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From launching a complete solution for INFORM Consumers Act compliance in May to Reusable Personas in October, our team had much to celebrate in 2023. But to use a product management cliché, you also need to look to the past to understand the future.
As a decision engine for most of our customers, Workflows generates a lot of data for us to analyze. With hundreds of millions of Workflow runs behind us, we wanted to highlight the top steps across Workflows in 2023 and share how customers like Travelex and Branch use them.
While identity flows and risk processes vary for each customer, the current trends reveal how customers use Workflows to orchestrate user journeys, automate fraud detection and compliance processes, and unlock deeper platform integration. We hope this inspires you to automate and optimize more of your identity processes.
Orchestrate complex journeys like Sonder
As more customers rely on Workflows to orchestrate their entire customer life cycle, we saw a rise in the popularity of steps like tag object, redact object, and schedule workflow in 2023.
These steps enable product and risk teams to implement complex automations that reference past decisions, trigger future action, and capture complex interactions that occur outside of Persona. Rather than relying solely on the identity information present at the time, Workflows customers can make better decisions by drawing upon more data — whether it be historical context, Persona verifications, or third-party data.
For instance, hospitality platform Sonder leverages Workflows to monitor for bookings fraud using a custom machine learning model, minimizing friction for guests and reducing manual review burdens for its trust and safety teams.
Sonder catches additional instances of noncompliance with its terms of service by comparing the ID used during check-in with the personal information on the booking. Persona even helps Sonder flag potential bad actors by comparing IDs used during bookings against information from the credit card transaction.
By incorporating historical data within its workflows, Sonder can flag risky behavior across the guest life cycle and automate complex decisions that would ordinarily go to its manual review team.
Automate fraud and compliance processes like Branch and Neighbor
The next set of steps recall Workflows’ original purpose — automating Persona processes such as creating Cases for manual review or running watchlist reports. “Run Graph query” and “run report” emerged as the second- and third-most-popular steps, respectively. In these examples, customers use Workflows to leverage Graph to identity fraud rings or run reports to manage compliance screening processes. With Workflows, customers never have to manually mark individual inquiries for review or click through its Persona dashboard to run a report.
For instance, Neighbor, a storage space marketplace, runs a Graph query through Workflows during onboarding, enabling its team to see if the user has any linked accounts, and automatically blocks users meeting certain criteria from entering its marketplace. Branch, a fintech focused on instant payments for gig workers, uses the run report step throughout its Workflows to run Know Your Customer (KYC) and Know Your Business (KYB) reports and verifications in parallel, ensuring users get onboarded faster and its team has a 360-degree view of risk.
As Amanda Hodgetts-Martin, director of risk management at Branch shares, “Thanks to customizable workflows, we don’t have to fall back on legacy methods or rely too heavily on manual review. Rather than needing to manually verify edge cases, we’re able to see the information in real time and react quickly.”
Tailor Workflows to your business like Travelex
Unsurprisingly, we found that our customers most frequently used “Evaluate code” in their Workflows. The popularity of this action speaks to its inherent flexibility, enabling builders to write and execute code during their identity processes. Writing their own code allows our customers to automate beyond our action library, enabling deeper customization with and integration into their systems and data sources.
While Workflows supports all of Persona’s Marketplace partners and products out of the box, power users turn to this step to deepen the integration between Persona and their systems. Workflows enables them to fine-tune the actions and triggers within any Workflow to accommodate specific use cases unique to their business.
For instance, Travelex, a global currency exchange, uses this step as part of its process to see if an onboarding customer matches a previously created account across its systems. As customers increasingly bring more complex decision processes into Workflows, steps like Evaluate code and Make HTTP request enable builders to have exact control over their decision logic, while ensuring the overall identity life cycle remains understandable to nontechnical teammates.
More data, better decisions with Workflows
Our customers continuously impress us with the novel ways they use Workflows to automate their identity and risk processes. On average, customers use eight workflows for onboarding, manual review, account takeover prevention, and countless other use cases.
Just as identities evolve, so should your decisioning and risk processes. Our team is excited to continue to evolve Workflows to support your needs for scalable, complex, and configurable identity orchestration.
If you’re interested in automating and optimizing your identity processes, reach out to your account team or contact us for a demo.
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