PureID
PureID builds PureAUTH, a passwordless authentication and Zero Trust Access Control platform that eliminates passwords using device-bound cryptographic signatures with zero stored user data. It serves mid-market and enterprise customers across BFSI, manufacturing, technology, and IT services.
- Company typePrivate
- Founded2019
- HeadquartersCambridge, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What PureID does
PureID is a private UK-incorporated IT security software company that builds PureAUTH, a passwordless authentication and Zero Trust Access Control platform. Its core architecture relies on cryptographic digital signatures where private keys never leave user devices and authentication servers store no passwords, biometrics, or PII — a 'Zero-User Data' design that positions the platform against credential-theft, phishing, MFA-bypass, and emerging quantum threats. PureAUTH is delivered as a resilient SSO product (IAMFirewall) with adjunct modules for CICD trust management and device risk-based access regulation, and supports integrations with Kubernetes, GitHub, Jenkins, SonarQube, Slack, and major incumbent IAM systems (Okta, Azure AD, Cisco Duo, OneLogin).
The company sells into enterprises across manufacturing, BFSI, technology, and IT services via a hybrid GTM combining a self-serve Enterprise Freemium tier (live.pureauth.io) with direct enterprise sales, conference-led thought leadership (Black Hat, DEF CON, OWASP), and a nascent partner program. Named customers include Praj, Rajarambapu Bank, Khel Group, Chronus, Subex, and HD Works. The company was founded in 2019 by Ajit Hatti and Sumit Siddharth, holds multiple filed/pending patents, and maintains compliance certifications including ISO-27001, SOC 2 Type II, GDPR, HIPAA, PCI-DSS, and CSA STAR.
On September 12, 2024, PureID was acquired by ColorTokens Inc., a global enterprise microsegmentation company, with PureAUTH's identity-based segmentation capabilities integrated into ColorTokens' Xshield platform for cloud, containerized, IoT/OT, and user environments. PureID continues to serve its existing customer base while operating as a brand within ColorTokens.
PureID firmographics
Firmographics- Name
- PureID
- Legal name
- PureID
- Website
- https://pureid.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- PureID builds PureAUTH, a passwordless authentication and Zero Trust Access Control platform that eliminates passwords using device-bound cryptographic signatures with zero stored user data. It serves mid-market and enterprise customers across BFSI, manufacturing, technology, and IT services.
- Ownership category
- akta.pro rank
PureID industry classification
Industry- Product category
- Identity and Access Management Software
- NAICS
- Software Publishers (5132)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Authentication (MFA/Passwordless/Biometrics) Platforms (BPAMAEAE)
- akta.pro secondary industries
- Single Sign-On (SSO) & Federation (SAML/OIDC, Identity Providers) (HDAEAJAB), Device Identity & Certificate-Based Authentication (PKI) (BPAMAEAL)
Keywords
Where PureID is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
PureID business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Enterprise Freemium Plan: Free tier with core features including Single Sign-on, Passwordless Access, Identity-based Access, Zero Trust Architecture, RBAC, and Kubernetes Access Management. Premium features include Enterprise SLAs, Enterprise SSO, Moderated Sessions, Advanced Security & Compliance, Multi-Cloud Multi-Region, 24x7 Customer Support, and Just-in-time Access Requests.
- Premium Enterprise Subscriptions: Paid enterprise tier offering Premium SLAs, Enterprise SSO, Moderated Sessions, Advanced Security & Compliance, Multi-Cloud Multi-Region support, and 24x7 Customer Support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Enterprise Freemium Plan - Free core tier with essential passwordless authentication and Zero Trust features |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels6 records
PureID product offering
Product offeringCore offering
PureID develops and sells PureAUTH, a passwordless authentication and Zero Trust Access Control platform that uses cryptographic digital signatures where private keys never leave user devices. The platform provides phishing-resistant identity verification, device-risk-based access regulation, trust management for CICD pipelines, and compliance with ISO-27001, SOC 2, GDPR, HIPAA, and PCI-DSS for enterprise customers.
Product overview
PureID offers a unified passwordless authentication and Zero Trust Access Control platform built around its core product PureAUTH. The platform consists of multiple integrated modules: PureAUTH Identity & Access Management provides the core phishing-resistant authentication; PureAUTH Trust Management enables secure CICD and DevOps workflows; and IAMFirewall delivers the resilient SSO and Zero Trust access capabilities. Post-acquisition by ColorTokens (September 2024), PureID's technology also powers Xshield's identity-based microsegmentation features. The company serves enterprise customers through a freemium pricing model with tiered capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- PureAUTH: AI-based identity access regulation and passwordless authentication platform. It is a resilient SSO platform purpose-built to provide passwordless authentication and zero trust access by default.
Products and services
- PureAUTH PureAUTH is a resilient SSO platform that delivers passwordless authentication and Zero Trust Access by default. It uses cryptographic digital signatures where private keys never leave user devices, eliminating passwords and phishable MFA while providing device risk profiling, regulated access, and breach-resilient authentication for enterprise organizations.
