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Insurance?
Not the "peace of mind" kind of insurance - the kind that actually pays cash in cases of loss due to identity theft.
I'm not personally a fan of LL... but while the free services do a great job of report monitoring, and that combined with bank/lender alerts can do a great job of the actual monitoring part - they don't generally insure you against loss.
Off the top of my head, of the free services Credit Sesame and the new free Experian service both offer $50k insurance, most (all?) of the others don't. Some banks/lenders may include some insurance with some of their products.
The paid services generally offer insurance, and at much higher amounts than $50k (both LL and MyFICO offer $1M, although CCT is only $50k).
Note, I'm not saying I think LL is a great idea. And I didn't sign up with MyFICO for the insurance (didn't start a subscription until Premium started offer the monthly full-score/reports just this month).
But the insurance aspect could be a factor for some.
The CEO of Life Lock has had his identity stolen 13 times.