Unveils a Unified Authorization System Equipped with Passive and Continuous Client Identification Technology
Prove, a digital identity leader, has launched Unified AuthenticationSM, a modern authentication solution designed to recognize customers across various devices and platforms. This innovative approach aims to streamline customer interactions, boost customer acquisition, and provide enhanced security and fraud prevention.
Rich Rezek, Head of Platform and Solution Strategy at Prove, explained, "At Prove, we've always believed identity is the gateway to a new generation of digital experiences." He continued, "With Unified Authentication, we're bringing that vision to life - synchronizing identity and authentication in a more sophisticated way than ever before to eliminate friction, build trust, and protect every step of the customer journey."
Key capabilities of Prove's Unified Authentication solution include continuous authentication, cross-channel recognition, and lifecycle event persistence. The platform moves beyond traditional Multi-Factor Authentication (MFA) or SMS one-time passwords (OTP) by providing a seamless, behind-the-scenes approach that leverages real-time data and pre-filled customer information.
One of the main benefits of Prove Unified Authentication is improved user experience. Users verify their identity without interruptive steps such as entering codes, leading to higher conversion rates and less drop-off. Additionally, the solution enhances security and fraud prevention by providing holistic identity confidence, fighting fraud more effectively across channels.
The solution is also compliant with new regulatory guidance, such as the FDIC, that allows the use of certified pre-filled customer data during Customer Identification Program (CIP) checks. This reduces friction and increases access to financial services.
Regarding reliably identifying returning users across multiple platforms, Prove's solution combines identity verification and authentication into a single unified flow, enabling seamless recognition of users returning via different devices or platforms. It uses real-time data and aggregated intelligence to match and verify identities behind the scenes, rather than relying solely on passwords or codes that are platform-specific and prone to failure or fraud.
The Prove KeySM, at the heart of this solution, is a next-generation cryptographic key that is persistently bound to a user's identity and secured directly on the device. This key, paired with real-time signal intelligence and advanced key management, provides continuous, cross-channel authentication that endures through every lifecycle event.
Unified Authentication operates across apps, browsers, desktops, kiosks, call centers, and third-party platforms, providing omnichannel coverage. It is now available in over 190 countries, enabling businesses to engage customers securely, seamlessly, and at scale.
John Snyder, Senior Manager, Product at BetMGM, commented, "Key-centric authentication is a great way to make things easy for good users and hard for bad ones." He added, "Unified Authentication is crucial for businesses as identity is now a key driver of digital commerce, requiring seamless customer recognition and authentication across multiple channels."
In summary, Prove Unified Authentication offers a highly effective, less intrusive, and more secure authentication method that meets the needs of modern digital commerce by ensuring returning users are accurately recognized across devices with minimal friction and strong fraud protection. This helps businesses increase customer acquisition, reduce fraud-related losses, and comply with evolving regulatory requirements seamlessly.
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