As you know, LifeLock’s usual price is $120 a year. Sometimes there’s even a promotion code available online that brings the cost of LifeLock down to $99 a year, and then they throw in an additional month for you and your kids, free. They’ll even set you up on a pay-by-the-month plan if that works better for you.

What’s it worth to you?

You’ve probably known for years that you could do these things yourself at no cost. But have you done them yet? If you have, and if you continue to do them quarterly or annually as required, then LifeLock might not be a terrific deal for you. But if you haven’t done this stuff yet, or if you placed one fraud alert but never renewed it, you’re the kind of person who really benefits from these services.

That’s a lot of service. No, it’s not free…but it’s good.

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 life lock radio spot. Nobody else in the identity theft protection industry does that stuff.

Before you start researching identity theft protection services, I recommend you to read review of lifelock that given by it’s consumer.