Anti-virus/malware protection

I am often asked what I use for anti-virus/malware protection these days and this is it. Emsisoft( http://thundercloud.net/emsisoft/) And I buy it through the people I have trusted for years for computing advice because I can get it for a reduced rate through them.
The reality is there are none that can give you 100% protection all the time from all threats so it boils down to the best you can do and I feel Emsisoft is the best you can do. And due to too many breaches I have given up on the free ones.
But as in all things it is a personal choice.