Aura Vs LifeLock: Latest Comparison 2023: Which One is Better?

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Based on 3 months of testing, I can safely say that Aura is the clear winner for most people. Aura was easier to set up and found more data breaches (15 to 1) compared to LifeLock. Aura also provides a much higher theft insurance across all plans.

Do you want to protect yourself and perhaps your family from identity thieves? I found that the peace of mind offered by Aura (coupled with their lower cost) leaves LifeLock in the dust.

Not to mention, if you lock in our OFF discount on Aura, they won’t increase your price next year like LifeLock.

You should get Aura if:

  • You want the best threat monitoring & alerts
  • You want up to $5M theft insurance on Aura’s family plan
  • You value the 24/7/365 US-based customer care that Aura offers
  • You want the most identity theft protection value for your buck

You should get LifeLock if:

  • You are mainly interested in Norton’s antivirus protection and don’t care about identity theft protection
  • You want the cheapest individual plan with minimal benefits
  • You don’t mind LifeLock increasing your price after the first year

LifeLock has long been one of the top dogs on the market when it comes to identity theft protection, which means Aura has a lot to prove in comparison, despite its impressive pedigree as the successor of Identity Guard.

So, let’s dig deep into these two services, and see which one comes out on top by the end.

But First, Why Should You Trust Us?

You can learn more about our testing process here.

LifeLock vs Aura – Head to Head Comparison

Our Video Comparison

Editor’s Ranking Table

Overall Score

Best Identity Theft Protection

Monitoring & Alerts

  • Aura found 15 unique dark web alerts, the maximum in our test

  • LifeLock only found 1 alert

Threat Resolution

  • White Glove support standard on all plans

  • Priority support only on the most expensive plan

Theft Insurance Per Adult

  • $5M Theft Insurance total on the Family plan with 5 adults

  • $1M per adult on all plans

  • $25,000 on Standard Plan

  • $100,000 on Advantage Plan

Only Ultimate Plus offers $1M coverage

Customer Support

  • Aura wins with their US-based 24/7 support

  • LifeLock promises US based experts but when we tested this, our experience was terrible

Additional Services

  • VPN

  • Antivirus

  • Parental Controls

  • Password Manager

  • VPN

  • Antivirus

  • Parental Controls

  • Password Manager

Cost

  • Aura offers an incredibly low price and highest bang for your buck

  • You pay more for less protection from LifeLock since only the Ultimate Plus plan offers what Aura offers in all plans

Renewal Price Increased After 1st Year?

  • No. You lock in the price for life

  • Renewal price is increased after first year

Promo Code

Monitoring and Alerts: Winner – Aura

Ah, this is where Aura shines.

On the surface, Aura and LifeLock are fairly similar, actually. Both offer an insane amount of monitoring tools with their highest tier of service, ranging from the most common to the most niche (though still important) options, including:

  • Dark web and data breach monitoring
  • Payday loan monitoring
  • Social security number monitoring
  • Bank account monitoring
  • Sex offender and criminal registry monitoring
  • USPS address change monitoring
  • Social media insights
  • 401(k) and investment monitoring
  • Home title monitoring

In terms of breadth, both services are unbeatable.

Both are also very accurate, giving a satisfying amount of detail to each alert. It’s not as detailed as some options I’ve looked at, but the much broader selection of monitoring more than makes up for it.

So what’s the difference here? Speed and Dark Web Monitoring Coverage:

Setup Speed:

Aura populates its initial list of alerts in under an hour, and provides alerts about new activity at roughly the same speed. It’s slower than other Aura alternatives I’ve looked at, which can throw up a full list of alerts in just a few minutes, or even seconds, but an hour of delay is largely meaningless; anything under 12 hours is about the same in your ability to act on it in my book.

LifeLock is considerably less impressive though and blows past that roughly 12 hour metric easily. The fastest I’ve ever seen LifeLock give you an alert for some activity is about 48 hours, with an average closer to 3 days, and some taking a week or more to show up. That is simply unacceptable, and a big black mark against an otherwise excellent suite of monitoring tools.

Dark Web Monitoring Coverage:

aura dark web sites alerts

Aura was hands down the winner here. When I tested LifeLock, I got one alert that my identity had been compromised on the dark web. One! In comparison, Aura was able to quickly find 15 different instances of data breaches where my information (mostly logins) had been shared on the dark web.

