I normally ignore commercials that I hear on the radio but one from identity theft protection company LifeLock grabbed my attention. Todd Davis, the CEO of LifeLock, provided his social security number in the ad to show his confidence in the service his company offers. He also does this in print and television ads as well as on the company’s website.

All I can say is “brilliant.” Social Security numbers are the main thing identity thieves look for so Davis providing this information up front shows he’s extremely confident in his protection service. Before you can succeed with your customers, you have to become a consumer of the product or service you provide. This is the only way you’ll be able to see things from the consumer’s perspective — and the only true way to efficiently service them. If you can show your clients that you are a consumer of your product or service and trust in it, you’ve already won half the battle.

Identity Theft Company Puts its Money where its mouth is

3 thoughts on “Identity Theft Company Puts its Money where its mouth is

  • December 23, 2007 at 9:04 pm

    Money where his mouth is…. well he became an ID theft victim in June 2007, all I can say is show me don’t tell me…. their $15 million ad budget tries to convince everyone, bt he became a victim, so it’s all smoke and morriors…. Fraud alerts on yur credit file done not protect you….. Synthetic ID Theft is the largest for of ID theft and fraud alerts do not help… when are popel oing to wake up and listen to the real facts and not ad money??????

  • December 24, 2007 at 2:30 am


    Thanks for the comment. I hadn’t heard that he became a victim himself after publicly posting his SSN.

    Again, it’s good that he’s using his own service so he can find gaps/problems/issues. But you’re right, from an Identity Theft standpoint, there’s a lot more that one must do than just add fraud alerts on a regular basis.

  • August 5, 2008 at 2:27 am

    “Beyond this Complaints that the life lock is lose “ID theft protection service” ,Life lock always improve protection quality, improve protection services each and every timeIdentity theft protection lock

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