HooYu

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

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

• Identity verification
• KYC platform
• Customer onboarding
• AML compliance
• Biometric authentication

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature17 records

Partnerships

One partnership is on record.

• GlintcoreStrategic or Co-development PartnerUK-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

Emerging 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

• Xx.com/HooYucom
• Facebookfacebook.com/HooYucom

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 HooYu