Africa’s leading ID verification startup, Smile Identify, has officially undergone a rebranding and is now known as Smile ID. The startup which specialises in providing Identify Verification and KYC compliance infrastructure for diverse companies unveils a new website, logo, and sees a variety of updates on their products.
Since its establishment in 2017, Smile ID has played a crucial role in Africa’s ID verification scene, enabling companies to authenticate customer identities seamlessly. The startup utilizes various cutting-edge technologies such as facial recognition and data integration to deliver its services. It has achieved an impressive milestone of 75 million ID verifications in Africa and boasts the widest range of KYC/AML solutions on the continent.
The rebranding comes five months after the company raised $20 million in a Series B funding round. It aligns with Smile ID’s mission to facilitate the onboarding of Africans by multinational businesses by providing them with a reliable verification infrastructure. The redesigned website offers a more user-friendly interface and additional resources on KYC regulations across the continent.
Alongside the rebranding on name, website and logi, Smile ID has introduced three product updates. These include beta versions of v10 software development kits (SDKs) that offer enhanced reliability, simplified integration, and powerful features. Additionally, there’s the Fraud Detection with Smile Secure tool, which alerts businesses when previous users attempt to register again, helping to prevent fraudulent activities. The third update, KYC web links by Smile, allows brands to onboard users by sharing a link to a pre-built web flow designed to receive KYC files like selfies, document images, and ID numbers.
Mark Straub, CEO of Smile ID, commented on the rebranding, emphasizing that businesses in Africa require more than just identity verification. Mark stated that they also need access to global AML and watchlists and must be able to support Africans as they travel. The company has made significant investments in its platform over the last six months, and the refreshed brand reflects these improvements.
“The simplification of our name to Smile ID embraces what many people already call us and moves us to a place where businesses can consolidate more services with one provider. For all things ID, we Unlock Digital Africa,” Mark added.
Apart from the rebranding and product updates, Smile ID made headlines recently with its acquisition of Ghanaian-based Appruve, an ID authentication startup. This move is part of their strategy to expand their customer base, improve service delivery, and enhance their suite of APIs, which cater to various use cases like mobile money and anti-fraud reviews.