LifeLock critics smirk and laugh about CEO Todd Davis’ identity having been stolen. While it’s true a Texas man was able to take out a $500 payday advance loan using Davis’ name, when you look at the story more closely, it’s really a testament to LifeLock’s effectiveness.

For starters, consider how many time Davis has exposed his Social Security number. Let’s see … there are the TV commercials that have been viewed billions of times over the years. There are all the print ads they’ve run. There are all those interviews he’s given, each time reciting his Social Security number. And there are the millions of hits to the website that bears his Social Security number.

Would you do it? Would you expect to be victimized a thousand times over? And yet, for all the billions of individual exposures, Davis got hit only once. There have been thousands of attempts to steal his identity over the years, but only one got through. And even that one went no further than a single $500 payday loan before the alarms were sounded and the culprit was arrested.

When you look at the numbers it’s obvious that LifeLock’s identity theft protection has worked exceptionally well for Davis, and for the 1.5 million other Americans who have enrolled in his company’s identity theft protection services.

The LifeLock ID theft protection services protect all their customers the same way it’s protected Todd Davis all these years. Learn more about how your credit, finances and your good name can be protected. Visit LifeLock.com and enroll using LifeLock promotional code Defense and start saving money and sleeping better.

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“I got together a lot of smart people, including the vice-chairman of Bank of America, the former global chief information chairman for Visa, and said ‘Let’s go be disruptive; let’s go do something different.’” Todd Davis, Life Lock CEO

LifeLock’s product is different in a lot of ways, so it makes sense they’d market it differently. They’ve got that bus plastered with the Social Security number of Todd Davis, Life Lock CEO. They’ve organized a Strike Back Tour to bring their message about ID theft prevention to consumers and Congress. They’ve got the NASCAR sponsorships. They’ve got all those radio spots. Nobody else in the identity theft protection industry does that stuff.

But LifeLock is different from its competitors in a lot of other, more important ways, too. The credit monitoring guys are watching out for the bogus account that’s already been opened in your name. But LifeLock is blocking the identity thieves so the bogus new account never gets opened.If your wallet gets lost or stolen, don’t even bother calling the other guys—they don’t offer that service. Only LifeLock’s WalletLock–a standard part of every plan–will get all the stuff that was in your wallet, back into your wallet. We’re talking about your driver’s license, your Social Security card, your credit cards, ATM/debit cards, your professional license, your checkbook, your traveler’s checks, your passport and your visas. How much fun does that sound like? Do you want to do all that on your own? No wonder the other guys won’t touch it.

When those other guys give you a guarantee, read the fine print. LifeLock’s $1 million total service guarantee doesn’t have any fine print.

It makes sense that their market presence is a little…different; LifeLock is a different kind of service.

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