Press Releases

New App, IDENTITY, Takes the Hassle Out of Managing Credit Cards and Online Accounts

LifeLock Launches Free Mobile App to Act as Personal Assistant

SAN FRANCISCO – LifeLock, Inc. (NYSE: LOCK), an industry-leading identity theft protection company, today announced IDENTITY, a free mobile app that acts as a personal assistant to help manage online accounts. With just a few taps on a smartphone, IDENTITY empowers people to switch credit cards, update credit card information, and change an address to keep accounts up-to-date.

"In a time where personal assistant technologies are growing in popularity, we believe IDENTITY addresses a unique consumer need for help with sensitive tasks such as updating your financial account information," said Marco Wirasinghe, product management vice president of LifeLock. "People really value their free time and need help better organizing their lives."

As consumers increasingly live their lives online, the number of services they use is exploding. In fact, a recent survey from an account password management company1 shows there are an average of 130 accounts tied to an email address. Keeping all of these accounts up-to-date can be a headache. For many consumers, moving or getting a new credit card can also mean going through a tedious process of remembering which subscriptions are in use, retrieving long-forgotten passwords, and manually updating information. Additionally, a failed recurring billing setup can land the consumer into trouble with merchants.

IDENTITY offers several key features and benefits:

  • One central place for online accounts--IDENTITY offers a holistic look at accounts and services.
  • Fast, easy, convenient updates--Consumers can change the credit card or physical address across accounts with the updater feature.
  • Safe, private and secure--IDENTITY stores account credentials, credit cards and addresses locally on the device, not in the cloud or on a remote server.

"Consumers are often overwhelmed by the many aspects of identity management. We recognize the need for free consumer tools that help alleviate this complexity, and allow them to conveniently and more securely manage their data," said Eva Velasquez, CEO of the Identity Theft Resource Center.

"While credit cards have become a wonderful, almost de-facto, convenience for people, switching to a new credit card can be a challenging and time-consuming experience," said Wirasinghe. And with approximately 400 million new chip cards issued by the end of 2015, according to EMV Connection2, card issuers have had limited options to help consumers through this stage in the customer experience. They also risk losing customers who switch to a different credit card altogether. With no technology integration required, IDENTITY can help credit card companies overcome these challenges.

"We are extremely excited about the positive feedback we've received from some of the card issuers and networks and are jointly exploring the opportunity to help increase share of total wallet per card and direct integrations for card issuers," said Sudip Shah, product management senior director of LifeLock.

After a soft launch this past summer, IDENTITY cultivated early engagement, which allowed the team to quickly gather consumer feedback, iterate, and introduce new features. The app now supports more than 50 popular online services and counting, ranging from frequent flier accounts and travel sites to major retailers, as well as other online accounts and subscriptions.

IDENTITY is available for download today for free from the Google Play store for Android and iTunes store for iOS.

  • Android:
  • iOS:

Watch a demo of IDENTITY on YouTube:

  1. Dashlane
  2. EMV Connection

About Security at LifeLock

LifeLock's security program was named to the Online Trust Alliance (OTA) Online Trust Honor Roll in both 2015 and 2016. The award recognizes LifeLock for leadership in security, privacy and consumer protection. In 2016, LifeLock scored in the top 1 percent of all the nearly 1,000 domains and privacy policies that OTA analyzed and topped their list in the identity protection category. In 2016, LifeLock was named a Javelin Identity Protection Leader in the Detection Category.

About LifeLock

LifeLock, Inc. (NYSE:LOCK), is a leading provider of proactive identity theft protection services for consumers and fraud and risk management solutions for enterprises. LifeLock's threat detection, proactive identity alerts, and comprehensive remediation services help provide peace of mind for consumers amid the growing threat of identity theft. Leveraging unique data, science and patented technology from ID Analytics Inc., a wholly-owned subsidiary. LifeLock offers identity theft protection that goes beyond credit monitoring. As part of its commitment to help fight identity theft, LifeLock works to train law enforcement and partners with a variety of non-profit organizations to help consumers establish positive habits to combat this threat.