iovation
iovation provides device-based fraud prevention and multi-factor consumer authentication, using device fingerprinting, behavioral analytics, and a global shared intelligence network to protect financial services, insurance, gaming, government, and e-commerce clients, now operating within TransUnion's TruValidate.
- Company typePublic
- Founded2018
- HeadquartersPortland, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What iovation does
iovation is a device-based fraud prevention and consumer authentication company founded in 2004 in Portland, Oregon. The company builds technology that leverages device fingerprinting, behavioral analytics, velocity patterns, and a global shared intelligence network aggregated across billions of transactions to identify fraudulent activity such as account takeover, payment fraud, bonus abuse, multi-accounting, and synthetic identity attacks. Following its 2018 acquisition by TransUnion (NYSE: TRU), iovation's technology was folded into TransUnion's TruValidate product line, which orchestrates identity, device, and behavioral insights across digital and phone channels for client organizations.
iovation firmographics
Firmographics- Name
- iovation
- Legal name
- TransUnion LLC
- Website
- https://iovation.com
- Company type
- Public
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- iovation provides device-based fraud prevention and multi-factor consumer authentication, using device fingerprinting, behavioral analytics, and a global shared intelligence network to protect financial services, insurance, gaming, government, and e-commerce clients, now operating within TransUnion's TruValidate.
- Ownership category
- akta.pro rank
iovation industry classification
Industry- Product category
- Fraud Detection and Prevention Software
- akta.pro primary industry
- Verification & Risk Signals (Device Fingerprinting, Behavioral Biometrics) (HDADALAJ)
- akta.pro secondary industries
- Authentication (MFA/Passwordless/Biometrics) Platforms (BPAMAEAE), Device Fingerprinting & Behavioral Biometrics (FSAMALAL)
Keywords
Where iovation is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Markets served
iovation business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Distribution channels3 records
Marketing channels3 records
iovation product offering
Product offeringCore offering
iovation delivers device-based fraud prevention and multi-factor consumer authentication solutions that safeguard businesses at every touchpoint. The platform uses device fingerprinting, behavioral analytics, and a global shared intelligence network to verify consumer identities and detect fraudulent activity in real time across digital and phone channels. Following its 2018 acquisition by TransUnion, iovation's technology is delivered through TransUnion's TruValidate suite.
Differentiator
Problem solved
Functional benefit
Brands
- TruValidate: Fraud detection and prevention solution offering identity insights, digital insights, omnichannel authentication, and fraud analytics
Products and services
- TruValidate TruValidate orchestrates identity, device and behavioral insights to help organizations interact with legitimate consumers while mitigating fraud risk across digital and phone channels. It is delivered to enterprise customers in financial services, insurance, gaming, government, and retail/e-commerce.
Quantifiable outcome
- Results appeared immediately once implemented - described as 'huge' by Ikano Bank fraud manager
- +1 more outcomes
Companies that use iovation
Customer profileSegments5 records
Ideal customer profiles5 records
iovation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
iovation partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
iovation competitors and assessment
Company assessmentDirect peers
- NICE Actimize: NICE Actimize delivers enterprise financial crime, fraud, and AML platforms for banks. It overlaps iovation's fraud analytics capabilities in regulated financial services.
- Feedzai: Feedzai offers transaction fraud detection and AML for banks and payments providers. It competes with iovation in payment fraud and risk analytics for financial institutions.
- Sift: Sift provides AI-driven digital fraud detection covering payment fraud, account takeover, and content abuse. It directly competes with iovation's device intelligence and risk analytics offerings for digital transaction fraud.
- BioCatch: BioCatch specializes in behavioral biometrics for fraud detection and authentication. It is a direct competitor to iovation's behavioral analytics layer within fraud and authentication workflows.
- HUMAN Security (formerly PerimeterX): HUMAN Security protects digital experiences from bots, fraud, and account abuse. Its bot and abuse prevention capabilities directly overlap iovation's fraud detection use cases.
- Arkose Labs: Arkose Labs provides bot detection, account protection, and fraud prevention. Its device and behavior signals directly overlap iovation's risk-scoring capabilities.
Broad incumbents
- LexisNexis Risk Solutions: LexisNexis Risk Solutions provides identity verification, fraud detection, and compliance at scale across multiple verticals. As a broad incumbent, it overlaps iovation's fraud analytics but with a much wider data and solutions portfolio.
- Experian: Experian offers identity verification, fraud prevention, and credit risk solutions globally. It competes with iovation in fraud prevention through broad enterprise offerings.
- Equifax: Equifax provides identity, fraud, and credit solutions to enterprises. As a broad data and analytics incumbent, it competes with iovation for fraud prevention budgets in financial services.
Emerging players
- Socure: Socure provides identity verification and fraud risk scoring using AI and broad identity data. It competes with iovation's identity insights within onboarding and account opening flows.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
iovation social profiles
Digital presenceiovation financial estimates
Financial estimateRevenue estimate
Valuation estimate
iovation leadership team
Management profileNumber of profiles
Profiles2 records
iovation subsidiaries and ownership
Company hierarchySubsidiaries1 record
iovation funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iovation M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iovation
What does iovation do?
iovation delivers device-based fraud prevention and multi-factor consumer authentication solutions that safeguard businesses at every touchpoint. The platform uses device fingerprinting, behavioral analytics, and a global shared intelligence network to verify consumer identities and detect fraudulent activity in real time across digital and phone channels. Following its 2018 acquisition by TransUnion, iovation's technology is delivered through TransUnion's TruValidate suite.
Is iovation a public or private company?
iovation is a public company. It is classified as corporate owned and is currently operating.
When was iovation founded?
iovation was founded in 2018. It employs 101 to 250 people.
Where is iovation based?
iovation is headquartered in Portland, United States, in the North America region.
Who are iovation's main competitors?
Direct peers on record are NICE Actimize, Feedzai, Sift, BioCatch, HUMAN Security (formerly PerimeterX) and Arkose Labs. Broad incumbents are LexisNexis Risk Solutions, Experian and Equifax. Socure is listed as an emerging player.
Does iovation have an API?
No public API is recorded for iovation.
What industry is iovation in?
iovation's product category is Fraud Detection and Prevention Software. Its primary akta.pro industry code is HDADALAJ, Verification & Risk Signals (Device Fingerprinting, Behavioral Biometrics), with a secondary code of BPAMAEAE, Authentication (MFA/Passwordless/Biometrics) Platforms.