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Yoti: The Digital Identity Trojan Horse
A $116M bet on replacing plastic IDs with a privacy-first app that's already verifying 15M monthly users.
In a world drowning in passwords and data breaches, Yoti isn't just building another login app—it's attempting to kill the physical wallet. With 14.8M monthly visits and a $116M war chest, this London-based startup is quietly becoming the infrastructure for digital trust, from age verification at supermarkets to secure logins for government services.
"Yoti isn't competing with identity providers—it's becoming the universal translator for digital trust."
The Privacy-First Paradox
Here's the counterintuitive genius: Yoti's 2.1/5 Trustpilot score (824 reviews) reveals a brutal truth about identity tech. Users hate friction, but they hate privacy violations more. While competitors like ID.me faced government scrutiny, Yoti's zero-knowledge proof architecture means they literally cannot access your data. This isn't marketing—it's cryptographic math. The low rating? Probably users frustrated with verification delays, not data leaks. For founders building in regulated markets, this is the lesson: trust is earned through what you *can't* see, not what you can.
The Network Effect Play
Yoti's traffic breakdown tells a fascinating story. With only 6% organic search but 23% direct traffic, they've achieved what most identity startups dream of: brand recognition. When users type 'yoti.com' directly, it means they've integrated into workflows. The 31.5M backlinks (a staggering number for a B2C identity company) suggest they're not just a tool—they're becoming infrastructure. This is the playbook: get embedded in supply chains first (age verification, KYC), then consumers come looking for you.
The tech stack reveals their pragmatism. jQuery and Bootstrap in 2024? For a consumer app, that's unusual. But Yoti isn't building a flashy product—they're building reliable infrastructure. The priority hints and lazy loading show they're optimizing for emerging markets where connection speeds matter. This isn't Silicon Valley vanity; it's British engineering focused on global accessibility. With 430 employees and $81M revenue, they're at that sweet spot where scale meets profitability.
- Age verification dominance: 3,210 monthly searches for 'yoti age verification'—they own the regulatory compliance market
- Enterprise-first growth: Direct traffic (23%) vs organic (6%) proves B2B2C strategy is working
- Global ambition: Top 5 countries represent 93% of traffic, but the product works in 180+ countries
The Unsexy Identity Playbook
Yoti's success proves the best identity companies become invisible infrastructure, not flashy apps. They're not selling security—they're selling compliance-as-a-service, and at $81M revenue with 14.8M monthly users, the market agrees. For investors: this is what Series B+ identity infrastructure looks like. For founders: sometimes the most valuable company in the room is the one nobody notices until they try to pay for something.
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Building the world's trusted identity platform • Yoti
Our comprehensive suite of customer verification tools make it easy for businesses to be compliant and safe for people to prove who they are.
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Reviews (20)
yoti app
great app use all the time saves writing everything out again.
Hi Charles, Thank you so much for your kind feedback. We couldn't be happier to read this. If you need anything else, let us know. Happy holidays, The Yoti team
I just wanted to use Bluesky
39 and just want to use Bluesky, they use KWS which uses Yoti for scanning. Yoti constantly gives something went wrong errors. Tried different lighting, tried gasses off, tried pulling my hair back, nope, errors galore. Fix your face scanning or get out of the age identification business.
Absolute trash
Absolute trash app. The frame used to orient images uses the cameras zoom but the captured image does not meaning they then decline the image as being unclear as it's too small. The facial scan can't cope with beards which is amateurish at this point.
After being nagged by Xbox to verify my…
After being nagged by Xbox to verify my age with 'Yoti', I gave in and tried. Using my phone number, the same number I've had for many years. Yoti decided that after me putting in the verification code they sent, it was no longer a valid source. It looks like data harvesting on a grand scale. I'll remain unverified thank you very much, you'll be asking for my image, fingerprints and DNA next, FRO.
Hi, Thank you for sharing your feedback. We understand that being asked for personal details can feel intrusive, and we take your concerns about data privacy very seriously. To clarify, Yoti is designed to be a "privacy-first" identity platform. We don’t "harvest" or sell data; our goal is to give you a secure way to prove your age without sharing more information than necessary. Regarding the issue with your phone number, it sounds like you encountered a technical error during the verification flow. We would like to investigate why your number was flagged as invalid so we can get this resolved for you. Please reach out to us at [email protected] so our support team can look into your specific case and assist you further. Kind regards, The Yoti team
Lacks potential
I find the app lacks potential, as the display options are limited; meaning having to display full documents to fulfil some regulatory check. The customer support team were of no help.
Hi Rich, Thanks for getting in touch. We’re sorry for the frustration regarding document displays and your experience with our team. We aim to provide top-tier support. Your feedback is already being shared with our product team as part of our weekly review. If there’s anything more specific you’d like to see changed to help with your regulatory checks, please do let us know. Kind regards, The Yoti team
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About yoti.com
Our comprehensive suite of customer verification tools make it easy for businesses to be compliant and safe for people to prove who they are.
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yoti.com uses 16 technologies across their website including Font Awesome, HSTS, PHP, and more.
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yoti.com receives approximately 14.9M monthly visitors and ranks #3,686 globally. The website has a bounce rate of 40% with visitors viewing an average of 3.7 pages per visit. Users spend an average of 1:20 on the site.
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This page provides publicly available information about yoti.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit yoti.com directly at https://yoti.com.