DirectID Secures $9.5 Million in New Funding

DirectID Secures $9.5 Million in New Funding
  • DirectID, a credit risk assessment and decisioning platform based in Scotland, has raised $9.5 million (€9 million) in funding.
  • The funding was led by Ingka Investment, the investment arm of Ingka Group – which is the world’s largest IKEA retailer.
  • DirectID will use the new capital to accelerate the launch of its predictive credit and risk models built using open banking data.

Credit risk assessment and decisioning platform DirectID has raised $9.5 million (€9 million) in funding from Ingka Investments, the investment arm of Ingka Group. The company will use the additional funding to help fuel the launch of its predictive credit and risk models built using open banking data. DirectID also plans to bring its credit risk solutions to new markets, as well as accelerate its development of models for each stage of the credit lifecycle – from originations to portfolio management to collections.

“We are excited to be shaping a new global standard in credit scoring that enhances people’s lives by enabling access to products they need in an affordable way,” DirectID founder and CEO James Varga said. “Our coverage, advanced insights, and predictive models provide a unique opportunity to achieve this by creating the world’s first real-time, inclusive, credit score based on open finance data.”

The funding takes DirectID’s total equity capital to more than $23 million. No valuation information was provided in the company’s funding announcement.

Headquartered in Scotland, DirectID is the current incarnation of a project that began in 2016, when Varga rebranded his company miiCard to The ID Co. The move was intended to reflect the growth of the company’s B2B embedded, integrated verification solution, DirectID. Four years later, the company took the Direct ID name in a move Varga said was necessitated by the fact that “data has become such an important part of our offering.”

Ingka Group is the world’s largest IKEA retailer, representing approximately 90% of IKEA’s retail sales. Ingka Investments, the company’s investment arm, has $21.2 billion (€20 billion) in assets under management. The firm’s investment activity is oriented around three “key strategic movements”: financial resilience, business development, and sustainability. Peter van der Poel, who is the managing director for Ingka Investments, credited DirectID for its ability to “complement and disrupt the traditional credit and risk market”. He noted that the company’s efforts promote greater financial inclusion for consumers and will “add value to Ingka’s financial services proposition” going forward.

DirectID closed out 2022 by forging a partnership with U.K.-based SME capital provider Got Capital. The alliance will facilitate the digitalization of the application process for small businesses seeking financing. Since inception, Got Capital has provided more than $362 million (£300 million) to more than 12,000 small businesses in the U.K. Also late last year, DirectID’s Varga was one of 13 business leaders named as the first “Scottish Export Champions” by the Department for International Trade (DIT). The organization also named DirectID as the new “FinTech Champion for Scotland.”

“Whether it’s working with other industry figures to promote the U.K. as a place to do business, or sharing knowledge of our experience exporting to multi-national organizations, I’m proud to be supporting the growth of the £11 billion U.K. fintech economy,” Varga said.

Photo by Isaque Pereira

FinovateEurope’s Alumni Alley: Innovations in SaaS Accounting, the Evolution of eDoc Delivery, and the Challenge of Digital Identity

FinovateEurope’s Alumni Alley: Innovations in SaaS Accounting, the Evolution of eDoc Delivery, and the Challenge of Digital Identity

Alumni Alley is the latest addition to our upcoming FinovateEurope conference in March. This new feature is exclusively for FinovateEurope alums, and will give these companies a unique opportunity to share their latest innovations in a special showcase at the event. Learn more about FinovateEurope’s Alumni Alley and see if it’s a fit for you!

This week we continue our commemoration of FinovateEurope’s earliest alums with a look at SaaS accounting platform innovator Xero, digital communications provider Striata, and digital identity pioneer miiCard – now DirectID.

Your Cloud Accounting Platform Hero, Xero

Believe it or not, there was once a debate about whether or not accounting technology truly qualified as fintech. Helping make the case were companies like Xero, a Wellington, New Zealand-based startup, founded in 2006, that was bringing its SaaS accounting solution to small businesses and their accountants around the world. When the company made its Finovate debut at FinovateEurope in 2011, the five-year old firm had raised $35 million and had 27,000 customers in 50 countries. Today, Xero is a cloud-based accounting powerhouse with more than $680 million in equity capital raised, and more than 3.5 million subscribers to its technology around the world.

Xero’s new CEO Sukhinder Singh Cassidy

Founded by Rod Drury, who was CEO of Xero until 2018, Xero offers small businesses the tools they need to manage many critical financial operations including accepting payments, billpay, inventory and project tracking, expense claim and invoice management, and more. A partnership with fellow Finovate alum Gusto enables Xero users to calculate pay and deductions, as well as make payroll payments to employees.

