PostHeaderIcon The Great Lifelock Com Scam

The billboard and newspaper ads showing the CEO of Lifelock Todd Davis proudly revealing his social security number to America as a show of trust in the service his company offers has been revealed as the great Lifelock Com scam.

As a piece of marketing it was pure genius and has worked better than Todd Davis could have dared to dream when the idea for the ad was first put to him. Based on that ad campaign over 1 million Americans now gladly pay Lifelock $10 a month to protect their own identity the way it protects Todd Davis’s but there’s one small problem………

The Great Lifelock Com Scam

A lawyer who represents several disgruntled Lifelock consumers has been doing a little digging and discovered at least 20 cases of drivers licenses being issued to people using Todd Davis’s social security number as well as some guy in Texas who was able to take out a $500 payday loan in his name thanks to the infamous SSN.

Attorney David Paris who first did the background check on Todd Davis said:

“The company [Lifelock] is lining its coffers with somewhere in the arena of $100 million a year by selling a level of identity theft protection that it simply cannot provide.”

So far 5 lawsuits have been filed in what is becoming known as “The great Lifelock com scam” among security experts and class action status is being sought in all cases.

It’s not just Lifelock customers and class action lawyers who aren’t happy with the Lifelock com advertising either, state agencies in both New York and Montana are investigating the Lifelock advertising campaign.

What About That Famous $1 Million Guarantee?

LifeLock is also being sued in Arizona over its $1 million service guarantee, which the plaintiffs satodddavis.jpgy is misleading because it only covers you if there is a defect in LifeLock’s service.

This means that should a bank or payday loan company not check with a credit bereau or if they do but choose to ignore the fraud alert (this often happens as it slows down the process as was the case with Davis’s bogus payday loan) that Lifelock placed on your file, Lifelock are not responsible because it’s not their fault.

Ignoring the gaping hole in the guarantee for a minute it should be pretty obvious to most that while calling it the great Lifelock scam may be a little harsh, there are some serious problems with their service and the way they are promoting it.

Placing a fraud alert against your name and removing you from mail lists is NOT identity theft protection and by the way, both can be done for free with a phone call. A fraud alert will not protect you if someone is arrested and gives your name and SSN. It won’t help you if someone uses your SSN and good name to apply for a job and then robs their new boss. It won’t help you when someone uses your name to get medical services and it won’t help you if the loan company choose to ignore it!

Of course you may like the idea of having Lifelock take care of placing fraud alerts for you and feel the fee is worth it and that’s ok too. Just be aware when you are checking out their website that paying Lifelock $10 a month does not and cannot guarantee you get full identity theft protection.

UPDATE: The courts have ruled that the fraud alerts placed by Lifelock are illegal and are to be stopped. Lifelock In Trouble Again.

Related identity theft protection info

28 Responses to “The Great Lifelock Com Scam”

  • LifeLock:

    I wanted to chime in and tell you that LifeLock also stores the sensitive personal information of all their customers on their server in a database plus their employees have access to it as well. Even though they have security we all know that NO website is safe from hacker attacks, data breaches, etc. Their business model is seriously flawed. Yes, the things they do for you any individual can do for themselves but hardly anyone knows where to go to get the job done, credit freezes are not recommended as it makes it harder to get credit etc. The solution is “SECRECY.”

    I believe our company has created that solution for every american that wishes to LOCKDOWN their ID. We have actual services that enable and empower the consumer to thwart identity theives while continually locking down their data, extracting their information from databases online and offline to ultimately achieve a “classified” status. Just like the government has classified documents that you and I cannot see so should every individual be empower with “SECRECY” regarding their ID. LockDownMyID.com assists individuals to do just that.

    We DO NOT store your sensitive personal info (credit card, drivers license, soc sec number)

    We invite you and others to check us out and decide for yourself.

    Sincerely,

    Anthony Tomei - Vice President
    LockDown MY ID LLC
    http://www.lockdownmyid.com

  • Cathy Navo:

    Why don’t you inform readers how to prevent identity theft for free?

  • Michael Sean:

    I’m a Lifelock customer and I am aware of the fact that Lifelock’s services can be done by myself for free. I am also aware that I can cut my own grass and plow by own driveway for free. I choose not to. Mind your own business.

  • whatever:

    Not to mention that Lifelock is a Rush Limbaugh sponsor, who is a criminal and a drug addict. Sure makes sense that a company that supports a known criminal is on Rush’s front page. Shame on Lifelock for supporting an anti-american RACIST.

  • Sid Hecker:

    I called Lifelock and asked: “If I lose $100,000 through fraud and the bank refuses to make good, I understand the Lifelock will pay legal fees. BUT, if the bank stonewalls forever, will Lifelock give me my $100,000?”
    The answer is NO!

  • Brian G:

    Thank you “whatever” Because LifeLock is a Rush Limbaugh sponsor and you are obviously a pony tailed, rat infested, dope smoking, despicable, living in mommy’s basement, thirty year old, gimme-gimme liberal activist your disapproval made my mind up. I am signing up with lifelock, right now! Just to piss you off.

