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  • Writer's pictureKelsie Papenhausen

Beyond Passwords: The Genesis of Continuous User Authentication


As it prepares for the launch of its innovative continuous authentication platform in the first half of 2024, Manchester-based Zally is embarking on a mission to eliminate traditional passwords as part of its plans to revolutionise the cybersecurity space. 


As part of its exciting growth plans for the year ahead, Manchester-based Zally is advocating for a significant shift in cybersecurity strategies, urging online businesses to prioritise adopting solutions that leverage continuous authentication and utilise behavioural biometric analysis. In addition to significantly enhancing online security, Zally’s solution facilitates more seamless user experiences and offers a significant upgrade on traditional authentication methods. 


Zally’s unique benefit derives from its ability to authenticate users continually throughout their digital interaction, rather than solely at the point of login. This method enhances security by making it challenging for unauthorised users to replicate legitimate user behaviour and improves the user experience by eliminating the need for multiple passwords or log-in credentials, thus creating a more frictionless customer journey. 


The forward-looking technology goes beyond traditional, static point-in-time authentication systems, such as those reliant on passwords, multi-factor authentication, one-time passcodes or FaceID systems. Zally is leading the charge away from these outdated models of user authentication. The company’s innovative solution signals a significant departure for the cybersecurity space and represents a shift that’s been long overdue within the sector. 


This shift is particularly important, considering new research highlighting the limitations of traditional passwords. Recent reports indicate that 90% of even the strongest passwords can be cracked within a couple of hours. Moreover, with more individuals using a shared, single password across multiple platforms, the risks associated with this conventional approach to online privacy intensify. 


By removing this over dependence on traditional passwords, Zally’s solution helps to eliminate many of the biggest problems associated with online fraud. From phishing attempts, to account takeover attacks, many of the most pressing online fraud issues have emerged directly from the vulnerabilities of static point-in-time authentication systems. By removing this reliance, Zally’s system offers a pathway to a safer online world that can be enjoyed by all. 


Speaking on the announcement, Patrick Smith, CEO and Founder of Zally, commented: “Our reliance on passwords, a legacy of an earlier digital age, is proving increasingly insufficient against sophisticated cyber threats. By contrast, through leveraging advanced behavioural biometrics Zally provides the most effective way for people to confirm that they are who they say they are. As such, our exciting solution not only prevents fraud and stops cyber-attacks more effectively but also greatly simplifies processes from logging in to checkout.


“When compared to this, solutions that leverage continuous authentication stand out as not just a technological advancement but a necessary evolution in our methods of protecting our online presence and digital assets. At Zally, we strongly believe it is time to ditch archaic passwords in favour of more dynamic and secure alternatives. The shift will unlock a more secure online future for us all.”


For more information about Zally, please visit: 


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