Equifax Launches Identity Proofing Solution in Award-Winning Kount® 360 Platform

Rhea-AI Summary

Equifax (NYSE: EFX) has announced the launch of Identity Proofing within its Kount 360 identity and payments fraud platform. The new solution, powered by the Equifax Cloud, helps businesses verify customer identities and combat fraud through comprehensive verification checks.

The platform integrates document verification and facial recognition biometric checks through partnership with Incode, offering protection against deepfake threats. Key benefits include customizable workflows, identity verification checks using Equifax's data network, and streamlined user experience with step-up authentication protocols.

The solution is particularly targeted at financial institutions, automotive lenders, and online retailers to enhance customer onboarding while maintaining security and regulatory compliance.

Positive

• Integration of advanced identity verification features including biometric checks and deepfake detection
• Customizable workflows for different business needs and channels
• Streamlined solution eliminating need for multiple point solutions
• Enhanced protection against synthetic identity fraud and evolving fraud threats

Negative

• None.

New Solution Helps Combat Fraud by Authenticating Customer-Provided Identities for Regulated Financial Services and Other Industries

ATLANTA, Sept. 2, 2025 /PRNewswire/ -- Equifax^® (NYSE: EFX) is launching Identity Proofing in its award-winning Kount^® 360 identity and payments fraud platform. Powered by the Equifax Cloud™, Identity Proofing is tailored to help businesses who are reliant on identity verification, including financial institutions, automotive lenders, retailers with online transactions, and more to integrate verification checks throughout the customer journey by ensuring the information provided is real, affiliated with the person, can be trusted, and is absent from any sanctions or global watchlists. Identity Proofing is designed to help these businesses of all sizes simplify the onboarding of new customers, while reducing fraud rates and adhering to know-your-customer requirements.  

"The launch of Identity Proofing reinforces our commitment to providing identity-reliant organizations with the advanced tools they need to combat evolving fraud threats," said Ajay Guru, Senior Vice President and General Manager of Digital Solutions at Equifax. "We empower Kount360 users to improve the onboarding processes for their customers, enhance security, and build greater trust with consumers in a rapidly changing digital landscape. Our customizable workflows, which integrate robust identity and fraud checks via digital signals from email and devices, enable customers to screen against sanction watchlists, check for synthetic identities as well as use biometric and document verification to validate the account holder is who they say they are."

Identity Proofing further includes integrated document verification and facial recognition biometric checks, features provided as part of the Equifax partnership with Incode. At the end of 2024, the U.S. Department of the Treasury's Financial Crimes Enforcement Network (FinCEN) issued an alert addressing the increase of deepfake media in fraud schemes targeting their institutions and customers. Deepfake detection from Incode, combined with leading synthetic identity fraud models from Equifax, provide a robust defense against attacks today and tomorrow.

Benefits of Identity Proofing include:

• Identity verification checks: Verify the personal data of any individual using the robust data network from Equifax and industry-leading AI and machine learning models.
• Customizable workflows: Tailor new account opening strategies to fit an organization's specific needs with workflows customized for individual channels or lines of business.
• User-friendly experience: Utilize multiple solutions from a single provider - eliminating the need to manage multiple "point solutions" - without compromising goals.
• Step-up authentication: Streamline onboarding and create a seamless customer experience by automatically sending step-up protocols after verification, so the consumer can prove they are the rightful owner of the identity.

Identity Proofing offers businesses a complete view of identity risk through comprehensive and customizable workflows, while enabling streamlined onboarding processes for their prospective customers. As a result, businesses can achieve better fraud prevention outcomes and improve customer interactions.

Now available via Kount 360, click here to learn more about Identity Proofing.

ABOUT EQUIFAX INC.
At Equifax (NYSE: EFX), we believe knowledge drives progress. As a global data, analytics, and technology company, we play an essential role in the global economy by helping financial institutions, companies, employers, and government agencies make critical decisions with greater confidence. Our unique blend of differentiated data, analytics, and cloud technology drives insights to power decisions to move people forward. Headquartered in Atlanta and supported by nearly 15,000 employees worldwide, Equifax operates or has investments in 24 countries in North America, Central and South America, Europe, and the Asia Pacific region. For more information, visit Equifax.com.

FOR MORE INFORMATION:
Tiffany Smith for Equifax
mediainquiries@equifax.com

 

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SOURCE Equifax Inc.

FAQ

What is Equifax's new Identity Proofing solution and how does it work?

Identity Proofing is a verification solution within the Kount 360 platform that authenticates customer identities through comprehensive checks, including biometric verification, document validation, and watchlist screening.

How does Equifax's Identity Proofing solution protect against deepfake fraud?

The solution incorporates Incode's deepfake detection technology combined with Equifax's synthetic identity fraud models to provide protection against sophisticated fraud attempts.

Which industries can benefit from Equifax's Identity Proofing solution?

The solution is designed for financial institutions, automotive lenders, and retailers with online transactions who need robust identity verification for customer onboarding and fraud prevention.

What are the key features of Equifax's Identity Proofing platform?

Key features include identity verification checks, customizable workflows, user-friendly experience, and step-up authentication protocols for comprehensive fraud prevention.