JACKSONVILLE, Fla. -- With identity theft continuing to be one of the fastest-growing crimes in America, companies sensing a business opportunity are offering ways to protect people -- for a fee.

The CEO of those companies, Todd Davis, caught people's attention by giving his Social Security number on the air, saying he was not worried about fraud because his company's service makes it impossible for anyone to steal his identity.

Channel 4's Casey Black looked into the service Davis' company, Life Lock, offers and learned that anyone can do the same things for themselves without paying anyone a fee.

The biggest thing these companies offer is placing a fraud alert on behalf of a client so that any time a person accesses his credit-bureau profile, the customer gets a call.

People can do that for themselves by going to AnnualCreditReport.cam.

The next thing a service will do is ask that your name be removed from pre-approved credit card or junk mail lists -- so someone going through your mail won't be able to take the solicitations and set up credit in your name without you knowing about it.

Individuals can also to that for themselves by calling 888-5OPTOUT.

Life Lock will also order your credit reports on your behalf from the major credit bureaus. But that also can be done through AnnualCreditReport.cam.

By law, everyone is entitled to a free copy of their credit report once a year.

If your wallet or purse is stole, Life Lock says they will help you contact each credit card, bank or document issuing company to cancel your affected accounts.

Anyone can to that for themselves, but it will take some time.

Life Lock does guarantee its service.

"We're actually going to fix the problem for you," Life Lock CEO Todd Davis said. "We're not going to tell you how to fix it -- we are going to fix it for you -- cover all of your losses all your expenses up to $1 million."

Davis said that in his experience, while customers can do a lot of preventative measures themselves, sometimes circumstances are completely out of your control.

"The No. 1 driving factor for people having their identity stolen is an employer or someone who you do business with loses your personal data," Davis said. "So even if you are taking all of the precautions at home -- shredding ... and trying to be diligent -- the reality is that we still have to give it out to all of our employers, our doctors, insurance (companies), schools. So all of these third parties have all of this personal information. We want to make sure that's where the identity thieves are going."