Whitepages Pro Spins Off B2B Biz Into Ekata

Whitepages Pro has announced that it is spinning off its B2B business from the U.S.-focused direct-to-consumer operations of Whitepages.com, and is changing its name to Ekata.

The company explained that the move aims to better differentiate its Software-as-a-Service (SaaS) tool and global B2B application program interfaces (APIs) that serve the identity verification market, which is predicted to reach $20 billion in 2022. Ekata’s identity verification product suite is already being utilized by the 10 largest U.S. online retailers, the top-three global online travel and hospitality sites, the top-five fraud platforms, two major credit card brands and more.

In addition, Ekata opened a new HQ for European operations earlier this year in Amsterdam, which will support sales, account management and marketing efforts in Europe, the Middle East and Africa (EMEA).

“Our new brand and independent operations reflect the integral role we play in helping many of the world’s biggest digital commerce businesses link a digital identity back to a human,” said Rob Eleveld, Ekata CEO, in an emailed press release. “Top brands — including Airbnb, Microsoft and Stripe — leverage our identity verification product suite in their machine learning models [and] decisioning platforms, and for their manual review teams to approve good transactions, reduce customer friction and catch fraud. Our European presence is built to serve the needs of the European markets, as well as other North American businesses expanding their global reach.”

From pre-authorization payment models to manual review, the identity verification product suite is powered by the Ekata Identity Engine (EIE), the first and only cross-border identity data engine of its kind. The EIE includes Ekata’s proprietary network, which monitors linkages and associations across billions of data elements to identify real-time predictable patterns. It also includes the Global Graph, which houses more than 8 billion identity links for global coverage and accuracy, and the Connective IGA Stack, which delivers the most predictive attributes to customers in less than 100 milliseconds.