The Ekata team is excited to share that we’ve deployed a data center in Frankfurt, Germany. We have done extensive planning, testing, and development to prepare for our product endpoints to be supported in multiple regions around the world, and this is our next step in that evolution. This effort supports one of our company’s largest goals to continually expand internationally with the infrastructure to support our products and customers on a global basis.
With two European offices, our global footprint is expanding rapidly, and we recognize that our cross-border customers require the same level of data insights but with lower latency products to scale their business. To best serve our customers, the Frankfurt data center will now provide the same great service locally to reduce total latency.
In order to further support this international expansion, we made sure to take into consideration GDPR regulations as a critical component for our compliance.
To deploy a new data center across the Atlantic, this required alignment, strategic planning, and collaboration. There are three critical focus areas we’ve invested in that allowed us to successfully launch our new data center:
We’ve been sourcing data for over 20 years and our process to work with new vendors is rigorous and selective – on purpose. Amongst many requirements, we expect high quality data, reliability, and accuracy. We know that the trust we put in these vendors is the same trust we’re asking our customers to have in us, which is why we take this so seriously. Our best practices in data sourcing have allowed us to build relationships with our data providers and to expand internationally with confidence, continuing to allow us to meet the product requirements of our customers as we expand globally. Maintaining this performance profile took years of practice, but building these partnerships has allowed us to replicate this model anywhere in the world with success.
The Ekata Identity Engine (EIE), which powers our products, includes a graph database that houses billions of records, and a network that calculates real-time transactional patterns. The EIE is the first and only cross-border identity verification engine of its kind in the market. It uses complex machine learning algorithms to derive unique data links and features from billions of real-time transactions within both our customer network and the data we license from a broad spectrum of global providers. The forward-looking design and architecture of the EIE allows for simple replication of our services across multiple data centers, delivering the same data, products and performance profile regardless of the endpoint our customers are accessing.
One important consideration with the scope of this project was to ensure there was no impact to current customers while positively impacting new customers. The first product endpoints we enable are those that have the lowest latency requirements in our customers’ workflows – Transaction Risk API, Identity Check API, and Address Validation API. Our engineering, operations and infrastructure, data services, and product management teams collaborated with a customer-centric approach, leading us to success and allowing us to replicate this process in additional international markets.
To determine the location of our new data center, we had two major considerations: we needed a centralized location in Europe that had an optimal latency profile, and a data center that had the capacity and technical requirements that met our customers’ needs. It was very important that the new location would allow us to continually hit our latency requirements and provide customers the exact same identity verification products they’ve relied on.
Expanding into additional data centers around the world to deliver world class products at an unparalleled latency is one of many steps we are taking as we help our customers link digital identities back to humanity.
Ekata (formerly Whitepages Pro) provides global identity verification solutions via enterprise-grade APIs for automated decisioning, and Pro Insight, a SaaS solution for manual review for cross-border businesses to grow revenue by maximizing their predictability of good transactions. Our product suite is powered by the Ekata Identity Engine (EIE), the first and only cross-border identity verification engine of its kind. It uses complex machine learning algorithms across the five core consumer attributes of email, phone, name (person or business), physical address, and IP, to derive unique data links and features from billions of real-time transactions within our proprietary network and the data we license from a broad spectrum of global providers. Businesses around the world including Alipay, Microsoft, Stripe, and Airbnb leverage our product suite to increase approvals of more good transactions, reduce customer friction at account opening, and find fraud.