IDX vs LifeLock vs Aura Pricing and Which Plan Removes You From Data Brokers

IDX, LifeLock and Aura get compared as identity theft protection, which is what they mostly are. But all three now sell data broker removal inside some of their plans, and that is the part the usual comparisons skip. If one of the reasons you are shopping is that your name, address and phone number keep turning up on people-search sites, the question is not which suite has the best credit alerts. It is which plan actually files the opt-outs, how many brokers it covers, and what you pay for that.

Every price below was read on 25 September 2026 from each company's own US plan page: IDX's consumer plans page, LifeLock's products page and Aura's pricing page. We sell a competing removal service, so the sources are spelled out and nothing here is estimated.

IDX vs LifeLock vs Aura pricing, plan by plan

Individual plans, annual price first. All three discount annual billing. LifeLock's checkout states outright that each plan renews at the same price it charges in year one, which is worth knowing in a category where first-year discounts are common.

Two things jump out. The cheapest IDX plan has no broker removal at all, so "IDX from $9.95 a month" is not a like-for-like quote against LifeLock Core or Aura. And IDX Privacy, the IDX plan that does remove you, is the only plan in the table with no credit monitoring. IDX splits prevention and credit into separate tiers and only joins them in Complete, at $355.32. We break that split down row by row in our IDX identity protection review.

Which removes you from more data brokers, IDX or LifeLock?

IDX, on the evidence each company publishes. IDX Privacy's ForgetMe feature scans "over 100 data broker websites", files the opt-outs itself (forms, CAPTCHAs, email confirmations and PDF forms included) and rescans the whole list every month to catch relistings. LifeLock includes Automatic Data Broker Removal on Core, Advanced and Total, and its footnote says the service "scans and requests removal every 90 days". Norton's support documentation describes it as covering a smaller set of brokers than its paid add-on, and LifeLock does not publish the count. Security.org puts it at 33 brokers; we have not been able to confirm that figure from Norton directly.

The difference in rescan frequency matters more than it looks. Brokers rebuild profiles from new public records all the time, and a record that comes back in week two sits live for eleven weeks on a 90-day cycle against about three on a monthly one. If you want LifeLock-grade removal at monthly depth, Norton sells it separately as Privacy Monitor Assistant at $109.99 a year, on top of the LifeLock plan. We cover exactly what the bundled version leaves out in LifeLock data broker removal.

On everything else, LifeLock Core and IDX Privacy trade blows. LifeLock Core is $14.93 cheaper per year, includes two-bureau credit monitoring, and reimburses up to $1.05 million for identity theft with a $25,000 cap on stolen funds. IDX Privacy carries $1 million insurance, a VPN, a password manager and tracking blocker, and a recovery guarantee that refunds up to a year of fees if IDX fails to clear the damage from an identity theft event within a year. LifeLock gives a 60-day money-back guarantee on annual plans. We did not find a general cooling-off refund on IDX's plan page or in its FAQ.

What $140 a year gets you with IDX vs Aura

This is the closest price match in the whole comparison, $139.92 for IDX Privacy against $144 for Aura Individual, and on paper Aura gives you more for the extra $4.08. Aura advertises removal from 425+ data broker and people-search sites, against IDX's "over 100", and adds three-bureau credit monitoring, which IDX Privacy does not include at any price. Both carry $1 million identity theft insurance per adult. Aura also offers a 14-day free trial and a 60-day money-back guarantee on annual plans.

What IDX has that Aura does not is an independent measurement. Consumer Reports tested IDX Privacy in its 2024 study of removal services, at $139.92, and it removed 40 percent of volunteers' listings after four months, third of the seven services tested. Aura was not in the study. That result is also unusually current, because IDX still charges exactly the price the study paid. Forty percent is not a great number on its own, but it is a real one, and Aura's 425+ is a claim nobody outside Aura has checked. Our Aura data removal review goes through what that claim covers.

Family plans compared across IDX, LifeLock and Aura

Family pricing is where the three diverge most, because each defines "family" differently.

For two adults with children, IDX Privacy Family is the cheapest route to broker removal of the three at $280.32, still without credit monitoring. For a household with more than two adults, such as grown children or a parent living with you, Aura Family is the only one of the three that covers them, five adults for $384. LifeLock's advanced family tiers climb fast: Total for two adults and up to ten children is $749.99 a year.

Which should you buy?

If credit monitoring and insurance are the main job and removal is a bonus, LifeLock Core at $124.99 is the cheapest credible plan, and it does not jump in price at renewal. If you want removal and credit monitoring together at around $140, Aura Individual is the better package than IDX Privacy, because IDX makes you choose between the two until you reach $355. If removal is the real priority and you still want insurance, IDX Privacy is the only one of the three with a published monthly rescan and an independent test result.

One more name belongs in this comparison because it shares an owner with one of the three. Aura owns Identity Guard, and Identity Guard sells three plans from $90 to $300 a year with no broker removal on any of them, so the sister brand is not a cheaper way into Aura's removal. The numbers are in Identity Guard vs Aura pricing.

And if monitoring flags something, such as a new account or a hard inquiry you did not make, the next job is repairing the damage rather than spotting it: dispute the entry, then work out what is actually pulling your score down and in what order to fix it. None of these three suites does that part for you.

If broker removal is the whole point, a suite is the expensive way to buy it

All three suites price removal as one feature among a dozen. Dedicated services cover more brokers for less: EasyOptOuts is $19.99 a year for 216 itemized domains and removed 65 percent of listings in the same Consumer Reports study where IDX removed 40 percent. Incogni covers 420+ brokers for $95.88, and DeleteMe 986 for $129. You can pair any of them with a free credit freeze at Equifax, Experian and TransUnion and cover most of what these suites do for a fraction of the price. Our ranking of the best data removal services lays them out side by side.

Our own plan sits at the other end of that trade: from $24 a month billed yearly, with a person working the brokers that reject automated requests, a monthly rescan, and a dated log of every request we file. Before you pay anyone, run the scan at the top of this page. It shows which people-search sites are publishing you today, which tells you whether a suite's "over 100" or "smaller set" is enough, or whether you need a service that goes further.