I don’t know about you but I’d say Aura hit that out of the park. In fact, both Aura & Identity Guard (Aura’s predecessor) found the most data breaches, compared to all other Aura alternatives.

Threat Resolution Services: Winner – Aura

Expertise

  • Aura's knowdlegeable support experts answered my call within 1-2 minutes

  • Support is terrible

US Based Support?



Customer Hours

  • 24/7/365 Support

  • 24/7

Concierge Resolution

  • Available on ALL plans


Lost Wallet Protection



On the surface, these services are roughly identical in how they handle threat resolution.

They have two primary methods, one minor and one major. The minor one is the dedicated wallet restoration hotlines. These are there so if you lose your wallet you can start quickly and easily canceling and re-ordering all of your credit cards, your driver’s license, and so on so nobody can use them and you gain access to them again as quickly as possible.

The more important one though is very simple: 24/7/365 customer support.

And that’s where the difference is.

Aura provides 24/7/365 customer support that is very knowledgeable and based in the US. When I called them on a Saturday night, I was talking to a competent and friendly customer service representative within a minute. He also seemed very knowledgeable and eager to help. Pretty impressive.

Theft Insurance: Winner: Aura

Theft Insurance Score

Theft Insurance 

  • Up to $5M Theft Insurance on the family plan  ($1M per adult)

  • $1M Theft Insurance per Adult on Individual & Couple plans

  • Maximum $1M Theft Insurance  only on Advantage plan

While LifeLock’s insurance is pretty good in some respects, it’s actually weirdly below what I’d consider the market average.

Most services I’ve looked at offer a standard insurance suite: $1 million in insurance for stolen funds. Sometimes this is split into two separate pools: one for stolen funds, and one for expenses (giving you effectively $2 million in coverage but for different types of financial harm). This is how Aura does it.

Some offer only $1 million in expenses and lost funds combined.

LifeLock very oddly splits the difference here, with their lower tier plans offering very small amounts ($25,000 and $100,000) of money in terms of stolen funds reimbursement, and $1 million for expenses.

This isn’t terrible, but as mentioned it’s not what I’d expect; even much smaller services have offered the full $1 million in two pools coverage.

That’s already enough to put Aura ahead of LifeLock, since it meets that standard ($1M theft insurance) even at its lowest membership plan, but Aura goes a step further than anything on the market I’ve seen on the couples and family plan.

Here Aura gives you up to $1M per adult. So, if you are on the couples plan, you are eligible for up to $2M theft insurance. On the family plan, this goes up to $5M total ($1M per adult) (Lifelock Ultimate Plus family plan $2M).It’d be hard for LifeLock to compete with Aura even if it did have the industry standard plan for its lower-tier options, but as it stands Aura is just miles better in this regard.

Additional Services: Winner – LifeLock 

Additional Services

  • VPN

  • Antivirus

  • Parental Controls

  • Password Manager

  • VPN

  • Antivirus

  • Parental Controls

  • Password Manager

Both services offer primarily the same additional services: an antivirus plan, and a VPN plan.

The difference is mainly that LifeLock’s version of both is simply…better.

While Aura’s antivirus plan is fine, it’s nothing to write home about. The VPN service is mediocre, and was wisely named “WiFi security” in most places because it really doesn’t perform all the same functions you’d expect a VPN to. It basically just masks your IP address and location.

LifeLock is significantly better in every way here. Their antivirus is one of the best on the market, which makes sense given that this is Norton’s primary focus as a company. The VPN is honestly nothing special, and compares very poorly to other paid VPN services, but is more than good enough for something that you get as part of the normal monthly payment for LifeLock’s service. 

Aura gets some points for trying, compared to its predecessor, but it could do with enhancing these options and making them more worth using over free options that perform better.

Ease of Use: Winner – LifeLock

When it comes to being easy to navigate and get a quick grasp of everything the service offers, Identity Guard (Aura’s predecessor) was the best on the market, matched only by LifeLock.

Aura (the “new Identity Guard”) does not inherit that particular aspect, sadly. From a website layout I could genuinely call great, Aura’s is now merely…okay.

