Most new Aura subscribers had no prior observed paid identity protection
Prior and later competitor-payment status among first-time Aura subscribers from July 2024–May 2025
Share of new Aura subscribers
Source: YipitData U.S. credit and debit card panel. New Aura subscribers n=2,331, each with a 12-month pre-period and 14-month follow-up. Competitors included Norton or LifeLock, McAfee, Experian, and myFICO.
Chart data
| Series | Share of new Aura subscribers |
|---|---|
| No prior observed paid protection | 81.9% |
| Kept a prior competitor after Aura | ~12.8% |
| Dropped a prior competitor after Aura | ~5.3% |
How many new Aura subscribers already paid a competitor?
A prior competitor payment appeared for 18.1%, or 421, of the 2,331 new Aura subscribers. Across the active card panel, the 2024 base rate for any measured identity-protection payment was 6.3%. Nearly every Aura subscriber had older panel activity, so a missing prior competitor was not usually caused by a newly observed card history.
How often did subscribers who had previously paid a competitor stop paying it?
Among the 421 subscribers with prior competitor payment, 71% kept paying at least one competitor during the 14-month follow-up and 29% did not. The latter group represented ~5.3% of all new Aura subscribers. The sequence is consistent with a switch but does not show that Aura caused the competitor payment to stop.
Assumptions & Methodologies
We analyzed YipitData’s U.S. credit and debit card panel. The cohort contained 2,331 consumers whose first Aura charge occurred from July 2024–May 2025, who made at least two Aura payments, and who had a full 12-month pre-period and 14-month follow-up. Prior protection meant a Norton or LifeLock, McAfee, Experian, or myFICO card charge before Aura. Card data misses app-store, PayPal, bank-bundled, device-bundled, and free protection. Experian may include one-time credit-report purchases, and the analysis shows payment sequence rather than causality or product use.