Human beings are known for a myriad of different things, but most importantly, they are known for getting better on a consistent basis. This tendency to grow, no matter the situation, has understandably fetched us some huge milestones, with technology appearing as a major member of the stated group. The reason why technology enjoys such an esteemed stature among people is, by and large, predicated upon its skill-set, which ushered us towards a reality that nobody could have ever imagined otherwise. Nevertheless, if we look up close for a second, it will become clear how the whole runner was also very much inspired from the way we applied those skills across a real world environment. The latter component was, in fact, what gave the creation a spectrum-wide presence, and consequentially, kickstarted a tech revolution. Of course, this revolution then went on to scale up the human experience through various unique avenues, but even after achieving such a monumental feat, technology will somehow continue to deliver the goods. The same has turned more and more evident in recent times, and assuming a newly-launched solution shakes out just like we envision, it should only propel that trend to far greater heights moving forward.

Persona, a San Francisco-based unified identity platform, has officially launched an industry-first link analysis and fraud investigation solution called Graph, which is designed to help businesses in fighting against online identity fraud. As per certain reports, Graph combines the individual utility of identity data with sophisticated link analysis to overcome fraud at scale. The stated identity information can be notably acquired either through Persona’s database or, if they deem it more appropriate, the user also has the option to import their own proprietary data into Graph. However, this is not the only feature on display here. Talk about what all is included in Graph’s package, the solution brings you an automatic clustering feature that proactively surfaces risky connections between user accounts to investigate and block account sharing, promo abuse, and other 3rd party identity fraud. Next up, it conceives a brand of workflows where the focus is on blocking fraud rings right when they pop up. The user can also set up alerts for fraud spikes via Slack, email, and Persona’s dashboard. Now, while Graph’s detection capabilities are pretty clear, it even has the necessary means to contextualize that knowledge through in-depth investigations. For instance, the solution lets you investigate connections which are multiple degrees away, thus empowering the business to quantify the reach of a fraud ring. This highly analytical approach is complemented by Graph’s custom properties, a feature that ensures every business is able to direct all the attention towards data most relevant to its cause.

On an average, Graph has showed it can run through complex queries across tens of millions of nodes and returns results in less than 3 seconds.

“As a business grows, so does the risk and scale of fraud,” said Rick Song, CEO of Persona. “Stopping one fraudster is one thing, but fending off hundreds and thousands of hard-to-identify bad actors at once can overwhelm your team and cripple your business. And most companies lack the resources and technology to connect the dots between suspicious account activity, which means they can’t take action to block them all at once. Graph links and exposes multiple degrees of connections to stop mass fraud before it impacts an organization’s bottom line.”

Founded in 2018, Persona’s rise came on the back of its ability to use automation and orchestration tools for enhancing businesses’ financial security framework. The company’s excellence in what it does is validated by its presence across more than 200 countries and territories. This expansiveness is also evident throughout Persona’s clientele, which has players from sectors like retail, fintech, marketplace, delivery services, real estate and hospitality, HR, edtech, legal services, home and childcare services, and more.