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Founded Year



Series B | Alive

Total Raised


Last Raised

$32M | 23 yrs ago

About Persona

Persona is a Internet/Internet Software & Services company based in Broomfield, Colorado. Persona's investors include Riverside Management Group, Sequel Venture Partners, TL Ventures, Safeguard Scientifics, University of Colorado Foundation Endowment, The Stephens Group, Internet Capital Group and Lafayette Equity.

Headquarters Location

11001 West 120th Avenue Suite 300

Broomfield, Colorado, 80021,

United States


Persona's Product Videos

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Persona's Products & Differentiators

    Dynamic Flow

    Securely collect information in a customized, dynamic flow based on live signals

Persona Patents

Persona has filed 8 patents.

The 3 most popular patent topics include:

  • Clusters of differentiation
  • Transcription factors
  • Computer network security
patents chart

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Latest Persona News

Last call to register for today’s filming of TechCrunch Live with Persona and Index Ventures

May 10, 2023

Identity management used to mean making sure you had your drivers license when you left the house, but these days it’s not so easy: identity fundamentally underpins how we engage with the digital world, and identity services can take on many forms (and abuses). Now things are getting even more interesting: the big advances we’re seeing in areas like AI are raising big questions and challenges around how to prove we are who we say we are, and catch bad actors exploiting vulnerable situations. On today’s episode of TechCrunch Live — May 10, at 12pm Pacific time — we’ll be talking about this and more with Rick Song, the CEO and co-founder of Persona, one of the big unicorn startups that has capitalized on that evolution; and Index Ventures’ Mark Goldberg, a star investor who made an early bet on Persona and has thoughts on how the verification game is evolving, from a market and investment perspective. If you’re working in a related startup, or interested in the space, or simply wondering what it’s like right now to raise money as a B2B startup, join us! It’s free to take part. As Song sees it, most digital businesses are not experts, and nor do they want to be, when it comes to ID management. There are too many moving pieces for it to be a core competency in even the biggest tech businesses on the planet; and often sending the process of verification to a third party dedicated to the work is a preferred route to take regardless. “Most of them say, ‘Get this out of my hands,'” Song says of the task of verification . “They need and would prefer someone else to handle it.” That opens the door for businesses like Persona to take on and handle that work. Starting out with an API to verify identity, it’s more recently expanded into a wider platform that covers not only this, but also a variety of other verification and identity management solutions, such as tools for its customers to handle in sensitive data as part of their wider service flow, to run fraud detection or risk assessments, and more. That bigger trajectory — and the major customers that Persona has been signing on, which include some of the very biggest names in retail and other consumer services — helped to catapult the company to a $1.5 billion valuation in its last funding round. That was back in 2021, before the business of technology finance took a nosedive. But there’s an argument that companies like Persona may well prove to be more resilient than others: identity and malicious activity around identity continue to be major themes in tech, and there is still a lot to play for in this market. TechCrunch Live is free. Come join us virtually at 12:00 p.m. today and add your questions right in the chat! Register here . Got a startup? We’d love to have you participate in Pitch Practice, where you’ll have two minutes to pitch the show’s guests and get four minutes of feedback. It’s fun and helpful.

Persona Frequently Asked Questions (FAQ)

  • When was Persona founded?

    Persona was founded in 1998.

  • Where is Persona's headquarters?

    Persona's headquarters is located at 11001 West 120th Avenue, Broomfield.

  • What is Persona's latest funding round?

    Persona's latest funding round is Series B.

  • How much did Persona raise?

    Persona raised a total of $60M.

  • Who are the investors of Persona?

    Investors of Persona include Sequel Venture Partners, The Stephens Group, Lafayette Equity, University of Colorado, Riverside Management Group and 5 more.

  • Who are Persona's competitors?

    Competitors of Persona include Socure and 4 more.

  • What products does Persona offer?

    Persona's products include Dynamic Flow and 4 more.

  • Who are Persona's customers?

    Customers of Persona include Square, Coursera and Doordash.

Compare Persona to Competitors

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Persona develops an identity verification system. It aims to offer businesses comprehensive and automated identity verification software-as-a-service (SaaS) with global coverage to help them with age verification, fraud prevention, and account recovery. It was founded in 2018 and is based in San Francisco, California.

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Trulioo operates as a global identity and business verification company. It provides secure access to traditional and alternative data sources worldwide to instantly verify consumers and businesses online. It was founded in 2011 and is based in Vancouver, Canada.

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Intelity provides an enterprise guest experience and management platform. Its platform offers a centralized property-automation system. It is used by hotels, casinos, cruise, and luxury residential markets. It was founded in 2007 and is based in Orlando, Florida.

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PXL Vision is a technology platform for secure digital identity verification and the creation and management of trusted digital identities. It offers biometric facial recognition and ID document verification. Its solution enables a completely digital workflow for customer onboarding, without requiring the customer to be physically present. The company was founded in 2017 and is based in Zurich, Switzerland.

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Veriff develops an artificial intelligence (AI)-driven visionary verification platform. It provides AI-powered identity verification solutions for identity fraud prevention, know-your-customer compliance, and fast conversions of valuable customers. The company was founded in 2015 and is based in Tallinn, Estonia.

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SerendipID specializes in data privacy and protection, cyber security, and digital identity. The company provides consultancy services, digital identity platforms, e-learning platforms, phishing simulations, and risk assessment services, as well as supports clients and communities in protecting personally identifiable information. The company was founded in 2020 and is based in Sydney, New South Wales.

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