Prembly’s Approach To Africa’s ID Verification Challenges

Conducting thorough background checks and identity verifications across African markets poses unique challenges, from limited digitized data access to diverse regulatory frameworks. Prembly, a digital identity management solution, addresses these hurdles through collaborative efforts, prioritizing digitization, and leveraging innovative technologies like biometric and blockchain.

We recently had a conversation with Lanre Ogungbe, CEO, Prembly on ways his startup is using technology to solve Africa’s identity verification challenges.

Could you describe the primary challenges you face when conducting background checks and identity verifications across African markets?

Conducting background checks and identity verifications across African markets presents distinct challenges, primarily stemming from issues related to data access, digitalised forms of data, accuracy, and of course, regulatory hurdles. The main issue is the availability of digitised data, as this is crucial for thorough and timely background checks, but it is not stored in digital formats. Many regulatory bodies have also not fully moved a lot of old and new records for “technically accessible” infrastructure.

Data accuracy is always needed to prove the true identities – a slight error in such data can pose many issues. Errors are most prone to records that are still manually processed or records with less data enrollment supervision. The continent’s diverse regulatory and policy frameworks add some complexity to this conversation as well, from data laws that companies and individuals must comply with, to the requirements candidates must possess before being “hireable”.

The absence of standardised cross-country digitisation and sharing of essential data, like tax, health and criminal records, across regions or countries in the same region complicates efforts to establish a uniform and efficient background check and identity verification process across Africa. But we see these as opportunities to keep engaging the right policymakers and private partners to see a well-connected data-sharing ecosystem.

How does Prembly’s approach to background checks and identity verification differ in African markets from other regions with more robust documentation systems?

Prembly’s approach is simple, we approach the solution via “collaboration”. Our goal is to implement solutions to address challenges presented by less robust documentation systems compared to other regions. With the gaps in the existing infrastructure, Prembly prioritises digitisation, automation of records, and proposing the right digital policy frameworks. We are aware different countries are unique. Hence, we may tweak our implementations differently but with the same fundamentals.

On automation, we work with local partners that have the local capabilities, licenses and track records. We invest in their digitalisation process and extend this with partnerships with government bodies. This collaborative effort helps us identify and automate critical data points we need to serve many customers. It also allows us to implement some level of uniformity of data across. We are always in constant partnership mode with the right people and agencies across the continent on our drive to build with them and implement the right data frameworks that will most impact people’s daily lives.

Can you share a success story where Prembly’s services significantly contributed to a company’s successful expansion or operation in Africa?

Prembly has supported a wide range of companies that do card issuance, cross-border payments, credit provision, Agriculture, and other financial companies across multiple countries, and we have helped a lot more to be able to expand their customer clientele by using our technology

At the moment, Prembly has one of the most extensive suites of digital solutions to aid expansion and operations into the continent when it comes to digital identification. We have seen brands that started with us in Nigeria, and they have moved operations to 3 other countries because of our abilities to help them in those countries. We have also seen international brands launched on the continent in multiple locations because we could help them achieve that and validate that their customers are real. We plan to keep doing this for a very long time.

We are hoping to help more international companies operate across emerging markets: we have started with some of the most popular car-riding brands, such as Uber and Bolt. We hope to influence talent acquisition, stability of needed public digital local infrastructures, and generally easier navigation of the current complexities of African market entry.

How does Prembly ensure compliance with both local and international data protection and privacy laws?

At the centre of Prembly’s innovations is an utmost commitment to data privacy and protection. This typically compels us to always comply with both local and international data privacy laws. I would say it is rigorous to adhere to the specific legal requirements of each region as the variations could be wide sometimes, but it’s a commitment we have made to ourselves. In regions we have little knowledge about, we collaborate with local partners that have the right “good standing” and ensure we keep up with the local laws.

To align with global data protection standards, Prembly adopts new advanced tools to ensure customer information management. We also adopt global practices that have seen us achieve ISO, SOC 2, standards and also ensure we track the data protection

What trends do you predict in the digital security and identity verification field in Africa over the next five years?

