Deduce: Democratizing Cybersecurity with Identity Behavioural Analysis

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Ari Jacoby, CEO, DeduceAri Jacoby, CEO
As data breaches and identity fraud continue to increase globally, it has become crucial for businesses to utilize historical behavioural activities across the internet to determine normal user behaviour from fraudulent activity. Internet giants have access to substantial volumes of data and rely on this to not only combat fraud but as a competitive advantage over smaller companies who have a data poverty issue to fight identity fraud and provide a trusted user experience for their best customers.

As a leader in identity fraud prevention, Deduce gives companies of all sizes access to key identity insights that are applied at account creation on returning user authentication processes. This channels a massive volume of data describing risk and trust signals for over 450M unique, privacy compliant U.S.-based identity profiles (many online users have more than one email address).

“Cybercriminals have access to the same technology as defenders and are certainly more coordinated. Our goal at Deduce is to equip businesses with real-time identity intelligence to make informed security decisions to block identity fraud and provide a frictionless Trusted User Experience,” says Ari Jacoby, CEO at Deduce.

Deduce Identity Insights acts as cybersecurity radar and plays a vital role in both validating good users and detecting fraudulent activities. The solution is fuelled by the Deduce Identity Network, an ever-growing consortium of over 150,000 websites and applications that capture the activities of the transactional US population several times per week.

The Identity Network captures and processes over 1.4 billion digital interactions daily to build a diverse identity graph based on four discrete elements: Device, Network, Geography and Activity (login, checkouts, account creation, reset password etc).
“It takes a network to beat a network,” says Jacoby.

Identity Insights provides businesses with actionable data pertaining to a user’s behaviour over time. This is analysed by Deduce to determine “normal” activity. The Deduce Identity Network is usually the first to see identity fraud, such as Account Takeover fraud as a profile’s activity departs the norm. “If you neighbour started mowing their lawn at 10:00pm this would not be normal and you’d be suspicious, the same is true for identities on our network,” explains Jacoby.

Deduce Insights is used in both account creation or first-look scenarios as well as returning user authentication. Deduce integrates with leading Identity Verification platforms and Consumer Identity Access Management platforms, making implementation and configuration quick and simple. For first-look use cases behavioural analysis data becomes part of a layered defence offering unique identity insights into the historical behaviour of an identity prior to completing the onboarding process. For returning customer authentication Deduce Insights can be used to inform the authentication process, determining whether a Multi-Factor-Authentication or manual review is required based on dynamic risk and trust signals. Notably, Deduce Trust signals can be used to overwrite risk signals to reduce false positive MFA challenges, that is, the challenge of a legitimate customer - an action that not only caused frustration but can lead to reduced shopping cart completions and even churn.

Most companies have a data poverty problem when it comes to fighting identity fraud. Deduce Insights addresses that in a unique way as part of a layered defence and the foundation for building a trusted user experience

Looking ahead, Deduce will amplify its platform to incorporate additional signals on both the risk and the trust side. The company also plans to add more partners into its identity graph, a database that stores critical identifiers including email, phone, and cookies that correlate with individual customers.
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Deduce

Company
Deduce

Headquarters
New York, NY

Management
Ari Jacoby, CEO

Description
Deduce Identity Insights acts as cybersecurity radar and plays a vital role in both validating good users and detecting fraudulent activities. The solution is fuelled by the Deduce Identity Network, an ever-growing consortium of over 150,000 websites and applications that capture the activities of the transactional US population several times per week. The Identity Network captures and processes over 1.4 billion digital interactions daily to build a diverse identity graph based on four discrete elements: Device, Network, Geography and Activity (login, checkouts, account creation, reset password etc).