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Identity theft hits 1.1M reports — and authentication fatigue is only getting worse
Why the authentication tug-of-war between friction and freedom will be won by those who can walk the tightrope between both.
Even at a time when we continue to see staggering increases in fraud and related losses — the Federal Trade Commission received more than 1.1 million reports of identity theft last year alone — businesses must do their best to walk a tightrope between robust security and effortless convenience. Businesses can dedicate massive budgets to top-of-funnel marketing that drive customers to their websites, products and services, but if friction in the user experience prevents conversion — authentication often as the initial touchpoint — it’s wasted investment. Businesses must embrace a zero-trust mindset, where authentication isn’t simply to show your identification at the door then you’re free to roam the club, but a continuous risk-based process that scales friction based on your activity.
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