Ultimate Adaptability: As Business Models Evolve, Identity Verification Must Keep Pace
In this new series, we’re diving into the power of ultimate adaptability — what it is, and how it can drive global growth for your organization.
Picture this: A customer in rural Southeast Asia uses their smartphone to access financial services that wouldn’t have been an option five years ago. Across the world, a fintech company based in London onboards thousands of new users overnight across 10 countries.
This is the reality of a borderless digital economy. With 7.34 billion smartphone users worldwide (and growing), and nearly 73% of people relying exclusively on mobile for internet access, businesses face seemingly endless opportunities to expand their services around the world.
But as organizations change how they do business to meet these opportunities, their identity verification systems must adapt just as fast to local regulations and cultures.
Unfortunately, global expansion often stalls not because the local market isn’t ready or willing, but because organizations can’t reliably verify who their customers are across new markets.
That’s why businesses must embrace what we call ultimate adaptability in identity verification, or the ability to rapidly transform processes to meet the unique business, technology, and compliance requirements of any market, anywhere in the world.
Users Are Taking Back Their Data
The digital identity landscape looks drastically different than it did a decade ago. As governments begin to shift toward portable digital identities and decentralized KYC, gig economy verification, and cross-border financial services, business models and processes in the private sector must be able to keep up.
From Data Collectors to Data Stewards
Historically, businesses have sought to own as much customer data as possible to support marketing, analytics, and monetization.
But new consumer preferences, shifting data regulations, and emerging digital identity wallets are forcing a new approach. We’re now seeing a hard shift from data ownership to data stewardship.
Strong identity systems should enable precise control over how consumer data is collected, stored, and used, ensuring compliance with privacy regulations and honoring user consent. They also facilitate transparent data practices, allowing consumers to manage their preferences and access their data easily. Effective identity management helps link consent to individual profiles, supports data minimization strategies, and enhances security by reducing unnecessary data retention.
The Value of Adaptable Verification
Different markets require different business models and verification approaches. Take adaptive authentication, which must dynamically adjust security measures based on contextual risk factors. Low-risk users experience a streamlined verification process, while high-risk transactions trigger additional authentication steps.
While technical flexibility forms the foundation, successful global expansion requires a strategic understanding of regional identity trends. As consumers adopt reusable digital identity systems, businesses will need to integrate these platforms to offer seamless onboarding experiences.
An Identity Challenge for the Subscription Economy
As subscription models across the industry continue to see explosive growth (e.g. Netflix, Spotify, or SaaS platforms), accurate identity management is critical. Without it, customers can’t count on seamless, secure, and personalized experiences.
When users can access their accounts across devices, manage their data preferences, and receive tailored content, they’re more likely to keep coming back. This is critical for growth, considering 37% of respondents in a KPMG survey said they have canceled at least one streaming service in the past six months due to tightening budgets. Apart from a positive user experience, identity verification supports secure payment processing, account recovery, and overall fraud prevention.
As demand for these seamless digital experiences continues to grow, organizations must maintain these standards as they expand, even as privacy regulations vary dramatically by region. Without strong, adaptable identity systems, companies risk poor user experiences, increased churn, and challenges in scaling their subscription models across borders.
Monetizing First-Party Data
As third-party cookies fade away, businesses are turning to monetizing their authenticated user bases and first-party data where it’s locally permitted, such as purchase history, loyalty program participation, and browsing behavior. Large retailers are even creating retail media networks (RMNs) to transform their e-commerce websites into valuable advertising platforms.
These RMNs rely heavily on robust consumer identity management. They use first-party data to accurately identify and target shoppers across devices and channels. This requires precise identity resolution to link actions to individual consumers while maintaining privacy compliance and consent management.
In these environments, it’s essential that RMNs and their merchants can share or reuse identities (with user consent) to help merchants build relationships with RMN consumers. Identity verification solutions must be flexible enough to support these complex ecosystems while adapting to regional privacy laws.
Blurring the Line Between Customer and Workforce Identity
Traditionally, the systems used to manage customers and employees have been kept separate. But the line between customers, employees, gig workers, and contractors is increasingly blurred. This convergence is largely driven by the similarity in identity data and the regulations that govern user data across these categories.
Forward-thinking businesses are turning to unified identity platforms that can handle any type of user. This approach simplifies infrastructure, creates a better user experience (especially for users who are both customers and part of the organization’s global workforce), and reduces costs.
Identity verification for these unified platforms must be extremely adaptable, supporting industry-specific flows and customization without compromising security or compliance. Whether it’s gaming platforms requiring age verification, fintechs needing AML screening, or marketplaces confirming seller and user identities, every industry presents unique verification challenges.
Real-World Impact: BigCash’s Global Expansion
Here’s how one gaming operator executed a complicated global expansion using a new business model.
When India’s leading gaming platform, Witzeal Technologies, decided to expand its BigCash online card gaming platform offering beyond India, the company faced a critical challenge: scaling identity verification from 40 million domestic users to a global audience across 50+ countries — all while maintaining compliance with diverse international regulations.
The gaming industry’s regulatory landscape varies dramatically across jurisdictions. Witzeal needed a solution that could adapt to each country’s requirements while preventing fraud — without disrupting the user experience.
By implementing an AI-driven identity verification system with automated perpetual KYC, high-speed processing, and localized compliance capabilities, Witzeal achieved remarkable results:
- Successfully expanded to 50+ countries while meeting each jurisdiction’s KYC standards
- Reduced fraud risk by up to 95%
- Maintained compliance with emerging regulations
- Eliminated manual review bottlenecks, reducing operational costs
— Ketan Godkhindi, Chief Strategy Officer at Witzeal Technologies.
Unlock Global Growth with Ultimate Adaptability
As business models continue to evolve, identity verification and authentication must be able to adapt to both new business processes as well as regional identity verification nuances.
The best tools in the world aren’t helpful when they aren’t customizable or can’t respond to the latest regulations or threats. The ability to reconfigure workflows by region, product, or service with low or no-code options is key to successful global expansion.
This means supporting:
- User-controlled identity: As consumers gain more control over their digital identities, verification systems must integrate with digital identity wallets and honor user preferences.
- Cross-border subscription services: Global subscription models require verification systems that understand local documents and regulations while providing a consistent user experience.
- Data monetization compliance: As companies monetize first-party data, verification must support complex consent management across jurisdictions.
- Unified identity platforms: Systems must flexibly handle verification for customers, employees, and partners with appropriate controls for each./li>
When organizations work with Shufti outside their home market, they typically see a 30% increase in customer acceptance rates. In a borderless digital economy, adaptability isn’t just a feature — it’s a necessity.
