28 January 2020:

Identity verification startup Persona has raised $17.5 million in Series A round of funding. Coatue and First Round Capital participated in the funding round.

The startup will use the fresh capital to expand its efforts in helping businesses securely and seamlessly identify individuals.

Rick Song, CEO and co-founder of Persona, said, “With all transactions going online, Internet identity requires more than a one-size-fits-all approach, especially with deep fakes and synthetic identity fraud on the rise. Persona’s customizable, secure and easy to use approach is also the first identity platform that prioritizes our customers, treating people like people, not user IDs.”

Rick Song, added, “Persona protects customers from liability. We only give them the PII data they need to conduct business, thus reducing data breaches. While we take pride in treating users like humans, we’ve eliminated human touch within the identity verification process, which increases security by granting access to only those that need it, while increasing speed through automation.”

Alex Constantino, fraud manager at fintech credit card company Petal,, sad, “Persona integrates in days compared to months, and provides the flexibility to pivot to any use case while providing a clean and easy experience for our customers. Persona does a great job of enabling us to address know your customer requirements, while at the same time helping us to oversee the associated data management responsibilities.”

Lynn Perkins, CEO and founder of UrbanSitter, said, “Trust is a core UrbanSitter value. We provide a personal network-backed online marketplace where both parents and sitters value trust and transparency around user identity. Persona is helping us improve site safety by enhancing our ID verification processes both from a security and a customer experience standpoint, which further reinforces our value proposition.”

(Source – Persona)

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