IDfy, an identity verification firm in India, is transforming the concept of digital trust by moving beyond traditional Know Your Customer (KYC) processes. CEO Ashok Hariharan explains that while KYC answers 'Who are you?', it fails to address behavioral risks and trust over time. IDfy evaluates over 500 risk signals throughout the user lifecycle, shifting from a one-time KYC check to continuous monitoring. The firm reports a 98% increase in tampered identity documents and a 71% rise in mule accounts, indicating that fraud tactics are evolving rapidly. Businesses often underestimate the need for ongoing monitoring, focusing too heavily on initial onboarding. IDfy leverages artificial intelligence to analyze deep behavioral intelligence, enabling it to identify emerging fraud patterns effectively. With a recent Rs 476 crore Series F funding, IDfy plans to enhance its trust infrastructure, innovate products, and expand internationally, targeting a quarter of its revenue from international markets in the near future.