Identity trust is an industry term that refers to the level of trust a company places in a user or interaction within a digital environment. At its core, it represents the concept of trust in a digital environment.
Accelerate Time-to-Trust
Faster, Smarter Fraud Decisions with Identity Trust
Fraud moves fast. Trust should move faster.
Grow securely with cross-dimensional identity intelligence.
Fraud decisioning in the era of AI is inefficient and imprecise. Fragmented digital identity data makes it more complicated for risk teams to understand user behavior, leading to less confident decisions, slower processes, and lost revenue. To tackle these challenges, businesses must be able to trust the identities on their platforms by transforming data into knowledge.
What is
Identity Trust?
Navigating Rising Digital Fraud
As businesses scale digitally, fraud is growing more complex and harder to stop. Sophisticated tactics using AI and automation are overwhelming traditional defenses, while fraudsters are becoming more interconnected using social media and the deep web. Risk teams are left without the context they need to know who to trust, forced to choose between growth and protection.
Why Identity Intelligence Matters
In a digital environment, a user’s identity is scattered across different environments, making it difficult to understand who they are or what they intend to do. This slows down how quickly and confidently businesses can enable users to engage on their platform.
“I define identity trust as the confidence I have as an airline into letting you in as one of our customers. Are you going to result in fraud or are you going to be a lifetime customer? That’s really important to us.”
Peter Schwenke
Senior Analyst, Fraud at Alaska Airlines
identity trust explained by global brands
Sift’s Approach to Identity Trust
Identity trust isn’t static or limited to a single dimension—it’s behavioral, contextual, and constantly evolving. That’s why Sift has reimagined fraud prevention with a new approach rooted in cross-dimensional identity intelligence. By transforming fragmented data into actionable, cross-dimensional insights, we provide a ground-truth understanding of users both on a brand’s digital platform and beyond.
What is Identity Trust XD?
Identity Trust XD is Sift’s breakthrough framework for fraud and risk teams that delivers unprecedented visibility into user identity across multiple dimensions. In doing so, companies now have a more holistic view of their users both on their platform and beyond to make more accurate and confident fraud decisioning.
How Identity Trust XD Works
Identity Trust XD shifts fraud prevention from stand-alone risk signals to context-based decisioning to reveal a more comprehensive story behind every user, execute more confident fraud investigations, and accelerate speed-to-trust for every decision. Powered by the Sift Global Data Network, which processes over 1 trillion events annually, Identity Trust XD links user activities across various digital touchpoints, industries, and geographies to deliver a comprehensive understanding of every user.
See Behavior Beyond Your Business
Enhance decision accuracy with enriched insights from a user’s cross-industry behavior history and past risk assessments.
See Behavior Breaching Market Norms
Identify behaviors that deviate from those of other users with deep insights at every stage of the digital journey.
See Behavior Breaking User Patterns
Fortify account protection at and immediately after log-in by quickly detecting subtle behavior changes between login sessions.
Benefits of Identity Trust XD
Insights from the Global Identity tab add visibility into user behavior within the Sift Platform, so you can lean on the assessments of your peers, giving you extra confidence in your decisioning.
- Accelerate onboarding and conversions
- Increase decisioning confidence and speed
- Minimize friction for trusted users
- Catch fraud faster with deeper insights
- Streamline manual reviews and reduce analyst workload
Sift allows us, especially as a small team, to give our attention to the users we question the most, while allowing the users we trust to use our platform without any interruption.
Megan Doxtator
Fraud Operations Supervisor at Patreon
Frequently Asked Questions
How does identity intelligence differ from traditional identity verification?
Traditional identity verification (IDV) confirms if someone is who they say they are, typically by matching submitted documents or biometrics. Identity intelligence, on the other hand, answers: “Can this user be trusted?” It evaluates behavior, usage patterns, device reputation, and contextual data to uncover fraud signals or reinforce trust, even when users appear legitimate.
How does identity intelligence help with fraud prevention?
Identity intelligence is the real-time monitoring and analysis of behavioral, contextual, and environmental signals on your platform and beyond to assess whether a digital user can be trusted. It’s important because traditional methods miss the nuances of user behavior, leaving fraud undetected and trusted users delayed. Identity intelligence helps prevent fraud by understanding user intent over time and across interactions across different industries.
How can customers leverage identity intelligence in the Sift Console?
Sift customers can use the Global Identity tab, a part of the Sift Console that empowers context-driven fraud decisioning. The profile-like view of globally linked behavior and previous risk assessments from across Sift’s Global Data Network.
What are the use cases for Identity Trust XD?
Sift’s Global Identity Profile can enrich existing manual review analysis with an additional layer of insight. This becomes especially for “grey area” cases, where internal data is unclear, or “cold start” scenarios, where little information exists about a new user.
How does identity intelligence differ from traditional identity verification?
Traditional identity verification (IDV) confirms if someone is who they say they are, typically by matching submitted documents or biometrics. Identity intelligence, on the other hand, answers: “Can this user be trusted?” It evaluates behavior, usage patterns, device reputation, and contextual data to uncover fraud signals or reinforce trust, even when users appear legitimate.
How does identity intelligence help with fraud prevention?
Identity intelligence is the real-time monitoring and analysis of behavioral, contextual, and environmental signals on your platform and beyond to assess whether a digital user can be trusted. It’s important because traditional methods miss the nuances of user behavior, leaving fraud undetected and trusted users delayed. Identity intelligence helps prevent fraud by understanding user intent over time and across interactions across different industries.
How can customers leverage identity intelligence in the Sift Console?
Sift customers can use the Global Identity tab, a part of the Sift Console that empowers context-driven fraud decisioning. The profile-like view of globally linked behavior and previous risk assessments from across Sift’s Global Data Network.
What are the use cases for Identity Trust XD?
Sift’s Global Identity Profile can enrich existing manual review analysis with an additional layer of insight. This becomes especially for “grey area” cases, where internal data is unclear, or “cold start” scenarios, where little information exists about a new user.
Additional Resources
trusted by THE WORLD’S LEADING DIGITAL COMPANIES
Demo Identity Trust XD
It's time for businesses to make a shift. Identity Trust XD represents a new way to approach fraud prevention through cross-dimensional, context-driven decisions. Schedule a demo to see Identity Trust XD in action.