Persona

What Persona does

Persona is a configurable identity verification and management platform founded in 2018 and headquartered in San Francisco. The platform combines modular verification components — Government ID, Document AI, Selfie (liveness and recognition), Database Checks, Mobile Driver's License, and NFC — with a no-code Dynamic Flow builder, Graph link analysis for fraud rings, Passive Signals ensemble for frictionless risk detection, Workflows automation, AI-assisted Cases management, and Copilot, an agentic AI assistant. Relay, a privacy-preserving eligibility product, separates identity from activity to enable reusable claims such as age or humanness. The platform serves customers across fintech, marketplaces, digital health, gaming/social platforms, crypto, workforce identity, government, and education, with a customer roster that includes OpenAI, LinkedIn, Square, Twilio, Anthropic, Roblox, Etsy, Lyft, Ripple, Brex, and Coursera. Persona verifies identities across 150+ countries and territories and holds FedRAMP Moderate, SOC 2 Type 2, ISO 27001/27017/27018, HIPAA, PCI DSS, GDPR, CCPA, and FERPA certifications.

The business operates a hybrid GTM combining product-led growth (self-serve try-it-now, Essential tier at $250/month with 12-month minimum) with enterprise field sales for Growth and Enterprise tiers with multi-year contracts. Revenue mechanics blend usage-based pricing (pay-per-successful-verification, explicitly excluding dropped or failed attempts) with recurring platform subscriptions across Essential, Growth, and Enterprise tiers, plus a startup freemium program. Persona is venture-backed (Founders Fund, Index Ventures, Coatue, Ribbit Capital, Meritech, Bond, First Round Capital among others) with cumulative funding of approximately $417.5M including a $200M round in April 2025, achieving unicorn status at a $1.5B valuation in 2021 and recognized as a Leader in both the 2025 Gartner Magic Quadrant and Forrester Wave for Identity Verification.

Name

Persona

Legal name

Persona Identities, Inc.

Website

https://withpersona.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Persona is a configurable identity verification and fraud-prevention platform serving fintech, marketplaces, digital health, gaming, crypto, and government customers across 150+ countries. It combines modular verification, AI-powered fraud detection, and privacy-preserving eligibility through products like Relay.

Ownership category

akta.pro rank

Product category

Identity Verification Software

NAICS

Investigation and Personal Background Check Services (561611)

akta.pro primary industry

Identity Verification & Proofing (IDV, KYC, Biometrics) (HDADAAAF)

akta.pro secondary industries

Fraud Prevention & Identity Verification (IDV/KYC) (BPAMAEAI), Identity Verification (IDV) & Document Verification (FSAMALAE), Compliance Identity & KYC/KYB for Wallets (on-chain identity, reusable KYC, travel rule tooling) (FSAPACAL), Data, Evidence & Document Verification (IDV) for KYC (FSAMAMAN)

Keywords

• Identity verification platform
• Fraud detection software
• KYC compliance solutions
• Biometric authentication services
• Document verification technology

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Identity Verification Services: Pay-per-successful-verification model where customers are charged only when verification attempts result in completed verifications, not for dropped-off or failed attempts. Supports volume-based pricing with tiered plans from self-serve to enterprise.
2. Platform Subscription Plans: Three-tier subscription model: Essential ($250/month starting, 12-month contract), Growth (full suite with guided implementation), and Enterprise (bespoke solutions with custom pricing). Includes platform features, verification types, and support levels scaled by tier.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Persona provides a configurable identity verification platform that enables businesses to verify real people and businesses online. The platform combines modular building blocks including government ID verification, biometric selfie checks, database verification, link analysis for fraud detection, workflow automation, case management, and AI-powered Copilot. It serves customers across fintech, marketplaces, digital health, gaming, cryptocurrency, government, education, and workforce identity segments in 150+ countries.

