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Verification

Verification Automation

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Nänsi Männik

Karita Sall is a seasoned executive in Communications, Public Relations, and Marketing. With deep expertise in brand strategy, change management, and crisis comms, Karita has consistently helped businesses grow and evolve.

As a leader, Karita has always been passionate about working with impactful global businesses and inspiring people to develop new talents. Read more about Karita's journey at Veriff and what keeps her going.

At Veriff, our commitment to making the online world safer isn't just a statement; it's the driving force that attracts exceptional individuals who believe in this mission. Meet Karita Sall, our VP of Global Communications, who embodies this very spirit.

Discover how Veriff's mission to make the online world safer inspires top talent like Karita Sall, our VP of Global Communications.

Catch Up with Karita Sall | VP Global Communications at Veriff

As a VP of Global Communications, Karita strategically leads and executes worldwide communication strategies, managing external and internal messaging to build and protect the company's global reputation and brand.

Meet a Veriffian – Karita Sall, VP of Global Communications

From Veriff's early days to a global leader in identity verification. What drew you to a company building trust online?

We live in a world of the internet where it's tough to know what's real and what isn't. It gets challenging year by year, and especially having two teenage sons at home, I see that they're growing up in an era where it's even more difficult. So, it's important that we know who the people are on the other side of the screen. I believe that Veriff, with its product, is solving a real-life problem. It's not just a superficial solution; it's actually making the world a better place. In that sense, the mission is why I joined the company.

Also, it's crucial for me to be part of a team that inspires me. Ever since I joined Veriff almost six years ago, we’ve been able to attract great talent that matches the company’s growth stage. It’s something that the founders have done well throughout the company’s journey. Looking at Kaarel, Veriff’s Founder and CEO, he has such a drive and passion for building the company, pushing us constantly to get better - this is the type of leader I really value. What’s great to see is that even after building the company for almost 10 years now, he hasn't lost that drive - he enjoys what he's doing. I believe as long as you enjoy your work and feel like you're contributing to something meaningful, Veriff is a great place to be.

Veriff has evolved into a trusted name in identity verification. What events have shaped its mission and brand?

Veriff started out in Estonia, and initially, the product was primarily aimed at helping local companies with identity verification, be it banks, marketplaces, or other businesses. Another use case was to make it easier for e-residents to start a business in Estonia without the need to show up in Estonia. Over the years, Veriff’s solution and product use cases have evolved tremendously. The company has also expanded geographically: initially in Estonia, then the Baltics, then Europe, and now being truly global, with most customers and volume coming from the US, new markets like Latin America, and beyond.

Interestingly, the core mission—making the internet a safer place—has remained unchanged from day one, even from when we were a small startup to now that we are a much larger scale-up. The core values that were there at the beginning are still present. At the end of the day, I don't think the fundamental purpose has changed much, but the company itself has evolved a lot, and obviously, so has the product. Initially built for a handful of use cases, now basically any online service, including financial services, dating, mobility or marketplaces, can use our products.

How is Veriff uniquely positioned in the competitive IDV market?

Honestly, I believe we have the best product. When it comes to catching sophisticated fraud and being accurate with decisions, this has been at the core of the product from the early days. While "AI-powered" is a big buzzword now, AI has been native to our product from the early days. This definitely gave us a significant head start in how we developed our product, including Identity Verification, KYC, Biometric Authentication and Fraud Mitigation. 

It's definitely the accuracy and our ability to scale quickly. Because our customer base is global, if you start in the US but want to expand to other markets, thanks to our product capabilities, you can easily grow your business in any new market and still get a fast and accurate service. I think that's one key differentiator. Also, looking back, we were one of the first to use a video-first approach - instead of pulling just a few data points from static images, we analyze thousands of signals from a live video session. This also contributes to making the product more accurate than others in the market.

You've been part of Veriff's most significant milestones, creating headlines in top-tier media. Yet, you need to keep the PR ball rolling at all times. How do you craft stories that gain traction?

Obviously, every PR person would always like to write about funding rounds, IPOs, or groundbreaking product innovations. However, these don't happen every day. The most important thing is to be consistent and keep the momentum going because there are always stories within the business; you just need to dig them out and connect the dots. At all times, there’s something happening with the product, and we have brilliant talent within the company.

So, I believe in building stories around the talent we have, the product we offer, but also, importantly, not only us talking about Veriff and its solution, but also bringing in our customers to tell their stories and how we've helped solve their pain points. This is obviously always tricky given the business we're in, but having a happy customer explain their experience definitely helps. By putting these little building blocks together, you get a good base for your rolling communications plan. Just be consistent and maintain momentum.

Let’s recall one campaign where the demo of Veriff’s product Age Estimation made waves on social media. What made it so popular?

