DTC Password Protection Competitors

Part
01
of one
Part
01

DTC Password Protection Competitors

Among the five DTC password protection companies analyzed herein (LastPass, 1Password, BitWarden, Keeper Security, and Dashlane), 1Password is the only company based outside the U.S. The companies' billing rates are pretty similar overall, though BitWarden is the least expensive. With regard to marketing efforts, Keeper Security and Dashlane have the most-robust marketing of the competitors analyzed herein, BitWarden has the least-robust, and both LastPass and 1Password fall in the middle of the pack.

LastPass

1. Location

2. Key Marketing Personnel

3. Billing Rate

4. Marketing Efforts Within the Past Year

A. Types of Advertising

B. Target Audience

  • LastPass's target audience consists of companies, individuals, and families.
  • On the individuals side of its target audience, the company states on its website that "17.8 million people trust LastPass."
  • On the business side, corporate IT departments are an audience that LastPass targets, as is illustrated in the following two statements provided by the company: (1) "LastPass Enterprise scales SSO and password management for teams small and large, helping IT be more secure, maintain compliance, and increase productivity of the organization"; and (2) "LastPass is trusted by industry experts worldwide." Furthermore, the company states on its website that "61,000 businesses use LastPass."

C. Advertising Channels

D. Promotions/Offers

1Password

1. Location

2. Key Marketing Personnel

3. Billing Rate

  • The in-line citations in this "Billing Rate" section link to this Google Doc because the URL links to the respective pages within the company's website weren't working for some reason.
  • 1Password's billing rates are categorized into two groups — "Personal & Family" and "Team & Business."
  • The plan for an individual (called 1Password) costs "$2.99 USD per month when billed annually."
  • The plan for a family (called 1Password Families) costs "$4.99 USD per family of 5 per month when billed annually."
  • On the business side, the Teams plan costs $3.99 for each "user per month when billed annually."
  • The plan titled Business costs $7.99 for each "user per month when billed annually."
  • Pricing for the third plan on the business side, Enterprise, is not provided, as it says to contact the company for a custom price quote.

4. Marketing Efforts Within the Past Year

A. Types of Advertising

B. Target Audience

C. Advertising Channels

D. Promotions & Offers

  • Currently, 1Password is running a sale on its $125 digital gift card, which it's currently offering for $99.
  • Through the Affiliate Network, when a 1Password affiliate gets someone to signup for 1Password's services, he/she will "earn $2 per completed signup or 25% of the first monthly or annual payment (with a $2 minimum)."
  • 1Password offers a 30-day free trial for all but one of its plans (Enterprise, which requires a custom price quote).
  • As part of the 1Password Families plan, an additional family member can be added for $12 per year.
  • As part of the 1Password Business plan, the company offers "free family accounts for all team members" which represents a per-person value of $60.

BitWarden

1. Location

2. Key Marketing Personnel

  • BitWarden's Linkedin shows that the company has eight employees, though none of them have a marketing-related job title.
  • Since BitWarden was developed by and is marketed by 8Bit Solutions, LLC, we tried to find key marketing personnel for that company, but we did not find any such individuals because we couldn't find the company's website or Linkedin page. In looking for the website and Linkedin, we noticed that some companies have similar names, but upon review, none of them were the company that makes BitWarden.

3. Billing Rate

  • BitWarden categories its billing rates based on two groups of plans — Personal Accounts and Organization Accounts.
  • BitWarden states that "[a]advertised prices are billed annually. Month-to-month options are also available."
  • Within the Personal Accounts category, there are two personal accounts — Free and Premium. The Free plan is "free forever." The Premium plan costs $10 per year.
  • Within the Organization Accounts category, there are two subcategories — Personal Use (different from the aforementioned personal accounts) and Business Use.
  • Within the Personal Use subcategory, two plans are offered — Free and Families. The Free plan differs from the previously mentioned Free plan in that it covers two people. The Families plan costs $1 per month and covers up to five people.
  • Within the Business Use subcategory, two plans are offered — Teams and Enterprise. The Teams plan costs $5 per month, covers up to five people, and an unlimited number of additional users can be added at a cost of $2 per month per person. The Enterprise plan costs $3 per month per user.

4. Marketing Efforts Within the Past Year

A. Types of Advertising

B. Target Audience

  • BitWarden's target audience consists of individuals, companies, and teams. We based that determination on the following statement on the company's website: "The easiest and safest way for individuals, teams, and business organizations to store, share, and sync sensitive data."

C. Advertising Channels

D. Promotions & Offers

  • BitWarden offers a free trial for its Families, Teams, and Enterprise plans.
  • Through BitWarden's partnership with DigitalOcean, it offers new DigitalOcean customers the opportunity to use BitWarden's "partner link to sign up and receive a $100 free credit automatically applied to your account."

Keeper Security

1. Location

2. Key Marketing Personnel

  • Scott Ablin is the Chief Marketing Officer at Keeper.
  • Daniel Nemeth is the Director of Digital Marketing and MarTech at Keeper.

3. Billing Rate

4. Marketing Efforts Within the Past Year

A. Types of Advertising

  • The types of advertising Keeper has recently used are webinars, content marketing, and video ads.
  • Keeper has also used signage as a form of advertising, though we could not verify whether this has been used within the past year.
  • Additionally, Keeper has used transportation advertising (including train interior ads and train station ads), though we couldn't verify whether this has been used within the past year.

B. Target Audience

  • Keeper's target audience consists of companies, families, and individuals. We based that determination on a statement on Keeper's website which reads, "Keeper is the top-rated password manager for protecting you, your family and your business . . . ."

C. Advertising Channels

D. Promotions & Offers

  • Keeper "offer[s] a standard 15% promotional discount and . . . exclusive promotions for holidays to encourage conversions." An example of a holiday promotion was that during the week of Thanksgiving (2019), Keeper offered a 20% discount that could be claimed by using the redemption code provided.
  • Financial rewards are offered through the Keeper Partner Network, which includes its Referral Program, Managed Service Provider Program, Channel Program, and Strategic Alliances.
  • For its personal & family plans, Keeper offers a "maxbundle" discount that combines the Password Manager and Private Messenger offerings at a 25% savings.
  • Keeper offers a 50% discount for students.
  • The Influencer Program offers "pay-to-post opportunities", though compensation details aren't disclosed.
  • The Affiliate Program offers a 10% minimum commission, enables people to "[e]arn $5 CPL on all business leads who sign up for a demo, free trial, or request additional information", and "[c]ompetitive tiers and bonuses based on performance" are offered.

Dashlane

1. Marketing Efforts Within the Past Year

A. Types of Advertising

B. Target Audience

C. Advertising Channels

D. Promotions & Offers

  • The only promotions or offers provided by Dashlane that we found (after reviewing its website and social media channels) are a free trial for the Premium plan for 30 days and a free trial for its Business plan (length of free trial not specified).
Sources
Sources