Laura is the guardian of her household's digital life — but she doesn't want the job. She wants a trusted expert to quietly handle it in the background, the way insurance or utilities do. Norton is that expert.
I don't want to understand cybersecurity. I want to know it's handled — and to trust the people handling it.
Protect my whole household — every device, account, and family member — with as little admin from me as possible.
Block threats before we click. Catch the scams, dodgy sites, and sketchy downloads my family might miss.
Keep my kids safe online with simple, trustworthy controls — no configuration marathon required.
Tell me what to do when something looks wrong — in plain language, so I don't make it worse.
Tell me the result. Don't ask me to run a scan, flip a toggle, or make a call I can't judge.
Go beyond viruses. Catch the new stuff — AI scams, deepfakes, threats I don't even know to fear.
Be transparent about what's covered from day one. Upsells should feel logical, never like a trick.
Everywhere, all at once. One provider, one account, every device, every family member.
Coffee in hand, phone first: checks the family calendar, skims texts, scrolls a news app (Apple News, local TV). Glances at banking to confirm a bill cleared. Forwards a school email to her partner.
Outlook/Gmail, Teams or Zoom, Google Docs or Office 365. LinkedIn open in a tab. Quick Amazon or Target run between meetings. She's efficient, not exploratory — tabs are tools, not playgrounds.
Pays bills, books pediatrician, checks grades on the school portal, orders groceries (Instacart, Kroger, Walmart). Texts in the family group chat. Half-watches Netflix or Hulu while scrolling Facebook or Instagram.
In bed on her phone: Facebook, Pinterest, a true-crime podcast, or WhatsApp with family. This is also when a scary news story or a "is this email real?" question sends her into a 10pm rabbit hole.
Laura uses the internet to run her life: manage family, pay bills, shop, stay in touch, and get informed. She's not a power user, not a hobbyist, not chasing trends. Every site on her list earns its place by making something easier.
Laura isn't anti-AI — she's used ChatGPT to help write a tough email, and her phone keyboard already predicts her sentences. But her relationship with AI is split: she sees the utility and the threat, often in the same breath.
Happy to let AI draft an email, summarize a school newsletter, or recommend a recipe. Uses Siri or Alexa for timers, lists, weather. Trusts AI most when it's doing a chore she didn't want to do anyway and the stakes are low.
Worries about AI scams — cloned voices pretending to be her kids, deepfake videos, fake customer service chats. Doesn't trust AI with her money or her identity. Wants a human (or a trusted brand) behind anything that matters.
Laura will welcome an AI that acts on her behalf if and only if it's wrapped in a brand she already trusts, explains itself in plain language, and is fighting the other AI — the scammy one. Norton Neo as a defender against AI threats is exactly the frame she needs.
Laura doesn't lose sleep over "cybersecurity" as an abstraction. She loses sleep over her 12-year-old's TikTok, her aging mom clicking a phishing link, and a $4,000 charge she didn't recognize. These are the anxieties a product aimed at Laura must directly address.
Strangers in DMs, inappropriate content, TikTok/Snap/Roblox/Discord. Screen time battles. Sextortion and grooming headlines. Wants guardrails that work without turning her into the "mean" parent.
Aging parents are prime targets for romance scams, "grandchild in trouble" calls, tech-support fraud, IRS impersonation. She's become their unofficial IT and their last line of defense.
Unauthorized charges, a compromised credit card, her kid's SSN stolen, a data breach at her bank. A single incident could cascade into months of cleanup she doesn't have time for.
That moment of panic when an email looks almost real. A fake UPS text. A "your account is locked" message. She's smart — but she's tired, distracted, and moving fast.
Deepfakes. AI voice clones. Data brokers. The dark web. She's heard the headlines but can't evaluate the threat. She wants Norton to worry about these so she doesn't have to.
"Mom, my iPad isn't working." "Honey, is this email real?" She's the household help desk and she's burnt out. She wants a product that replaces her in that role, not adds to it.
Describe your product concept below — a feature, a flow, a value prop, a whole experience. Claude will evaluate it against everything on this page and score how Laura would actually react.