Well, we live in an era where people's attention spans are getting shorter, and you need gamification in what you see. I think that campaign was a great way of combining these two things: a genuine product innovation – people wanted to see if the AI was accurate enough to estimate their age – and turning it into a game. People tried to make different faces, wear a hat, change their pose, take photos at various times of the day with varying lighting, and see how the AI performed.

It was infotainment at its best—real tech, real fun. As the results were entertaining, people wanted to share how accurate (or inaccurate) the results were. Once shared, it becomes viral and leads to a successful ad campaign. The fact that we didn't claim 100% accuracy but encouraged people to test it out and have fun with it was also a factor.

If you had to choose a piece of content that perfectly captures Veriff's values and addresses the question, “Is Veriff safe?”, which would you highlight and why?

When it comes to safety, people are most sensitive about data protection. So, for me as a consumer, I'd like to have a better understanding of what happens with my data when I share it with companies like Veriff. I believe some visual content that clearly explains my rights, where my data is used, where it's held, why it's captured, for what purpose it's used, and when it's deleted, would be ideal. Then I feel that I am in control. 

Having a better understanding of this process would make me feel safer about the product and would demonstrate that Veriff is following its mission and living its values by showing that its products are safe.

Be part of a mission to make the internet a safer place for everyone!

Join team Veriff

Veriff partners with Bolt, Monese, and SuperAwesome. What makes a partnership the right fit to support Veriff’s mission of a safer internet?

Obviously, companies that care about their users' safety and security are the partners we’d like to be working with. If we share that common value – the desire to ensure our product is safe and data is secure – that's what makes it an exciting partnership.

Of course, if it's a global brand that everyone uses daily, that's always a plus. But even if it's a smaller player that shares the same values as we do when it comes to safety, these are the best partners to have, and these are the stories we'd like to share.

Onto the culture and fun bits. What's the most valuable advice you would give someone just starting their career at Veriff?

For someone just starting their career at Veriff, I know they've gone through quite a meticulous interview process, so it's not easy to earn a place here. My advice would be to keep asking lots of questions. We have a really great, supportive team who can help you onboard, and it's your job to be curious and find out more.

Secondly, build relationships with our people. We are in the people business and the trust business, and we have such great talent who can support you along the way. So - ask questions and build relationships – those are the two key pieces of advice I'd give.

What’s a lesser-known moment at Veriff that made you laugh, smile, or think, “This is why I love working here”?

As a communication person, I have noticed that whenever there's a critical situation or a crisis, it usually happens on a Friday evening, interfering with your weekend plans. But even in those difficult moments, I never feel alone -  I can always turn to a team member and they help me get through the tough spot. We truly have each other's backs. And I know that next time, if I need someone else's help, they'll be there for me, and in the same way, I’ll be there for them. So, it's the people - that’s why I love working here. 

Imagine Veriff CEO Kaarel Kotkas’ journey from aspiring doctor to tech unicorn founder. What’s the perfect documentary title, and who would play him?

That’s a tough one! I’d go with something playful like "From Blood to Code" or "From Scalpel to Startup". As for the lead actor, I would go with Joe Alwyn as Kaarel. He’s got the quiet charisma and intellect that fit Kaarel’s journey.

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Catch up with Karita Sall, VP Global Communications at Veriff

Our People

Chris Hooper is a former journalist who switched to B2B tech marketing more than 15 years ago. He oversees all of Veriff’s content and thought leadership, customer stories, and organic channels and has a keen interest in technology and innovation and using the power of brand to grow businesses. Learn more about Chris's journey and why he chose Veriff.

At Veriff, we're driven by a mission to make the online world safer, and that attracts exceptional talent. Today, we're thrilled to introduce you to Chris Hooper, our Brand Director. 

Discover Chris Hooper’s journey from journalism to B2B tech marketing. As Veriff’s Director of Brand, he leads content, thought leadership, and organic channels, leveraging brand power for growth. Learn why he chose Veriff and his insights on technology and innovation.

Exclusive Interview: Chris Hooper, Director of Brand at Veriff | Insights & Innovation

As a Director of Brand, Chris oversees all of Veriff’s content and thought leadership, customer stories, and organic channels.

Meet a Veriffian – Chris Hooper, Brand Director

You’ve been with the company for a while now. Tell us about your journey here at Veriff.

We often joke that time at Veriff is like dog years versus human years, because so much happens so quickly! That has definitely been the case for me in my time here. I have seen my role and the marketing team as a whole shift so much as the needs of the business change as we scale and grow. It has been really exciting to be part of and I feel like I have learnt so much about what it takes to build a brand in challenging business conditions.

What keeps you sharp at work and how do you recharge? 

I think what keeps me sharpest at work is talking to people - and that means my colleagues in marketing and the GTM team, folks from other teams outside of my own, and our customers. There are new ideas everywhere and the more we talk the more we discover them. When it comes to recharging, it is literally anything that switches my brain off. This could be walking out in the woods with my dog, swimming, reading, anything!

How has Veriff’s content and storytelling evolved since you joined?

