Link Index for Customer Authentication


Report Overview

The customer authentication market is evolving rapidly as businesses seek to enhance security and user experience amidst growing cyber threats. Traditional password-based methods are becoming obsolete, pushing companies to adopt more sophisticated solutions such as passwordless authentication and AI-based risk decisioning. The market is now crowded with vendors offering integrated platforms that combine identity and access management (IAM), fraud detection, and identity verification. Liminal’s analysis of the customer authentication market identifies 15 leading companies and emerging players who are at the forefront, providing scalable, flexible, and secure solutions that address these modern authentication challenges.

These vendors are improving login experiences and enhancing overall customer authentication through advanced features like authorization, fraud detection, and user management. Businesses across various sectors, including financial services, healthcare, e-commerce, and travel, can achieve significant cost savings by adopting these leading solutions. The benefits extend to reduced account recovery costs, lower call center expenses, decreased customer churn, and investing in modern customer authentication solutions as a strategic and financial imperative. Download our comprehensive benchmarking report, the Link Index for Customer Authentication, for a detailed comparison and evaluation of the top vendors.

Customer authentication

What’s inside the report

  • Market Overview and Challenges
  • Buyer Demands
  • Key Purchasing Criteria
  • Customer Authentication Market Landscape
  • Must-Have Product Capabilities for Modern Businesses
  • Leading Solutions in Customer Authentication
  • Stacking Up Rising Innovators and Challengers
  • Vendor Profiles with Details for Strategy, Market Presence and Products

What the reader will learn

  • Trends and insights into the landscape of customer authentication and the regulatory environment.
  • Challenges and opportunities in adopting passwordless solutions, enhancing security, and implementing AI-based risk decision-making in customer authentication.
  • How vendors meet the demand for advanced customer authentication by providing integrated solutions encompassing API access management, biometric authentication, fraud detection, and MFA, catering to specific needs across industries.
  • Detailed market analysis and vendor landscape, buyer preferences, market challenges, and top providers.
  • Visualize and compare market trends and the relative positions of solution provider performance across dimensions for product execution and strategy thresholds.
  • Vendor positions on the Link Index for Customer Authentication in various sectors.
  • Firmographic and product details for the top 15 market players, highlighting their strengths, gaps, and positions.

View the Link Index for insights you can use to gain a strategic competitive advantage with the actionable market intelligence you need to drive business outcomes:

About Link Index for Customer Authentication

Liminal’s analysis of the customer authentication market identifies 15 leading vendors within a broader landscape of over 50 companies. These companies deploy vertical-agnostic go-to-market strategies, overlapping substantially across financial services, healthcare, e-commerce, travel, and age-restricted digital experiences. Adopting leading customer authentication solutions results in significant benefits, including reductions in call center account resets, labor expenses, customer churn, and successful phishing attacks. These improvements lead to increased operational efficiency, enhanced customer satisfaction, and improved security. The companies evaluated vary in size, product suites, and approaches to solving customer authentication challenges. The Link™ Index provides an in-depth look at each vendor’s core capabilities, market influence, and go-to-market strategy in a crowded market.

For complete results, including company profiles, product details, and an interactive database that can be sorted by industry, use case, and other criteria, go to Link™.

  • Methodology

    The Link Index offers a detailed analysis and ranking of leading vendors for specific use cases, leveraging robust data and insights from Liminal’s market and competitive intelligence platform, Link. Liminal’s research team invites solution providers to participate in a company survey and analyst briefing. It uses a proprietary framework to assess and rank product capabilities based on their relevance to market needs. Liminal’s Digital Identity Landscape taxonomy and ontology are central to the Link Index, which precisely evaluates vendor solutions by buyer demand, product capability, and market presence. Liminal conducts a rigorous survey among buyers in the vendor selection process to identify the most in-demand product capabilities and the most valued product components. Market presence criteria included buyer satisfaction, market penetration, and brand recognition. The Link Index was designed to be used to inform go-to-market strategy and execution and provide guidance for solution buyers, specifically:

    • Executives in corporate strategy
    • Leaders of go-to-market execution
    • Practitioners of solution implementation

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Customer authentication
Customer authentication
Customer authentication

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Customer authentication
Customer authentication

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