Worst Person: LifeLock CEO Todd Davis

When it comes to hubris, Todd Davis is the gift that keeps on giving. According to the Phoenix New Times, Davis was a victim of identity 13 times – that’s 12 more times than we were previously aware of. This is the same guy who recklessly put his identity aft risk by splashing his social security number on the sides of buses as part of a marketing campaign. And his company misled consumers about the extent of protection their services offer. Two months ago, the FTC and 35 state attorneys generals hit LifeLock with a $12 million penalty for deceptive advertising, which sent a bold message to providers of identity protection services: exploiting consumers fear, and then failing to deliver on their expectations, will not be tolerated.

What do you call people who enriches themselves by encouraging risky behavior? Irresponsible? Something worse? Next time you think about buying an identity management service for yourself, your employees or your customers, think twice about whose pockets you are lining. We’ll have more tomorrow.