LifeLock, Inc. (NYSE: LOCK), an industry leader in proactive identity theft protection, today announced that it has incorporated a new identity protection feature into its entire product suite for both new and existing members of its service. Called LifeLock Privacy Monitor, the new feature, which was announced as a beta test in October 2014, empowers consumers to take back some control of their personal information.

“As identity fraud risks change, our consumers need new tools to protect themselves,” said Hilary Schneider, president of LifeLock. “We know that protecting privacy is a key part of defending your identity. That’s why we’re integrating this new feature into all of our products.”

LifeLock Privacy Monitor allows consumers to find and remove or suppress their personally identifiable information, such as name, address, age and known relatives, from selected common people-search websites and Internet-based advertising companies. Removing personal information from these databases can help consumers regain some privacy and make it harder for others to access this personal information or sell it for marketing purposes.

After a successful beta test of thousands of people, the company found that 92 percent of users were able to find their information online, posted by people search websites and online-based advertising companies. Additionally, the company shared the results of a survey conducted online by Harris Poll among over 2,000 U.S. adults and commissioned by LifeLock, which reveals that 86 percent of consumers do not want their personal information sold online by people-search websites and online-based advertising companies. The survey also found that 83 percent want to control the availability of their personal information.

Schneider added, “Competitive monitoring services can cost as much or more than the entire LifeLock subscription and most don’t include our comprehensive identity theft protection and restoration effort. The inclusion of Privacy Monitor continues our tradition of innovation and adding value to our membership.”

The company’s suite of services includes LifeLock Standard™, LifeLock Advantage™ and LifeLock Ultimate Plus™. The announcement of LifeLock Privacy Monitor follows other product enhancements, including personalized activity alerts on credit card, checking and savings account transactions. In addition, LifeLock Ultimate Plus members can receive activity alerts on their investment accounts.

Harris Poll Survey Methodology

This survey was conducted online within the United States by Harris Poll on behalf of LifeLock from October 8-10, 2014 among 2,060 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact the media contact below.

About LifeLock

LifeLock, Inc. (NYSE:LOCK) is a leading provider of proactive identity theft protection services for consumers and fraud and risk 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 significantly 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.

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