Identity Guard Review: ID Guard Reviews, Identity Guard Pricing, Cost, and Data Broker Removal
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The short answer
Identity Guard sells three plans: Value at $90 for the first year, Total at $200.04 and Ultra at $300, renewing at $107.88, $239.88 and $359.88. Every plan includes $1 million insurance and dark web monitoring; credit monitoring starts at Total. No plan removes you from data broker or people-search sites, even though Aura, which owns Identity Guard, includes removal on every adult plan.
Prices, renewal rates and the feature table are from Identity Guard's own plans page and FAQ. We sell a competing removal service, which is why every Identity Guard figure here is Identity Guard's, not ours.
Identity Guard pricing
How much does Identity Guard cost?
Identity Guard advertises its plans per month on annual billing: $7.50, $16.67 and $25.00 for one person. That is the first-year rate. Under each price the plans page prints the second number, and it is about 20 percent higher: Value renews at $107.88 a year, Total at $239.88 and Ultra at $359.88. Paying monthly costs the renewal rate from day one and is not refundable.
Swipe the table sideways to see every column.
| Plan | Covers | First year | Renews at | Monthly | Credit |
|---|---|---|---|---|---|
| Identity Guard Value | 1 adult | $90.00 | $107.88 | $8.99 | None |
| Identity Guard Total | 1 adult | $200.04 | $239.88 | $19.99 | 3 bureaus |
| Identity Guard Ultra | 1 adult | $300.00 | $359.88 | $29.99 | 3 bureaus + Experian lock |
| Identity Guard Value | 5 adults + kids | $150.00 | $179.88 | $14.99 | None |
| Identity Guard Total | 5 adults + kids | $300.00 | $359.88 | $29.99 | 3 bureaus |
| Identity Guard Ultra | 5 adults + kids | $399.96 | $479.88 | $39.99 | 3 bureaus + Experian lock |
The family plans are the stronger part of the lineup. Each covers up to five adults and unlimited children under 18, and the insurance rises to up to $5 million. Children get online account and Social Security number monitoring only, which is the right scope for a minor. For five adults, Identity Guard Total Family at $300 in year one is close to Aura Family at $384, and Aura's price includes removal for every adult.
What is the difference between Identity Guard Total and Ultra?
Value is alerts and insurance. Total adds your bank account and three-bureau credit monitoring. Ultra is where most of the features in Identity Guard's advertising actually live: card, 401(k), title, criminal record and address change monitoring, the Experian lock, and white glove fraud resolution, which the footnote on the plans page restricts to Ultra members. The last row is empty on every plan.
Swipe the table sideways to see every column.
| Feature | Value | Total | Ultra |
|---|---|---|---|
| $1 million identity theft insurance ($5M family) | Yes | Yes | Yes |
| Data breach notifications and dark web monitoring | Yes | Yes | Yes |
| High-risk transaction monitoring | Yes | Yes | Yes |
| Safe browsing, password manager, mobile app | Yes | Yes | Yes |
| Bank account monitoring | No | Yes | Yes |
| 3-bureau credit monitoring and monthly credit score | No | Yes | Yes |
| Social media, credit and debit card monitoring | No | No | Yes |
| 401(k), investment, home and auto title monitoring | No | No | Yes |
| Criminal, sex offense and USPS address change monitoring | No | No | Yes |
| Experian credit lock and 3-bureau annual report | No | No | Yes |
| White glove fraud resolution | No | No | Yes |
| Data broker or people-search removal | No | No | No |
Value has no credit monitoring at all, so it will not tell you when someone opens a card in your name. It watches breach dumps and the dark web for your details and flags high-risk transactions. For many people that plus a free credit freeze at the three bureaus is enough, and it is the cheapest way into the brand.
Identity Guard review
Two things the monthly price does not tell you
Is Identity Guard owned by Aura?
Yes, and Aura removes your data while Identity Guard does not
The footer of every Identity Guard page says its marks belong to Aura Sub, LLC, and its FAQ calls Aura the parent company. Reviewers note the two share the same dark web monitoring. What they do not share is removal. Every adult Aura plan includes requests to 425+ data broker and people-search sites. Identity Guard's plans page has no removal row, on any tier.
