Identity Guard Pricing and Subscription Costs

Learn how much it costs to protect your identity with Identity Guard

  • Identity theft protection powered by IBM® Watson™ AI
  • Impressive $1 million in identity theft insurance
  • Multiple service levels, from basic to advanced
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Identity Guard App

When we were in elementary school, we had to sing a song in chorus class about identity. The lyrics went: “Identity is the world of me. Identity is a fact, you see.” But what happens when that identity is stolen? There are lots of possibilities, among them, financial losses, destroyed credit, and lots of mental stress.

An identity protection service can be an important tool to prevent identity theft. There are lots of these services on the market, among them is Identity Guard. In fact, it’s one of the best there is. Today we’ll talk about Identity Guard’s pricing and which of their plans provides the best value for your money.

Identity Guard
Identity Guard

How Much Does Identity Guard Cost?

Now that we’ve eaten the identity protection appetizer, so to speak, let’s get down to the meat and potatoes. What does an Identity Guard subscription include?

Feature Value Total Ultra
401k and investment account monitoring No No Yes
Annual credit report from 3 bureaus No No Yes
Bank account monitoring No Yes Yes
Credit and debit card monitoring No No Yes
Credit monitoring from 3 bureaus No Yes Yes
Criminal and sex offense monitoring No No Yes
Customer support based in U.S Yes Yes Yes
Dark web monitoring Yes Yes Yes
Data breach notifications Yes Yes Yes
High risk transaction monitoring Yes Yes Yes
Home title monitoring No No Yes
Identity theft insurance with $1 million maximum reimbursement Yes Yes Yes
Monthly credit score from 1 bureau No Yes Yes
Risk management report Yes Yes Yes
Safe browsing tool Yes Yes Yes
Social media insights report No No Yes
USPS address change monitoring No No Yes
White glove resolution concierge No No Yes
Monthly plan for individuals $8.99/month $19.99/month $29.99/month
Monthly plan for families $14.99/month $29.99/month $39.99/month
Annual plan for individuals $90.00/year $200.00/year $300.00/year
Annual plan for families $150.00/year $300.00/year $400.00/year
Monthly cost of the annual individual plan $7.50 $16.67 $25.00
Monthly cost of the annual family plan $12.50 $25.00 $33.33

There are three tiers to the Identity Guard subscription: Value, Total, and Ultra. We could sign up either as an individual or as a family, which means protection for two adults and any number of children living with them.

We went with an individual plan, but if you have a family, the family plans make a lot of sense. Family plans provide the same protections for its adult members as the individual plan, and considering that the price difference is less than $10 per month, you’ll be able to save a lot with a family plan. Child identity theft protection is also a bonus, which protects your child or children’s Social Security numbers from theft.

Did You Know: The latest 2021 Census data shows there are 46,000 non-family households in the U.S.1 To help protect the people you do life with, we highly recommend talking to your roommates to save on identity protection! Make it like electricity or Wi-Fi, just another bill you’re splitting.

Once we decided to go forward as individuals, we had to decide which level of coverage we wanted. Since there’s no free trial, we were hesitant about spending too much, but the plans are all reasonably priced.

The Value plan lives up to its name and is a great value—just $8.99 for an individual and $14.99 for a family on a monthly basis. For one person, that’s the cost of less than two fancy Brooklyn coffees per month. We figured that we can brew a pot at home once or twice a month in order to protect the most important digital information of our lives.

The Value plan provides even better value to families, as you can divide the cost among family members living with you. One subscription, which costs $14.99 per month, protects the identity of two adults and all of their minor children. Even if it’s just you and your spouse, getting the Value family plan still makes more financial sense than buying two individual plans.

The plans increase from there, but there are a lot of core services that Identity Guard offers across all three levels:

