ADDING MULTIMEDIA 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–(BUSINESS WIRE)–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

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.

Watch a demo of IDENTITY on YouTube:

1 Dashlane
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.


Media Contact
Becca Youngs, +1-415-767-7788

Christina Zhao, +1-415-767-7757