“Customers Are Building the Future”: Introducing Adi Marom, Prove’s Chief Customer Officer

At Prove, customer partnership has always been a foundational principle. We are able to build, innovate, and grow because we collaborate with the best brands on the planet. Now, with Adi Marom joining us as Chief Customer Officer, we’re kicking off a re-commitment to our customer relationships by tightening alignment, increasing responsiveness, collaborating  on vision, and making customer ownership part of every role at Prove.

Defining Customer Success in 2026

These are complex times. Business decisions are increasingly shaped by the impacts of AI acceleration, increasing fraud sophistication, and rising expectations around how to effectively manage digital identities. In this environment, “customer success” has to be intentional, measurable, and deeply aligned.

For Adi, it starts with one essential question: What does success look like for the customer?

“The first thing,” she explains, “is aligning on what customers are trying to achieve; what would make them successful in front of their leadership team and their own customers.”

That alignment must happen early. Some customers operate with clear metrics; others need guidance. In those cases, Adi believes it’s Prove’s responsibility to provide best practices for how to measure impact and define outcomes. From there, success can become an ongoing, and collaborative, engagement; revisited, recalibrated, and refined as the market evolves.

But alignment also means looking beyond today’s metrics. For Adi, the most meaningful customer partnerships involve proactively collaborating on where customers want to go next.

“It’s not only about solving the challenges in front of us,” she says. “It’s about understanding where our customers want to be one, two, or even three years from now, and making sure the work we’re doing today helps them get there.”

By engaging customers around their long-term strategy, Prove becomes more than a service provider. It becomes part of the roadmap customers are building for the future.

“A critical pillar of customer success is making sure customers know their voice matters,” Adi says. That means fast responses to support tickets, effective consolidation and processing of customer feedback and requests, and clear communication about how that feedback shapes future releases, roadmap and service model. It also means looking across the broader customer base to identify shared challenges and proactively communicating what others are seeing and doing.

With Prove’s breadth across verticals, the company has a unique vantage point in the market. That position carries responsibility, and opportunity.

“We see so much across industries; all types of challenges and solutions” Adi notes. “If we can consolidate that into meaningful market insights, without exposing any one customer, and share trends and best practices, especially around AI, we become not just a vendor, but a true partner.”

Partnership in a Critical Industry

Identity and fraud prevention is a mission-critical infrastructure, and when fraud hits, the consequences become a mix of financial, operational, and reputational risk.

“In our industry, responsiveness and effectiveness are everything,” Adi says. “If a customer is facing a new fraud trend or threat, we have to react quickly and with a clear, effective action plan”. That urgency, deep understanding of what we are trying to solve, and the sense of fighting threats together, defines the nature of customer relationships in this market. It also shapes how Adi thinks about building the customer organization.

Beyond her leadership experience in fraud prevention, KYC, and identity verification, Adi began her career as an industrial engineer, and brings that mindset to her role. She has learned that strong relationships require strong systems behind them.

“I’m going to tie my passion for customer relationships with strong backend operational systems excellence,” she explains. “That’s how we ensure we’re managing effectively and efficiently, and how we can scale with our growing customer base.”

Integrating Customers Into Innovation

For Adi, modern customer engagement doesn’t stop at support and account management. It extends directly into product innovation.

To build truly market-driven solutions, she believes companies must deeply understand their customer base. However, they have to understand more than just unique vertical use cases and look into attributes like adoption speed, size, and appetite for innovation, among others.

“There are customers who move more slowly, with longer evaluation cycles,” she explains. “And there are early adopters who are excited to test, deploy, and give feedback quickly. You need to be able to segment your customers by this dimension too”

By thoughtfully segmenting customers, Prove can invite the right partners into early-access programs and innovation pilots. That means giving selected customers early visibility into new functionality, creating tight feedback loops and support, and iterating quickly based on real-world input.

“When customers are part of building the future, the partnership becomes deeper. They benefit from advanced capabilities, and we benefit from developing products grounded in reality.”

In a world increasingly shaped by AI, tokenization, and digital transformation, that collaborative model will be essential.

Why Prove?

Adi’s career has consistently centered on what she calls the “the most impactful spot” — being the face of the company to customers while also serving as the voice of the customer internally. “I’ve always been motivated by being in the middle,” she says. “Impacting customers directly while also influencing the organization.”

Her path from project management, to strategic account management, to leading account management and customer success organizations, naturally led her to this role. But Prove caught her attention for a specific reason.

“I sensed genuine care for customers here,” she says. “A real desire to do what’s right for the customer and grow in a way that strengthens our customers’ connection and trust, whereas many other organizations disconnect from their customers as they grow. Prove doesn’t talk about customers in platitudes, but in a way where we are successful only when our customers are successful.”

Having worked in the industry for years, she saw firsthand the loyalty embedded in Prove's customer base. The foundation is already strong. The opportunity, she believes, is to deepen it by making partnerships more efficient, more strategic, and even more meaningful.

Building a Company-Wide Commitment to Customers

One of Adi’s core priorities as Chief Customer Officer extends beyond the customer-facing team.

“At the end of the day, every role in the company serves customers,” she says. “Whether you’re in Finance, HR, Engineering, or Support, your decisions and the quality of your work impact customers.”

Her goal is to build on an already established customer-centric foundation and ensure that commitment penetrates every function. That includes providing consistent foundational training across the entire customer-facing function, from junior support engineers to senior account managers, so that everyone operates from the same understanding of product, use cases, and customer goals.

When every role in the company understands its connection to customer outcomes, service quality elevates naturally.

The Road Ahead

As Prove continues expanding across verticals and investing in next-generation identity solutions, the role of customer partnership will only grow more strategic.

For Adi, the mission is clear:

• Align deeply on what success means for every customer.
• Collaborate with customers on where they want to be 1–3 years from now, and support the path to get there.
• Ensure customers feel heard.
• Increase communication around feedback loop and market insights.
• Build scalable operational systems that enable speed and effectiveness.
• Integrate customers into innovation.
• Foster a company-wide culture of commitment to customer outcomes.

In a market where trust is everything and threats evolve daily, customer engagement is the foundation of long-term success.

For Prove, the goal is far greater than simply supporting customers today. It’s to help shape where they’re going next. And by working side-by-side with customers on the challenges and opportunities ahead, Prove aims to build something more powerful than a vendor relationship: a true strategic partnership for the future of digital identity.