So at renewal, Identity Guard Total costs $239.88 a year and Aura Individual $144, and the cheaper one from the same company is the one that also takes your address off people-search sites.
Does Identity Guard renew at a higher price?
Yes, by about 20 percent after year one
The "Save 16%" badge compares the first-year annual price with twelve monthly payments. Year two is billed at the full annual rate: $107.88 instead of $90 on Value, $239.88 instead of $200.04 on Total, $359.88 instead of $300 on Ultra. Unexpected renewals are the most common one-star complaint in Identity Guard's public reviews.
The 60-day money-back guarantee covers annual plans bought on the website or by phone, and you claim it by calling 1-855-443-7748. Monthly plans get no refund for the unused month.
Does Identity Guard remove personal information from data brokers?
No. Some review summaries say Identity Guard includes a data removal service, but the product's own plans page lists 21 feature rows across three tiers and none of them is removal, and archived copies of the page going back to January 2025 match. That gap matters because a people-search listing with your address, age, relatives and phone number is where most targeted scams start, and Identity Guard only tells you after your details have already been used.
Step 1
Keep Identity Guard for alerts
Dark web, breach and credit alerts plus $1 million insurance are what it does well. Nothing below overlaps with them.
Step 2
Scan for broker listings
Run the scan at the top of this page to see which people-search sites publish your address and phone number today.
Step 3
Add a removal service
Pick one that files opt-outs for you and rescans, because brokers relist you from new public records within months.
Step 4
Check the renewal date
Before year two, compare the renewal rate with Aura, which is the same company and includes removal.
You can file the opt-outs yourself, and our data broker opt-out list has the forms for the large sites. Most people stop after about ten, because every broker has its own verification step and many relist you within a few months. That repeat work is what a removal service is for.
What Identity Guard plus removal costs, against the suites that include it
Adding a removal service to Identity Guard Value is the cheapest way to get both halves: $109.99 in the first year with EasyOptOuts. Once you want credit monitoring as well, the arithmetic turns against it. Identity Guard Total plus a removal service renews at $259.87 or more, while Aura Individual does both for $144 and LifeLock Core for $124.99.
Swipe the table sideways to see every column.
| Setup | Year one | Year two | Broker removal | Credit |
|---|---|---|---|---|
| Identity Guard Value + EasyOptOuts | $109.99 | $127.87 | 216 itemized broker domains | None |
| Identity Guard Total + EasyOptOuts | $220.03 | $259.87 | 216 itemized broker domains | 3 bureaus |
| Identity Guard Total + Incogni Standard | $295.92 | $335.76 | 420+ brokers | 3 bureaus |
| Aura Individual | $144 | $144 | 425+ sites | 3 bureaus |
| LifeLock Core | $124.99 | $124.99 | Smaller unpublished set, every 90 days | 2 bureaus |
| IDX Privacy | $139.92 | $139.92 | Over 100 brokers, monthly rescan | None |
Aura, LifeLock and IDX figures are their own published annual rates for one adult. EasyOptOuts ($19.99) removed 65 percent of listings in the 2024 Consumer Reports test of seven removal services, on the only plan it sells. For the sister-brand comparison in full, see Identity Guard vs Aura pricing, and for three more suites side by side, IDX vs LifeLock vs Aura pricing.
Is Identity Guard worth it? It depends which plan and what you need
You want alerts and insurance cheaply
Identity Guard Value, $90 then $107.88
Breach and dark web alerts, high-risk transaction monitoring and $1 million insurance. Add a free credit freeze and you have the basics.
You are covering five adults
Identity Guard Total Family, $300 then $359.88
Five adults with three-bureau credit monitoring each. Compare Aura Family at $384, which adds removal for all five.
You want your address off people-search sites
Add a removal service
Identity Guard does not do this on any plan. EasyOptOuts at $19.99 or Incogni at $95.88 sit alongside it without overlap.
You want removal and credit alerts in one bill
Aura Individual, $144 a year
Same parent company, 425+ broker sites and three-bureau credit monitoring. Our Aura data removal review covers what that includes.
You want the lowest price for a suite with removal
LifeLock Core, $124.99 a year
Two-bureau credit monitoring and removal from a smaller, unpublished set of brokers every 90 days.
