Are you prepared for the future of online fraud prevention? Gartner® has released its Emerging Tech: The Future of Online Fraud Prevention report, offering a critical roadmap for companies navigating the new era of identity-centric risk and cyber-fraud convergence.
Gartner experts’ insights reveal how forward-thinking organizations are shifting strategies, combining traditionally siloed fraud, cybersecurity, and identity teams into a cohesive defense force. The takeaway is clear: organizations that wait to adapt will fall behind or fail.
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Get the Gartner report to learn how to prepare for the convergence of fraud prevention, identity, and cybersecurity.
Key Trends Reshaping the Industry
- Consolidating Fraud Prevention, Identity, and Cybersecurity
Gartner predicts that “[…] 50% of large financial institutions and online retailers will consolidate online fraud prevention personnel, duties and responsibilities into cybersecurity teams reporting to the CISO.”
This convergence signals a massive organizational shift: fraud prevention is evolving from a fragmented function to an integrated and identity-centric imperative. Fraud is no longer just a problem for fraud teams—cybercriminals exploit gaps between fraud and identity silos to breach systems, launch account takeover (ATO) attacks, and manipulate authentication flows. Now, security leaders are embedding fraud intelligence into their cybersecurity playbooks to strengthen identity security.
- Cyber-Fraud Fusion: An Identity-First Approach
Gartner defines Cyber-Fraud Fusion as “[…] an emerging trend within the security market where elements of cybersecurity, identity and online fraud prevention are combined into holistic defenses to combat fraud online.”
The Cyber-Fraud Fusion methodology reflects a growing consensus that the industry is moving towards an identity-first approach. To effectively stop fraud before it happens, organizations must understand user behavior, detect anomalies, and assess risk continuously—not only at the point of login.
This fusion will become mainstream. As the lines blur between fraud and cybersecurity threats, businesses must break down silos and leverage integrated systems that detect, respond, and adapt in real time.
- The Case for Unified Platforms Over Point Solutions
Point solutions might solve isolated problems, but they often lead to disjointed customer experiences, gaps in visibility, and increased operational overhead. Consolidating fragmented tools into one unified fraud prevention platform helps streamline operations, lower fraud losses, increase ROI from existing identity and security investments, and create better user experiences.
Gartner suggests that businesses “[…] consolidate point solutions from acquisitions into a single unified platform. Focus on better customer outcomes and delivering value through tightly integrating disparate solutions in a comprehensive platform rather than charging customers for every feature.”
How Sift Enables Companies to Achieve Better Business Outcomes
Sift is fully aligned with Gartner experts’ vision of a future where fraud prevention, identity, and cybersecurity operate as a unified front.
Identity-Centric Fraud Prevention
The Sift Platform enables fraud and risk teams to make smarter, faster decisions using identity-centric signals. By understanding user behavior across every touchpoint, Sift stops fraud in real time—without adding friction to trusted users. With Identity Trust XD, Sift delivers cross-dimensional intelligence that connects fragmented data into a complete view of user identity—across industries, digital touchpoints, and time. Powered by the Sift Global Data Network, this framework uncovers behavior anomalies beyond your business, against market norms, and within user patterns to detect and stop fraud.
Uniting Fragmented Account Takeover Challenges & Operations
ATO attacks continue to be a top concern for security leaders, with 70% citing it as their greatest threat. This concern is well-founded—ATO incidents don’t just cause transactional losses, they erode customer trust, degrade overall engagement, and can leave organizations vulnerable to future attacks. Our research found that 80% of consumers would stop shopping on a site or app due to unmitigated ATO. These attacks often uncover deeper weaknesses in security infrastructure, underscoring the need for full-coverage protection.
Sift’s ATO solution leverages behavioral analysis and machine learning to detect anomalies the moment they happen. Sift also integrates directly with top CIAM vendors like Ping Identity and Okta Auth0, allowing businesses to defend against identity threats while delivering frictionless user experiences. These integrations enhance the accuracy and coverage of identity signals across the entire customer journey. By embedding real-time decisioning into the identity stack, Sift helps companies build on their existing identity management investments and deliver a holistic solution. The result is a more secure and streamlined approach to identity management that scales with your business.
Growth-Focused Innovation with Compliance in Mind
Fraud prevention should not come at the expense of growth. The Sift Platform is designed to not only reduce fraud losses but also improve the customer experience. Our advanced decisioning capabilities reduce false positives and allow businesses to approve more trusted users faster, helping to boost top-line revenue. At the same time, our solutions support bottom-line profitability by increasing operational efficiency and eliminating the need for multiple, disconnected point solutions.
Compliance is also built into everything we do. The Sift Platform is designed to align with current and emerging regulations, such as PSD3 and PSR, ensuring that companies remain compliant while protecting both themselves and their customers from evolving threats.
*Gartner, Emerging Tech: The Future of Online Fraud Prevention, Dan Ayoub, Pete Redshaw, Sean ONeill, Vatsal Sharma, 30 January 2025
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