This is pretty cool! As someone who has had all my 35mm gear stolen once, I would have loved to have had this free service. Lenstag is an website that appears to be creating an online database of equipment. You can register your camera equipment with serial numbers with pictures and if items get stolen they flag it.
From their site:
Lenstag works like this:
Sign up & add your cameras, lenses & video equipment to your account. It’s totally free.
Verify that you’re in possession of each item by uploading a picture from your phone or computer of each item’s serial number or something else that shows you own each item (warranty card, etc.).
If an item gets stolen, immediately flag it as such and we’ll create a public page to help you get it back.
Bonus feature: if you sell or give an item to someone else, you can transfer the record to them using Lenstag and save the next person from having to re-verify.
Check it out here: Lenstag