From personal to business – trust is essential for any healthy and prosperous relationship. And losing it is detrimental. Similarly, safety is an inherent human need. Jeopardizing it is devastating.
No one in the world likes to be disappointed, used, or feel unsafe. Simply, in all aspects of our lives, we shouldn’t gamble with trust or safety. There’s no reason to do that. Arguably, the value we give to trust also makes it more susceptible to manipulation and abuse with malicious intent.
It’s not unusual then to invest so much in making everything trusted and safe. And such affinities are present everywhere. From our personal relationships, to business relationships; from marketing to fraud prevention & cybersecurity.
Recently Gartner’s analysts noted a trend developing in online fraud prevention which can be easily captured by the following figures:
To provide meaning behind the numbers, it’s necessary to conceptualize and explore trust and safety in the context of online fraud prevention. And that is not an easy task.
Trust & Safety in Online Fraud Prevention
The definition itself may seem rather simple and plain – when perceiving it from the concept from its compound words – trust and safety. But, it’s a bit bigger than that.
Trust & safety is seen as an evolution in the online fraud prevention paradigm – where fraud prevention efforts (teams, processes and architecture) go beyond preventing fraud alone – into nurturing trust by building safe, seamless digital experiences for end customers.
Akif Khan, Sr. Director Analyst at Gartner notes that trust and safety – describe the change in attitude and mindset that we have been seeing over the last few years in many online businesses when it comes to online fraud prevention. Akif sees trust and safety teams being responsible for: building trust in customers, engendering customer trust in the organization and creating a safe environment in which the users can interact. 
Safe digital environments, whether those are online banks, SaaS products, or e-commerce – they all need to ensure users that their data is safe and secured. And with an ever-increasing synergy of user’s identities to online services, user’s demand for privacy and safety of their data is evident.
No end-user will simply tolerate data leakages and their money being stolen. And users are getting more intolerant with various methods of verifications, passwords, locks, PINs and so on…
Trust is built in both ways, and businesses, surely banks as well, are starting to recognize that they need more than just implied business-focused security and fraud prevention systems. They need to focus on the user as well.
Pete Hunt, a CSO writing for CSO Online noted it bluntly: successful businesses invest in trust and safety teams to protect their users, their brand, and their bottom line from malicious users. While trust and safety, risk, fraud, and application security have some things in common, there’s a key difference. Risk, fraud, and application security teams protect against attacks on the business. The trust and safety team protect against attacks on the user. 
Gartner’s analysts Akif Khan and Jonathan Care note that by 2023, 30% of banks and digital commerce businesses will have dedicated trust and safety teams to protect the integrity of all online customer/brand interactions, up from less than 5% today.
It’s a positive sign that businesses all around the world are starting to recognize this need and invest more in trust and safety teams.
At this point, it’s up to the businesses, banks and other, to find fraud prevention solutions that will enable them to build trusted relationships forward.
And here’s where ThreatMark comes into the picture.
How ThreatMark Brings Trust to the Digital World
Even in its inception, ThreatMark was founded with a vision of using trusted digital identities to prevent fraud and secure digital landscapes. These trusted identities are built on top of all interactions across all digital channels with some help of profound cybersecurity know-how and the latest advancements in AI & Data Analytics.
As a solution, ThreatMark can provide trust and safety to any digital businesses that rely on digital experiences and authorized user interactions (such are SaaS, eCommerce, gaming platforms…). Though, it is obvious that the banks need special care when it comes to trusted, safe and seamless user experiences.
For banks, we make sure that the entire digital journey (onboarding, authentication, account management, transactions…) is trusted and safe for both end-users and businesses.
Major banks use ThreatMark’s deep behavioral profiling engine to analyze a vast number of user-specific data & behavioral traits to precisely identify legitimate users and deny fraudsters in real-time. For banks and their users, ThreatMark enables seamless digital experiences that do not require additional authentication nor rely on simple transaction monitoring.
Our advanced solutions are complemented with a dedicated team of fraud specialists & cybersecurity experts working in our Security Operations Center (SOC), who vigilantly watch for new malicious activities throughout the digital landscape.
Complete fraud prevention solutions like ThreatMark are heavily influencing the adoption of the trust & safety paradigm in the digital world.
The paradigms are shifting. Ever-increasingly, users are expecting completely safe and secure seamless online experiences.
Having robust security systems and multi-factor authentication methods are good, but they bear an invisible price.
To succeed, banks (and other companies with online systems) need to think broadly and build trusted and safe environments. These efforts need to start early in the customer journey mindful of the entire user experience. They need to be thorough but ultimately not hindering for the user.
Modern solutions can undoubtedly help with this.
With our unique technology, ThreatMark brings trust to the digital world every day. Our complete fraud prevention suite that takes care of many different elements of banking and security throughout the customer journey.
From transaction monitoring, behavioral biometrics, identity verification to fraud detection across all channels – we provide everything banks need to build trusted and secured online experiences for their customers.
- Gartner Blog, ‘What is Trust & Safety?’, Akif Khan, 4th August 2020, https://blogs.gartner.com/akif-khan/what-is-trust-and-safety/ [accessed: 29th October 2020]
- Help Net Security, ‘Despite warnings, most people still don’t change their passwords’ , 13th May 2020, https://www.helpnetsecurity.com/2019/05/13/people-password-habits/ [accessed: 29th October 2020]
- CSO Online, ‘Trust and Safety 101’, Pete Hunt, 7th July 2017, https://www.csoonline.com/article/3206127/trust-and-safety-101.html [accessed: 29th October 2020]
- Gartner, ‘Create Trust and Safety on the Internet’, Jonathan Care, Akif Khan, 29th June 2020