For trust-based marketplaces like Care.com, identity verification and user safety are foundational to the customer experience. As fraudsters leverage bots, synthetic identities, generative AI, and sophisticated social engineering tactics, organizations must move beyond one-time verification and adopt continuous, multi-layered approaches to trust and safety.

In this webinar, Madeline Alexander of Care.com and Steve Craig of Prove will discuss how marketplaces can balance security, user experience, and operational efficiency while protecting both sides of the platform. Attendees will learn how leading organizations are combining AI, machine learning, human review, and persistent identity signals to combat fraud, strengthen account security, and build safer digital communities.

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Key Learnings

• Why continuous identity verification is critical for trust-based marketplaces
• How AI, machine learning, and human review work together to detect fraud and bots
• The growing risks of synthetic identities, account takeover, and AI-generated deception
• Best practices for securing account recovery and the full user lifecycle
• How to balance strong security measures with a seamless user experience

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