Customer authentication: innovation and efficiency in the passwordless era

Passwords are no longer sufficient. Client and user authentication strategies must be tailored to the nature and size of each organisation, as the needs of a university differ from those of a financial centre. 

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ew security paradigms and user demands for smoother experiences have driven a dynamic market for innovative client authentication solutions that prioritise roles, efficiency, and user experience. 

In this article, we analyse the evolving landscape of client authentication, exploring the factors driving this change, the emergence of advanced solutions, and the key players in this growing market. 

 The fall of passwords: why we need better authentication systems 

For decades, passwords have been the primary method for client authentication. Although convenient, they are fraught with vulnerabilities. The repeated use of passwords across various platforms, weak password creation practices, and phishing attacks make passwords easy targets for hackers. The consequences of a successful breach can be devastating, leading to financial losses, identity theft, and long-term reputational damage for companies. 

Driven by the need for robust security and a seamless user experience, companies are adopting a new wave of client authentication solutions. 

 Passwordless authentication 

Passwordless authentication can employ various technologies, always aiming to overcome the limitations and risks associated with passwords. 

• Biometrics: This method uses unique physical characteristics of users, such as fingerprints, facial recognition, or voice recognition. Biometrics are difficult to forge, making them a very secure option. Additionally, they offer a smooth and quick user experience, as they do not require remembering passwords or performing multiple additional steps. Their use is increasingly widespread for unlocking mobile devices and facilitating access to airports and other facilities. 

• One-Time Passwords (OTP): OTPs are randomly generated codes sent to the user via a secure channel, such as a text message, an authentication app, or an email. Users must enter this code in the appropriate field to complete the authentication process. OTPs are valid for a limited time, reducing the risk of interception and reuse by attackers. 

Multi-Factor Authentication (MFA) 

MFA adds additional layers of security by requiring multiple verification factors. These factors can be of different types, typically: 

• Something the user knows: This usually includes passwords, PINs, or answers to security questions. Although not the most secure form of authentication by itself, it is used in combination with other factors. 

• Something the user has: This can be a mobile phone (to receive an OTP or use an authentication app), a smart card, or a physical token that generates codes. 

• Something the user is: This involves the use of biometrics, such as fingerprints, facial recognition, or iris scanning. This factor is the most difficult to compromise, as it depends on unique user characteristics. 

FIDO2 Standards 

The Fast Identity Online (FIDO) Alliance has developed a set of standards for strong passwordless and MFA authentication. FIDO2 comprises two main components: 

• WebAuthn: Specifies a web authentication API that is a standard of the W3C (World Wide Web Consortium, the main international standards organisation for the World Wide Web). It allows websites and online services to perform strong authentications using FIDO devices. 

• CTAP (Client to Authenticator Protocol): Defines protocols that enable authenticator devices (such as physical security keys or mobile phones) to communicate with clients (web browsers, operating systems). 

FIDO2 uses asymmetric cryptography, where a pair of keys (public and private) is generated. The private key is stored on the user’s device, while the public key is registered with the online service. During authentication, the user’s device signs a challenge using the private key, and the service verifies the signature using the public key. This approach eliminates the need for passwords and protects against attacks such as phishing, man-in-the-middle, and credential reuse. 

AI-powered risk analysis 

Artificial intelligence (AI) and machine learning are transforming authentication by providing advanced real-time fraud detection capabilities that continuously improve. 

• User behaviour analysis: AI can analyse user behaviour patterns, such as typing speed, usual navigation, and geolocation. Significant deviations from these patterns can indicate a fraudulent access attempt. 

• Login attempt analysis: Monitors login attempts in real time, identifying suspicious patterns such as multiple failed attempts or access from unusual geographic locations. 

• Device information: AI can evaluate detailed device information, including operating system, browser version, and IP addresses. Discrepancies or unexpected changes in this information can indicate a fraud attempt. 

 Single Sign-On (SSO) 

SSO is an authentication technology that allows users to access multiple applications and services with a single login credential. This method simplifies identity management and improves user experience by eliminating the need to log in repeatedly to different systems. 

SSO reduces password fatigue and also makes the work of company security teams easier. 

This authentication method is used in various fields. For example: 

• Businesses: Employees can access productivity tools, project management systems, and HR applications with a single credential. 

• Education: Using a single credential, students and teachers can access educational platforms, digital libraries, and learning management systems. 

• Online services: Users can access different services provided by the same provider (such as Google, Microsoft, or Apple) without having to log in repeatedly. 

The keys to a successful Identity and Access Management (IAM) system are flexibility, intelligent adaptation to new advancements, and the necessary proximity for users to fully benefit from it. It is crucial that authentication solutions are highly personalised to meet the specific needs of each company and organisation. TrustCloud works intensively to implement all types of identification and access, offering a platform that is continuously updated and adapted to the unique demands of each business environment, thus ensuring robust security and a highly positive user experience.

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