TotalAV is a mobile security and utility app for iOS and Android that provides antivirus, VPN, and device cleanup tools.
Product velocity
Maintenance
Daily rank 🇺🇸
#157
▼10Utilities · free
Sentiment
4.3
233k reviews
Nemesis
Norton360 Antivirus & Security
The App DNA
What makes this app unique?
Users hire TotalAV to secure their mobile browsing and reclaim device storage, though the current experience forces them to navigate aggressive upsell friction.
For Mobile users seeking an all-in-one security suite for malware protection, privacy, and device storage management.
What does it look like?
Key features
Blocks access to phishing and scam websites.
Encrypts network traffic on public Wi-Fi.
Monitors email addresses for credential exposure.
How much does it cost?
Subscription-based with introductory pricing and automatic renewal.
Velocity
Maintenance developmentUX improvementsperformanceShow more...
TotalAV shows a low-frequency release cadence, averaging approximately 0.17 releases per week over the analyzed period. The development trend is stable but limited to maintenance-level updates, focusing primarily on account-related UI adjustments and general bug fixes. There is no evidence of live-ops activity or significant feature expansion in the recent release history. The current pace suggests a focus on stability rather than rapid iteration.
Who built it?
Total Security
12 apps tracked · Utilities
Total Adblock - Ad Blocker
Total Drive - Cloud Storage
Total VPN - Fast & Secure VPN
Total Password for Mobile
Total Cleaner
Total Password for Safari
Total Adblock for Samsung
Total Cleaner - Device cleaner
Total VPN
Total Password
TotalAV Antivirus & SecurityUser Sentiment
What do users think recently?
The recent review mood reads mixed. Users appreciate core security scanning functionality provides immediate peace of mind for new mobile users, but report opaque subscription billing and aggressive upsell tactics create significant user distrust.
How are ratings & reviews evolving?
What users say, by theme
- Core security scanning functionality provides immediate peace of mind for new mobile users
- Opaque subscription billing and aggressive upsell tactics create significant user distrust
100 of 162 recent reviews analyzed · high confidence · Mixed overall
Read the full review analysisUnlock 1 user request, each backed by review evidence.
Access the full report for freeCompetition
Competitive landscape for TotalAV
How's the Utilities market?
TotalAV holds a #82 Grossing position in the US Utilities category. The reliance on aggressive upsell tactics creates a retention ceiling that prevents the app from scaling its Grossing rank against established security suites.
Read the market outlookThe rivals identified
By Gen Digital Inc.
This is the only direct, full-suite security competitor with a massive, established user base and a comparable feature set including VPN and web protection.
- Integrates comprehensive identity theft protection services that go beyond standard mobile device security features.
- Leverages a massive global threat intelligence network to provide real-time updates against emerging web threats.
- Offers a unified cross-platform security dashboard that synchronizes protection status across desktop and mobile devices.
DuckDuckGo, Duck.ai, & VPNContender
NordVPN: VPN Fast & SecureContender
ExpressVPN · Secure & Fast VPNContenderUnlock the head-to-head verdict: where this rival wins, and where it loses.
Access the full report for freeThe Analyst's Read
Key takeaways for TotalAV
Where is it heading?
The mobile security market is shifting toward transparent, privacy-first models that prioritize user control over aggressive monetization. TotalAV remains exposed to churn as long as its cancellation flow remains opaque, so stabilizing the user base requires a pivot toward pricing transparency.
- Persistent complaints regarding unauthorized charges and difficult cancellation processes erode user trust, leading to long-term churn.
- Technical instability post-update disrupts core security features, which compounds the existing sentiment deficit.
The SWOT
- Broad utility suite bundles security and cleanup
- Lightweight mobile-first interface
- High-frequency scanning provides immediate user feedback
- Transparent pricing models to restore trust
- Granular call/text blocking features
- Wearable integration
Next best moves
Simplify cancellation path because it is the #1 driver of user distrust → reduce churn
+ 1 more prioritized moveThe counter-intuitive read
The app's reliance on aggressive upsell pop-ups is…
Read the full takeFeature gaps
Identity theft protection (available in Norton 360)
Since the last report: TotalAV has narrowed its feature set and transitioned to a subscription-first model, resulting in a slight improvement in sentiment despite ongoing friction regarding billing transparency.
Bottom line
TotalAV provides a functional security suite, but aggressive monetization creates a churn-heavy user base, so the PM must prioritize transparent billing and cancellation to stabilize long-term revenue.
Unlock 3 critical frictions, 3 market threats, 1 more prioritized move and the analyst’s take.
Access the full report for freeReport last updated