Market map / Identity proofing
Yoti
A UK digital-identity provider pairing a free reusable consumer ID app with business identity verification and AI facial age estimation.
- Category
- Reusable digital ID & age assurance
- Lane
- Identity proofing
- Founded
- 2014
- Ownership
- Private
- HQ
- London, UK
Summary
Yoti offers a free reusable Digital ID app alongside business products for identity verification, document checks, and AI-based facial age estimation that can confirm an age threshold from a selfie without an ID document. Verified attributes are stored encrypted on the user's device for privacy-preserving, attribute-level disclosure. Age estimation is deployed by platforms such as Instagram and retailers including John Lewis.
Best for
Organizations needing age assurance or reusable verification at scale, especially consumer platforms facing online-safety or age-restriction rules.
Consider if
Your buyers or regulators are wary of facial biometrics and AI age estimation.
Strengths
- Privacy-by-design: on-device encrypted data and attribute-level disclosure
- Mature facial age estimation usable without an ID document
- Large-scale deployments (Instagram, John Lewis) and a reusable-ID user base
Considerations
- Biometric/age-estimation methods draw data-protection scrutiny
- Reusable-ID value depends on consumer adoption that varies by market