How Care.com Modernized Marketplace Trust with Instant Identity Verification
Goal : Build Trust, Streamline Onboarding, Reduce Risk
Solution: Prove Pre-Fill®
Industry: Marketplace
Champion: Naaz Nichols, Chief Experience Officer
CHALLENGE :
As a two-sided marketplace built on personal connections, Care.com needed a more substantive way to establish trust at scale, beyond manual selfie and ID checks, without slowing the user experience.
SOLUTION :
Care.com implemented Prove Pre-Fill® to instantly verify members and providers using trusted identity signals, strengthening marketplace trust, reducing incident rates, and maintaining fast, seamless onboarding.
RESULTS :
Care.com increased approval rates by 10% while reducing risk across the platform, with fewer member closures and less exposure to untrusted accounts - enabling a healthier, more trusted marketplace at scale.
“The number one criterion for someone to interact or transact on a platform like Care.com is to feel that it’s a trustworthy platform.”
Naaz Nichols,
Chief Experience Officer, Care.com
Naaz Nichols,
Chief Experience Officer, Care.com
The factors that stood out when we were looking at Prove as our identity verification partner were three-fold:
1. Turnaround time: almost instantaneous verification
2. An added layer of trust: mobile phone possession checks
3. Approval rates: higher than other providers we evaluated during our proof of concept
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