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Trulioo drives more customers to integrate with their API successfully with Moesif


It’s a good problem to have to go from supporting 20, 30 or 40 new customers, to scaling to thousands of new signups. That’s the issue that recently befell Trulioo, a leader in identity verification. Through their product, GlobalGateway, Trulioo makes it easy for enterprises and SMEs to verify identity and comply with Know Your Customer (KYC) regulations.

As an API-first company, Trulioo offers endpoints for enterprises to run identity checks with reliability, speed and scale. For SMEs they also have EmbedID, a drop-in snippet of code for fast implementation, and a self-service portal for those who don’t want to do any integration at all. It’s with these last two products that Trulioo sees exponential growth. And it’s here that they needed help to understand adoption and user behavior, and do it at scale.

"It's great that we get thirty or so new enterprise clients, we can hire more account managers, not a big deal. But if we want to have thousands of new customers, that process won’t scale anymore.

Marat Asadurian, Manager of Software Engineering


Trulioo historically assigned account managers to work closely with each enterprise customer. Using their home-grown reporting system, once a month the account managers would review API usage metrics for each account, and then provide recommendations to their accounts on how to better utilize GlobalGateway.

The internal analytics system collected all possible information, reported it to an SQL database, exported it to Redshift and eventually imported it into Tableau to be visualized by the account exec. Every customer was then provided a different report each month, basically the specific business values they were most interested in, such as top countries by API transactions, or DAU growth rate.

As Trulioo expanded its offering to include SMEs and developers, they knew they needed metrics on how developers (and end users) adopt and use their APIs and products, yet realized once a month report generation is not scalable when the number of customers is in the thousands and tens of thousands, typical for developer-first products. They could have built that system themselves, especially since they’ve done it before, but they saw two challenges with that approach:

  1. Technologically challenging—with non-trivial maintenance costs stealing away time from the product development that counts
  2. Organizational challenges Product and engineering teams for their self-service platform had agreed on goals and KPIs for their developer-first product. However, their reporting from their central BI team is designed for enterprise accounts only.

Both of those challenges would have caused a time sink for Trulioo, and something that they didn’t want to deal with earlier this year. So when Moesif presented an option to do it outside of their teams, and just pay for it, they jumped at the chance.


As with most companies, Trulioo operates in a cost sweet spot, if vendor pricing was too high then they’d build their own monitoring and analytics, but if the cost was acceptable, then they reasoned it’d be profitable for them to buy.

Moesif was able to hit Trulioo’s price-point, even for the advanced functionality they wanted. Once the R&D team stood up the Moseif platform they realized there was nothing in their existing monitoring & reporting system that they couldn’t do in Moesif. Additionally, for their self-service portal, Trulioo didn’t require any additional instrumentation or pieces to get the analytic insights they wanted. It was a conveniently symbiotic relationship, Trulioo reports everything, and then Moesif makes sense of it all.

Moesif is a very quick and big win. You are immediately in the big league. You get their tool to understand what’s going on with your traffic, what is going on with your API. If you have a commercial API you need Moesif, or you need to build Moesif.

Trulioo originally planned to use Moesif for reporting business metrics internally and to their customers for their EmbedID and portal products. As Moesif’s capabilities were shown across the company, other groups such as customer/developer onboarding and the API team, also expressed interest in bringing Moesif into their workflows. Detailed below is the set of use cases Trulioo currently uses Moesif for, and key areas they’d like to extend into in the next six months. Solution

northstart illustration

Monitor API KPIs and North Star Metrics

Trulioo’s product managers internally use Moesif to track a number of their KPIs. For example, their key North Star Metric is how many paid API transactions they have per month. They have a graph in their dashboard with weekly live transactions, with one for APIs and another for EmbedID. Since it’s a graphical representation they can easily ascertain if they’re being successful—the graph needs to go up and to the right. Other key user-centric metrics they track with Moesif are: who are their biggest clients, what countries are most popular and what’s the share between live and trial transactions.