  • David Christian Newton:

    Let me see….a campaign orchestrated by George Soros lackeys against Lifelock simply because the company chose to advertize on the Rush Limbaugh Radio Show? And Rush is a racisthomophobenazifascistdrugaddictfatpig and he’s a meany.
    The “class action lawsuits” are typical “shout ‘em down” ACORN stuff designed to harrass anyone and everyone who is even peripherally connected to a philosophically conservative position. Lifelock’s service is not a Universal Chastity Belt for our granddaughters or a Safe Conduct Pass to not slip in the bathtub.
    I live and work for much of the year in Mexico, and travel in remote places where there is a bit of communication lag. For 10 bucks this substantial piece of tough leather gives me a good patch on my security exposure. And, like the fellow says, I like gardening and mowing my own yard…but if I chose to pay someone to do it….I shall. Fidel is not dead yet….so Number Four is still not in charge of who mows my yard or to whom I listen on the radio.

  • David M.:

    These guys are as much of a scam as identity thieves themselves. A half hour on the phone with their member services department proved that to me. I had my info stolen and someone fraudulently signed up a LifeLock account in my name (ironic, no?). These guys wouldn’t lift a finger to help me out, it was obvious that they could care less, they got their money and were happy.

    Everyone, just so you know, all they do is sign up for that 90 credit fraud alert for you every 90 days. They sign you up with their phone number and then call you if they get a call. Guess what? You can just sign up your own phone number and get the exact same service for free. Just add a recurring event to your Google Calendar to fill out the online form quarterly and you’re done. Not only is this cheaper, but you don’t have to give all of your confidential info (e.g. SSN) to a bunch of scammers (e.g. LifeLock).

  • Chris C.:

    I am on my second year of membership and so far I am satisfied. Last year when my wife changed her cell provider she got a call from Lifelock while in the store to vertify that it was her who was attempting to sign up for cell service. That alone was worth the $10 per month.

  • tony:

    I have been a customer myself for over 3 years now and I still like their service. It’s really worth what I have been paying them for. I have called them a few times before and all my questions were answered professionally.

  • eunice:

    I am a member of Lifelock and two instances I applied a store credit card. They have to call me first before you get approved. Before I appled for credit that it will take long because I have LifeLock. After the approval she was impressed and said she’ll subscribed to LifeLock. You cannot give a review until you have experience it. I get fraud alert every quarter and credit report every quarter. I am proud that I am a member.

  • Wade:

    I’ve been using FreeCreditReport for a few years now. Great service. It’s amazing how Liberal, crooked, racist, drug addicted pigs always use those terms to identify others. I’m cancelling FCR and buying Lifelock today. “Whatever” is Lifelock’s best salesperson.

  • Kelli:

    Here is a direct hit at lifelock

    http://www.blogtalkradio.com/OptOutDetectives/blog/2009/07/24/Todd-Davis-from-Lifelock-Not-So-Protected-To-much-info-on-public-data-bases-Opting-out-would-ha

  • Chance:

    Well Brian G.
    Your response is typical of the self rightous ultra-right who would bow before Rush’s fat ass for any reason, anywhere, just because he said.
    What I’m getting at is this: You jump to conclusions and resort to rediculous name calling (just like your master - Rush) just because somebody happens to have an opinion that differs from you. Everyone is entitled to their opinion, even you and Rush. But, when you are so uncertain of who you are and what you stand for you have to resort to overt attacks and childish name calling anytime somebody expresses an opinion that is somewhat contrary to your own - well, thats how society degenerates into a nation of biggots!
    Personally, I think Rush is a hypocritical biggot and a lying pig, who is so self rightous he refuses to even imagine he could be wrong, about anything.
    Unlike the assumptions you made and the conclusions you jumped to - to make you feel better about yourself. I am not anything like that which you describe. Yep, I think Rush is a boil on the ass of the earth. But, I’m also a conservative, a PhD, never lived off of anybody, paid for my own education, and, in addition to being a self made millionare, I’m an editor for a magazine (sideline, based on pashion, not primary income) that represents true conservative values. We do not rely on name calling, even with those whom we totally disagree. We rely on honorable reporting, truthful science, and self reliance to represent our views. In other words, the True American Way and what this nation was built upon.
    Rush relies on none of these virtues. He simply shoots off his mouth, tells everyone, without an ounce of humility, that he is always right and anybody who disagrees is a follish ass.
    Do you really want to ascribe to that kind of thinking - that kind of representation of what America really is?
    Next time you listen to Rush, truly listen, and search for facts that are verifiable, replicable, and credible. You’ll find them to be painfully few in number…

  • rsipos:

    I will not be involved in anything that has Rush ( the drugster,criminal) hyping.

  • Joyce Myers:

    If Rush endorses, why not prosecute the crazy lefties? I would like to know if LifeLock is affiliated with “Triple Alerts” They keep bothering me about credit reports, alerts ,and credit report charges—-which I know from experience are free once a year from each of the big three-

  • Myles Carlisle:

    I tried to sign up on LifeLock.com yesterday, was
    asked to press the “BILL MY CREDIT CARD” button a second time as I had not selected a PROMO CODE, when
    I called them 5 hours later they couldn’t find anything on me. Scared the hell out of me, they said they prefer to do it over the phone. I can’t help feeling that they’re spending too much money on ads
    and not enough on their own infrastructure.