With many improvements already on the horizon, over the next five years, digital security and verification in Africa will advance through a blend of technological innovation. AI will influence a lot of this, and I am predicting newer data policies across different countries.

Some anticipated changes include more decentralised and centralised data. While some countries will be working on ensuring their citizens can control access, and re-issuance of their own data/credentials, some countries will be creating and doing enrollments of new types of data set private players such as us will also expand our abilities and there will be an increase in more comprehensive identity checks, focusing on behavioural patterns, predictive analysis, and knowledge-based KYC.

Verification processes will increasingly rely on individuals’ historical data, emphasising a thorough understanding of their digital footprint. Although biometrics, such as voices, faces, and fingerprints, are not yet fully employed across the continent, they are expected to gain prominence within these years.

As new technologies emerge, governments are adapting to meet modern digital demands, advancing national initiatives. A notable trend is the shift towards open systems, with governments making data accessible to the public. This transparency is crucial for fostering adoption and engagement with digital resources.

How is Prembly preparing for the future of digital identity management, especially about the growing digital economy in Africa? Plans for the next 5 years?

At Prembly, our goal is to stay at the forefront of digital identity management within emerging markets. We will keep broadening our services to become the most comprehensive provider on the continent.

We have established a research team to foresee emerging trends, focusing on initiatives such as Biometric Dynamism to address and combat fraud risks. We have stated investments in this already.  We have always had AI within our technology stack, but we are also working on expanding our use of it, especially to ensure data privacy and protect more people online.

Furthermore, we are investing heavily in Big Data and the digitisation of data across multiple countries. Through collaboration with government agencies, we will actively contribute to the development of policies and project initiatives to ensure secure identity and verification needs. Our dedication to hiring top talent from around the world guarantees continued success for Prembly in maintaining an ecosystem of relevant digital services.

Can you discuss any innovative technologies or approaches that Prembly is developing or looking to adopt to improve identity verification processes in Africa?

Prembly is actively engaged in improving and pioneering innovative technologies across emerging markets, such as:

A) Biometric dynamism:

Leveraging the unique biometrics characteristics of individuals to influence and respond to changing conditions of fraudulent activities, flagging them in real-time. From fingerprints to facial recognition and sophisticated methods of analysing gestures and other behavioural patterns — all are employed in a bid to enhance security measures. Also, understanding that biometrics for “people of colour” is slightly different from others.

B) Advanced behavioral and knowledge-based KYC:

By analysing patterns of user behaviour, we can identify anomalies and potential threats, adding an extra layer of security to the verification process. This includes incorporating personalised data from both private and government sources to generate point-of-entry questions that only the individual in question can answer.

C) Decentralization using blockchain:

By decentralising identity data, we enhance security and mitigate the risk of single points of failure, contributing to a more resilient and tamper-proof identity verification process.

D) Digitization and automating IDs:

By streamlining and automating this fundamental process, we improve efficiency and enhance the accuracy and security of identity documents, contributing to a seamless and trustworthy identity verification experience.

Is there a growing need for African talent and resources? Why is this product important?

The demand for skilled and talented professionals, along with expansion needs, is on the rise, fueled by the current dynamics of the global economy. Africa stands out as the youngest and second most populated continent, boasting a ripe resource pool.

This presents talents ready to work with global companies; companies like Andela and AltSchool are still exploring this space by training these talents to meet global standards and contribute to hiring needs. The growing resource pool is now prompting companies to conduct rigorous background checks, ensuring the alignment of talents with global standards.

In regions with a high concentration of young people, innovation accelerates, tapping into a vast talent market. Mirroring the success of Asian executives in Fortune 500 companies in recent years, Africa now faces a significant opportunity. The focus should be on acquiring the right tools and establishing a robust infrastructure to properly meet current needs in the market and maximise the potential at hand.