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Chris Cardell

Interview with Cassie Anderson (miiCard)

miiCard is an online identity verification service that allows users to prove who they are to an Anti-Money Laundering standard, without the need for a physical ID check.

I interviewed Cassie Anderson, miiCard marketing manager to find out more. This interview is the fifty sixth in a series of DW interviews. Big thank you to Cassie for the interview!

How would you describe miiCard in under 50 words?

miiCard (My Internet Identity) is an identity verification service that lets you prove ‘you are who you say you are’ just like a driver’s licence or passport, purely online for the first time. miiCard replaces the offline primary ID check so we can do more, higher value business online.

Is miiCard the only service that allows you to prove your identity purely online?

There are other identity services that work purely online, but these only validate information about you, such as your address, date of birth or credit rating. They do not provide the Level of Assurance of identity that comes with sighting a passport or driver’s licence and that is required for the sale of financial products and high value goods where anti-money laundering (AML) regulations apply.

miiCard verifies your identity through your online financial relationships, where the primary identity check has been completed and we can verify the identity is active. This is how we are unique and can provide the Level of Assurance ,’that you are who you say you are,’ that is missing from other solutions on the market.

What is the biggest hurdle you have faced or are still facing?

Although we do so much online these days like shopping, banking, working and socialising, and we share so much information about ourselves through these activities, we are finding that there is a general lack of awareness about online identity, it’s current limitations, as well as the risks of identity theft and fraud by sharing certain information about ourselves online. We see this an opportunity to help educate Internet users and are working on this in our blog and media efforts.

Digital Identity is #2 on Deloitte’s Tech Trends for 2012. What are you most excited about for the next 12 months?

At miiCard we have a catalyst for changing the way we trust and transact online. miiCard gives people the confidence and convenience to do more online like trading high value goods on auction sites, applying for a new bank account, mortgage or loan. Socially it allows us to build trust with those we meet on dating and social networks. And for businesses miiCard provides the opportunity to increase conversions, cut operating costs and fight identity theft and fraud. To be a part of the solution of proving identities purely online is really exciting for us.

2012 is already off to a great start. We announced our partnership with Callcredit earlier in the month, we were at FinovateEurope to demo miiCard last week where again Digital Identity was a hot topic, and we’re lining up a number of pilot projects.

Has miiCard got the feedback and growth you expected since launch?

Yes, the response has been fantastic. Thousands signed up to our private beta program and we’re seeing a great number of these activate their accounts. We’ve recently opened the beta to the public, and as more and more miiCard users share their Public Identity Profiles on their email signatures and in their social networks we’re seeing a big increase in sign ups through referrals.

Who do you see as your target audience?

miiCard has many uses for people who are online and need to build trust, for example buying and selling on auction and classifieds sites, meeting people through social networks and dating sites, professional networking, freelance and recruitment.

For businesses in a range of industries where primary ID is required such as financial services, ecommerce on high value transactions and gambling, miiCard can help businesses improve customer conversion rates, cut operational costs and fight internet fraud.

Can you convince the reader to start using miiCard in under 50 words?

miiCard is your ‘digital passport’ for creating trust and doing more of the important things entirely online, when it suits you best. Sign up now and secure your account free for life.

Finished reading? Check out miiCard!

This entry was posted on Thursday, February 16th, 2012 at 12:20 am GMT. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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