Market map / Identity proofing
Persona
Configurable, building-block identity verification: a visual workflow builder rather than a fixed KYC product.
- Category
- Identity verification infrastructure
- Lane
- Identity proofing
- Founded
- 2018
- Ownership
- Private; VC-backed (Series D, May 2025, ~$2B valuation)
- HQ
- San Francisco, US
Summary
An identity verification and onboarding platform built around a no-code workflow builder. Teams compose document checks, selfie and liveness, database and watchlist lookups, and risk rules into custom flows. That flexibility makes it popular with product teams that want to control the onboarding experience and tune friction by risk level, rather than adopt one packaged KYC path.
Best for
Product teams that want granular control over verification flows and to vary friction by risk tier.
Consider if
You want a packaged, opinionated KYC flow with minimal configuration and faster time to live.
Strengths
- Visual, no-code flow builder for custom verification journeys
- Broad signal coverage across document, biometric, and database checks
- Orchestrates step-up checks and reusable identities
Considerations
- Flexibility adds configuration effort versus a packaged flow
- Overlaps platform-native proofing for simple use cases