iProov is a science-based biometric identity solutions provider. The company enables banks, government agencies, and other organizations to verify that an online individual is who they claim to be. Pulse 2.0 interviewed iProov President and Head of the Americas Ajay Amlani to learn more about the company.
Ajay Amlani’s Background
What is Ajay Amlani’s background? Amlani said:
“I was introduced to entrepreneurship at a young age. When I was 12, my father was laid off after a 25-year career in engineering. Inspired by this event, he launched his own business in our basement where I worked alongside him until I turned 18 and also caddied to bring more money into the family. We put the company that laid him off out of business by providing better customer service and hiring their best employees, and we eventually sold our company to a much larger one.”
“Through this experience, I gained valuable insights into technology disruption and the process of building a business from scratch. I expanded on these insights at the University of Michigan, where I studied both engineering and business.”
“In 2003, after taking a large freight transportation logistics company named Pacer International through its IPO process, I was appointed as a White House Fellow and Senior Policy Advisor to work with Secretary of Homeland Security Tom Ridge. I was one of the early founders of DHS, and along with an amazing team, we built an organization that has not allowed a single major terrorist incident on our country since. We tried our best to keep the country secure while protecting civil liberties and privacy.”
“At the time, Secretary Ridge made me responsible for leading many of the Department of Homeland Security’s technology initiatives, including cybersecurity, screening technologies, biometric deployments, REAL ID, no-fly lists, HSPD-12, and advanced passenger data sharing with international countries.”
“This work deepened my understanding and passion for the importance of identity – not just identity through the lens of, “Are you who you say you are?” but also, “Who are you?” I spent the next 20 years founding and developing several identity platforms, including CLEAR, which now serves over 10 million Americans with airport fast-line and identity verification services, and YOU Technology, a mobile-first, retailer-focused identity and loyalty platform serving 180 million Americans with personalized digital savings. I served again in the U.S. government between 2016 and 2019, first under Secretary of Defense Ash Carter and then under Secretary James Mattis, to launch the Defense Innovation Unit, the first Silicon Valley-based unit of the Department of Defense established to modernize our military with better technology.”
“From these experiences, I developed a personal interest in and desire to address identity issues in society. One of the biggest fears people face today is waking up to discover their bank accounts have been drained or their homes sold by unauthorized individuals. They have trouble remembering and changing passwords frequently and find themselves constantly concerned about malware and phishing attacks. This is a new fear created by the digital age because there is no identity layer to the internet. Today’s attackers are not only bad actors but also sophisticated AI-enabled bots. Through my role at iProov, this digital identity challenge is something I aim to solve.”
“However, traditional authentication methods such as one-time passcodes are no longer sufficient to keep organizations secure. Outdated solutions, such as knowledge-based authentication and credit header data, are insufficient in an age when everyone’s personal data has now been made open-source due to scores of data breaches. CAPTCHAs, which stand for Completely Automated Public Turing test to tell Computers and Humans Apart, are getting more frustratingly difficult to pass as AI-enabled bots get smarter and faster. They are also getting more biased as they require advanced cognitive skills and physical capabilities. Facial biometric verification has emerged as one of the most secure, convenient, and least biased methods for organizations to remotely verify user identity online.
It’s become more challenging for businesses to create digital identity frameworks that work for online and mobile access because they open themselves up to bad actors who can easily create generative AI-based deepfakes and images/videos that can deceive any form of biometric matcher. Consequently, the methods we’ve previously used to prove human authenticity have had to evolve, inadvertently introducing friction into the process for users.”
“CAPTCHAs initially required users to correctly interpret distorted, italicized, and color-altered letters displayed on a screen to verify they were human. Now, these tests require users to select and match images like automobiles and trees, deciphering between normal planes and seaplanes. It’s gotten much harder to prove you are a human being and that you are who you say you are.”
“This is where the seamlessness of iProov facial biometric technology comes in – a simple and eloquent solution that solves a very hard problem.”
“Using controlled illumination, iProov makes user verification and authentication completely effortless for the user – with no instructions to follow or complex actions required. Through a brief, simple selfie capture taking just seconds, organizations have secure assurance that an individual is not an imposter, a photo, a mask, a deepfake video, or a multitude of other sophisticated cyberattack tactics being used today by criminal gangs worldwide.”
“Due to its innovative solutions, expertise, and thoughtful approach, iProov is widely regarded as the pre-eminent provider of facial biometric technology solutions, trusted by prominent organizations and governments across the globe. iProov’s subject matter expertise is evident to the point where I was recently invited to testify as an expert witness during a US House Committee on Homeland Security Hearing, alongside other security industry leaders, on the use of AI in national
Joining iProov
What brought Amlani to iProov? Amlani shared:
“What drew me to iProov is the company’s hyper-focused attention to addressing the underlying issue of identity. Today’s world is digitizing at an incredible pace. As more consumer services become available online, fraud technologies and methodologies have advanced significantly in both sophistication and scale.”
”Security as a multi-layered defense against adversaries. The fact this topic is being addressed at the highest levels of federal government underscores the threat severity of today’s AI-based attacks and the critical role biometrics play in helping to ensure someone is who they claim to be in digital ecosystems.”