  • Derek Cares:

    It would be more beneficial if personal attacks were not included here. I would suggest you find a political forum to hash out your differences. If you have nothing useful for readers maybe you shouldn’t say anything?

  • gic:

    Chance…while your response is very well-worded and makes a very strong point, I find it hard to believe that you are an editor of any magazine if you can’t spell the word “passion”….sorry, I just had to point that out.

  • Wendy:

    gic — You only noticed Chance’s misspelled ‘passion’??? For a PhD-holding editor, the spelling and grammatical errors are inexcusable! He has his share of name-calling included, also. And for being a person that would NOT stoop to “overt attacks and childish name calling”, he has done his share! And I was foolish enough to click down this page expecting to stay on point with a discussion on Lifelock and their service (or lack there of). Instead I get a bunch of frustrated fools that will use any subject, any time, any place, to vent frustrations about anything. Would you just get off line and fix what’s REALLY bothering you!!!!!!

  • Wendy:

    Be careful what you buy. You’ll end up with a 497 piece “500 Piece Jigsaw Puzzle”.
    LifeLock can no longer place fraud alerts on your credit bureau!!! I know this because I am a member and I just received their letter today.
    Do it yourself. Much wiser than giving your information out to yet another company and yet another database!! And has the exact same effect. I know that because I have worked for several years in the Credit and, primarily, the Fraud departments of one of America’s largest card issuing banks.
    Call all three of the bureau’s or it’s useless.
    Experian 888-397-3742
    TransUnion 800-888-4213
    Equifax 800-685-1111
    Call every 90 days. And don’t be one bit surprised if they stop this practice soon enough, also. It costs them money. And we all know it’s not about service or doing the right thing. It’s about money. I suspect we’ll only be able to have a fraud alert on accounts where there has actually been fraud; the argument being that the probability of additional fraud is high.
    PS Identity Theft protect starts with protection. Protect your information. Put it out there on a need-to-know basis. Ask why, say no.

  • georjean h:

    are they going to give everyone at lifelock there money back for the scam?think they should since alot of people lost it to there scamming and paid alot into it.

  • The Stu:

    I knew at leat one person coouldnt resist. way to go gic:)…thought about signing up but theres so much info about lawsuits against Lifelock i fear the biz will go out of biz soon.

    Verifiable, replicable and credible
    well said Chance.

  • lesterthenitefly:

    Wow!! I love blogging! Along with the rest, I would love to extend a gracious thank you to “Whatever” in this country it seems the most effective way to flush out ignorance is to present hard facts. I maintain that I am proud of all you who said you would stay with a service or even better yet join this service just because some anonymous blogger made you mad.. LOL. I support this ignorance for only one reason. that reason being that I am a father and i feel very comfortable with the fact that these are the folks my kids will be competing against in life. So to the masses subsisting on naiveté and unjustified pride I say go forth and reproduce.

  • CharleyT:

    I have been member of LifeLock the previous 2 years and decided to not renew. The credit card on file expired a couple months prior to renewal. I received email from LifeLock with the following message…

    “At LifeLock, we look forward to helping protect your good name for years to come. However, our records indicate that the card on file for your account has expired and must be updated for your annual LifeLock membership to continue.”

    I DID NOT call to update my credit card. However, when I got my credit card statement, what do you think I saw? LifeLock had charged an expired card!! Now how do you think that happened? How does a company proceed to charge an expired credit card? Sounds fishy, doesn’t it??

  • Sara:

    Lifelock charging an expired card does indeed sound fishy. Lifelock somehow managed to charge my card without my giving them the new expiration date. Every one else on it canceled or emailed me for the new expiration date, for example my Netflix account stalled until I gave them the new expiration date…note NO change in the credit card number. And only Lifelock managed to re-charge. I was just going to let them expire after getting that August letter stating where they can no longer do fraud accounts. Then I back-checked my credit card statements online and was very surprised to see Lifelock there. Fishy, yes. What did they say to whom or do to manage that?

  • Trust no one:

    I called Lifelock today. The female who answered with a thick accent said “….how may I speak today.” I asked what she meant by “how may I speak today?” She muttered something I could not understand I asked her if she had a problem with English. She said “a leeetle.” I asked where she was located. She said in America. I asked what town and she said Florida. That is when I gave up asking about her location because I could tell now that she was nowhere near Florida our any U.S border for that matter. So then I asked what kind of information they would ask meto provide for them and she started out asking for my SSN#. That is when I politely said thank you and hung up. I don’t trust any of my info going over the internet including my medical records. Ask your local hospital if they have your records processed over the internet and you may be surprised to learn that they do.

  • Kurt Chavarin:

    I have used equifax in the past and found the service to be quite accectable. Most of the credit rating services are fairly similar eitherway

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