Another New Login Name? Not If They Can Help It

If you've ever logged into a new website with your Google or Facebook credentials, you may have a Canadian company to thank for it.


If you’ve ever visited a new website and been able to sign in with an existing account — like your Google or Facebook login  — instead of creating a new one, you have tech companies like LoginRadius to thank.

LoginRadius is a Canadian company that was founded with a mission to streamline the process by which businesses and users connect globally, all while ensuring compliance with privacy and security regulations.

Keeping track of our many usernames and passwords for countless websites and filling out yet another online registration form can be a headache. But the security of our digital identities is an important concern, leaving many users unable to remember the many unique sets of login credentials we need to create.

On the other side of the coin, it’s also a major challenge for business owners who may struggle to retain their audience if they become frustrated with remembering yet another set of login details. Forms that are filled incorrectly also interfere with the accuracy of user data, which are needed for successful marketing campaigns.

User accessibility and convenience

Making things as straightforward as possible for the user was the priority, and this is why co-founders Rakesh Soni and Deepak Gupta aimed to allow users to log in to new websites via existing accounts. Sites like Twitter, Facebook, and Gmail became integrated with the project early on to act as secure keys by which users can log in or register with various websites.

“While developing a traditional login system for a new web application, Deepak and I realized what a hassle it would be for the users to register,” said Soni, CEO of LoginRadius, to YourStory in 2011.

“They have to follow a trail of a process between filling out long forms and memorizing an additional set of username and password. We needed a better bridge to connect them with the brands.”

With the LoginRadius platform, users can make use of existing accounts with over 40 social networks to securely connect. Registering with or logging onto websites connected to the platform can be done in no time.

Alternatives to social logins include phone logins and even passwordless logins, and LoginRadius also supports two-factor authentication for extra security. This requires users to verify their access via SMS, an automated phone call, or by answering security questions.

For business owners, they gain access to a large collection of social profile data points, though data are only gathered after consent is secured.

The security question

Soni and Gupta knew that the newly streamlined logins, though more convenient to use, would require top of the line security. In more technical terms, this would require an enterprise-grade cybersecurity system involving a cloud-based identity.

Legacy identity systems are often akin to a patchwork quilt of security solutions, with individual identity sets floating around disconnected from each other. Privacy inevitably also becomes a patchwork in this scenario. One study found that over half of IT users don’t know where sensitive company data are located, meaning they are vulnerable to fraud.

This is where cloud solutions come in. Storage of confidential data is catered for by a trusted third party like LoginRadius, using encryption to secure information. Cloud services provide strong encryption throughout their networks as opposed to the piecemeal security seen with legacy systems.

The cloud can be securely accessed anywhere, a key benefit in an era where remote working is becoming the norm. This is not the case with legacy frameworks, which are limited by network perimeters.

Enterprise-grade security involves state-of-the-art encryption to protect data that are static or in transfer across apps, infrastructure, and endpoints, even after data have left the firewall. The ability to handle large amounts of data without impacting performance while being compliant with local and international regulatory frameworks (like HIPAA and the European Union’s General Data Protection Regulation) are also features of enterprise-grade security.

“Customer identity is at the intersection of security, digital business, and compliance. This requires significant expertise to build and maintain in-house, resulting in an extended go-to market time,” said Gupta in a press release.

“LoginRadius provides the answer to this critical challenge with its out-of-the-box solution,” he added.

Achievements, funding, and the future

Today, LoginRadius has achieved a reputation for being one of the most secure and accessible platforms by which millions of customer identities can be managed. The group serves over 3,000 major businesses including Viacom, Vogue India, CBC, Conde Nast, The Weather Network, and 21st Century Fox.

Their platform manages over one billion logins and >6.5 billion API calls monthly (API calls are requests made to the server which are relayed back to the client, like a request to log in or sending a query). The platform can also manage 180,000 logins per second at peak load.

LoginRadius raised $17 million in Series A funding in 2018 via ForgePoint Capital and M12, Microsoft’s venture fund. The aim of the funding was to accelerate growth and invest in customer acquisition and product innovation.

“With increasing customer experience expectations and growing cybersecurity threats, enterprises need a modern cloud-based identity platform that can be the foundation for digital transformation and provide peace of mind when it comes to security,” said Soni to Betakit.

“This funding is a testament to LoginRadius’ ability to deliver on this promise to our customers and sets the foundation for our future growth.”

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Barry is a journalist, editor, and marketer for several media outlets including HeadStuff, The Media Editor, and Buttonmasher Magazine. He earned his Master of the Arts in Journalism from Dublin City University in 2017 and moved to Toronto to pursue a career in the media. Barry is passionate about communicating and debating culture, science, and politics and their collective global impact.