LifeLock CEO Has ID Stolen 13 Times

In order to effectively market and sell your company’s product, it would greatly help if everyone in the company truly stood behind it. After all, if actual employees have little interest, then why should a consumer? Well in the case of LifeLock, CEO Todd Davis was so confident in his product, that he went above and beyond to help prove it.

LifeLock, for the uninitiated, is both a company and service that aims to help protect consumers from identity theft. It seems like a lofty goal, and that’s because it is. However, the CEO had no doubt that his company’s product was top-notch, and to prove it, he plastered his social security number across Web ads and even truck ads all over the country.

Now, I don’t know about you, but if someone posts their SSN for the world to see, it almost seems like a challenge, and apparently, 13 people were up to that challenge. As it appears, the CEO’s identity was stolen a total of 13 times, and miscellaneous charges and account openings prove it. Fortunately for Todd, the financial loss was minimal, although I’m sure sorting out ID theft even just once is inconvenient.

Aside from the fact that posting an SSN in a public way is a bit foolish, given that the company’s own CEO became a victim of ID theft 13 times over doesn’t exactly say much for the service that the company offers. Nor does the $12 million fine that the company was ordered to pay earlier this year due to deceptive advertising!

The company was fined $12 million in March by the Federal Trade Commission for deceptive advertising. Lifelock promised in ads that its $10 monthly service would protect consumers from identity theft. The company also offered a $1 million guarantee to compensate customers for losses incurred if they became a victim after signing up for the service. The FTC called the claims bogus and accused LifeLock of operating a scam.