Identité
The Authentication Revolution

When the founders of Identité, a data security software provider, embarked on their journey to design a product, they were driven by two fundamental principles—unyielding security and user-centric design. Their vision culminated in a unique approach known as “Full Duplex Authentication^®,” which stands out in the cybersecurity market, especially in authentication technology.

The patented technology marks a change from traditional security protocols that rely on shared secrets between users and centralized authorities. While aspiring for passwordless or multi-factor authentication (MFA) is commendable, the current one-way transfers have been the Achilles heel of cybersecurity.

Even the ostensibly robust layer of two-factor authentication has exhibited susceptibility to breaches, as underscored by documented incidents at major industry players such as Microsoft. Against this backdrop, Identité’s innovative Full Duplex Authentication^®system represents a significant stride in cybersecurity. It provides a robust defense mechanism while remaining user-friendly, a combination that is often challenging to achieve in digital security solutions.

“We take immense pride in our work and our unique tool, destined to lead a transformative revolution within the industry,” says Eusebio Coterillo, co-founder and vice president of sales Americas at Identité. “It is important to share the responsibility of authenticating users, easing their burden rather than solely imposing it on them.”

Conventional authentication methods leave room for interception by hackers, jeopardizing user data. To counteract prevalent cyber threats such as man-in-the-middle, man-in-the-browser, phishing, and counterfeit websites, Full Duplex Authentication^®establishes a bidirectional communication channel between the user and the authentication service. The crux of this method lies in the inversion of the authentication process. The service authenticates itself to the user before the user provides their secure token and biometric for reciprocal authentication. Noteworthy for its simplicity and rapidity, this process involves users comparing an image and a three-digit number provided by their service to the corresponding prompt on their device. After the comparison, they can provide their biometric, facilitating near-instantaneous authentication.

This resonates profoundly, especially with enterprise security stakeholders grappling with the challenge of transferring complete authentication responsibility to employees.

In contrast with prior solutions that merely alter aesthetics while maintaining user-centric authentication, Full Duplex Authentication^®requires shared responsibility between users and services, mitigating inherent risks associated with user-centric authentication and reducing dependence on individual user actions for security.

Another notable benefit of Full Duplex Authentication^®is that the technology assists with validating the requesting authentication service, providing the user protection against phishing and website impersonation attacks. The absence of passwords and continued prompts for image and number user authentication thwarts breach attempts by hackers. Users can recognize the non-initiated login and decline such requests, denying unauthorized transactions.

Aside from this paradigm shift, the Full Duplex Authentication^®model brings forth an array of other tangible benefits. Users are assured of the legitimacy of the website or network they visit as it prioritizes service authentication first, fostering a sense of security and enabling more frequent and confident transactions without succumbing to imposter websites. The authentication process becomes more intuitive, enhancing user experience and ensuring customer retention, differentiating businesses that deploy Full Duplex Authentication® from others. It also prevents the hijacking of OTP codes by sending only metadata and eliminates centralized storage of personal information that are typically subject to data exposure risks and associated financial repercussions.

Other companies in the sector often falter in developing similar technologies due to a lack of customer-centric vision. Identité, however, took a divergent approach, prioritizing customer support in the transition to password-less authentication. This focus is evident in the deliberate choice of black-and-white authentication prompts—a conscious decision considering that about 10 percent of the global population experiences colorblindness. By intentionally designing images in black and white, the firm ensures usability for all individuals, promoting inclusivity and accessibility.

“We provide enterprises with a brighter way forward, freeing them from the hassles of passwords, their management, resets and the associated drawbacks,” says Coterillo. Formed by a team of dedicated experts, Identité champions in doing the right things in its approach. Its proprietary technology drives a suite of authentication solutions available as a stand-alone service or as apps or plugins on CMS platforms such as BigCommerce, and WordPress. These solutions serve an array of users – from BigCommerce merchants, web developers and designers to WordPress administrators and developers – safeguarding their customers against potential fraud.

A Collaborative Impact

Passwords are a universal source of frustration and inconvenience for many users, regardless of their socio-economic status or background. Passwords are also a weak and outdated security measure that can be easily compromised or forgotten.

Identité’s innovative approach, which eliminates the need for passwords and enables secure and seamless authentication, has proven to be a transformative solution for many businesses and their customers. One of the success stories of the firm’s solution is a collaboration with a leading trading company, which manages stock and financial trades for institutional investors and high net worth individuals.

The trading company was aware of the deficiencies in their website’s security, particularly within their login password model. Contemplating a shift towards 2FA, involving OTP text authentication, they engaged with Identité, who instead presented its innovative offering.

A pivotal aspect of this collaboration was an emphasis on accommodating users with varying technical expertise. Identité’s solution, while sophisticated in security, prioritized simplicity for users of diverse technological backgrounds. Integrating this technology into a mobile app brought added value, facilitating authentication from any location.

"We take immense pride in our work and our unique tool, destined to lead a transformative revolution within the industry. it is important to share the responsibility of authenticating users, easing their burden rather than solely imposing it on them"

Today, the trading company enjoys swift authentication without the burden of password memorization. This transition, however, bears more than just operational advantages; it has emerged as a boon, particularly for the client’s older users, a demographic traditionally challenged by the intricacies of password management.

Advancing Authentication

Identité possesses a robust development team across the U.S. and Europe, spearheading the in-house creation of its innovative technologies. Looking ahead, the firm plans to extend its technology to various platforms, including VPNs, desktop environments, and even ATMs. A significant leap in innovation is set to arrive through the firm’s partnership with KAL, a major ATM software developer. This collaboration will birth a solution that enables ATM transactions without keypad contact or the need for a PIN. The breakthrough effectively eradicates skimming vulnerabilities, a monumental stride towards secure transactions.

Such innovative endeavors by Identité hold the promise of ushering in a more secure and user-friendly era across diverse transactional landscapes. Today’s authentication systems face significant challenges, particularly with the rise of imposter websites that blur the line between legitimacy and fraud. In addition, the resurgence of AI-driven threats has enabled hackers to create highly convincing fraudulent emails, trapping unsuspecting individuals in schemes.

Identité stands apart from these concerns. Its solutions promise lasting change, offering users secure and effortless authentication methods, shaping a new future for online security.