Product overview

Persona is a configurable identity platform providing modular building blocks for identity verification, fraud prevention, and compliance. The platform combines Verifications (Government ID, Document AI, Selfie, Database Checks, mDL, NFC), Dynamic Flow, Workflows, Graph (link analysis), Cases (case management with AI agents), Copilot (AI assistant), Passive Signals, Flow Editor, Relay (privacy-preserving eligibility), and Marketplace integrations. The architecture enables organizations to design custom identity processes from onboarding through ongoing monitoring, with automation capabilities for routine decisions and manual review tools for complex cases.

Differentiator

Problem solved

Functional benefit

Brands

• Relay: A privacy-preserving eligibility assurance product that verifies claims like age or humanness without collecting full identity data.
• Persona Wallet

Products and services

• Verifications Core verification module combining Government ID, Document AI, Selfie (liveness and recognition), Database Checks, Phone/Email verification, Mobile Driver's License (mDL), and NFC verification for businesses verifying real people online.
• Government ID Automated verification of government-issued IDs from 200+ countries and territories with document data extraction, liveness detection, ID tampering detection, and decisions in 5-10 seconds.
• Document AI AI-powered document verification that automatically extracts and validates data from identity documents for KYC and other use cases.
• Selfie (Liveness & Recognition) Selfie verification with biometric liveness detection to confirm users are real and present, plus facial recognition to match selfie against the ID portrait.
• Database Checks Verification against authoritative databases and issuing sources to validate identity information across multiple data points.
• Mobile Driver's License (mDL) Verification using mobile driver's licenses via NFC technology for contactless identity document verification.
• NFC Verification Near-field communication verification for secure, contactless reading of identity documents with chip-level authentication.
• Dynamic Flow No-code visual builder for custom identity verification flows that dynamically adjust friction based on risk signals to maximize conversion and minimize fraud, with passive signals collection and autoclassification.
• Workflows Identity process automation and orchestration across the customer lifecycle including event-based triggers, configurable decision logic, automated follow-ups, CRM sync, bulk actions, and KYB with UBO verification.
• Graph Link analysis and fraud network visualization for discovering coordinated fraud in real time with node-based visualization, real-time queries, and custom fraud signals.
• Cases Case management solution with drag-and-drop modules, AI-powered Case Review Agents for automated routine decisions, configurable templates, SLAs, escalation queues, PII access controls, and audit logging.
• Copilot AI-powered assistant providing in-context guidance across the Persona dashboard, with specialized AI agents for automating identity processes, action capabilities for task execution, and intelligence for surfacing patterns and anomalies.
• Passive Signals Behavioral, device, and network signal collection for silent fraud detection including proxy detection, IP velocity, rooted device detection, and population-level analysis without adding user friction.
• Relay Privacy-preserving eligibility assurance product that keeps identity verification separate from user activity, verifying specific claims like age or humanness without exposing full identity using cryptographic protocols.
• Flow Editor No-code visual builder for designing branded identity verification flows with drag-and-drop interface, robust module library, customizable styling, testing suite, and analytics.
• Persona Marketplace Integration hub for third-party data and productivity platforms including Salesforce, HubSpot, Clearbit, and others, enabling enriched risk analysis and workflow automation.
• Reports / Risk Screening Risk and screening reports including Watchlists, Adverse Media, Profile Report, Phone/Email Risk, Address Lookup, Social Media Lookup, Crypto Wallet Watchlist, Business Watchlist, and Business Adverse Media.
• Candidate Verification Identity verification solution that helps companies confirm job applicants' real-world identities before hiring, integrating with ATS platforms including Ashby, Greenhouse, and Workday to address AI-generated fake profiles and deepfake interviews.

