HooYu
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
HooYu firmographics
Firmographics- Name
- HooYu
- Legal name
- Hooyu Ltd
- Website
- https://hooyu.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
HooYu industry classification
Industry- Product category
- Identity Verification & KYC
- NAICS
- Investigation and Personal Background Check Services (561611), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Identity Verification, Proofing & KYC (IDV) (HDAEAJAI)
- akta.pro secondary industries
- Fraud Prevention & Identity Verification (IDV/KYC) (BPAMAEAI), KYC/KYB & Customer Onboarding (CIP, beneficial ownership, screening) (FSAGAFAB), Identity Verification, KYC/KYB & AML Screening (MPAEAKAD), KYC/Identity Verification & Age Verification Compliance Services (MPAEAOAF), Data, Evidence & Document Verification (IDV) for KYC (FSAMAMAN)
Keywords
Where HooYu is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
HooYu business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- KYC/Identity Verification Platform Subscription: HooYu generates revenue through its KYC platform which orchestrates multiple identity verification tools. The platform is sold to regulated organizations (banks, fintechs, iGaming operators) requiring compliance solutions. Given the enterprise sales motion, demo-driven acquisition, and configurable orchestration model, revenue is derived primarily through recurring platform/subscription fees, likely with usage-based or per-verification components tied to transaction volumes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise KYC Platform — Quote-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
HooYu product offering
Product offeringCore offering
HooYu provides a blended KYC orchestration platform that combines multiple identity verification techniques (document validation from 238 countries, facial biometrics, liveness detection, digital footprint analysis, database checks, PEPs/sanctions screening, adverse media, identity scoring) with a configurable UI/UX journey builder. The platform serves regulated organizations (banks, fintechs, iGaming operators, UK landlords/employers) requiring customer onboarding, AML compliance, age verification, and fraud prevention. It is certified under the UK Digital Identity and Attributes Trust Framework (DIATF) for Right to Work, Right to Rent, and DBS checks.
Product overview
HooYu is a digital identity verification and KYC platform now fully part of Mitek Systems. The product portfolio consists of three core offerings: the HooYu KYC Platform as the central orchestration layer, HooYu ID Screen as the certified identity screening product for UK Right to Work/Rent compliance, and HooYu Customer Onboarding as the configurable UI/UX journey builder. These products work together through a 'pick and mix' approach, allowing firms to configure verification workflows combining document validation, facial biometrics, database checks, PEPs/sanctions screening, adverse media analysis, and identity scoring to meet AML, age verification, and fraud prevention requirements across multiple geographies.
Differentiator
Problem solved
Functional benefit
Products and services
- HooYu KYC Platform
Quantifiable outcome
- The blended KYC platform with configurable UI/UX and real-time feedback tools helps maximise customer onboarding success rates compared to traditional KYC processes.
- +2 more outcomes
Companies that use HooYu
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
HooYu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature17 records
HooYu partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GlintcoreUK-based fintech Glint partnered with HooYu to provide KYC and AML compliance during the account opening process for its mobile app that enables users to buy, sell, and spend gold as currency via a Glint Mastercard. HooYu's technology combines digital footprint analysis and facial biometrics with traditional protocols including database checks and PEPs/sanctions screening to verify customers within minutes. The partnership allows Glint to design a streamlined account opening process while meeting regulatory requirements, with HooYu deleting all document images and social data after verification is complete.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
HooYu competitors and assessment
Company assessmentEmerging players
- Yoti: Yoti is a UK-based digital identity provider with DIATF certification for Right to Work/Rent and biometric onboarding — directly competing with HooYu in the UK regulated identity verification market.
Direct peers
- Veriff: Veriff delivers document and biometric identity verification with configurable journeys and is a direct KYC/IDV competitor to HooYu across fintech and online services.
- Persona: Persona offers a configurable identity verification platform combining document, biometric, database, and risk-signal checks — closely mirroring HooYu's blended-KYC orchestration approach.
- Trulioo: Trulioo provides global identity verification, business verification (KYB), and AML screening with worldwide document and data coverage — directly comparable to HooYu's cross-border KYC capability.
- ID.me: ID.me provides identity verification and digital credentialing for government, healthcare, and financial services — overlapping with HooYu's regulated-industry KYC and Right to Work/Rent-style use cases.
- Onfido (now part of Entrust): Onfido offers AI-powered document verification, facial biometrics, and KYC orchestration for banks, fintechs, and online platforms — a directly competing identity verification stack to HooYu, now operating within the broader Entrust security portfolio.
- Jumio: Jumio provides identity verification, eKYC, and AML screening with document, biometric, and database checks across banking, fintech, and iGaming — directly comparable to HooYu's regulated-industry use cases.
- GBG (now IDology/GBG Group): GBG offers identity verification, KYC/AML, and fraud prevention for regulated industries globally — a direct peer in the enterprise identity verification market alongside HooYu.
Broad incumbents
- Experian: Experian acquired 192business (HooYu's predecessor) in 2012 and operates one of the largest global identity, credit, and fraud-data platforms — overlapping with HooYu's identity verification and AML screening offerings at scale.
- Mitek Systems: Mitek Systems (NASDAQ: MITK) is the parent company of HooYu and offers broader mobile deposit, identity verification, and fraud prevention solutions — overlapping with HooYu's IDV capabilities as part of a wider identity portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HooYu social profiles
Digital presenceHooYu compliance and trust
Trust signalCompliance1 record
HooYu financial estimates
Financial estimateRevenue estimate
Valuation estimate
HooYu leadership team
Management profileNumber of profiles
Profiles1 record
HooYu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HooYu 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 HooYu
What does HooYu do?
HooYu provides a blended KYC orchestration platform that combines multiple identity verification techniques (document validation from 238 countries, facial biometrics, liveness detection, digital footprint analysis, database checks, PEPs/sanctions screening, adverse media, identity scoring) with a configurable UI/UX journey builder. The platform serves regulated organizations (banks, fintechs, iGaming operators, UK landlords/employers) requiring customer onboarding, AML compliance, age verification, and fraud prevention. It is certified under the UK Digital Identity and Attributes Trust Framework (DIATF) for Right to Work, Right to Rent, and DBS checks.
Is HooYu a public or private company?
HooYu is a private company. It is classified as corporate owned and is currently operating.
When was HooYu founded?
HooYu was founded in 2012. It employs 101 to 250 people.
Where is HooYu based?
HooYu is headquartered in London, United Kingdom, in the Europe region.
How does HooYu make money?
One revenue line is on record: KYC/Identity Verification Platform Subscription.
Who are HooYu's main competitors?
Yoti is listed as an emerging player. Direct peers are Veriff, Persona, Trulioo, ID.me, Onfido (now part of Entrust), Jumio and GBG (now IDology/GBG Group). Broad incumbents are Experian and Mitek Systems.
Does HooYu have an API?
No public API is recorded for HooYu.
What industry is HooYu in?
HooYu's product category is Identity Verification & KYC. Its primary akta.pro industry code is HDAEAJAI, Identity Verification, Proofing & KYC (IDV), with a secondary code of BPAMAEAI, Fraud Prevention & Identity Verification (IDV/KYC). Its NAICS code is 561611 and its SIC code is 7371.