- PureAUTH Identity & Access Management PureAUTH IAM combines resilient passwordless authentication with Zero Trust Access Control to deliver phishing-proof, quantum-safe authentication. It provides breach-resilient identity verification with compliance coverage for ISO-27001, SOC 2, GDPR, HIPAA, and PCI-DSS for enterprise customers.
- PureAUTH Trust Management PureAUTH Trust Management provides transparent user key management and verification service scripts for CICD processes, bringing trust and accountability to software engineering workflows. It is sold as a component offering of the PureAUTH platform targeted at engineering and DevOps teams.
Quantifiable outcome
- 64% of Software Supply Chain attacks triggered due to Identity & Access management frauds that traditional IAM solutions cannot address
- +2 more outcomes
Companies that use PureID
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
PureID technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability3 records
Feature8 records
PureID partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ColorTokens Inc.flagshipColorTokens Inc., a global enterprise microsegmentation company, acquired PureID on September 12, 2024. PureID's AI-based identity access regulation and passwordless authentication platform PureAUTH integrates into ColorTokens' Xshield security offerings, adding identity-based segmentation capabilities for cloud, containerized, IoT/OT, and user environments. PureID continues serving its customer base while powering Xshield's new identity-based microsegmentation features.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
PureID competitors and assessment
Company assessmentDirect peers
- HYPR: HYPR is a direct passwordless authentication competitor using FIDO2 and decentralized credentials, targeting the same enterprise IAM buyers with similar phishing-resistant positioning.
- Beyond Identity: Beyond Identity delivers device-bound passwordless authentication and zero-trust access, directly overlapping PureAUTH's core architecture and enterprise positioning.
- Transmit Security: Transmit Security provides passwordless authentication and CIAM/identity orchestration, competing head-on with PureID in enterprise passwordless and zero trust access.
- 1Kosmos: 1Kosmos offers decentralized passwordless identity with verifiable credentials, overlapping PureID's phishing-resistant and zero-user-data architecture for enterprise buyers.
Emerging players
- Keyless: Keyless provides privacy-preserving biometric passwordless authentication, an emerging alternative focused on the same passwordless enterprise market as PureID.
Broad incumbents
- Okta: Okta is a broad IAM/SSO incumbent offering workforce and customer identity solutions, and a key integration partner and competitor referenced in PureID's own materials.
- Microsoft Entra ID (Azure AD): Microsoft Entra ID is the dominant enterprise identity platform bundled with Microsoft 365, representing the most entrenched incumbent PureID must displace or integrate with.
- Cisco Duo: Cisco Duo is a broad MFA and zero-trust incumbent, explicitly listed as a PureID integration partner but also a competitive passwordless alternative for enterprise buyers.
- CyberArk: CyberArk is a privileged access management incumbent expanding into workforce identity, addressing the same enterprise zero-trust and passwordless use cases as PureID.
Others
- ColorTokens: ColorTokens is PureID's parent company following the September 2024 acquisition, integrating PureAUTH into its Xshield microsegmentation platform and providing distribution and channel scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
PureID social profiles
Digital presencePureID compliance and trust
Trust signalCompliance6 records
PureID financial estimates
Financial estimateRevenue estimate
Valuation estimate
PureID leadership team
Management profileNumber of profiles
Profiles6 records
PureID funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PureID M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PureID
What does PureID do?
PureID develops and sells PureAUTH, a passwordless authentication and Zero Trust Access Control platform that uses cryptographic digital signatures where private keys never leave user devices. The platform provides phishing-resistant identity verification, device-risk-based access regulation, trust management for CICD pipelines, and compliance with ISO-27001, SOC 2, GDPR, HIPAA, and PCI-DSS for enterprise customers.
Is PureID a public or private company?
PureID is a private company. It is classified as corporate owned and is currently acquired.
When was PureID founded?
PureID was founded in 2019. It employs 11 to 50 people.
Where is PureID based?
PureID is headquartered in Cambridge, United States, in the North America region.
How does PureID make money?
Two revenue lines are on record. Enterprise Freemium Plan is the primary driver. The others are premium Enterprise Subscriptions.
Who are PureID's main competitors?
Direct peers on record are HYPR, Beyond Identity, Transmit Security and 1Kosmos. Keyless is listed as an emerging player. Broad incumbents are Okta, Microsoft Entra ID (Azure AD), Cisco Duo and CyberArk. ColorTokens is listed as an others.
Does PureID have an API?
No public API is recorded for PureID.
What industry is PureID in?
PureID's product category is Identity and Access Management Software. Its primary akta.pro industry code is BPAMAEAE, Authentication (MFA/Passwordless/Biometrics) Platforms, with a secondary code of HDAEAJAB, Single Sign-On (SSO) & Federation (SAML/OIDC, Identity Providers). Its NAICS code is 5132 and its SIC code is 6199.