APLYiD

What APLYiD does

APLYiD is a New Zealand-headquartered SaaS provider of AML, KYC, and KYB compliance software, serving regulated businesses in Real Estate, Legal, Financial Services, and Accounting across New Zealand, Australia, and the United Kingdom. The platform unifies customer onboarding, biometric identity verification, ongoing PEP and sanctions monitoring, and audit-ready record management in a single product surface (Onboard, Verify, Manage, Monitor + Relax), with complementary AML/CTF Policy Builder and Training Platform modules that generate regulatory documentation and deliver staff certification through a built-in learning management system.

Underlying technology combines document scanning, facial biometrics with liveness and anti-tampering detection, automated risk scoring, and continuous screening against global sanctions and politically exposed persons lists. APLYiD exposes three APIs (Core v2/v4, Workflow, and Partner) and embeds natively into dominant NZ real estate platforms MRI Software and Forms Live, while regional AWS infrastructure in Sydney and Dublin supports local data residency requirements. The company holds ISO/IEC 27001:2022 certification and SOC 2 compliance.

The business model combines SaaS subscription (monthly self-serve and annual committed tiers) with usage-based verification fees, sold via a hybrid product-led growth motion (free trial, no contracts, no minimum spend) and enterprise sales for larger regulated customers. Revenue is generated across a distributed base of more than 1,000 business customers who have collectively onboarded over 5 million end customers; the Convera case study (406% account creation uplift, verification turnaround compressed from weeks to 2-3 days) anchors enterprise positioning. The company operates through three regional entities — APLY Limited (NZ, primary), APLYID PTY LTD (Australia), and Aply UK Limited — and remains privately held with disclosed funding of approximately $5.04M led by Octopus Ventures in October 2021.

Name

APLYiD

Legal name

APLY Limited

Website

https://aplyid.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

APLYiD is a New Zealand-headquartered SaaS platform that provides AML, KYC, and KYB compliance software with biometric verification and ongoing monitoring, serving regulated businesses in Real Estate, Legal, Financial Services, and Accounting across New Zealand, Australia, and the United Kingdom.

Ownership category

akta.pro rank

Product category

AML/KYC Compliance Software

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Account Verification & Ownership (AVS/AOV, micro-deposits, auth) (FSAGACAB)

Keywords

• AML compliance software
• KYC identity verification
• Biometric onboarding platform
• KYB business verification
• Sanctions screening software

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Software-as-a-service model with pay-as-you-go and monthly self-serve options. Customers pay for access to the AML compliance platform with no minimum commitment required.
2. Usage-based Verification Fees: Transaction-based pricing where customers only pay for completed customer verifications

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels4 records

Core offering

APLYiD provides a cloud-based SaaS AML/CFT compliance platform that enables regulated businesses to onboard clients, perform biometric and manual identity verification, conduct KYB checks, run PEP and sanctions screening, and continuously monitor client risk throughout the relationship. The platform bundles guided onboarding workflows, automated compliance document generation, an AML training LMS, and multiple APIs for partner and enterprise integration across New Zealand, Australia, and the United Kingdom.

Product overview

APLYiD is a no-nonsense AML compliance platform offering a unified SaaS product with modular capabilities. The core platform encompasses five integrated modules: Onboard (guided document collection), Verify (biometric KYC/KYB with 94% success rates), Manage (AML activity and risk management), and Monitor + Relax (ongoing PEP/sanctions monitoring). The platform is complemented by multiple API products - the Core API (v2/v4) for programmatic verification management, the Workflow API for Case-based integrations, and the Partner API for white-label account provisioning. Additional modules include the AML/CTF Policy Builder for automated compliance document generation and a built-in AML Training Platform. The platform is ISO 27001 certified and serves real estate, legal, financial services, and accounting sectors across New Zealand, Australia, and the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• APLYiD Platform (Core) Unified AML compliance SaaS platform enabling regulated businesses to manage all KYC, KYB, and ongoing AML due diligence for clients from start to finish, with guided onboarding flows and automated compliance workflows.
• Onboard Document collection module with guided workflows that request the right documents from clients every time, ensuring consistent and complete AML onboarding.
• Verify Verification module providing biometric AML, KYC, and KYB checks with a 94% success rate in under 90 seconds, supporting quick and easy re-verification of existing clients.
• Manage Central hub for viewing and managing all AML activities and risks across the entire client base, including document storage and risk assessment management.
• Monitor + Relax Ongoing monitoring module enabling automated risk level settings, review alerts, and continuous PEP and global sanctions monitoring throughout client relationships.
• Core API (v2/v4) REST API enabling businesses to create and manage Biometric or Manual verifications programmatically, with Property Verifications, PEP Verifications, Fraud Analytics, EDD, KYB, and Partners endpoints, authenticated via Aply-API-Key header.
• Workflow API REST API for integrating the Workflow product directly into partner systems, allowing programmatic creation of verification Cases with webhook-based completion notifications (case.completed events).
• Partner API API enabling partners to programmatically create new accounts for their clients, receive approval notifications via webhook, and securely fetch API credentials for client setup.
• AML/CTF Policy Builder Built-in tool that generates required compliance program documents including Risk Assessment, AML/CTF Policy, Processes & Procedures, and Governance & Personnel documents from a single short form, built on AUSTRAC-approved templates.
• AML Training Platform Built-in learning management system offering AML/CTF courses, quizzes, and certifications for staff training and compliance officer qualification.

