Persona offers a unified, configurable, privacy-first identity platform that lets businesses securely collect, verify, manage, and make decisions about individuals' and businesses' identities. It provides automation and orchestration tools to streamline verification processes and supports a reusable identity individuals can carry across services. The company emphasizes adapting to regulatory fragmentation, evolving fraud threats, and AI-driven challenges, positioning its product to verify both persons and bots and their intent. Key milestones include ranking #1 across evaluated use cases in the 2024 Gartner Critical Capabilities report and highest for Ability to Execute in the Gartner Magic Quadrant for Identity Verification, expanded KYB capabilities, and age-assurance certifications such as Germany's KJM and the UK's ACCS. Persona says it has doubled its customer base, detected over 75 million AI-driven face spoof attempts, expanded into workforce identity security through a partnership with Okta, and counts customers like OpenAI, LinkedIn, Etsy, Twilio, and Block. Founded in 2018 and headquartered in San Francisco, Persona is available in 200+ countries and territories and supports 20 languages. Persona offers trusted identity infrastructure and automation and orchestration tools to securely collect, verify, manage, and make decisions about individuals' identities. The company announced its Workflows tool to automate identity processes for any use case. Persona serves businesses across industries including retail, fintech, marketplaces, delivery, real estate, hospitality, HR, edtech, legal services, and home and childcare services. Its solution is available in 195+ countries and 20 languages. Customers named in the article include Square, DoorDash, Coursera, Robinhood, Gusto, BlockFi, Sonder, and Brex. The company intends to use new funding to expand operations, extend its identity infrastructure offering, and broaden its business reach. Persona offers a no-code and low-code identity verification platform accessible via API that leverages government IDs, biometrics, live selfie checks, passive device/location/behavioral signals, and AI to tailor verification paths. The company positions itself as identity infrastructure across the full customer lifecycle rather than a single-point solution. Persona serves customers across industries, including Square, Robinhood, Sonder, Brex, Udemy, Gusto, BlockFi and AngelList. Management reported revenue growth of more than 10x year-over-year, a fivefold increase in customers, and headcount that has more than tripled to just over 50 people. Persona plans to use the new capital to roughly double its team by year-end to support continued scaling and product expansion. The company declined to disclose the valuation for the round. Persona offers an API-based platform that lets businesses verify users using government IDs, social security numbers, biometrics (fingerprints, photos), phone lookups, quizzes and video interactions. The platform links to external databases so customers do not need to store identifying data themselves. Persona builds some biometric capabilities in-house and integrates third-party services for other functions; an AI engine performs matching and the company is exploring using that engine to suggest the best verification tools per transaction. Target customers are companies involved in online financial transactions that need verification for regulatory compliance, fraud prevention and trust-and-safety. Current customers named in the article include Rippling, Petal, UrbanSitter, Branch, Brex, Postmates, Outdoorsy, Rently, SimpleHealth and Hipcamp. Founded by Rick Song and Charles Yeh (former engineers from Square and Dropbox), the company plans to double down on its core product using new funding.

Total raised

$418M

Funding rounds

4

Latest round

Series D

Latest activity

Apr 2025