Name: Ellie Burns
Company: IDnow
Position: Head of Product and Customer Marketing
Website: https://www.idnow.io/
About Ellie Burns
Founded in 2014, IDnow is a leading identity verification platform provider in Europe with a vision to make the connected world a safer place. The IDnow platform provides a broad portfolio of identity verification solutions, ranging from automated to human-assisted, each of them optimised for user conversion rates and security.
Based in IDnow’s UK office, Ellie Burns is Head of Product and Customer Marketing, focused on positioning and marketing solutions that help global businesses harness the power of identity to fight fraud, achieve compliance and scale with confidence.
A former journalist and editor in the B2B tech sector, Ellie joined IDnow in 2023 following more than a decade working in the global fraud and identity space, where she gained a passion for all things identity and fraud.
Driving force behind advancing fraud prevention solutions
Ellie has been deeply focused on advancing fraud prevention and anti-money laundering (AML) solutions, ensuring robust consumer protection across diverse sectors. Her work has been instrumental in safeguarding millions of users and enhancing trust in financial systems. Last year, she launched several transformative products, each addressing critical challenges in FinTech:
VideoIdent Flex: An award-winning identity verification solution that combines flexibility, speed, and accuracy.
InstantSign: This innovative solution redefines digital signatures, offering a fast, secure, and legally compliant way to sign documents remotely.
YRIS Digital Identity: A reusable identity solution designed to empower consumers by giving them control over their digital identities.
These initiatives have touched countless lives by promoting financial security, enabling businesses to thrive, and fostering a culture of inclusivity and innovation within the FinTech ecosystem.
Championing diversity and inclusion
Ellie is a major advocate for promoting diversity and inclusion. She believes minority individuals bring unique perspectives and expertise with them. Giving them a seat at the table gives them a chance to speak up and ensure their voices are heard in decision-making processes.
By building a team that prioritises inclusivity and by mentoring and supporting women in their professional growth, Ellie has sought to create an environment where diverse voices are heard, valued, and empowered.
Outside work, Ellie campaigns for increased representation of women in tech through speaking engagements, networking events, and initiatives that inspire young women to explore careers in MINT, positively influencing perceptions of gender diversity in the industry and encouraging systemic change.
The broader picture
For over 10 years, IDnow has pioneered and innovated in the KYC, digital identities and trust services space. During that time, the firm’s portfolio has expanded to meet market needs and technological trends via AI-supported, fully automated solutions or the NFC function of ID cards.
As part of the team, Ellie plays a crucial role in the delivery and adoption of these revolutionary technologies.
Key stats
• IDnow verifies over 115m identities per year using compliance and KYC solutions trusted by hundreds of global customers.
• Supports 3700+ documents from 215+ issuing authorities.
• IDnow stopped more than 55,000 fraudsters slipping through in 2024; 67% of which was digital image fraud, 17% identity fraud, 10% fake IDs.
