Customer authentication is a critical component of almost every app that exists, because it serves as a product gateway impacting 100% of customers. It’s not easy to get right, and the stakes for getting it right are higher than ever: 46% of customers abandon a transaction because of authentication, and account takeover fraud increased by 292% in 2020.

Discussion points:

• What frustrates customers the most about app authentication

• How to balance friction vs security when evaluating customer authentication solutions, such as MFA

• Why reducing fraud and account takeover builds long-term customer retention