Kount to boost email trust through new tool

Fraud prevention company Kount has released a new service which will boost the trust of identity in emails.

The Email First Seen service will inform customers the age of an email, helping them assess identity trust.

Typically, a fraudulent activity and automated attacks use new credentials, which means if an email is brand new, trust is low. Kount’s new solution, which is part of its Identity Trust Global Network, will help companies better judge an attack.

The Identity Trust Global Network analyses 2.7 billion fraud signals in each interaction and is powered by data and intelligence from 6,500 digital businesses. Information at its disposal includes payments data, location identifier data and digital identifier data.

Its AI technology creates a real-time trust level for each player involved in a payment, login or account creation.

Kount chief customer experience officer Rich Stuppy said, “Businesses want as much detail as possible to determine identity trust, and Kount’s Email First Seen delivers immediate value. Many businesses have fraud use cases where zero email age is a strong indicator of risk.

“A number of Kount customers have already implemented Email First Seen and have seen a direct impact in terms of reducing chargebacks, manual reviews, and false positives.”

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