  • $1 million insurance with stolen funds reimbursement: As you might know from reading our other identity monitoring reviews, $1 million is the standard insurance coverage across the industry. But ID theft plans from LifeLock, for example, don’t provide this much coverage at the most basic level, so it’s nice to see that Identity Guard does. Whether you’re on the most affordable Value plan or the $39.99 Ultra plan, you’ll be covered by this insurance.
  • U.S-based dedicated case manager: In case of identity theft, LifeLock would provide us with a real-life person who would work with us in recovering and restoring our stolen identities. As cool as IBM Watson © is, it’s nice to know that if everything goes wrong, there will also be a real person there to walk us through freezing our credit and taking back control of our credentials.
Identity Guard - Freeze your Information
Identity Guard – Freeze your Information
  • Risk management score: This is the score that doesn’t lie. It tells us how at risk of identity fraud we might be, and how our actions and lifestyles change our score. Without naming names, let’s just say one of us has a lifestyle much more conducive to high-risk management scores than the other.
Identity Guard Risk Management
Identity Guard Risk Management
  • Online identity dashboard: The more information we feed the beast, the more monitoring it can give us. The dashboard has many boxes that provide easy access to potential alerts, the Watchlist, and our credit reports and scores.
  • Mobile application: We love having a mobile app companion for the services we use. You may not know this about us, but Aliza is an iPhone girl for life and Gabe swears by his Android. It’s the biggest fight we have, but somehow we get by. Luckily, the Identity Guard app was available on the Google Play Store and Apple App Store for both of us to enjoy, bug-free on either device.
Identity Guard App
Identity Guard App
  • Monitoring for personal information on the dark web: We’ve never personally been on the dark web, but that doesn’t mean our information hasn’t been there; it’s a hotbed of anonymous cybercrime.While we were trying out Identity Guard, there was a data breach at one of the online platforms we use to order sushi, and our username and password were actually on the dark web, just waiting to be sold. Fortunately, Identity Guard sent us an alert and we were able to change our password on the platform in minutes. Our sushi was safe, but so were our identities.
  • Monitoring high-risk transactions: If you’re a millennial like we are, think of a high-risk transaction as one your mother would make, but you never will. It’s hard to know who exactly you’re giving your credit card information to online these days, with all the middlemen payment services companies use, which is why this monitoring is key.
  • Anti-phishing mobile app: A second app! Identity Guard also offers the Anti Phishing by Identity Guard app, which can detect and block phishing websites on Chrome, Dolphin and Samsung Internet. That’s a good thing because phishing has gotten so sophisticated that even digital security experts like us have fallen for it in the past (it turned out to be a Target coupon that was too good to be true).
Identity Guard Anti Phishing App
Identity Guard Anti Phishing App
  • Safe browsing extension: With Identity Guard, we were protected not only on our phones but also on our laptops. Identity Guard has a browser extension that helps protect our privacy online, which includes an ad and flash blocker, tracking protection, mining protection, and more.

App ratings

App name and compatibility Rating
Identity Guard, iOS 2.2
Anti Phishing, iOS 2.9
Identity Guard, Android 2.7
Anti Phishing, Android 3.2

FYI: In 2021, phishing attacks are on pace to rise 47 percent compared to 2020, and most phishing takes place in the United States.2 You always think you’re too smart to be susceptible…until you aren’t. Apps and tools like Identity Guard’s browser extension will protect you even when you’re being too confident.

It was comforting to know that even with the Value plan, we’d have all of these services at our disposal. However, there’s one major service that isn’t available through the Value plan, and that’s basic credit monitoring. We needed to upgrade to either Total or Ultra in order to receive a monthly credit score from one bureau with three-bureau credit monitoring. Only with the Ultra plan could we receive a three-bureau annual credit report.

Of course, whether to choose the Ultra plan or one of the lower plans depends on how much you value credit monitoring. Identity Guard’s credit monitoring includes regular credit score updates and credit reports from all three bureaus. Granted, we could have gotten those by contacting TransUnion, Experian, or Equifax directly, or we could have used any of the free online sources available. But getting credit scores and reports all in one place is a big bonus in our book.

The credit score updates themselves are less important to us—we rent our apartments and don’t plan on going to graduate school anytime soon, or ever—so the monthly one-bureau updates were plenty. That’s right folks, we played it right down the middle with a Total plan.

But you should know some of the monitoring we missed out on that’s available with Ultra: social media insights, bank accounts, credit and debit cards, 401(k), address changes, and more. To learn more, read our full review of Identity Guard.

Can We Do A Free Trial of Identity Guard First?

Much to our dismay, there is no free trial for Identity Guard. You want to try it? You have to pay for it. That being said, the $19.99 we paid for the Total plan really wasn’t that much, and if you only want to test out the service, you can always opt for the $8.99 per month Value plan.

If you want to test the service, we recommend signing up for a month as we did. That should give you enough time to get a feel of the service without fronting a huge amount. Once you’re sure that it’s the right service for you, upgrade to a yearly plan to unlock discounts.