Quantifiable outcome

• 94% biometric verification success rate in under 90 seconds
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature11 records

Partnerships

Seven partnerships are on record, tiered core and major customer.

• MRI SoftwarecoreTechnology or IntegrationOfficial integration bringing seamless AML compliance into MRI Software, one of New Zealand's most established real estate sales platforms. Real estate agents can launch client onboarding and run full AML checks with a single click from their existing MRI workflow. Verification results flow directly back into MRI with no complex switching or duplicate data entry.
• Forms LivecoreTechnology or IntegrationIntegration brings AML compliance checks directly into one of the most widely used form and transaction platforms in the real estate industry. Agents can complete end-to-end AML compliance without leaving the Forms Live workflow, including biometric verification, compliance boxes, and completed forms all in one place.
• OCR Labs (IDVerse)coreTechnology or IntegrationBiometric verification technology provider. OCR Labs Pty Ltd (trading as IDVerse) may use non-identifiable data from applicants for its own internal purposes. Provides liveness detection and anti-fraud/tampering capabilities.
• DatazoocoreTechnology or IntegrationService provider for Australian DVS (Document Verification Service) connectivity. Routes identity verification requests to Australian government databases.
• Centrix Group LimitedcoreTechnology or IntegrationConsumer credit reporting services provider for New Zealand customers. Used for identity verification alongside AML compliance checks. Handles personal information per Centrix Privacy Statement.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure provider. AU/NZ customer data stored in Sydney, NSW data center; UK/Europe customer data stored in Dublin, Ireland data center. Provides enterprise-grade security and reliability.
• Converamajor customerGTM or Marketing PartnerMajor enterprise customer (formerly Western Union Business Solutions) using APLYiD for biometric ID verification across global B2B payments. Convera is integrating APLYiD into their Salesforce systems. Case study shows 406% increase in accounts created and significant operational improvements.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trulioo: Global identity verification platform with extensive document and data source coverage for KYC/AML compliance. Comparable in offering cross-jurisdiction verification to APLYiD's NZ/AU/UK footprint.
• Onfido: Global SaaS identity verification platform offering biometric KYC/AML checks, document scanning, and liveness detection. Directly comparable to APLYiD's Verify module, serving regulated businesses with similar biometric verification flows.
• Persona: Configurable identity verification platform offering biometric KYC, document authentication, and AML workflows. Competes in the same SMB-to-enterprise regulated-customer segment as APLYiD.
• AU10TIX: Identity verification and authentication provider focused on regulated industries with biometric onboarding and AML screening. Comparable technology stack and target verticals to APLYiD.
• Jumio: End-to-end identity verification and AML/KYC platform with biometric checks, document verification, and ongoing screening. Competes head-to-head with APLYiD across financial services and regulated industries.
• Veriff: Identity verification provider offering AI-driven document authentication, biometric matching, and KYC/AML compliance. Direct competitor with overlapping regulated-industry customer base.
• Sumsub: All-in-one verification platform covering KYC, KYB, AML screening, biometric checks, and ongoing monitoring. Closely aligned with APLYiD's modular Onboard/Verify/Manage/Monitor suite.

Broad incumbents

• LexisNexis Risk Solutions: Provider of identity verification, AML compliance, sanctions/PEP screening, and fraud analytics within a much larger risk and information services portfolio. Comparable compliance offerings but with significantly broader data and enterprise scale than APLYiD.
• Equifax: Global data, analytics, and credit bureau offering consumer and business identity verification, AML screening, and fraud prevention as part of a broader portfolio. Overlaps with APLYiD's Manage and Monitor functions but competes from a much larger incumbent position.

Others

• IDverse (formerly OCR Labs): Biometric identity verification technology provider and current APLYiD partner. Comparable underlying technology (document scanning, liveness, biometric matching), though it operates upstream as a vendor rather than direct end-user competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aplyid
• Xx.com/aplyid

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors3 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 APLYiD