The continuous authentication platform Zally, which is expected to launch in 2024, is urging online businesses to adopt solutions leveraging continuous authentication and behavioural biometric analysis. AI and other emerging technologies have led to a surge in demand for secure and accurate authentication solutions, and tech-savvy fraudsters are finding ever more sophisticated ways to attack firms. Manchester-based Zally is responding to this, and aims to provide highly secure continuous rather than one-time authentication to its users.
- Continuous authentication improves security by making it difficult for unauthorised users to replicate genuine user behaviour.
- It also removes the need for multiple passwords or login credentials, which improves the user experience and creates a more seamless customer journey.
- Zally’s solution changes the perception of authentication from a one-time solution to a continuous process, offering a more secure online future for users.
Almost 90% of passwords can be cracked within a few hours, according to recent reports. This, in addition to the widespread use of a single password across multiple platforms, intensifies the risks associated with the conventional approach to online privacy. Zally’s solution eliminates reliance on traditional passwords and thus contributes to the elimination of many of the biggest problems associated with online fraud such as phishing attempts and account takeover attacks, which have emerged from the vulnerabilities of static point-in-time authentication systems.
Patrick Smith, CEO and founder of Zally, highlighted the importance of ditching “archaic passwords in favour of more dynamic and secure alternatives”. He commented on how existing reliance on passwords is increasingly falling short against sophisticated cyber threats. “By contrast, leveraging advanced behavioural biometrics, Zally provides the most effective way for people to confirm that they are who they say they are,” Smith said. “Our solution prevents fraud, stops cyber-attacks more effectively and greatly simplifies processes from logging in to checkout.”
