Proof
How Proof is defining a new identity category with Liminal intelligence
Results at a glance
USED ACROSS+3
teams across product, marketing, strategy and more, from roadmap calls to launch content
EARLY ADOPTERMCP
embedded in the daily workflow across strategy and gtm queries
partnership2023
expanded into a multi-year enterprise platform relationship
Proof is building an identity authorization network on the foundation it created in digital notarization, where the team led the legal reform to make digital notarizations legally binding in nearly every US state. By applying PKI certificates to create tamper-evident, cryptographically verifiable records of identity, Proof's vision is to extend that trust framework from thousands of notaries to hundreds of millions of people, so a verified identity persists across any high-stakes transaction, from mortgages to payments to content.
”Liminal has become a critically important tool for me and my executive team to fully understand our market and feel confident about every decision we make”.
Pat Kinsel
Founder and CEO, Proof
Defining a new category raises questions traditional industry experts aren't built to answer, questions that call for industry experts working from verified market intelligence. Where is the market actually heading? How large is the unmet need? What will still differentiate 2 years from now? Proof answers them with Liminal, the intelligence layer across its product roadmap, go-to-market, and strategic decisions.
"Being able to use Liminal in a way that creates a clear line of sight on differentiation versus commoditization and buyer need is absolutely critical to our roadmap." — Ian Macallister, EVP of Strategy and Business Development, Proof
IndustryIdentity Authorization
Digital Notarization
Scale$640B+ transactions secured
10,000 organizations16 of the Fortune 100
10,000 organizations16 of the Fortune 100
WHAT THEY USECommandGTMExpert Desk
Liminal Research
liminal customer since2023
01
The Challenge
The market's default is to place Proof alongside identity verification providers. The company's vision is bigger: a network where identity persists beyond initial verification, into continuous account access, payments, and everything a person or their AI agent transacts.
Committing to that vision raises the stakes on every decision:
- Defining a new category means building conviction among customers, partners, and investors around a need they have yet to budget for
- With identity verification commoditizing, the roadmap has to keep creating differentiation as capabilities become table stakes
- Fundraising for a category-defining vision requires a credible, independently sized market.
- Category claims land hardest when the evidence behind them is buyer-sourced and independent
02
The Solution
Proof runs Liminal across 3 fronts: product, go-to-market, and strategy.
On product, the team uses Liminal to keep a clear line of sight on differentiation versus commoditization. As identity verification becomes table stakes, Liminal intelligence helps Proof validate that what it builds next, from its certificate authority infrastructure to network governance, continues to create a moat.
On go-to-market, the intelligence lives inside the daily workflow. As an early adopter, Macallister and team use Liminal's MCP integration with Claude to pressure-test Proof's internal thinking against the market, pointing it at the company's own strategy documents and asking whether the team is focused on what will differentiate. The revenue marketing team uses the same connection, and Liminal research runs through the content the team publishes.
And on strategy, Liminal scoped the addressable market and helped align Proof's messaging as the company moved into new use cases. Macallister credits that research and messaging work with supporting the company's fundraising.
The evidence also runs through Proof's public narrative. When Proof launched Certify in October 2025, it cited Liminal's finding that 83% of financial services buyers want identity and fraud capabilities in one platform, independent buyer data validating the exact gap Proof built for.
03
The Results
Liminal market sizing and messaging supported the fundraise that closed Visa as an investor
Liminal buyer research cited in Proof's public Certify launch: 83% of financial services buyers want identity and fraud in one platform
3 years of partnership, expanded into a multi-year enterprise platform relationship
Liminal intelligence in daily use across product, marketing, and strategy
Early adopter of Liminal's MCP connection
"Working with Liminal has added tremendous value to understanding our ICP and the different identity landscapes our buyers are going after. The MCP access has been a huge unlock for our team."
Courtney Leary
VP of Revenue Marketing at Proof
04
What comes next: identity for the agentic era
The category Proof is building is about to get bigger. With x401, an open-source protocol developed with the industry, any developer can add an identity challenge when an AI agent attempts a financial transaction, extending verified identity from people to the agents acting on their behalf. As the market races to figure out agentic identity and agentic commerce, Proof is working with Liminal to stay ahead of what comes next.
05
Company snapshot
Proof
www.proof.comIdentity authorization network built on PKI certificates and a policy-backed trust framework, from the team behind digital notarization law in nearly every US state
Creator of x401, the open protocol for verifying identity in agentic transactions
Liminal customer since 2023, expanded to a multi-year enterprise platform relationship in 2026
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