A New Leaf, Inc.

A New Leaf, Inc. experienced a data breach reported by the Maine Office of the Attorney General on December 30, 2021, though the incident was initially discovered on March 30, 2021. The breach stemmed from external hacking, compromising sensitive personal data of 17,150 individuals, including at least one Maine resident. The exposed information included Social Security Numbers (SSNs), a high-value target for identity theft and financial fraud. In response, the company offered 12 months of identity theft protection services through Experian to affected individuals. The breach highlights significant risks associated with unauthorized access to personally identifiable information (PII), particularly SSNs, which can enable long-term identity theft, financial exploitation, and reputational harm. The delay between discovery (March 2021) and public disclosure (December 2021) may have further exacerbated vulnerabilities for impacted individuals. The incident underscores the critical need for robust cybersecurity measures, timely breach notifications, and proactive mitigation strategies to protect customer data and maintain trust.

Source: https://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/b4c80dfe-c367-43ed-8f25-7fab46e8eab2.shtml

TPRM report: https://www.rankiteo.com/company/a-new-leaf-inc

"id": "a-n721082025",
"linkid": "a-new-leaf-inc",
"type": "Cyber Attack",
"date": "3/2021",
"severity": "85",
"impact": "4",
"explanation": "Attack with significant impact with customers data leaks"

{'affected_entities': [{'customers_affected': 17150,
                        'name': 'A New Leaf, Inc.',
                        'type': 'Organization'}],
 'attack_vector': 'External Hacking',
 'customer_advisories': 'Identity theft protection services offered through '
                        'Experian for twelve months',
 'data_breach': {'number_of_records_exposed': 17150,
                 'personally_identifiable_information': True,
                 'sensitivity_of_data': 'High (Personally Identifiable '
                                        'Information)',
                 'type_of_data_compromised': ['Social Security Numbers']},
 'date_detected': '2021-03-30',
 'date_publicly_disclosed': '2021-12-30',
 'description': 'The Maine Office of the Attorney General reported a data '
                'breach involving A New Leaf, Inc. The breach was caused by '
                'external hacking, compromising Social Security Numbers of '
                '17,150 individuals. Identity theft protection services were '
                'offered through Experian for twelve months.',
 'impact': {'brand_reputation_impact': 'Potential reputational damage due to '
                                       'exposure of sensitive personal data',
            'data_compromised': ['Social Security Numbers'],
            'identity_theft_risk': 'High (Social Security Numbers '
                                   'compromised)'},
 'references': [{'date_accessed': '2021-12-30',
                 'source': 'Maine Office of the Attorney General'}],
 'regulatory_compliance': {'regulatory_notifications': ['Maine Office of the '
                                                        'Attorney General']},
 'response': {'law_enforcement_notified': 'Maine Office of the Attorney '
                                          'General',
              'third_party_assistance': ['Experian (identity theft protection '
                                         'services)']},
 'title': 'Data Breach at A New Leaf, Inc.',
 'type': 'Data Breach'}