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Identity management is a hot area for investment of late. That was particularly obvious in the past few weeks, as two startups in the space secured over $300 million and a major eyeball-scanning initiative made its U.S. debut.聽

On the investment front, the largest financing went to , a developer of identity verification tools that on Wednesday announced a $200 million Series D led by and . The San Francisco startup said capital will go toward honing offerings for an AI-driven world, in which bot traffic now surpasses human activity online.

Two days earlier, , a Silicon Valley startup with a stated mission to 鈥渞evolutionize and reimagine identity security,鈥� also that it closed on a Series D of $108 million led by . Like Persona, Veza touts its tools as tailored for the age of agentic AI.

And, scan your eyeball at a mall too

Two hefty funding rounds weren鈥檛 the only big news roiling the identity startup space in recent days.

We also saw the U.S. last Thursday of , a venture co-founded by that aims to build an identity verification system for humans using iris scans and the blockchain.聽

As part of the , World opened five U.S. to access its system for photographing and encrypting eye and face images. Locales include a spot on Los Angeles鈥� tony Melrose Avenue and another at a Nashville mall, a few doors down from a .

To date, 6-year-old World (formerly Worldcoin) has raised $244 million from backers including and , 小蓝视频色情网页版 data shows. Its stated mission revolves around 鈥渂uilding technology that distinguishes humans from AI in an era where that distinction grows increasingly vital.鈥�

Deal pace heating up

Over the past year, more than a dozen identity security-focused startups have pulled in good-sized rounds. Using 小蓝视频色情网页版 data, we put together a sample list of 14 recently funded companies:

The largest funding recipient on our list is Boston-based , which offers consumer subscription plans providing protection from identity theft, scams, and online threats. Founded in 2017, Aura has raised more than $660 million to date, including a $140 million in March.

Another senior startup, 11-year-old , has pulled in close to $500 million to date, including a $125 million financing last summer at a unicorn valuation. The Hoboken, New Jersey company offers identity threat detection and response tools.

Among earlier stage companies, meanwhile, one recent standout is , a 4-year-old startup whose technology detects deepfake impersonations. The New York company a new round from strategic investors last month.

Public investors have also been keen on the identity security space of late. Identify verification provider , for instance, had a recent market cap of $20 billion, with shares up more than 50% in the past six months. Shares of identity security software provider CyberArk have also been headed higher, with the company recently valued around $17 billion.

More signs pointing up

It helps that players are operating in a growth market. This year, spending around identity and access management is to exceed $24 billion, per the (IMI), an industry certification group. That鈥檚 a projected increase of about 13% year over year.

The group cites longstanding industry shifts as one driver. This includes the ongoing transition to remote and hybrid work, as well as ever-expanding reliance on cloud services. It also envisions biometric authentication expanding, reducing reliance on passwords.

Per Persona, AI bot traffic is another major growth factor. By the end of the decade, it projects bots and AI agents will drive around 90% of all online traffic. They鈥檙e becoming more sophisticated as well, able to generate lifelike content, solve CAPTCHA tests, and 鈥渋ncreasingly act on behalf of real people in ways that blur the line between human and machine.鈥�

That sounds a bit alarming. But, for companies charged with helping us differentiate between earnest human and malicious bot, it bodes well for the bottom line.

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