Persona | Competitive Intelligence Profile
Persona is a software development company based in San Francisco, California, specializing in identity verification solutions. The...
Persona is a software development company based in San Francisco, California, specializing in identity verification solutions. The company provides a flexible identity infrastructure that helps businesses manage KYC (Know Your Customer), AML (Anti-Money Laundering), and KYB (Know Your Business) programs, as well as combat fraud and streamline user onboarding. Persona's platform automates the collection, verification, and management of sensitive personal information, enabling organizations to securely verify user identities across various industries.
🛍️ Persona Product and Pricing Intelligence →
📅 Persona Event Participations →
⚖️ Persona Regulatory Intelligence →
👔 Persona Management and Leadership Team →
⚔️ Persona Alternatives and Competitors →
💼 Persona Hiring and Layoffs →
🤝 Persona Partnerships, Clients and Vendors →
📈 Persona Financial Performance, Fundraising, M&A →
🛍️ Persona Product and Pricing Intelligence
Leverage product insights to define key product development milestones, guide go-to-market planning, build a robust product-market fit matrix, and perform in-depth SWOT analyses.
Harness pricing intelligence to support strategic pricing decisions, conduct competitive pricing analysis, and craft effective differential pricing strategies.
- Persona updated its Digital Identity Basics training to focus on key concepts and regulations, replacing previous content about history, and expanded its Persona Basics collection from 3 to 5 items.
- Persona introduces a 15-minute solution demo titled 'Know Your Employee' and promotes watching it now, replacing a previously listed 9-minute article on workplace identity proofing methods and best practices.
- Persona now emphasizes a comprehensive library of age assurance methods, rigorous privacy and ethical standards, and adapting to new online safety regulations like the UK Online Safety Act, serving industries such as social media, gaming, and financial services.
📅 Persona Event Participations
Stay updated on where your competitors are showing up—industry conferences, webinars, podcasts, and speaking engagements—to gauge their messaging, target audiences, and strategic focus. Discover how they’re positioning themselves in the market, what narratives they’re pushing, and which partnerships they’re cultivating. Use this intelligence to refine your own positioning, identify missed opportunities, and stay top-of-mind in your industry.
- Persona Head of Europe Alex Mentzelopoulos will speak at Webrazzi Summit 2025 about the company's growth, product strategy, and operations in the region.
- Persona will participate in the Fraud Leaders' Summit USA 2025 on June 24-25 at JW Marriott, Miami, featuring a roundtable on stopping AI-generated identity fraud.
- Persona invites Trust & Safety leaders to a VIP dinner in SF to build meaningful connections.
⚖️ Persona Regulatory Intelligence
Monitor critical regulatory events—such as issued or revoked licenses, lawsuits, investigations, and court rulings—to understand the compliance posture and legal exposure of your rivals. Spot early warning signs of operational risk, delays, or reputational damage, and use these insights to fine-tune your market strategy, mitigate your own risk, or capitalize on competitor setbacks.
- Persona caused identity verification issues for PandaDoc on June 12, 2025, leading to a 13-hour outage resolved by switching to alternative verification methods.
- Persona joined TechNetUpdate as a new member company on June 20.
👔 Persona Management and Leadership Team
Understand who’s steering your competitors by tracking changes in their management and leadership teams. Gain insights into strategic direction, leadership style, and organizational priorities based on executive backgrounds and hiring trends. Use this knowledge to anticipate competitive moves, tailor your sales or partnership approach, and benchmark against industry leaders.
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Sr. Director of Revenue Operations
[email protected] -
Founder
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Co-Founder & CTO[email protected]
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Co-Founder & CEO[email protected]
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Co-Founder, Coatue Management[email protected]
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COO[email protected]
⚔️ Persona Alternatives and Competitors
Identify the competitors of your competitors to uncover indirect threats, emerging disruptors, and untapped opportunities. Understand the broader competitive ecosystem, spot white space in the market, and gain strategic context that helps you position more effectively. These insights sharpen your market intelligence and reveal angles others often overlook.
- Onfido |
- Jumio Identity Verification |
- Lightico |
- Trulioo |
- Sumsub |
- Incode |
- IDnow |
- Digital Onboarding |
- Facephi |
- Dotfile |
- Prove Identity |
- HyperVerge |
- Veriff |
- Socure |
- Sift |
- Berbix |
- Okta |
- OneLogin |
- Stytch |
- Kisi |
- Genea access control |
- 1Password
💼 Persona Hiring and Layoffs
Track key workforce changes—new hires, leadership shifts, and layoffs—to spot strategic organizational moves. Identify rising competitors, uncover shifts in company direction, and seize opportunities to attract top talent or engage new decision-makers. Use these insights to refine your recruitment strategy and build stronger business relationships.
- Persona is hiring an Implementation Engineer in United States (Hybrid).
- Vivian Ma joined Persona as a People Operations Business Partner on June 30.
- Persona is hiring a Product Designer, Design Systems in the United States.
🤝 Persona Partnerships, Clients and Vendors
Monitor new partnerships, client wins, and vendor relationships to understand where your competitors are gaining traction. Spot emerging alliances, evaluate ecosystem shifts, and identify potential partners or prospects early. These insights help you refine your sales strategy, anticipate market movements, and stay one step ahead in a dynamic competitive landscape.
- Persona collaborates with Yardstik to create an integrated product for verifying workers and assessing risk simultaneously.
- Persona partnered with Yardstik to combine identity verification and background checks into a single solution, announced by Sasha Dobrolioubov, Head of Partnerships & BD at Persona.
- Persona partnered with Yardstik to integrate identity verification and background checks into a single workflow for faster, frictionless worker onboarding.
📈 Persona Financial Performance, Fundraising, M&A
Track competitors’ financial performance, fundraising rounds, and M&A activity to assess their growth trajectory and strategic focus. Uncover signals of expansion, market entry, or consolidation, and benchmark your position accordingly. Use these insights to inform investor conversations, identify acquisition opportunities, and fine-tune your competitive strategy.
- Founders Fund co-led Persona's $200M Series D funding round to address identity challenges in an AI-driven world.
- Persona raised $200M in a funding round led by Founders Fund and Ribbit Capital, with continued support from Coatue.
- Persona raised $200M in a Series D round to enhance its identity verification platform, achieving a $2B valuation.
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