Watchdog Startup - New, unexpected behaviour is disconcerting

Running Windows 10 with AVG Pro 2015.
A few days ago the boot up reoutine on my laptop changed and now there is a pause in the normal process during which a screen telling me about AVG Watchdog Initialising is displayed.

This is new and unexpected and therefore disconcerting…

Anyone know what's going on?

I should also have added, after the pause (5 - 10 seconds or so I think, the screen goes away and boot continues as before…

I should also have added, after the pause (5 - 10 seconds or so I think, the screen goes away and boot continues as before…