And another thing: While researching Identity Guard, we found lots of different deals online. One offered to give us 20-percent off the first month, but it was gone when we checked back a couple of days later. The point is that if you look hard enough, you might find deals to lower the first-month cost. It’s not a free trial, but at least it’s something.

Other theft protection services do offer free trials, like IdentityForce and IDShield, but you might find they don’t offer the same level of service as Identity Guard.

Our Favorite Features

Once we got over the fact that we’d be paying from the get-go, we logged into Identity Guard and began to explore what all the fuss was all about. It turned out we liked Identity Guard enough to name it one of the best ID theft protection services overall. Its top features?

  • IBM Watson © artificial intelligence: Available through all the plans, IBM Watson © is a feature that gathers insights about potential identity theft threats, which Identity Guard claims gives them the quickest response time for inquiries made with the three credit bureaus. Next to identity theft protection, early detection and damage control is the next most important feature of these services.
  • Low prices: Identity Guard has some of the lowest prices around, with the Value plan pricing at $7.50 per month for an individual and only $12.50 per month for a family. Even at the highest tier, the Ultra plan, Identity Guard family plan pricing only goes up to $39.99 a month.
  • Three credit bureaus: Even though credit reports are only available through the Total and Ultra plans, these offerings cover all of the basics we need to keep up to date on our credit. Simple and to the point.
Identity Guard Credit Score
Identity Guard Credit Score

Identity Guard’s Cancellation Policy

You know that feeling when something is supposed to be easy and simple, but it never is, so then the one time something is actually easy and simple, it feels like a miracle? Identity Guard’s cancellation policy makes it simple to stop its service and makes up for the fact that there are no Identity Guard free trials.

We could cancel online literally just by logging into our account and going to the settings page. However, if we had been feeling up to a little human interaction (a rarity for us, personally), we could call the Customer Care Center at 1-855-443-7748.

We signed up for a month-to-month subscription because we like to live on the edge and are testing out the latest identity theft protection on the block constantly, but if we’d signed up for an annual subscription, we also could have canceled within 30 days of purchase and gotten our money back.


Overall, we’re fans of Identity Guard’s comprehensive features and affordable pricing, especially on the lower-tier Value and Total plans. Also, we really appreciated how easy it was to reach a human through a specific case manager or customer service. While it still annoys us that it doesn’t have a free trial, this certainly isn’t a dealbreaker, and we think Identity Guard is worth it overall.


Here’s how it works: you have questions, and we have the answers. Below are some of the most frequently asked questions that we get regarding Identity Guard:

  • Which is better, LifeLock or Identity Guard?

    We think Identity Guard is slightly better than Lifelock. They both ranked highly for us, but we gave Identity Guard a 9.5 out of 10 in our review, and LifeLock a 9.3 out of 10. What did that .2 difference come down to?

    For us, it was privacy. LifeLock has run into some issues with the Federal Trade Commission (FTC) regarding its lack of protection surrounding customer data, while Identity Guard’s history is relatively tame with no history of run-ins with the federal government.

  • What is Identity Guard with Watson?

    Identity Guard provides a service called IBM Watson © Artificial Intelligence. IBM created a computing system called Watson that can scour the internet for users’ credentials. Identity Guard uses this tool to gather insights about potential identity theft threats, which it claims gives it the shortest response time for inquiries made with the three credit bureaus.

  • Is Identity Guard a legitimate company?

    Yes, Identity Guard is a legitimate company founded in 2001 with about 500 employees. Aura, another identity protection company, owns Identity Guard and has been registered with the Better Business Bureau since 1996 with an A+ rating.

  • Where is Identity Guard located?

    Identity Guard is located in Herndon, Virginia. But, obviously, the service is available online wherever and whenever you are located in the United States. For us, Identity Guard worked just as well in Brooklyn as it would in Virginia.

  • How much is Identity Guard per month?

    The cost of Identity Guard depends on what plan you sign up for. If you’re signing up just for yourself, the plans range from $7.50 to $25 a month. If you’re signing up for a family, meaning anyone and everyone in your household, those plans cost between $12.50 and $40 per month. Of course, there are savings to be had if you sign up for an annual plan.

    Plan type Value Total Ultra
    Individual $8.99/month $19.99/month $29.99/month
    Family $14.99/month $29.99/month $39.99/month
Editors Rating:
9.5 /10
  1. US Census. (2021). America’s Families and Living Arrangements: 2021.

  2. Phish Labs. (2021). Q1 2021 Threat Trends & Intelligence Report.