Whitepages Pro, a digital identity verification data platform, is spinning off its B2B business to become Ekata.
The decision came as a way of differentiating its B2B APIs and SaaS tools which aid identity verification around the world, it said.
In support of this, the company has opened a new headquarters for European operations in the Netherlands and is planning a second EU office later in the year to support sales, account management and marketing efforts in EMEA.
The Ekata platform offers a range of global identification verification solutions through APIs, supporting automated decisioning, and SaaS for manual review of cross-border businesses. Its machine learning algorithms assess five core consumer attributes, email, phone, name (person or business), physical address, and IP.
It uses this to originate unique links and features from billions of real-time transactions within its network and data from partners. Ekata’s network connects billions of data elements to identify real-time predictable patterns which correspond with the behaviour of genuine customers compared with fraudulent ones.
The platform is used by various financial institutions and credit card brands, among others.
Ekata CEO Rob Eleveld said, “Our new brand and independent operations reflect the integral role we play in helping many of the world’s biggest digital commerce businesses link a digital identity back to a human.
“Top brands, including Airbnb, Microsoft and Stripe leverage our identity verification product suite in their machine learning models, decisioning platforms, and for their manual review teams to approve good transactions, reduce customer friction, and catch fraud. Our additional European presence is built to serve the needs of the European markets, as well as other North American businesses expanding their global reach.”
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