Despite all the exciting online companies out there, we’ve got a problem with online business: currently, it’s hard for companies to be confident they know who their online customers are.
When you sign up for a credit agreement in a shop, you can show a proof of identity like your passport. This is called the primary identity check. But online, that’s impossible. The best most online businesses can do is to consult another database, like the electoral roll or a credit reference agency.