Core Products
What are the company’s core products and features? Amlani explained:
“IProov is a global provider of science-based biometric technologies for remote onboarding and authentication, including biometric capture, matching, and liveness capabilities that help protect governments, financial institutions, and global enterprises against identity fraud, account takeover, and cybercrime. Our technology verifies that an individual trying to remotely access their site is the right person and a real person, authenticating right now.”
“By leveraging iProov, organizations can deliver a consistent biometric experience to meet their needs, including onboarding new and returning users throughout the identity lifecycle – for sign-in, account recovery, as part of a multi-factor authentication approach, and for step-up authentication. By harnessing multi-frame liveness technology, our customers can tailor the level of identity assurance to their risk profile and use case for the optimum balance of security and user experience.”
“Traditional identity assurance methods, like passwords and devices, are ineffective and inconvenient. Passwords can be stolen or shared, and devices can be lost or compromised. iProov’s facial biometric technology offers high-level, user-friendly identity assurance that simplifies remote onboarding and log-in by eliminating the need for passwords or devices. With liveness technology and active threat management built in, iProov ensures real-time, authentic user verification. It can detect whether the user is a real, ‘live’ person and not a recording, picture, or other non-living spoof.”
“Underpinning iProov’s Biometric Solutions Suite is an active threat management system, iProov’s Security Operations Center (iSOC) that detects and responds to emerging threats across the globe. Continuous updates are delivered without disruption to the customer or end user to ensure organizations stay one step ahead of the evolving threat landscape.”
“Some key attributes of iProov’s solutions include:
— Inclusivity By Design: As the world’s first Web Content Accessibility Guidelines (WCAG) 2.2 AA-compliant biometric vendor, iProov’s user experience is free from complex instructions or cognitive challenges to ensure accessibility for everyone, including users with cognitive or learning disabilities, low vision, or those with disabilities.
— Accredited and Certified Security to Minimize Risk– iProov’s technology is independently certified to the highest international standards for biometric authentication, including iBeta Level 1 & 2 ISO 30107-3 Presentation Attack Detection Compliance.
— Futureproof, Unrivaled Attack Detection: iProov’s iSOC threat management system is proven at scale to detect and prevent the most advanced threats, including injection and AI-generated attacks.
— Ease Of Integration – iProov’s lightweight, cutting-edge software development kit (SDK) means all liveness detection functionality is built-in and is fully managed in the cloud.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Amlani acknowledged:
“One of the biggest challenges is keeping up with the rapidly evolving threat landscape and ensuring we have the latest technologies to protect our customers. Over the past decade, much of our personal information has been compromised. Earlier this year, the personal data of UnitedHealth and AT&T subscribers was stolen and made available on the dark web. Combined with the breaches of the past (Yahoo!, Microsoft, Facebook, LinkedIn, JPMorgan Chase, Home Depot, Marriott, eBay, Adobe, Equifax, and Target), most American consumers have exposed their personal data multiple times.”
“This makes traditional identifiers like social security numbers, addresses, and phone numbers too easily accessible to attackers and completely obsolete for use in identity verification. Even details once considered secret, such as loan amounts and home addresses, have been exposed. Many current systems still use this personal information for verification, rendering consumer assets and digital information vulnerable.”
“Since faces are widely available online through platforms like LinkedIn and Facebook, just using biometric verification does not solve the problem. Extra steps to verify that a person’s face is being presented in front of the camera during a biometric match is the necessary and ideal solution for verifying someone is who they say they are. Biometric verification with an extra assessment of human presence isn’t just an extra layer of protection. It’s a mandatory layer.”
“Additionally, most government-issued identity documents like a driver’s license or passport contain a picture of a face and can be verified against a trusted source. iProov’s facial biometric technology is completely effortless for the user – with no instructions to follow or complex actions required. Through a brief, simple selfie capture that takes just seconds to complete, enterprises, governments, travel and health organizations, and others have the most secure assurance that an individual is not an imposter, a photo, a mask, a deepfake video, or a multitude of other sophisticated cyber attack tactics being used by criminal gangs worldwide.”
Evolution Of iProov
How has the company’s technology evolved since launching? Amlani noted:
“iProov’s technology continuously adapts to the rapidly changing threat landscape, ensuring the highest level of security and resilience for our customers to novel threats.”
“Synthetic Identity Fraud is now the fastest-growing financial crime in the US, surpassing identity theft in number and complexity. Additionally, with the rise of generative AI, deepfake attacks are surging, with an increase of 704% from 1H to 2H 2023, according to iProov’s 2024 Threat Intelligence Report.”
“To be effective, remote identity verification solutions must be resilient to the ever-evolving threat landscape and utilize threat intelligence to ensure they can provide the expected level of identity assurance. This is where iSOC is critical as it detects and prevents the most advanced, emerging threats in real-time, including injection and AI-generated attacks. Once detected, the iSOC automatically drives algorithmic updates to iProov solutions, supported by threat intelligence experts around the clock.”
