LifeLock, a Gen brand (NASDAQ: GEN), on Wednesday unveiled a suite of new scam protection features and a brand refresh, positioning the identity security provider for heightened digital threats.
The Tempe, Arizona-based company rolled out real-time scam verification, card exposure controls and enhanced anomaly detection to its U.S. customers, excluding New York residents. The updates arrive as Gen’s Fearless Planet Index recorded over 120 million phishing attacks in its latest 30-day snapshot, with scams and malicious advertising accounting for more than 80% of categorized threats across 245 countries and territories.
The expanded toolkit includes expert-guided scam reimbursement, allowing LifeLock members to verify suspicious messages or offers in real time. A redesigned product experience consolidates alerts, credit locks and asset tracking into a single consumer-friendly interface. The revamp also features a new color palette, logo and a revised typography that transforms the two capital Ls in the brand name into the company’s new Signature L Frame logo.
The enhancements are available across LifeLock’s Core, Advanced and Total plans, with coverage provided under policies issued by HSB Specialty Insurance Company. Existing offerings, including monitoring services, an identity restoration team and the Million Dollar Protection Package for stolen funds and legal support, remain unchanged.
Gen’s general manager for LifeLock, Ian Bednowitz, emphasized the company’s evolving approach to identity protection. “Behind every identity is a person building a life, and that person has always been at the center of our mission,” Bednowitz said. “What has changed is the threat.”
