{
  "company": {
    "name": "Aura",
    "website": "https://aura.com/",
    "record": "https://startuphistory.org/c/aura.com"
  },
  "status": null,
  "history_since": "2025-08-03T15:16:10.000Z",
  "baseline": {
    "snapshot_id": "8fec0188c1e26c4b1e1f96a2b18120ff263953d1af80a1fbe76f00fe22c0209a",
    "observed_at": "2025-08-03T15:16:10.000Z",
    "headline": "Smart, Simple Online Safety. Powered by AI.",
    "description": "Aura protects your identity, finances and sensitive data. All plans include a $1M insurance policy that covers eligible losses. Try Aura 14-days free.",
    "evidence": "https://web.archive.org/web/20250803151610/https://www.aura.com/",
    "evidence_kind": "internet_archive",
    "facts": {
      "version": 1,
      "pages": [
        {
          "page": "home",
          "customers": [],
          "investors": [],
          "prices": [
            "$10 / month"
          ],
          "compliance": [],
          "funding": []
        }
      ]
    },
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-05T11:39:35.111Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2026-08-03T05:10:03.000Z",
      "variants": [
        {
          "headline": "Smart, Simple Online Safety. Powered by AI.",
          "subhead": "Aura protects your identity, finances and sensitive data. All plans include a $1M insurance policy that covers eligible losses. Try Aura 14-days free.",
          "observed_at": "2025-08-03T15:16:10.000Z",
          "evidence": "https://web.archive.org/web/20250803151610/https://www.aura.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Smart, Simple Online Safety. Powered by AI.",
          "subhead": "Aura protects your identity, finances and sensitive data. All plans include a $1M insurance policy that covers eligible losses. Try Aura 14-days free.",
          "observed_at": "2025-11-03T15:36:40.000Z",
          "evidence": "https://web.archive.org/web/20251103153640/https://www.aura.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Smart, simple online safety. Powered by AI.",
          "subhead": "Aura protects your identity, finances and sensitive data. All plans include a $1M insurance policy that covers eligible losses. Try Aura 14-days free.",
          "observed_at": "2026-08-03T05:10:03.000Z",
          "evidence": "https://web.archive.org/web/20260803051003/https://www.aura.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Smart, simple online safety. Powered by AI.",
      "subhead": "Aura protects your identity, finances and sensitive data. All plans include a $1M insurance policy that covers eligible losses. Try Aura 14-days free.",
      "from": "2025-08-03T15:16:10.000Z",
      "to": "2026-08-03T05:10:03.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20260803051003/https://www.aura.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2025-08-03T15:16:10.000Z",
          "to": "2026-08-03T05:10:03.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-05T11:39:35.111Z",
      "variants": [
        {
          "headline": "All-in-one protection for your identity, credit & finances",
          "subhead": "All-in-one protection from identity theft and other online scams for the whole family. Works across devices. Plans start at $10 per month.",
          "observed_at": "2026-10-24T23:52:32.000Z",
          "evidence": "https://web.archive.org/web/20261024235232/https://www.aura.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "All-in-one protection for your identity, credit & finances",
          "subhead": "All-in-one protection from identity theft and other online scams for the whole family. Works across devices. Plans start at $10 per month.",
          "observed_at": "2026-11-05T11:39:35.111Z",
          "evidence": "https://www.aura.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "All-in-one protection for your identity, credit & finances",
      "subhead": "All-in-one protection from identity theft and other online scams for the whole family. Works across devices. Plans start at $10 per month.",
      "from": "2026-10-24T23:52:32.000Z",
      "to": "2026-11-05T11:39:35.111Z",
      "captures": 2,
      "evidence": "https://www.aura.com/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-10-24T23:52:32.000Z",
          "to": "2026-11-05T11:39:35.111Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-9ad130f1b4ad4649460f16c89e4d5db99d71ed94f9802eeb40285992321118ce:ff412c92e2c353bb1e160a8f3a997e65bbea5a4a29e0a188def23a32b86dd885:headline:33666485db5511d9",
      "before_evidence": "https://web.archive.org/web/20260803051003/https://www.aura.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Smart, simple online safety. Powered by AI.” to “All-in-one protection for your identity, credit & finances”.",
      "between": {
        "from": "2026-08-03T05:10:03.000Z",
        "to": "2026-10-24T23:52:32.000Z"
      },
      "evidence": "https://web.archive.org/web/20261024235232/https://www.aura.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": {
    "headline": "Aura updates homepage headline to emphasize protection scope",
    "summary": "Aura changed its homepage headline to stress all-in-one protection for identity, credit and finances, replacing a broader online safety message.",
    "points": [
      {
        "text": "Between August 2026 and October 2026, Aura changed its homepage headline from “Smart, simple online safety. Powered by AI.” to “All-in-one protection for your identity, credit & finances”.",
        "kind": "fact",
        "changes": [
          1
        ]
      },
      {
        "text": "The new headline suggests Aura may be putting more emphasis on identity, credit and financial protection rather than broader online safety language.",
        "kind": "interpretation",
        "changes": [
          1
        ]
      }
    ],
    "written_at": "2026-11-07T15:48:13.958Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Aura” company record, https://startuphistory.org/c/aura.com"
}