Data and technology have reshaped consumer expectations
The use of data and modern technology has reshaped consumer expectations. People want the interactions they have with brands in all industries to be immediate, frictionless, and simple. 
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As technology continues to evolve and increases the sophistication of fraudsters, this makes the need to securely and robustly verify customer identities paramount. Today, Issuers face dual imperatives of creating exceptional customer experiences while at the same time ensuring customer authentication is robust and secure. 
And yet, current authentication solutions are broken
​Current authentication solutions are filled with friction. They are almost never the same, which many consumers find confusing. At any given time a consumer may be asked to complete authentication across multiple channels such as:
Biometrics
Mailers
Facial recognition
2FA
SMS
Emails
ID scans
and more
A unique paradox exists because while the goal of authentication is to decrease fraud, the disparity of current authentication processes can in fact increase the risk of fraud, and create negative customer experiences that can ultimately impact revenue.
Authentication is a vital component of consumer-facing business ​​
Many industries such as banking and insurance face ongoing, stringent authentication requirements to ensure compliance and safeguard against fraud. These businesses must balance this with the need to provide a seamless customer experience.
But, many authentication solutions fall short:
Current solutions have multiple steps in an attempt to thwart fraudsters
They are complex, and can be confusing
The complexity minimising opportunity for the business to add value
