todd Davis, say goodbye to LifeLock. You have negative press for a reason and the New Times and other companies have exposed the truth about your company.

  5. If you want a real Identity Theft company that has been in business for over 35 years, check out this site. or if you like to watch a video first, go to this site?.
    If your ID is ever compromised, you are going to need legal help also, so once you view the video above, you will begin to see the value of the PPL service… I have!
    The membership has been a real time and money saver for me!
    Take a chance and see what you think?.. what have you got to loose?

  6. I reviewed this site and I’m getting a good ideaof the views that are written here. Life lock is a good industry leader, taking good steps to keep monitoring identity thieves and Lifelock always protects your information from getting into wrong hands. No one can stop identity theft, but we almost completely cover it and you get a great guarantee with life lock. So we suggest you visit this site and hope you are able to get more knowledge.
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  7. Sandra Schmidt

    Thanks for the info on opt out detectives! I bought the package. I found their resource page offers free optouts that lifelock charges for. Thanks again!

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