Company: Signifyd
CEO: Rajesh Ramanand
Website: https://www.signifyd.com/
About Signifyd
Tackling a new generation of cybercrime
Digital fraud is becoming harder to spot as cybercriminals increasingly use AI to imitate legitimate shoppers, exploit stolen personal information and make fraudulent purchases look entirely ordinary. For retailers, the challenge is no longer simply identifying a suspicious payment but establishing whether the identity and intent behind a transaction is legitimate.
Signifyd is tackling this problem with AI-powered fraud prevention that helps retailers defend against identity abuse and payment fraud while approving more legitimate transactions in real-time . Its technology draws on behavioural signals, device intelligence and purchasing histories from across a global merchant network to identify suspicious activity that might otherwise go unnoticed.
The scale of the threat is already clear, with Signifyd’s data showing that account takeover fraud pressure across EMEA has increased 82% year on year by gross merchandise value. Over the past 12 months, the company blocked £73 million in attempted account takeover fraud across the region. In the UK, it prevented an estimated 450,000 fraudulent orders, representing £135 million in declined transaction value.
Account takeover is particularly difficult for retailers because criminals may be operating through genuine customer accounts. Using exposed personal information and credentials obtained elsewhere, they can attempt to bypass login protections and mimic the behaviour of legitimate account holders. As these attacks become increasingly automated, identifying malicious intent requires intelligence that extends beyond an individual transaction.
Intelligence that connects the dots
Signifyd looks beyond individual transactions to understand behaviour over time. Its models assess identity consistency and patterns across sessions, using network intelligence to identify signs of account compromise and coordinated fraud that a retailer examining its own data might miss. By drawing on intelligence across multiple merchants, Signifyd can recognise emerging threats and suspicious patterns that would otherwise remain disconnected, delivering decisions in milliseconds, helping merchants protect themselves without introducing unnecessary delays at checkout.
The commercial impact matters just as much as the security outcome, with Signifyd delivering an average approval rate uplift of around three percentage points for retailers across EMEA, while reducing chargeback rates by approximately 75%. Its financial guarantee against fraud chargebacks on approved orders also gives retailers greater confidence to approve legitimate purchases, demonstrating how effective fraud prevention can strengthen security without compromising customer experience or revenue growth.
Securing the future of automated commerce
The next test will come as shopping itself changes with AI shopping assistants, agentic commerce and digital wallets introducing new forms of automated activity into the purchasing journeyRetailers will need to distinguish legitimate automation from malicious activity, recognising when an automated transaction represents a genuine customer’s intent, rather than blocking it simply because it looks different from a conventional purchase
Signifyd addresses these challenges through its Commerce Protection Platform, bringing together fraud prevention, payment optimisation, abuse prevention and chargeback protection. Powered by intelligence from its global merchant network, machine learning and AI, the platform goes beyond transaction risk to understand the identity and intent behind each purchase, distinguishing legitimate customer activity from fraud and abuse as AI reshapes how consumers shop and transact.
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