Smile Identity Rebrands to Reflect Commitment to Innovation and Growth

Smile Identity, Africa’s leading identity verification and digital KYC provider, has announced its rebranding as Smile ID. The company’s decision to rebrand follows its Series B funding round in February, which aims to expand its offerings and extend its pan-African reach.

As businesses in Africa continue to grow, basic Know-Your-Customer (KYC) checks are no longer sufficient. Smile ID aims to position itself as the go-to ID verification and onboarding provider for businesses, even as they mature and face more complex requirements.

The rebranding effort encompasses four key elements: a new name (Smile ID), a fresh logo, an updated website, and new product updates. The new logo and vibrant color palette represent Smile ID’s vision of providing unrestricted access to Africans by enabling global businesses to easily verify and onboard individuals.

To align with its renewed identity, Smile ID has launched a redesigned website, offering an enhanced user experience and providing valuable resources on KYC regulations and best practices across Africa.

Recognising the need to combat fraud as the ecosystem matures, Smile ID has introduced Smile Secure, a new tool designed to detect fraudulent activities. By scanning previously checked faces, Smile Secure notifies businesses if a user has previously signed up for their services, helping to mitigate the risk of identity theft and fraudulent account creation.

As part of its rebranding efforts, the company is also exploring no-code implementations of its products to facilitate faster and easier adoption by businesses. Alongside the rebranding and the launch of Smile Secure, the digital KYC provider also announced the upcoming arrival of Smile Links, expected to be available from August 1, 2023.

Smile ID has demonstrated its commitment to its plans by successfully launching its document verification product earlier this year. This solution enables global businesses to verify user-submitted identity documents, such as driver’s licenses, by comparing them to live selfies. Additionally, in April 2023, Smile ID acquired Appruve, a Ghana-based ID verification provider, expanding its capabilities and market presence.