Smile Identity, the startup providing ID verification and KYC compliance infrastructure to companies from diverse backgrounds has undergone a brand makeover. Now called Smile ID, the rebranding also features a new website, identity, and a host of product updates.
Smile ID has made significant contributions to Africa’s ID verification scene, making it possible for companies to easily authenticate the identities of customers. The startup leverages various new technologies ranging from facial recognition to data integration in its service delivery. Since its inception in 2017, it has achieved a whopping 75 million ID verifications in Africa while establishing the continent’s widest array of KYC/AML solutions.
Smile ID’s rebranding comprises a fresh logo alongside a colour palette which, according to a press release shared with Technext, symbolizes its mission to help Africans get onboarded by multinational businesses. It intends to do this by providing said businesses with a reliable verification infrastructure.
Part of the makeover is a redesigned website that has a different interface, a better user experience, and additional resources containing best practices on KYC regulations throughout the continent.
As mentioned, Smile ID launched three product updates. There are now beta versions of v10 software development kits (SDKs) intended for “enhanced reliability, simplified integration, and powerful features.” There’s also the Fraud Detection with Smile Secure tool which alerts businesses whenever previous users of a service attempt to register again.
The final product update, KYC web links by Smile, will help brands onboard users by sharing a link to a pre-built web flow designed to receive KYC files like selfies, document images, and ID numbers.
The CEO of Smile ID, Mark Straub commented on the brand update, stating that KYC in Africa is evolving and maturing, and businesses need a lot more than identity verification.
They need access to global AML and watchlists, they need to verify the IDs of people from around the world doing business in Africa, and they need to be able to support Africans as they travel. Over the last six months, we have made major investments in our platform, which we are rolling out this quarter in conjunction with our new brand; the refreshed brand simply reflects the improvements we have made in our products.”
Mark Straub, CEO of Smile ID
According to Straub, opting to rebrand to Smile ID was the company choosing to accept a name that customers often addressed them with. This also marked the dawn of a new age where brands can get more done with a single provider.
“For all things ID, we Unlock Digital Africa,” Mark concluded.
Read also: Prembly’s new dashboard brings multiple identity verification solutions to one platform
Smile ID’s other business moves
Aside from a new name, website and some other brand-related changes, the KYC compliance and identity verification provider has also made the news previously. Two months ago, it bought Ghanian-based Appruve an ID authentication startup.
The acquisition was part of efforts to gain more customers, improve its service delivery, and widen its suite of APIs which have different use cases like mobile money and anti-fraud reviews. In 2021, it secured funding worth $7 million to scale its platform’s offerings and extend its presence to more African countries.
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