LifeLock is in a hurry to get its name on Lemon Wallet — and Lemon’s name off its new property.
An email went out today to Lemon Wallet users that the service is now called LifeLock Wallet and will be renamed as soon as they update their iOS or Android apps.
When news broke last Friday that the identity theft protection company had bought the mobile wallet provider for $42 million — prompting jokes that LifeLock had bought a lemon — it was known that the service would be immediately rebranded as LifeLock Wallet. This seemed fast at the time, and the company is continuing its rapid pace of removing the Lemon label entirely.
The Lemon team will become the mobile team for LifeLock, which did not have strong mobile presence before the acquisition. It seems the deal was in the works for some before Friday’s announcement, allowing this quick transition.
The subscription service Lemon Plus will be made free, but LifeLock’s services themselves are not free, so free users of Lemon Wallet may be out of luck.
Lemon Wallet was not itself a payment vehicle, but rather a storage facility for payment cards and PFM solution. The company had recently launched the Lemon Network, through which merchants could accept payments from Lemon customers within their apps. It appears that LifeLock will not continue offering this functionality, but will instead focus on organizing the user’s financial life within the app.
Paired with the identity protection services and credit repair services provided by LifeLock, this could be a new breed of mobile wallet, particularly given that security fears are the #1 reason preventing customers from using financial services on their mobile devices. At the pace LifeLock is moving, we should see a verdict soon.
LifeLock Inc. is located in Tempe, Ariz., and has 700 employees. Lemon Wallet was located in Buenos Aires and Palo Alto, Calif., and employed about 45 people.