Prudence Pitch

10:56 03/12/2019 |

Total post : 1,458

NordVPN officially launches its NordPass password management app in general availability this week

(Tech) The launch represents one of the biggest consumer brands in the online privacy space diversifying to capitalize on increasing data privacy concerns. It also comes as password protection and management services are gaining steam, due in large part to the flood of high-profile data breaches in recent years, with poor password hygiene cited as a leading cause.



Poor password hygiene is a major driving force behind security breaches - particularly in businesses, where 81% of all breaches are said to be due to compromised passwords. Password management services aim to cut this problem off at the root by encouraging automatically-generated unguessable, passwords that are unique to each online service, negating the need for users to memorize or write them down.

Global demand for password management solutions in mobile devices amounted to $113.3 million in 2016, according to a report last year from Grand View Research, which estimates the figure will rise to more than $2 billion by 2025. Much of this growth will come from the enterprise, of course, but habits from the workforce often spill over into everyday life. And as data breaches continue to impact more consumers, demand for password protection and management services across the spectrum will likely rise.

Judging from activity across the password management landscape this past year, we’re already seeing evidence of this trend. Back in February, Google launched its Password Checkup Chrome extension that warns users if their login credentials for any website have been involved in a data dump from other services. And Mozilla launched its Firefox Lockbox service for Android users, enabling them to log into native mobile apps using passwords that are already stored in their Firefox browser.

Elsewhere, password management stalwart 1Password recently raised a gargantuan $200 million series A round to scale its service in the enterprise. This came just a few months after rival Dashlane raised $110 million to grow its service in both the consumer and enterprise realms.

In terms of NordVPN’s specific proposition, a basic free version works with a single device, but unlocking multi-device support and other features requires a subscription ranging from $2.49 to $4.99 per month, depending on the length of your commitment.

NordPass sports most of the same features as other password management services, including cross-platform support enabled by iOS and Android apps, in addition to browser extensions for Firefox, Chrome, Edge, Opera, Brave, and Vivaldi.

NordPass fits neatly into NordVPN’s broader push, with more than 10 years of reputation-building in the VPN realm, the company is clearly striving to capitalize on brand recognition in all manner of privacy-focused verticals. An estimated 300 billion passwords will be in operation globally by 2020, according to some estimates, which means all the big privacy players have a chance to get their piece of the pie.


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