Aura's Dashboard

The service isn’t terrible, but its front page is extremely busy, and doesn’t actually provide much in terms of useful information. I get what they were going for by shunting the alerts up to the top right corner, but I don’t think it works. Being able to quickly view your alerts at a glance and navigate to their specific page is great, and mixing them in with other notifications is a mistake.

Most of the shortcuts to feature options are also fairly unimportant. Even if the features were critical, they are generally things you activate once and then never need to look at again, since they’ll be downloaded onto your computer. Of the seven options here, only two, maybe three really should be here; the rest should be moved to a separate tab to make way for more important features.

LifeLock, by contrast, does this well.

LifeLock dashboard

The page is clean, with alerts being front and center. The tabs are clearly labeled and easy to navigate, without needing to pull open a dropdown box like Aura does. All of the features on the front page are ones you would want quick access to, and give a good representation of what the service is most useful for.

Note that even though one of LifeLock’s big selling points is the antivirus and VPN service that’s bundled with the plan…it’s nowhere to be seen here, unlike with Aura. That’s because it doesn’t need to be, as it’s something you can find in your list of features, download once, and never look at again.

It’s like night and day here.

Cost: Winner – Aura

No contest here. Aura is one of the most affordable options on the market, while LifeLock is by contrast one of, if not the most costly service of this kind. Keep in mind the costs below are based on using the affiliate discounts we’ve been provided for each service, so the prices will be higher for both on their own website.

A quick comparison:

Promo Code

Individual Plan Cost

  • $9/month 

Aura only offers one plan but offers the same benefits as Identity Guard's Ultra plan

  • $7.5/m Standard Plan

  • $15/m Advantage Plan

  • $20/m Ultimate Plus Plan

Couple Plan Cost

  • $17/month 

  • Covers 2 Adults

  • $12.5/m Standard Plan

  • $24/m Advantage Plan

  • $33/m Ultimate Plus Plan

Family Plan Cost

  • $25/month 

  • Covers 5 adults & unlimited kids

Aura only offers one plan but offers the same benefits as Identity Guard's Ultra plan

  • $18.5/m Standard Plan

  • $30/m Advantage Plan

  • $39/m Ultimate Plus Plan

Renewal Price Increased After 1st Year?

  • No. You lock in the price for life

  • Price increases after first year

Promo Code

LifeLock does offer child protection alone for an additional $5.39 per month as well, so you don’t necessarily need to buy a family plan as a single parent to cover your child.

Overall, the price difference here is staggering. To get an apples-to-apples comparison, I will compare Aura’s plan with the LifeLock Advantage plan.

Aura’s Individual plan is about 50% cheaper.

Aura’s Couples plan is also 50% cheaper.

Finally, Aura’s family plan covers up to 5 adults and unlimited kids per family plan. That can be adults and children in any combination, up to 10 people, with the only restriction being that all children need to be under the guardianship of the account holder.

Yet, Aura’s family plan is still 35% cheaper than what LifeLock offers, and the monitoring service as a whole is better to boot.

This, really, is where Aura shines. It doesn’t just have top-notch performance, but it’s surprisingly affordable as well.

Plus, Aura doesn’t jack your prices up on renewals like LifeLock does.

Conclusion: Winner – Aura

This is an extremely easy race to call: Aura is the clear winner.

Aura Logo

Aura compared to LifeLock is just next level. Astounding performance in every category (docked only for its kind of annoyingly laid-out dashboard), combined with an exceptionally low price point for what it offers.

Even if LifeLock was a little bit better in every category than Aura, I’d still probably recommend the latter due to the price difference. As it stands, despite how objectively good LifeLock is, there’s almost zero reason to recommend it over Aura.

The only thing I can think of is if you factor in buying the antivirus and VPN separately it might be a solid pick, since they are significantly better than Aura’s options.

Other Comparison Articles:

Citations:

1. https://lifelock.norton.com/#howcspworks

2. https://www.slu.edu/human-resources/benefits/pdfs/lifelock-fact-sheet.pdf

3. https://concordia-assetsprod.azureedge.net/concordia-assets/docs/default-source/non-resource-library/idguardsummary.pdf?sfvrsn=5c99d721_4

4. https://cooperativenetwork.coop/wp-content/uploads/2022/04/Aura-Identity-Guard-Factsheets-2022.pdf

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