Rick Song, co-founder and CEO of Persona, discusses the evolution of identity verification, consolidation and innovation in the identity space, limitations of a pure digital approach to physical identity, and the importance of self-discovery in the business world.
Digital and physical identities should be recognized as fundamentally different and not merged into a single framework.
Persona offers an automated identity verification service that is customizable and adaptable to meet the unique needs of businesses.
Persona aims to provide decentralized infrastructure for managing identity, enabling businesses to retain control over their customers' data and establish trust relationships.
Deep dives
The Fundamental Difference Between Physical and Digital Identity
The podcast delves into the idea that physical and digital identities are fundamentally different. It emphasizes the importance of recognizing this distinction and not trying to merge the two concepts into a single unified framework. The discussion highlights how the digital world allows for more flexibility and options in establishing identity, while the physical world requires stricter verification and adherence to regulatory requirements. The episode explores the implications of this difference and the challenges it presents in the evolving landscape of online identity.
Persona's Approach to Identity Verification
The podcast introduces Persona, a company that aims to be the go-to identity verification engine for businesses. Persona offers an automated identity verification service that utilizes machine learning, computer vision, and algorithmic checks. The platform helps businesses comply with know your customer (KYC) requirements, perform age verification, and prevent fraud. It allows customization of identity workflows and provides reporting capabilities. The episode features Rick Song, co-founder and CEO of Persona, who shares insights into the platform, its functionality, and its goals.
The Importance of Flexibility in Identity Management
The episode highlights the significance of flexibility in identity management. Persona's core belief is that there can be no one-size-fits-all solution for identity verification. The platform strives to provide customizable and adaptable identity workflows that cater to the unique needs of businesses across various industries. By embracing flexibility, Persona aims to support a universal identity layer that can evolve and accommodate the changing requirements and trends in the space.
Persona's Focus on Independence and Decentralization
Persona differentiates itself from single sign-on technologies and other centralized identity solutions by aiming to provide decentralized infrastructure for managing identity. The podcast emphasizes that Persona's goal is not to control users' data or become a central authority for identity verification. Instead, it aims to offer building blocks and enable businesses to retain control over their customers' data and establish trust relationships. By doing so, Persona hopes to ensure that identity management remains a decentralized and user-centric process.
Advice for Emerging Founders in the Identity Space
The podcast concludes with advice for founders in the identity space. It emphasizes the importance of self-discovery and understanding oneself throughout the entrepreneurial journey. It suggests that founders focus more on the journey itself rather than solely on the destination. By embracing the journey and being open to self-reflection, founders can better comprehend their values, beliefs, and frameworks, which are crucial in shaping the culture and direction of their companies. Additionally, the episode encourages founders to appreciate and find gratitude in the unique opportunities and experiences that arise from their entrepreneurial endeavors.
Founded in 2018, Persona is an automated identity verification platform which uses machine learning, computer vision, and algorithmic checks to help businesses confirm their users and customers are who they say they are.
Co-founder and CEO Rick Song joined Research Radio to talk about Persona, physical and online identity, and how he's building the "AWD of identity".
