The Charleston Gazette

For a time, the ads were everywhere on TV and radio, the ones with the head of a security company brazenly challenging would-be thieves to try to steal his identity. Richard Todd Davis, CEO of LifeLock Inc., was so confident in his company’s ability to protect his identity that he publicly revealed his Social Security number: 457-55-5462.

But according to a new class-action lawsuit filed last week in Jackson County, LifeLock’s identity theft protection services were so inept that Davis’ personal information was stolen repeatedly. “While LifeLock has only publicly acknowledged that Davis’ identity was compromised on one occasion, there are more than 20 driver’s licenses that have been fraudulently obtained [using his personal information],” the suit states. “Furthermore, a simple background check performed using Davis’ Social Security number reveals that his entire personal profile has been compromised to the extent that the birth date associated with his Social Security number is Nov. 2, 1940, which would [inaccurately] make Davis 67 years old.” “Through its advertisements, LifeLock misrepresents and assures consumers that it can protect against all types of fraud including, without limitation, computer hacking, password theft and other noncredit-related theft,” the suit reads.

“This is a service that you pay for and it kind of lays dormant,” said David Paris, an attorney with the New Jersey firm Marks & Klein who is heading the case against LifeLock. “So no one knows that they’re not getting what they paid for, because they don’t know what to look for.”

Paris said that consumers can activate for free the same safeguards that LifeLock does, but the company fails to mention that in its marketing campaign.

The suit alleges that LifeLock’s services can actually harm its clients because the constant placement of fraud alerts can prevent them from getting a home loan or refinancing their existing loans.The suit also traces what it calls the “nefarious origin” of the company, including the background of Robert J. Maynard Jr., who co-founded the company with Davis in 2005.

“Upon information and belief, Maynard developed the idea for LifeLock while sitting in a jail cell after having been arrested for failure to repay a $16,000 casino marker taken out at the Mirage Hotel in Las Vegas,” the suit states. The suit also maintains that Maynard stole his father’s identity by using his information to get an American Express card, which he used to rack up more than $100,000 of debt.”In Wisconsin, a woman’s debit card was stolen, and that thief used that card to sign up for LifeLock,” he said. “If you can’t provide the basic information to verify someone for subscription purposes, how can you be relied upon to protect people’s identities?”

Feel free to use his SS#, it seems everyone else has.

  1. BigCarbonFoot says:

    We need to switch to fecal samples for identification purposes.

  2. Lifelock was an idea the CEO came up while he was in jail. All they do is hire someone to call the credit agencies and put a “lock” on your credit account every 30 days – you can do this yourself for free.

    For Lifelock to do this – you have to sign a general Power of Attorney, essentially giving them full access to your identity.

    I’ll have to find the article again…

  3. bill gaytz says:

    Hi. My name is Bill Gaytz. My ss# is 666-69-1234 I dare anyone to try to hack into my account. I will back-up my service with 2.77 trillion dollars if anyone can succeed. You too, can have this kind of security if you just send me 4 oz. of your blood and a double meat, double cheese whopper.

  4. clangnuts says:

    A BBC TV presenter and journalist here in the UK made a similar mistake. Jeremy Clarkson published his bank account number in the Times newspaper, and declared that no one would be able to steal his ID or money. Within days direct debits had been set up with his details to charities etc, proving him wrong. He had to change his account details.

  5. It’s very hard not to get a HUGE laugh out of this. I love it. Beware he who is standing that he does not fall and all of that good stuff!

  6. qwertyload says:

    The offer of course good, but in my opinion difficult to implement. In any case it is necessary to respect him for trying to make new in this business!