Equifax (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 the www.TrustedID.com 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 (www.catalogchoice.org). 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.