The Problem: Significant assets are often accompanied by visibility, liquidity, and complexity, which create enticing signals for cybercriminals. Americans over the age 60 reported nearly $5 billion in cybercrime losses in 2024 with identity theft also being one of the most reported forms of consumer fraud in the United States. A newer category of security firms has emerged specifically to address this. These new age firms are often referred to as “Digital Executive Protection” (DEP) or personal cybersecurity concierge services. They are distinctly different from traditional corporate IT firms and simple consumer identity theft apps. We will look at the landscape of these new age firms: what these services generally do, and how providers tend to differ in approach.

Categorical differences

Most personal cybersecurity firms are a mixture of the following:

Data removal — systematic elimination of your name, address, phone number, and family details from data aggregation sites and data brokers, which are companies that collect, compile, and sell personal information obtained from public records and other commercial sources.

Dark web and breach monitoring — alerting the client when credentials, account numbers, or personal data surface in leaks

Personal device and home network protection — endpoint security software, Wi-Fi and router hardening, smart-home device auditing

Impersonation and deepfake protection — monitoring for fake social profiles, spoofed communications, and AI-generated voice or video fraud

Incident response and remediation — a team that steps in if something does go wrong, rather than just alerting you about it

Not every provider offers all these services, so a big role in deciding which firm to go with comes down to the personal services you deem necessary.

Firms’ Approaches

Firms mostly fall under one of these distinct models:

Data-removal specialists and consumer identity protection. A simpler and less expensive tier the firms provide services focused purely on removing personal information from data brokers and people-search sites. Mainstream consumer identity-theft protection services that offer credit monitoring, identity restoration insurance, etc. often provide these data removal services as an add-on. Neither of these attempts to be a full protection platform, but they can be reasonable standalone options. Pricing for this approach ranges from $120 to $360 annually.

Full-service digital executive protection platforms. These bundle data broker removal, dark/deep web monitoring, home network intrusion prevention, personal device protection, and incident response into a single app-based product. It is common that these are backed by a security operations center and a human concierge team. Some of the more established players in this category have recently added features like AI-driven travel risk advisories and biometric verification to counter impersonation and deepfake attempts. These are typically positioned toward corporate executives, and highly successful individuals. It is often distributed through an employer or wealth managers rather than purchased directly. Full-service offerings can run into thousands or tens of thousands of dollars annually, depending on scope.

Consulting-led security firms. Typically, these are larger, well-established risk-consulting firms that offer personal cybersecurity as one piece of a broader private-client security practice that also covers physical protection. Their services are delivered through security, intelligence, and law-enforcement professionals rather than primarily through software. This model suits families who want to safeguard not only their digital security, but also their physical security. Pricing for this approach commonly starts in low four figures for a one-off advisory assessment but can reach the high five figures for annual retainers.

Questions Worth Asking Before Choosing

Given how differently these firms are structured, the more useful exercise is usually to match the service to the actual risk profile:

• Does coverage extend to family members and household staff, or an individual?
• Is monitoring passive, or does the provider actively remediate issues?
• Is there a dedicated human point of contact, and what are the response times?
• Does it address physical security and travel risk, or purely digital exposure?
• How is pricing structured: per person, per household, or per family office? Is it billed annually, as a recurring retainer, or as a one-time consulting engagement?
• If an incident occurs, what actions will the provider take, and what outcomes are they contractually responsible for?
• Are any aspects of the service backed by guarantees, service-level agreements (SLAs), insurance coverage, or money-back provisions?

Common Electronic Scams and Warning Signs

While cyber threats are constantly evolving, most successful scams share a few common themes: urgency, impersonation, and attempts to bypass normal verification procedures.

Advisor, banker, or executive impersonation
• Unexpected requests to transfer money or change account information
• New wiring instructions delivered by email or text
• Requests framed as urgent, confidential, or time-sensitive

Technology support scams
• Unsolicited calls claiming a computer or account has been compromised
• Requests for passwords, authentication codes, or remote access
• Instructions to move funds to a “safe” account

Family emergency and AI impersonation scams
• A call or message claiming that a loved one needs immediate financial assistance
• Requests for secrecy or unusual payment methods
• Pressure to act before independently verifying the situation

Wire fraud and payment diversion
• Last-minute changes to wiring instructions
• Requests to send funds to a different account than originally provided
• Communications that appear legitimate but contain subtle changes in contact details

Text message and email phishing
• Delivery, toll, account, or security alerts containing links
• Unexpected attachments or login requests
• Messages designed to create urgency or fear

Account takeover attempts
• Password reset notifications that were not requested
• Unexpected multi-factor authentication prompts
• Alerts regarding unknown logins or devices

The Bottom Line

Personal cybersecurity is increasingly becoming part of the broader risk-management conversation, alongside insurance, estate planning and asset protection. No service can eliminate cyber risk, but reducing the amount of personal information available online, strengthening account security and establishing clear verification procedures can make an individual or family a much harder target. DWM is continuing to evaluate personal cybersecurity providers and the services they offer. If our research identifies solutions that we believe may provide meaningful value to clients, we will share those findings. In the meantime, one of the most important defenses remains simple: slow down and independently verify any unexpected request involving money, passwords, account access or sensitive personal information.