The challenge, of course, is that people forget the answers to those questions, and also a motivated fraudster can go ahead and find the answer in many cases through different methods. And you do actually see that in some cases, you get organisations like Equifax, that can go a little bit deeper, they can do what's called dynamic knowledge based authentication and maybe they can look at your bank statements and ask you have you done a transaction for this amount on a certain day? Or how much do you pay against your mortgage each month, etc. and that's a little bit better.

But ultimately, people often don't get those questions right, especially when it's on the spot.

So the approach we took was to say, what is something that you should know, that you should always know you'll never forget, that we can present to you that isn't just memorable, but it's also frictionless or very easy, and in some cases, enjoyable for you to do. And we took this concept of, okay, if you live at a certain place, or you know, a certain area, then why don't we go ahead and grab different images from that area. And we're talking Google Street View images, in many cases, these are images that aren't easily searchable, you'd have to walk around and try and get to know a place if you're going to do it yourself.

So we had a different business model, we said, 'look, this is what we do. These are all the systems we do'. Now, you might be an individual at home, and you might have an apartment, and you're renting it out via Airbnb, or some other platform. So you want to do a check on your new tenant, to make sure that this person is of good standing, what system will you use? Because you're not going to be paying for 25,000 checks a month, it doesn't make sense.

So we went with a pay per use system where you can come in first verify that you are an individual, which we can work with. But once that is okay, then you can use our platform to do your individual checks yourself. For your own business purposes, let's say a customised KYC roadmap. So you can come in the system and you say, 'the checks I want to do are: an individual or first name, last name, date of birth, blah, blah, blah. So these are the compulsory ones, because without it, we can't give you a good result, and over and above I would also like a selfie with a handwritten note so that I know that it is relevant, and a video saying, "I would like to use your product", for example. So you select those, it creates a customised KYC journey for you, you can white label it, put on your logo, or your name or your product. So a person knows that he's doing this KYC for you. And then he will also get access to a portal where he can come in and see the data that he submitted in retrospect.

To authenticate a document is just one step of the entire digital identity verification. The next step is to identify if the person was a live person, no, the liveness detection to compare the person against the document. There are some industries or some financial institutions that ask more than that, for example, proof of residence, you know, you can upload a document, we can authenticate any type of document, like a utility bill or bank statement to make sure that the address that is on that document is your residence address, in order to do any business now.

Or if you want to open an account in United States, and you say that you are here in Miami, you are a Florida resident. It's not only that you are a USA citizen, but you need to prove that you are a Florida resident. So we can authenticate the proof of address, we can authenticate any taxpayer document like Social Security or bat at this point, you know, it can be as simple as just do one step simple one step like for the car rentals.