Equifax Acquires TrustedID® for its Personal Solutions Business Unit
ATLANTA, Equifax Inc. (NYSE: EFX) announced today it has acquired TrustedID®, an innovative leader in the fast-growing identity protection market among U.S. consumers. TrustedID® will become part of Equifax Personal Solutions, Equifax’s direct-to-consumer business unit offering credit monitoring and identity protection solutions.
Based in Palo Alto, Calif., TrustedID® offers individuals and families one of the most comprehensive identity protection solutions addressing their identity, reputation and privacy protection needs. TrustedID® serves its consumer customers directly through its website and engages consumers indirectly through an expanding range of partners.
“TrustedID® is a leading provider of identity protection solutions with innovative offerings, a flexible technology platform and strong partner relationships. By combining these capabilities with our operational, product, marketing and data assets, we will continue to enhance and expand our suite of credit and identity solutions to meet consumer needs,” said Trey Loughran, president of Equifax Personal Solutions. “This marks the start of an exciting new chapter in our ongoing journey to empower consumers with the knowledge and tools to be their financial best.”
TrustedID® offers a wide array of products and services to help protect consumers from the threat of identity theft, as well as allowing consumers to monitor and manage their online reputation within social media services including Facebook, LinkedIn and Twitter. In addition, TrustedID® allows consumers to take better control over their offline identity by allowing consumers to opt-out of catalogs, other direct mailings and third-party mailing lists through its Catalog Choice offering. TrustedID® offers these products directly to consumers and through innovative partnerships, such as its recently announced exclusive relationship with AARP Services Inc., to offer AARP Credit and Identity Theft Protection directly from TrustedID® to AARP’s more than 37 million members.
“We are delighted to join forces with Equifax Personal Solutions and help drive the business to new levels of innovation and growth,” said Scott Mitic, CEO of TrustedID®. “In today’s digital economy and culture, Americans are becoming increasingly aware of identity, reputation and privacy issues. Together, Equifax and TrustedID® can deliver a powerful combination in helping consumers better understand and address two key elements of financial well-being — credit and identity.”
Financial terms of the transaction were not disclosed.
Equifax Personal Solutions empowers consumers with the confidence and control to be their financial best.
Equifax is a global leader in consumer, commercial and workforce information solutions, providing businesses of all sizes and consumers with information they can trust. We organize and assimilate data on more than 500 million consumers and 81 million businesses worldwide, and use advanced analytics and proprietary technology to create and deliver customized insights that enrich both the performance of businesses and the lives of consumers.
Headquartered in Atlanta, Equifax operates or has investments in 18 countries and is a member of Standard & Poor’s (S&P) 500 Index. Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX.
As the nation’s most comprehensive identity protection solution, TrustedID® helps consumers guard their privacy, protect their identity and manage their reputation. TrustedID® works on multiple fronts to help empower and protect millions of consumers, providing resources and services to put control and choice back in the hands of the consumer. Founded in 2004, TrustedID® is a privately-held company with headquarters in Palo Alto, California.