Earlier this month, Xero announced that Sukhinder Singh Cassidy had been appointed as the company’s new CEO. Cassidy will take the reins from Steve Vamos, who has served in the position for almost five years. Xero Chair David Thodey praised his new CEO as a “purpose-driven and human-centered leader who is passionate about supporting our customers and is committed to growing and nurturing Xero’s unique and vibrant culture.”

Striata Becomes Tilte: Beyond the Business of eDoc Delivery

The business of edocument delivery has changed significantly over the decade-plus since FinovateEurope 2011. But New York-based customer communications specialist Striata, which made its Finovate debut at our European event that year, has continued to innovate in this space, transforming complex customer communications systems and leveraging multi-factor authentication and encryption key management to ensure both security and compliance.

This helps explain why the company caught the eye of customer communications management (CCM) software and services company Doxim who, in 2020, acquired Striata for an undisclosed sum. The acquisition integrated Striata’s technology into Doxim’s CCM Platform, helping move the solution closer to Doxim’s goal of offering an “integrated SaaS CCM platform” that supports the entire omni-channel customer communications lifecycle.

Striata CEO Michael Wright introducing his company to audiences at FinovateEurope 2011.

“For over 20 years, Striata has been innovating in the CCM space by delivering digital-first solutions across multiple industries, channels, and devices,” Striata CEO Michael Wright said when the acquisition was announced. “As the world evolves into a digital community, a platform approach to scalable and secure yet personalized communications will be critical.”

In October, Striata underwent another transition as the firm’s South Africa team, under the leadership of Wright, launched The new venture is an IT services and consulting company that helps businesses enhance customer engagement via solutions ranging from digital communications and chat commerce to customer journey orchestration and data analysis.

Innovations in Digital Identity: from miiCard to DirectID

The FinovateEurope 2011 demo from Edinburgh-based miiCard (now DirectID) helped introduce many fintech observers to the challenges – and opportunities – in the field of trusted online identity.

Founded in 2010, miiCard appeared on the FinovateEurope stage with an identity-as-a-service solution that enabled users to prove that they “were who they said they were” online in minutes. The verification was as authentic as a physical passport or photo ID, establishing identity to level of assurance 3+, as well as meeting both KYC and AML compliance requirements.

Company founder and CEO James Varga introducing miiCard – now DirectID – at FinovateEurope 2011.

Founded by James Varga, who continues to serve as the company’s CEO, miiCard rebranded to The ID Co. in 2016. The move reflected the growth of the company’s B2B DirectID service, which, launched in 2014, provided an “all-in-one” embedded, integrated verification solution that was especially valuable for financial institutions processing high value transactions online.

“Our mission is to create a layer of trust online, a digital world where you can trust that people really are who they say they are,” Varga said when the rebrand was announced. “Our new company name represents who we are, and better reflects our mission to help solve one of the greatest challenges of our time.”

Four years later and the impact of DirectID on the company’s business was so profound that another rebrand was launched, this time naming the company after what had clearly been demonstrated to be the firm’s most accomplished solution. “The market has changed so much, and data has become such an important part of our offering, that this change in focus was required,” Varga explained in a blog post.

Since the latest rebrand, DirectID has forged partnerships with a wide range of companies including authentication company Trust Stamp and credit hire organization AX. More recently, DirectID teamed up with U.K. payments company ShieldPay and secured $3 million in new funding.

Photo by Alex Pham

Finovate Alumni News


  • Finovate Global: Nigerian Fintechs Near $400m Week; Ant Financial Eyes License in Singapore
  • Tyro Payments Preps for IPO
  • FinovateMiddleEast Best of Show Winners Announced.

Around the web

  • CurrencyFair introduces cross-border collections solution for marketplaces; inks partnership with Chinese wholesale marketplace, Buy-World.
  • Enveil wins $1 million contract from the Air Force Life Cycle Management Center (AFLCMC) to improve supply chain security.
  • MoneyHub, Salt Edge, Direct ID, and Plaid earn finalist spots in the Financial Data & Technology Association (FDATA) Awards 2019.
  • Chatbots.Studio to provide chatbot templates for Colvir Software Solutions end clients.
  • doxo expands doxoINSIGHTS to 900 cities.
  • Plaid makes inroads into France, Spain, and Ireland.
  • myGini named to the Benzinga Global Fintech Listmakers and recognized as a Best Payments App.
  • BodesWell joins FinMason’s FinSpring accelerator program

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.