June 4, 2008

I’ve lost count of the number of times I’ve seen this television commercial of a man who announces his social security number for the world to know.  Not only that, I’ve seen billboards and heard radio commercials, where again, he discloses the most private of numbers, his social security number.  I thought, of course, that this man is nuts.   He is Tod Davis, CEO of Lifelock. 

LifeLock, is in the business of proactive identity theft protection and offers solutions that prevent identities from being stolen before they happen.  The solutions include fraud alerts for their members and opting them out of pre-approved junkmail, thus limiting the credit bureaus’ ability to sell information.  Currently it has over a million subscribers who pay $10 a month.  

Lifelock is currently going throuch “exciting times”, no thanks to Experian,  a credit-reporting agency, who is suing for deceptive practices, pointing out that the firm doesn’t offer people any more than they can get for free from Experian itself.  Experian is a virtual Goliath and Lifelock is David.  Lifelock claims that Experian is mad that LifeLock is costing them money by placing fraud alerts for members (it costs them money to set alerts).  But that’s just the tip of the iceberg.

Personally, I wouldn’t mind paying $10 a month for the security of my very own identity.  To tell you frankly, I am baffled at the rate at which identity theft occurs here in the US!  If I can easily splurge $10 dollars on otherwise unnecesarry purchases, why not for protection against identity theft?  Plus, I’ve had just about enough of junkmail.

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