A Shifting Fraud Landscape in the UK
Fraud is no longer a slow-moving risk. Account takeovers, synthetic identities, and scam networks have become everyday threats. At the same time, customer journeys have grown more complex, making it more challenging for fraud teams to separate trusted customerss from bad actors without adding friction.
Traditional tools built around static rules or rigid scores are struggling to keep up. The real challenge today is not just stopping fraud, but knowing who your users really are.
The Power of Identity
Fraudsters have become experts at blending in. They reuse credentials, mimic behaviours, and bypass detection by slipping through gaps in disconnected systems. A single login or transaction no longer tells the full story.
That’is why more businesses are moving toward an identity-first approach. Identity trust focuses on understanding a user’s behaviour, intent, and context in real time. It’s about asking better questions, not just applying more rules.
Introducing Identity Trust XD
Sift, the AI-powered fraud platform, is helping teams unlock this new approach with Identity Trust XD.
Rather than relying on fixed signals, Identity Trust XD analyses thousands of data points across the customer journey. It builds a complete, contextual view of each user using behavioural data, device intelligence, session history, and network insights.
With this full picture, fraud teams can:
- Detect suspicious behaviour earlier
- Reduce false positives and manual reviews
- Make faster, more accurate decisions
Context Over Rules: A Better Way to Assess Risk
Imagine a regular customer logs in from a new device while travelling abroad. Older systems might treat this as a threat. Identity Trust XD gives you the full context, user behaviour, past signals, and session patterns, so you can separate genuine users from bad actors.
That means friction only when it’s truly needed and a seamless experience for trusted customers.
Measurable Results for Lean Teams
For fraud leaders juggling limited resources and rising expectations, efficiency matters. With Identity Trust XD, you can:
- Cut back on unnecessary investigations
- Spot emerging threats sooner
- Drive down operational costs
- Build customer trust without adding risk
A Smarter, More Scalable Future
UK businesses are increasingly realising that trust is a competitive advantage. As digital journeys grow more complex, fraud prevention must be real-time, adaptive, and identity-first.
At Sift, we’re proud to support forward-thinking fraud teams across the UK with tools that go beyond detection and help you make confident, contextual decisions at speed.
Learn how top fraud teams are staying ahead with Identity Trust XD – Read more