You want a person on the stubborn brokers
DataRemoval, from $9 a month billed yearly
Our own plan: a human works the brokers that reject automated requests, we rescan monthly, and you get a dated log of every request. It sits next to Identity Guard without overlap.
Our view, as a company that sells the other half: Identity Guard is a legitimate, long-running monitoring service with good family terms, priced to look cheaper than it renews. It watches for your data being misused and does nothing about the public listings that make misuse easy. If you are choosing a removal service to put next to it, our ranking of the best data removal services prices the field, and the Aura data removal review covers the sister brand that bundles removal in.
Identity Guard reviews: common questions
How much does Identity Guard cost?
Identity Guard Value costs $90 for the first year and renews at $107.88, Total costs $200.04 and renews at $239.88, and Ultra costs $300 and renews at $359.88. Paid monthly, the three plans are $8.99, $19.99 and $29.99. Family versions for five adults cost $150, $300 and $399.96 in the first year.
Is Identity Guard legit?
Yes. Identity Guard has sold identity theft protection since 1996 and is owned by Aura, whose trademark notice appears on every Identity Guard page. Its $1 million insurance is underwritten by American Bankers Insurance Company of Florida, an Assurant company. Complaints center on auto-renewals and alerts, not on the company being fake.
Does Identity Guard remove personal information from data brokers?
No. None of the three plans, Value, Total or Ultra, lists data broker or people-search removal, and archived copies of the plans page back to January 2025 list none either. Identity Guard monitors and alerts. To get your address off sites like Spokeo or Whitepages you need a separate removal service.
Is Identity Guard owned by Aura?
Yes. Identity Guard was acquired by Aura's parent in 2019, its trademarks are held by Aura Sub, LLC, and its own FAQ says Aura is the parent company. The two brands are sold separately with different plans. Aura includes data broker removal on every adult plan and Identity Guard does not.
Is Identity Guard worth it?
Identity Guard Value is worth it if you only want breach alerts, dark web monitoring and $1 million insurance for about $90 a year. Total and Ultra are harder to justify: Aura, the same company, charges $144 a year for three-bureau credit monitoring plus removal from 425+ broker sites, less than Total renews at.
What is the difference between Identity Guard Total and Ultra?
Total adds bank account monitoring and three-bureau credit monitoring to Value. Ultra adds social media, card, 401(k), home and auto title, criminal record and address change monitoring, an Experian credit lock, an annual three-bureau report and white glove fraud resolution. Ultra costs $300 in year one against $200.04 for Total.
Does Identity Guard have a family plan?
Yes. Every Identity Guard tier has a family version covering up to five adults and unlimited children under 18, with insurance of up to $5 million. Children get online account and Social Security number monitoring only. Family plans cost $150, $300 or $399.96 in the first year and renew at $179.88, $359.88 or $479.88.
Can I get a refund from Identity Guard?
On annual plans, yes: Identity Guard offers a 60-day money-back guarantee if you bought through its website or support team, and you request it by phone at 1-855-443-7748. Monthly plans are not refundable. If you cancel a monthly plan, service runs to the end of the month you paid for.
Identity Guard vs Aura: which is better?
Aura is the better value if you want removal. Aura Individual costs $144 a year with three-bureau credit monitoring, removal from 425+ broker sites and a VPN and antivirus. Identity Guard Total costs $200.04 in year one, $239.88 at renewal, and removes nothing. Identity Guard Value is cheaper than Aura only if you skip credit monitoring.
Price Identity Guard against the alternatives
Identity Guard vs Aura pricing
Same owner, different plans: which one removes you from data brokers and what each costs at renewal.
Aura data removal review
Aura at $144 a year: 425+ broker sites plus three-bureau credit monitoring.
LifeLock data broker removal
What LifeLock Core actually removes, how often, and what it keeps for the paid add-on.
IDX identity protection review
Three IDX plans from $107.52, and why the cheapest one removes nothing.
Zander identity theft protection review
The $75 recovery plan with no credit monitoring and no broker removal.
EasyOptOuts review
The $19.99 plan covering 216 domains, with the longest refund window in the category.
Incogni review
420+ brokers for $95.88 with a 30-day guarantee.
Best data removal services
The whole field ranked on price, coverage and independent test results.
DataRemoval pricing
Our plans, next to the published prices of every major competitor.
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