“Additionally, having full visibility of threat development is crucial because once attack tools or methodologies are successful in breaching systems, they are often quickly shared – typically on the dark web or within Crime-as-a-Service networks – which means they can scale very quickly.”
Significant Milestones
What have been some of the company’s most significant milestones? Amlani cited:
“Over the last 23 years, iProov has grown into a global leader in science-based biometrics technology. iProov’s patented technologies, Genuine Presence Assurance and Liveness Assurance, are trusted by many of the world’s most security-conscious organizations, including the U.S. Department of Homeland Security, the UK Home Office, the UK National Health Service (NHS), the Australian Taxation Office, GovTech Singapore, Rabobank, UBS, ING, and others.”
“After securing Series A funding in 2019, we tripled our revenues from 2020 to 2021. The company has received numerous industry awards, including the Deloitte Fast 50 UK in 2020 and 2021 and the Best Biometric Solution, 2022 Cyber Security Global Excellence Awards.”
“In January 2022, iProov secured a substantial $70 million investment from Sumeru Equity Partners, known for helping promising technology companies expand in North America. This financial infusion solidifies our market leadership and positions iProov for continued growth.”
“In June 2024, iProov announced that its Dynamic Liveness Solution, the science powering the iProov Biometric Solution Suite’s Remote Onboarding and Authentication solutions, is the first to achieve the new global certification on face biometric identity verification from the FIDO Alliance. This recognition is the industry’s premier certification to assess the performance and usability of remote identity verification systems based on facial biometrics.”
Customer Success Stories
When asking Amlani about customer success stories, he highlighted:
“iProov’s facial biometrics solutions are used globally in large-scale digital identity programs by the public sector and governments, financial services, and travel and health organizations to easily verify online individuals with security, usability, and privacy assured. Powered by liveness and active threat management, iProov assures an individual is the right person and a real person at the moment when onboarding, opening up a bank account, or accessing other high-risk information.”
“For instance, governments, including the United States, United Kingdom, Singapore, and others trust iProov to deliver digital service access without compromising security or inclusivity. To provide a few examples, our technology helps the U.S. to protect the IRS and numerous state unemployment schemes. Additionally, the U.S. Department Of Homeland Security (DHS) Customs and Border Protection (CBP) is using the iProov Biometric Solutions Suite Dynamic Liveness technology for secure border crossings. The Federal Government of Australia relies on iProov to protect its national digital identity program. Australians can set up their myGovID digital identity using a simple face scan on their mobile devices for access to a range of services, including managing tax returns, accessing health services, and applying for benefits.”
“Eurostar Group, the high-speed international rail service connecting the UK with mainland Europe, is leveraging iProov’s technology in its SmartCheck application, a contactless fast-track facial biometric check-in system. SmartCheck enables Eurostar’s Business Premier and Carte Blanche passengers to save time and avoid lines for ticket and UK exit checks in the station by securely enrolling their ticket, passport, and face before they travel. The result is a contactless, ticketless, and secure travel experience that enhances the overall passenger journey.”
“In Singapore, four million citizens can access over 500 digital government services online using facial verification implemented by iProov and digital government consultancy Toppan Ecquaria for the Government Technology Agency of Singapore (GovTech). The system replaces the need to remember passwords and automatically enables SingPass users to authenticate themselves through a simple facial biometric scan, proving they are genuinely present when completing government forms like tax returns from computers and kiosks.”
Differentiation From The Competition
What differentiates the company from its competition? Amlani affirmed:
“In response to the ever-evolving threat of systemized and scalable attacks, remote identity security measures need to be resilient and adaptive rather than simply resistant to established and known spoofs. While many biometrics providers claim to defend against deepfakes, they’re not equipped to detect and protect against evolving and unmapped threats like face swaps and digital injections. This is mainly because they are looking at photos and videos after the image is captured, whereas iProov verifies the image in real-time.”
“iProov was intentionally created with the idea of using facial biometrics and controlled illumination to assure the genuine presence of a human being at the moment. Our solutions rigorously and completely detect and protect against bad actors trying to access systems while avoiding customer friction. It’s the combination of these two things – ease of use and the greatest level of security – that differentiates us from the competition.”
“Additionally, through iProov’s active threat management system, we are continuously monitoring our system and looking for evolving threats to stay steps ahead of bad actors. Our iSOC detects emerging threats in real-time and drives continuous algorithmic updates around the clock, supported by human threat intelligence experts.”
Future Company Goals
What are some of the company’s future company goals? Amlani pointed out:
“Through our innovative science-based facial biometrics solutions, iProov is at the forefront of enhancing identity verification. We are experiencing rapid growth and will continue to expand into global regions and key sectors, including financial services, travel, and cybersecurity. Our robust partner network across the U.S., LATAM, Europe, and APAC, including key players like Ping Identity, CLEAR, Farro, ID.Me, and others are instrumental to our growth by providing valuable insights and market opportunities.”
“Additionally, with some of the best engineering talent around and a dedicated executive team, iProov’s commitment to addressing the evolving threat landscape head-on, every day, is reflected in our mission to drive the facial biometrics industry forward.”
