Aura
Aura sells identity theft protection, credit monitoring, and family online safety subscriptions.
On the record
Checkpoint: AXQ's first full public financials since the Qoria merger and March 2026 breach
The call
Aura has real revenue and new school distribution through Qoria, but sits between a bigger rival that can copy it and free AI scam-blocking already built into phones.
Aura makes apps and services that help people avoid scams, catch fraud, and monitor their credit reports across the three major credit bureaus. The company has paying customers and real revenue, but it faces two serious challenges: first, big competitors like Norton and LifeLock sell nearly identical products and have much larger brands, so there is nothing technically stopping them from copying Aura's approach; second, Apple, Google, and phone carriers are already building free scam and spam detection directly into their phones and services, which means people may not need to pay for Aura's services anymore. A major data breach in March 2026 that exposed hundreds of thousands of customer records also damaged trust in a company whose whole promise is keeping people safe from fraud.
Why
01
AI pressure: Apple, Google, and carrier native scam/spam detection. Phones now block spam calls and flag phishing for free, chipping at the exact features Aura charges for. Could AI do the core job? Only partly.
02
Bigger players: Gen Digital (Norton/LifeLock/Avast/AVG). Gen Digital runs the same identity protection bundle at scale with a bigger brand and nothing stops it from matching Aura feature for feature. Could a giant copy it? Yes, easily.
03
What protects it. Insurance backstop, human fraud resolution agents, 3-bureau credit monitoring, and new Qoria school distribution give Aura sticky, hard-to-copy service pieces.
What would change this call
AXQ's first full FY2026 financials (due early 2027) show growth rate versus prior ~50% YoY. Reveals whether the March 2026 breach caused material subscriber churn.
Multi-state AG action or lawsuit tied to the March 2026 vishing breach (900K records). Would show regulatory/trust damage from the breach materializing into legal consequences.
Apple or Google ship native identity-monitoring features beyond scam-call blocking. Would show platform commoditization expanding from call security into Aura's core paid bundle.
Multi-state AG action or lawsuit tied to the March 2026 vishing breach (900K records). Would show regulatory/trust damage from the breach materializing into legal consequences.
Apple or Google ship native identity-monitoring features beyond scam-call blocking. Would show platform commoditization expanding from call security into Aura's core paid bundle.
Key numbers
- $216M ARR, over 1M subscribers
- Qoria merger valued Aura combo at A$972M
- Series G cut valuation to $1.6B from $2.5B
Named risks
- March 2026 vishing breach exposing 900K records could trigger multi-state AG investigations.
- Platform-native AI scam detection from Apple and Google could commoditize core device-security features.
- Integration execution risk following Qoria merger and new ASX listing completed July 2026.
- Valuation volatility amid cited broad de-rating of technology valuations as of April 2026.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Gen Digital (Norton/LifeLock) | contesting | LifeLock offers up to $3M insurance cap as of July 27, 2026, competing head-on with Aura's core bundle |
| Coveron (formerly NordProtect, Nord Security) | gaining on | Rated leading dark-web monitoring challenger in July 22, 2026 industry comparison |
| Apple/Google/carrier native AI scam detection | gaining on | Native scam-call and spam detection already shipping, pressuring Aura's Call Assistant feature since 2023 |
Questions people ask
- Is Aura profitable in 2026?
- Aura has not disclosed GAAP profitability. It reported $216M ARR as of December 31, 2025, and ~50% YoY revenue growth in 2024 per its own March 2025 statement, but no net income figures have been published as of July 2026.
- Is Aura still a private company?
- Aura is transitioning to public markets. On February 2, 2026, it announced a merger with ASX-listed Qoria, and the combined entity (trading as AXQ) began trading on the Australian Securities Exchange around July 17, 2026, per ShareCafe.
- Who is Aura's biggest competitor?
- Gen Digital's LifeLock is Aura's closest same-category rival, offering identity theft insurance up to $3M as of July 27, 2026, versus Aura's lower cap. Newer challenger Coveron (formerly NordProtect, from Nord Security) was rated a leading challenger in July 2026 comparisons.
- Could AI replace Aura's product?
- Apple, Google, and carriers are already shipping native scam-call and spam detection, commoditizing part of Aura's Call Assistant feature launched May 2023. Aura responded by naming a Chief AI Officer in May 2026 to build agentic AI, but core insurance and human fraud-resolution services remain harder to replicate.
- Did Aura have a data breach?
- Yes. In March 2026, an Aura employee fell victim to a vishing attack that exposed roughly 900,000 marketing records via the group ShinyHunters, according to a March 19, 2026 report, raising risk of multi-state attorney general investigations.
- What is Aura's current valuation?
- Aura was valued at $2.5B in its October 2021 Series F, then $1.6B in its March 2025 Series G after splitting off Pango Group in September 2024. Its valuation is now being reset via the Qoria merger and ASX listing completed July 2026.
Timeline
- 2026-07-17Qoria completes Aura acquisition; combined entity AXQ begins trading on ASX
- 2026-05-06Aura names Chief Product Officer and Chief AI Officer to build agentic AI
- 2026-04-24Aura confirms $100M equity placement backing Qoria deal
- 2026-03-19Vishing attack exposes ~900,000 Aura marketing records via ShinyHunters
- 2026-02-02Aura announces binding merger with Qoria; discloses $216M ARR, 1M+ customers
- 2025-03-24Aura closes $140M Series G at $1.6B valuation, reports ~50% YoY 2024 growth
- 2024-09-03Aura splits into standalone Aura and Pango Group (now Point Wild)
- 2021-10-19Aura raises $200M Series F at $2.5B valuation
Revision history
29 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Aura Raises a $200 Million Series F at $2.5 Billion Valuation (2021-10-19)
- Identity protection provider Aura raises $200M at a $2.5B valuation (2021-10-19)
- Aura Splits Into Two World-Class Online Safety Companies (2024-09-03)
- Aura Completes Series G Funding Round (2025-03-24)
- ASX Announcement - Merger of Aura and Qoria (2026-02-02)
- US firm Aura to buy Australia's Qoria in $675 million deal (2026-02-02)
- Aura Confirms Post-Qoria Deal Leadership (2026-04-24)
- Qoria Completes Aura Acquisition and Capital Raise (2026-07-17)
- Aura Stock Price, Funding, Valuation, Revenue & Financial Statements (2026-01-31)
- Aura - Headcount, Funding & Open Jobs (2026-06-25)
- Aura Recognized on Forbes' 2025 America's Best Startup Employers List (2025-03-05)
- Aura Introduces AI-Powered Scam Call and Text Protection (2023-05-10)