Security sheild

Tracking API security issues and rate limits

The first win for Trulioo was immediate visibility into who is accessing the API from where and how much. Trulioo was able to discover countries that should not be probing the API. Similarly, Trulioo’s customer success team got alerts when customers exceeded their plan quota or rate limits ensuring their customers are not surprised providing them with the ability to get them on a better plan suited for their transaction volume. With Moesif user behavioral analytics, Trulioo was able to set up security checks leveraging real-time alerting and machine learning to stay on top of any issues

"As soon as the tool went up and we were able to see the types of transactions happening, we were able to identify security vulnerabilities within our infrastructure. We had transactions from sanctioned countries that were coming through where we weren't blocking certain countries. That was a win for the tool from the get go, literally day one.


Adding New Metrics is a Breeze Using Moesif

If a team within Trulioo wants to collect a new metric, like user_agent, it’s not a straightforward process to go from feature request to release. Directors of product management need to convene, put it in the roadmap, prioritize it, schedule it in a sprint cycle, build it, pass it to QA, release an alpha version, send back to QA, etc. Instead, you can go into Moesif and say now we need user_agents, and that’s it, the metric’s published.


Improving funnel metrics

Trulioo also integrated moesif-browser-js which enabled them to track not only API usage, but the end to end customer journey. By instrumenting their onboarding with event-tracking, Trulio created advanced funnel reports on key metrics like Time to First API Call and Time to Value.funnel chart


Proactive outreach to customers

A really huge win for Trulioo was that Moesif was able to proactively reach out to customers having issues before a developer was even aware of the problem. When a new customer onboards and their first API calls result in errors (for example they’re calling the ID Verification API and the API returns 400, 403, or any HTTP response that’s not HTTP OK), Trulioo now automatically escalates it to customer support. In the past, Trulioo would have had to wait for the customer to reach out to support, but now they’re proactively reaching out to them to let them know, “Hey guys you have a problem with your integration”. The customer support team was so delighted by this feature that they now want it to be integrated into the main API product. Their goal is to make developers successful with their APIs.behavior emil

"Your product isn't just analytics in terms of seeing existing customers and how much you can charge them or whatever. There's some significant benefits that goes above and beyond what I thought the tool was intended to do for us.


Helping customers gain business value from their APIs

A hot issue for Trulioo right now is that when a customer runs an identity verification transaction they sometimes don’t get a match. It’s not an issue of the databases being incomplete, rather it’s missing fields in the submission. For example, according to the configured rule, Trulioo might need first name, last name and DoB or address. It’s difficult to catch missing field submissions because they’re in an API call. Trulioo intends to use Moesif to directly alert the customer and say “Hey guys, you haven’t provided enough information. If you want to be successful do these extra steps.


Prevent Churn

When customers onboard, go live and start transacting, their traffic invariably ramps. Sometimes, after a few months, transactions might go down, which is a signal that something’s not working. Maybe they’re looking for other opportunities, for example Trulioo could have gone to tier two status in their KYC stack. Something's happened and it’s a good idea to reach out to them. Trulioo plans to utilize Moesif’s user-centric analytics + CRM integration to automatically send an email and say “Hey, is everything working for you? Are you looking into more countries, or more data sources? How can we be more useful for you guys?“ Mitigating possible churn before it happens would be extremely useful for Trulioo.


There’s data, there’s analytics, and there’s actual insights that are actionable. Moesif and Trulioo are in the data business and know that the most value that can be had is by making insights actionable. Just like Trulioo provides KYC at scale for corporations to check customers’ identities, Moesif monitors, reports and alerts on API metrics at scale for internal groups and external customers. As Marat says himself “I love your product. Every commercial API should have it.”


Historically, Trulioo relied on account managers to review API usage metrics and then provide recommendations to the customer on how to better utilize the service. As they moved from supporting 20, 30 or 40 enterprise clients to thousands of customers in a self-service portal, the monthly report generation model didn’t scale. They wanted something that was truly self-service for various product and business functions, without requiring heavy support from their centralized data and BI team.


Trulioo is a leading identity verification provider for AML and KYC compliance. Through a single portal/API, secure access is provided to hundreds of procured, vetted, and trusted data sources, covering more than 5 billion people and 250 million companies. Trulioo’s GlobalGateway solution enables SMEs and large enterprises to run identity verification checks with reliability, speed and scale.

Marat Asadurian
Marat Asadurian
Manager of Software Engineering, Trulioo

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