Digital identity innovator ID.me is expanding its segment-specific gated offering, giving retailers the opportunity to provide a diverse range of exclusive discounts across more segments and geographies.

ID.me has been known for providing group affiliation verification for active duty military and veterans, first responders and government employees, as well as teachers and students. The company’s new initiative will enable businesses and organizations to offer their customers and workers targeted, exclusive deals while limiting discount fraud.

“ID.me provides a seamless verification solution that empowers retailers to rapidly verify customer eligibility and give back to vital customer segments, all while driving revenue growth,” ID.me CEO Blake Hall explained.

Tyrone Fiegen, Senior Program Manager, Customer Experience & Loyalty program at Lenovo highlighted the importance of accuracy when it comes to gated offerings. “When we give a targeted discount, it is important that it goes to the right customers and access doesn’t get leaked,” Fiegen said. “Using ID.me’s verification technology, we are confident the right customers are taking advantage of the offer, and as a result, we have been able to offer richer, more attractive discounts.”

Lenovo is the first retailer in Canada to go live with ID.me’s solution. The company is leveraging the technology to provide a 10% discount on ThinkPad laptop computers for students as part of back-to-school season. Lenovo plans to offer a similar discount for active duty military and veterans, as well.

Founded in 2010 and headquartered in McLean, Virginia, ID.me demonstrated its Identity Gateway at FinovateSpring 2017. By verifying identity and group affiliation against the most comprehensive and authoritative data sources available, ID.me’s platform both simplifies the verification process for customers while increasing conversion rates for companies and organizations. ID.me’s technology is used buy more than seven million customers and by leading brands such as Under Armor, LinkedIn, Lenovo, and Ford.

Last month, ID.me announced that it would provide its digital credentialing service to government agencies and healthcare organizations as a white-label offering starting in 2019. Named to the One World Identity’s top 100 Influencers list in February, ID.me began the year teaming up with Veterans of Foreign Wars of the U.S. (VFW) to enable veterans to access VA benefits via Vets.gov, as well access to military discounts at more than 200 retailers.

ID.me has raised more than $46 million in funding from investors including FTV Capital, USAA, and the National Institute of Skilled Training (NIST).