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IDme rebrands to IDYou

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Reporter 4 minute read

MSA National has announced that its verification of identity app, IDme, has rebranded to better reflect the purpose of the app and make it more relevant.

MSA National’s verification of identity (VOI) app, IDme, which has been widely adopted by lenders to make the verification of identity process more efficient, has now changed name to IDYou.

Speaking about the name change, Sam Makhoul, the managing director of MSA National, said that there were three reasons for changing the name of app.

“Firstly, VOI is about the broker identifying the customer. I am identifying ‘you’ as opposed to ‘me’. The latter gives the impression that it is a consumer app, whereas we are clearly positioning this as a broker business-to-business tool. We did not want the app to be confused with other consumer apps out there.

“Secondly, we are introducing more features to the app in 2018, which will make the name change even more relevant. The app will offer even more functionality to the broker including the ability to customise the report for each lender and link it to the loan application on that lender platform.


“Thirdly, IDYou is one of very few apps offering remote VOI for brokers who have clients in remote regional locations. We think that ARNECC will eventually bring remote VOI within the safe harbour rules. It makes more sense to call the app IDYou as the process of conducting remote VOI entails a certain level of collaboration between the broker and ‘you’, the customer.”

Mr Makhoul added that the app will undergo more updates next year, and it will have an updated logo to include a fingerprint watermark.

[Related: Virtual Identity]

IDme rebrands to IDYou
virtual identity
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