Quantifiable outcome

• 98% of identity verification process automated for Branch
• +4 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ChainlinkcoreTechnology or Integration · 5 May 2026Persona partnered with Chainlink to integrate its identity verification technology with Chainlink's Automated Compliance Engine (ACE), enabling institutions to verify users once and reuse credentials across multiple blockchains without re-running KYC processes. The Cross-Chain Identity (CCID) framework addresses regulatory friction in on-chain markets where institutions currently duplicate compliance processes across isolated blockchain platforms.
• Modern TreasurycoreTechnology or Integration · 21 April 2026Modern Treasury partnered with Persona to integrate identity verification and KYB workflows into its payments infrastructure platform, enhancing compliance capabilities for businesses operating in the U.S. and globally. The combined solution enables flexible verification workflows for legal entity screening, reduces manual reviews, and accelerates customer onboarding across ACH, Wire, RTP, FedNow, Push-to-Card, and stablecoins.
• ConnectIDcoreTechnology or Integration · 20 April 2026Persona integrated with ConnectID, the Australian digital identity exchange created by Australian Payments Plus, to help businesses comply with age assurance requirements under Australia's under-16 social media legislation. The solution allows users to verify their age through existing bank enrollment data (CommBank, NAB, ANZ Plus, Westpac) without sharing sensitive documents like passports or driver's licenses. Both companies participated in the 2025 Australian Age Assurance Technology Trial.
• AnthropiccoreTechnology or IntegrationPersona serves as Anthropic's identity verification provider for Claude AI, implementing government-issued photo ID and selfie verification for flagged users, policy violators, and users from restricted regions. Anthropic states verification data is not used for AI model training and applies only to a small subset of users for platform integrity and safety compliance.
• RobloxcoreTechnology or IntegrationRoblox uses Persona's facial age estimation technology for age-based accounts (Roblox Kids for ages 5-8 and Roblox Select for ages 9-15), placing users in age bands with corresponding access restrictions. Required as part of settlements with Alabama, West Virginia, and multiple other states over child safety allegations.
• LinkedIncoreTechnology or IntegrationLinkedIn uses Persona as its third-party identity verification partner for verification features including company verification, workplace verification for leadership roles, and executive-level job title checks to combat scams and misrepresentation on its platform.
• GartnerminorOthersPersona was identified as one of 12 leading cybersecurity companies to watch at the Gartner Security & Risk Management Summit 2026, positioned as developing AI-driven capabilities across identity verification.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Jumio: Jumio is a direct competitor in enterprise identity verification, offering government ID verification, liveness, and KYC/AML compliance. It serves similar verticals (fintech, marketplaces, crypto) with overlapping product positioning, making it Persona's most direct head-to-head rival.
• Onfido (Entrust): Onfido is a direct IDV peer offering AI-powered document verification and biometric authentication; acquired by Entrust in 2024. It competes head-to-head with Persona across fintech, marketplaces, and crypto onboarding flows.
• Veriff: Veriff is a direct competitor providing identity verification with global document coverage and AI-driven fraud detection. It targets similar enterprise and high-growth verticals, often going head-to-head with Persona in RFPs.
• Sumsub: Sumsub is a direct peer offering an all-in-one verification platform spanning KYC, KYB, AML, and fraud prevention. It competes with Persona across fintech, crypto, and marketplace use cases globally.
• Trulioo: Trulioo is a direct peer focused on global identity verification with broad country coverage and business verification (KYB). Its GlobalGateway platform overlaps Persona's enterprise verification offering.
• ID.me: ID.me is a direct peer in identity verification with a strong government and benefits verification presence (IRS, SSA, states). Its Login.gov and federal contracts overlap with Persona's FedRAMP strategy.
• Socure: Socure is a direct peer in digital identity verification and fraud prediction, combining IDV with device/behavior analytics. It competes with Persona in fintech KYC, marketplace trust & safety, and government IDV.
• Prove (formerly Payfone): Prove is a direct competitor in identity and authentication, specializing in phone-centric identity verification and cryptographic trust signals. It overlaps Persona's phone/email verification and passkey-era authentication roadmaps.

Broad incumbents

• Plaid Identity Verification: Plaid is a broader fintech infrastructure incumbent that has expanded into IDV (Identity Verification, Monitor, and Income). Its massive fintech customer base overlaps Persona's and represents an indirect competitor with significant GTM leverage.
• Okta (Auth0): Okta is a broad IAM incumbent that has pushed deeper into identity verification and customer identity through Auth0. It competes more loosely than direct peers but represents a platform-level threat as identity workflows consolidate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/persona_idv
• LinkedInlinkedin.com/company/persona-identities
• Facebookfacebook.com/withpersona

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Persona