“At Yoti we have a set of principles and independent Guardians to help us to operate in the right way. This includes being honest and accountable, seeking to do the right thing and being transparent in what we are doing and why.” – Robin Tombs, CEO, Yoti

Yoti is further burnishing its credibility with the announcement that it has received accreditation from Fair Tax Mark.

Founded in early 2014, the latter is a not-for-profit “Community Benefit Society” registered in the UK, and tasks itself with assessing whether business have fully paid their fair share of taxes. The Lush cosmetics company is probably its highest-profile accredited business, while a number of cooperatives and ethically-minded organizations such as Ethical Investors and Ecology Building Society comprise much of the rest of its roster.

For its part, Yoti is seeking to establish itself as a provider of trusted identity solutions, focusing on mobile-based systems that use facial recognition and document reading to confirm end users’ identities. Trust is at the heart of its brand, and as such it makes sense for the company to prove itself to be trustworthy as a corporate entity, performing extensive market research to see where its identity solutions can most make a difference and, notably, where they are not necessarily wanted; and, now, demonstrating its willingness to pay a fair portion of taxes where many other companies are inclined to find loopholes and tax havens.

In a statement announcing the Fair Tax Mark accreditation, Yoti CEO Robin Tombs explained, “At Yoti we have a set of principles and independent Guardians to help us to operate in the right way,” adding, “This includes being honest and accountable, seeking to do the right thing and being transparent in what we are doing and why.”