A new, Virginia-based company is looking to become a contender in the growing market of mobile and digital ID solutions.
Dubbed Trua, the company has just branched off from parent firm Endera, a risk management software specialist that has been in operation for over two decades. Trua was established by CEO Raj Ananthanpillai in 2021, with the aim of pioneering digital identity solutions – namely its flagship product, TruaID.
The solution is aimed at offering an all-in-one identity hub, collecting information about end users including their Social Security number and the details of their birth certificate and driver’s license. Part of the aim is to protect privacy, allowing an end user to confirm identity details through the mobile TruaID app or online without having to share more personal information than is needed for a given situation.
Trua says the solution was built on blockchain ledger technology, and that it supports “high-fidelity” facial recognition capabilities as well as multi-factor authentication.
“With TruaID, businesses will be able to onboard customers seamlessly and authenticate them on an ongoing basis, without requiring personal information, which enhances trust and confidence to both parties,” explained Ananthanpillai in a statement announcing the solution.
Trua also offers a complementary solution called the TruaScore, which collects and assesses additional information about an end user for situations requiring higher trust. That can include criminal record checks and the verification of educational records, with the TruaScore using such information to deliver a rating of the end user from zero to 360. It also prompts the end user to verify that the information is correct, affording the opportunity to challenge its results if they appear to be erroneous.
Trua appears to be primarily targeting businesses with its new digital ID solution, particularly with respect to onboarding employees and customers. The company hasn’t yet disclosed any partnerships with government agencies that might serve to facilitate its identity verification activities – such as confirming the end user’s driver’s license – so it remains to be seen how the firm will persuade businesses that its solution is valid and trustworthy.
TruaID arrives at a time of increasing activity in digital ID, with a number of state-led efforts underway to provide individuals with virtual driver’s licenses and other credentials; it will be competing in an increasingly diverse ecosystem as such technologies continue to gain prominence.
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May 11, 2023 – by Alex Perala
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