APLYiD
APLYiD is a world-leading developer of SaaS biometric ID verification software. It performs checks against national and global datasets and government data to reduce fraudulent online activities. Started in 2019, the company has offices in London, New Zealand and Australia.
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How to differentiate APLYiD from its more established competitors in the UK market.
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Gathered from 14 client interviews, 6 competitor interviews and extensive industry research.
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While its competitors (in true B2B fashion) prioritise product features and sales spiel, the market wants to understand APLYiD’s true purpose – its role in ending digital crime.
While APLYiD’s competitors had reasonable products and solutions, their brand messaging and strategy was all geared towards proving the software they sell is smart, simple, and safe. But these are hygiene factors.
For APLYiD to stand out from the crowd, it needed something else… a higher purpose.
A vision its clients could invest in.
What we are seeing – especially in B2B circles – is a social revolution based on the way consumers are responding to the COVID pandemic, to climate change, and to repeated stories of corruption, greed and Friedmanite prioritising of shareholder value. Customers want to do business with companies that care about the world.. and that is having an effect on who those companies will do business with in turn.
APLYiD exists for one reason only: to end digital crime.
As a visionary company, APLYiD is well-placed to win business from companies that share their values and concern for the debilitating impact of fraud. Digital fraud and cyber crime costs people and businesses £26bn a year in the UK and over a trillion dollars worldwide. It wrecks lives and livelihoods.
APLYiD can help.
APLYiD’s strategy is simply: love the sinner, hate the sin. It uses its challenger status to point out the human costs of fraud and identity theft, and points its finger not just at the scammers, but the businesses that – through neglect or greed – allow it to continue. This attitude delivers great cut-through in a normally very conservative, staid industry.
