Core Insights - Persona, a San Francisco-based company founded in 2018, focuses on ensuring user identity authenticity and provides identity verification software to over 3,000 businesses, including notable clients like OpenAI, LinkedIn, Etsy, Reddit, DoorDash, and Robinhood [1][2] - The company recently completed a $200 million Series D funding round, led by Ribbit Capital and Founders Fund, bringing its valuation to $2 billion and total funding to $417 million [2] Company Overview - Persona's identity verification process, known as "flows," is customizable based on client needs, user risk levels, and specific use cases [3] - The verification methods include uploading government-issued ID photos, selfies, and live detection processes to confirm user identity [1][3] Client Applications - OpenAI uses Persona to screen millions of ChatGPT and API users from 225 countries, preventing high-risk individuals from accessing its models [4] - Coursera employs Persona for identity verification of 168 million users across 200 countries, adapting the verification process based on course type [4] - DoorDash utilized Persona for background checks on new delivery personnel during the pandemic [4] Industry Challenges - The rise of AI has introduced new challenges in online security, with reports indicating that U.S. companies face annual losses of $18 billion to $31 billion due to AI attacks [7] - The report also highlights that malicious bots account for 37% of online activity, while benign bots represent 14% of automated traffic [7] Competitive Landscape - Persona competes with established players like Clear Secure and Jumio, as well as newer entrants like Worldcoin, which uses biometric devices for identity verification [11][12] - The increasing threat of deepfakes is creating more opportunities for companies like Persona that specialize in analyzing online risk signals [12] Future Vision - Persona aims to develop a system where AI agents are registered for identification, while human users can have personalized identity profiles based on their online behavior [13] - The company envisions a user-controlled identity system that balances privacy with convenience, allowing users to manage their personal information [14]