Identity Guard vs Aura: Aura vs Identity Guard Pricing, Plans, and Which One Removes You From Data Brokers
The short answer
Aura Individual costs $144 a year and includes three-bureau credit monitoring, a credit lock, home and auto title monitoring and removal from 425+ data broker and people-search sites. Identity Guard, which Aura owns, costs $90 (Value), $200.04 (Total) or $300 (Ultra) in the first year and renews at $107.88, $239.88 or $359.88, and no Identity Guard plan removes you from data brokers. Identity Guard Value is the cheaper choice only if you do not want credit monitoring or removal.
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Identity Guard and Aura look like rivals in every comparison list, but they are the same company. Aura's parent bought Identity Guard in 2019, and the small print on every Identity Guard page says its trademarks belong to Aura Sub, LLC. The two brands still sell different plans at different prices, and they differ on the one feature most buyers assume they share: only Aura removes you from data broker and people-search sites.
Identity Guard's figures are from its plans page and FAQ, and Aura's from its pricing page, both read on 27 September 2026. We sell a competing data removal service, so every number below is the vendor's own.
Identity Guard vs Aura pricing for one person
Aura sells one individual plan at $144 a year ($12 a month billed annually) or $15 month to month. Identity Guard sells three, and each has a first-year price and a higher renewal price printed underneath it. Only Identity Guard Value is cheaper than Aura, and Value has no credit monitoring.
| Plan | Year one | Year two | Monthly | Credit | Removal |
|---|---|---|---|---|---|
| Identity Guard Value | $90.00 | $107.88 | $8.99 | None | None |
| Identity Guard Total | $200.04 | $239.88 | $19.99 | 3 bureaus | None |
| Identity Guard Ultra | $300.00 | $359.88 | $29.99 | 3 bureaus | None |
| Aura Individual | $144 | Not stated | $15 | 3 bureaus | 425+ sites |
Aura's pricing page shows the annual price without a separate renewal figure, so "Not stated" means exactly that. Identity Guard prints both, and the gap is about 20 percent on every plan. The "Save 16%" badge on its plans compares the discounted first year with twelve monthly payments, not with what you pay in year two.
Is Identity Guard owned by Aura?
Yes. Identity Guard's own FAQ says Aura is the parent company, and billing for an Identity Guard plan can show up on a card statement under the Aura name. Reviewers who tested both found they run the same dark web monitoring and return the same alerts on the same test account. The difference is packaging: Aura puts nearly everything in every plan, while Identity Guard splits features across three tiers and keeps most of them for Ultra.
What Aura includes that Identity Guard does not
This is where the pricing stops being close. Aura Individual at $144 includes several features Identity Guard only sells on Ultra at $300 to $359.88, plus one that Identity Guard does not sell at all.
| Feature | Aura Individual | Identity Guard |
|---|---|---|
| $1 million identity theft insurance | Included | Every plan |
| Dark web and breach monitoring | Included | Every plan |
| 3-bureau credit monitoring | Included | Total and Ultra |
| Credit lock | Instant credit lock | Ultra (Experian) |
| Home and auto title monitoring | Included | Ultra only |
| Bank and card transaction alerts | Included | Bank on Total, cards on Ultra |
| Antivirus and VPN | Included | Not offered (safe browsing only) |
| Password manager | Included | Every plan |
| Data broker and people-search removal | 425+ sites | Not offered on any plan |
| Free trial | 14 days | None found on plans page |
| Money-back guarantee | 60 days, annual plans | 60 days, annual plans |
The removal row is the one that decides it for most buyers. A people-search listing with your home address, age, phone number and relatives is what makes targeted scams and harassment cheap, and monitoring only tells you after your details were used. Aura files removal requests with 425+ broker, people-search and junk-mail sites on every adult plan. Identity Guard's plans page lists 21 feature rows across its three tiers and none of them is removal. Archived copies of that page from January 2025 onward show the same. Our Identity Guard review has the full feature table for all three tiers.
Aura vs Identity Guard for families
Both brands sell a five-adult family plan with unlimited children and up to $5 million in insurance, which makes this the fairest comparison of the lot.
| Family plan | Year one | Year two | Monthly | Removal |
|---|---|---|---|---|
| Identity Guard Value Family | $150.00 | $179.88 | $14.99 | None |
| Identity Guard Total Family | $300.00 | $359.88 | $29.99 | None |
| Identity Guard Ultra Family | $399.96 | $479.88 | $39.99 | None |
| Aura Couple (2 adults) | $264 | Not stated | $29 | Both adults |
| Aura Family (5 adults) | $384 | Not stated | $50 | Every adult |
For five adults, Aura Family at $384 sits between Identity Guard Total Family ($300 in year one) and Ultra Family ($399.96), and it includes removal for every adult, which neither does. Identity Guard Value Family at $150 is the budget option: breach and dark web alerts plus insurance for a whole household, with no credit monitoring. Children on an Identity Guard family plan get online account and Social Security number monitoring only.
Is Identity Guard cheaper than Aura?
Only on the Value plan. Identity Guard Value costs $90 in the first year and $107.88 after that, against $144 for Aura, but it has no credit monitoring, no bank alerts and no removal. Identity Guard Total, the plan that matches Aura on credit monitoring, costs $200.04 in year one and $239.88 in year two, so it is $56 to $96 a year more than Aura for less.
If you already hold Identity Guard Value and like it, the cheapest way to get the missing piece is to add a separate removal service. EasyOptOuts at $19.99 brings the total to $109.99 in year one and $127.87 in year two, still under Aura, with 216 itemized broker domains. Value also leaves card monitoring to you, so a simple habit of setting up real-time alerts on your card spending covers the fraud check that the plan does not.
Identity Guard vs Aura: which should you buy?
Buy Aura if you want credit monitoring and removal in one bill. It is the same company's monitoring with more included, and at $144 it undercuts every Identity Guard plan that has credit monitoring. Our Aura data removal review covers what the 425+ figure includes and how often Aura rescans.
Buy Identity Guard Value if all you want is breach alerts and insurance at the lowest price, and you are happy to freeze your credit at the three bureaus yourself. Skip Identity Guard Total and Ultra unless there is a feature you need that Aura does not list, because at renewal they cost more than Aura and remove nothing.
And if removal is the part you care about most, neither suite is the only route. A dedicated service usually covers more brokers and shows its work: our ranking of the best data removal services prices the field, and LifeLock data broker removal explains what the third big suite actually removes on its cheapest plan.
Written by
The DataRemoval team, at DataRemoval. We run an AI data removal service, which is why we spend our days reading data broker opt-out forms. Corrections to app@dataremoval.ai.
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