Identity proofing is complex and has a myriad of challenges.

To deliver the friction-right experiences that consumers are expecting, industry analyst firm Gartner has noted that seeking high confidence in the identity of customers during our current changing economic dynamics is imperative. Security and risk management leaders responsible for fraud prevention must orchestrate multiple capabilities to bring identity proofing use cases within organizational risk tolerance.

This begs the question of how you can protect your business and consumers while delivering a friction-right experience, even when bad actors have perfect information.

Best practices for optimizing your identity proofing strategy

As a security and risk management leader, being confident in the identity of your consumers is critical. That said, consumer demands are increasing – and you can’t afford to lose business due to outdated or cumbersome fraud controls, nor should you have to pick between increased fraud prevention and delivering a positive customer experience.

Here are some best practices to ensure your organization is ready:

  1. Identity proofing is complex, and doing it successfully requires multiple solutions. Therefore it is a best practice to orchestrate these solutions and data sets for corroborating identities, in order to separate the good customers from the bad. These solutions include knowledge-based authentication (KBA), document-centric identity authentication, digital attribute risk assessment, behavior analysis, and reputation and link analysis.
  2. Utilize a single orchestration hub with all of the capabilities you need for a frictionless workflow.
  3. Keep customer accounts secure without putting the customer experience at risk. Organizations that can deliver continuous, proactive risk assessment transparently, while simultaneously delivering a friction-right consumer experience, will be at an advantage.
  4. Work with a partner that has support on the ground in the regions your business operates, to ensure regulatory compliance anywhere in the world.

Combining personal and digital data to create precise data identities

The foundation for any identity proofing platform begins with good data, which makes TransUnion’s IDVision with iovation uniquely suited to ensure your organization will be successful.

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By uniting personal and digital data into a precise and accurate data identity, TransUnion offers one of the most comprehensive data identity suites on the planet. Our platform includes credit data, public records data and device reputation data, and applies technology to deliver analytics and actionable insights from modeling, data science and machine learning. From this foundation of data, IDVision with iovation can help your organization in multiple ways:

Securing trust. TransUnion offers precise data identity via a unique consumer identifier, uniting personal and digital identities and their behaviors to offer actionable risk insights. These findings enable you to deliver friction-right experiences that authenticate devices, people and transactions, and streamline digital channels/card not present payment processes.

Orchestration. TransUnion is a single vendor with a holistic solution, complete with the capabilities required for a robust identity proofing strategy. Unlike other vendors that integrate disparate point solutions through a unifying orchestration layer, TransUnion solutions work in tandem, providing the strongest decisioning available. Plus, these solutions are delivered with flexible deployment, orchestration and integration to meet all business needs.

For instance, when you combine the power of our device reputation data with personal identity data, your organization can experience up to a 30% lift in matching, meaning greater ROI from your customer acquisition efforts and a better experience for your consumers.


Proactivity. TU delivers a seamless, connected experience with depth and breadth across the consumer lifecycle. Through continuous risk assessment we are able to monitor account behavior, identify anomalous consumer behaviors and flag suspicious transactions in real time. We also proactively protect against account takeover fraud (ATO), new account fraud and synthetic identity fraud, while identifying potentially fraudulent transactions or unauthorized account use.

Delivering regulatory compliance. Tailored to the specific regions wherein our customers conduct business. Specific compliance examples include GDPR, PSD2, KYC, AML, OFAC and more.


With the right solutions in place, all businesses can achieve success in identity proofing, leading them to win new business, secure current accounts, and reduce evolving fraud risk. To learn more about Gartner’s expert assessment on identity proofing, download your complimentary copy of Predicts 2020: Identity and Access Management today.