I would say the biggest evolution in Veriff’s content and storytelling has been in giving a better platform to our specialists to display their expertise. From the brand research we have conducted, and the conversations I have with customers, it is clear that the market appreciates our thought leadership more than that of our competitors, because it is interesting, engaging and useful to their daily lives. That’s all because of the thought leaders within our business constantly coming up with world-class ideas - all I have done is help to better communicate and amplify those ideas to our audience.

How would you characterize the Veriff brand? Specifically, how does it reflect trust, security, and leadership in identity verification services?

Veriff’s brand is still in its infancy and there is so much still to do. But a lot of what goes into establishing a brand is basically down to repetition. If you bang the drum around certain themes or subjects often enough then you soon start to get recognised for them. By constantly exploring topics around fraud prevention, for example, we are able to take our audiences on a journey with us and can cement in their minds the idea that Veriff is a trusted leader in this space. When I talk to customers now they always tell me about how they associate us with trust, safety for them and their users, and being super innovative - that is how I know our brand activities are working.

Which Veriff campaign, case study, or thought leadership piece are you most proud of, and why?

There have been so many and every piece of thought leadership and customer story uncovers something new. I would give a shout out here to our annual Fraud Report. It consistently performs so well as an asset that it’s hard not to be proud of it, and I also like that it is the summation of work from a number of teams across Veriff. But there is one customer story that sticks in my mind and I think it’s special to me because it was the first one I did at Veriff. It was with a customer called Vantage Recreational Finance - a marine lender in the US - and it was the first one we had where the customer had actually been able to quantify the value Veriff had brought to them. In short, the customer told us that since deploying our solution we had saved them $750,000 that they would have lost to fraud. That quote mentioning that figure was used in virtually all of our content assets for about two years after, and still is now actually, which goes to show how important it was to be able to demonstrate our value in a financially understandable way like that.

Which specific topics resonate most with your audience and have the greatest impact on the industry?

The main objective of our content is to demonstrate that we understand the problems that our customers and prospects are facing - namely around fraud, compliance, onboarding more customers, etc. If we do that, and demonstrate our expertise and knowledge on these subjects in the process, then, and only then, do we earn the right to talk to them about why our products are the solution to those problems. The subjects that have resonated most with our audience, then, are those that best align with the issues they are facing in their day-to-day work lives.

What are the key emerging trends and themes in the industry? 

AI is a subject that comes up in every bit of research we do, every report we write, every podcast we produce - it’s the big mega-trend that is re-defining how we as humans exist in the world, and the filter through into fraud and fraud prevention is clear for all of us to see. I am in equal parts terrified and excited about what AI will bring to our business. I can see AI agents and well-trained LLMs transforming our services and how we work, but I can also see the threat that AI can bring to our customers. And I think, too, that AI will transform the very concept of identity. When each of us has an AI-powered digital double replying to emails, attending meetings, and doing other manual tasks for us, then there arises a question of whether that digital double should share my identity or have one unique to itself - and how do we verify the identity of an individual who does not exist in the way we have historically thought of an individual existing? Big questions!

If you could pick any person or character, real or fictional, to do our identity verification (IDV), who would it be?

I read all of the Sherlock Holmes stories when I was a kid, so I’d choose him. He’d make a good fraud-fighter. We would have to keep him off the opium, though, or he may fall foul of our HR policies!

What’s an interesting or surprising fact about you?

I was once urinated on by a full-grown adult lion. 🦁 True story. 

Veriff Voices, of course. As far as I am concerned, there are no other podcasts!

Catch up with Chris Hooper, Director of Brand at Veriff

At Veriff, we're driven by a mission to make the online world safer, and that attracts exceptional talent. Today, we're thrilled to introduce you to Julia Monteiro, our Senior Account Executive with a focus on Latin America market. Her previous background, coupled with her keen understanding of team dynamics and a passion for innovation, makes her a valuable addition to our growing team. Learn more about Julia's journey and why she chose Veriff.

Meet Julia Monteiro, our Senior Account Executive, whose journey has taken her from banking to cloud technology and now to identity verification. Her enthusiasm and strategic mindset are set to propel our team forward.

Meet Julia Monteiro, our Senior Account Executive, bringing expertise from banking, cloud technology, and identity verification to drive our team’s success.

Julia Monteiro | Senior Account Executive at Veriff

Julia is part of the Go-To-Market team expanding our business in Latin America.

Meet a Veriffian – Senior Account Executive

Welcome to the team, Julia! Could you give a summary of your career?

I started working at a very young age and had the opportunity to go through different business verticals: the banking sector, cloud solutions, and even the automotive industry. I was an analyst at a traditional bank, the largest in Latin America, and there I learned a lot and made great friends.

When I moved to Germany for a short-term program at Bosch, I experienced culture shock, of course! But I admired the way they worked as a team, and from then on, I set my new benchmark to evaluate companies based on their internal promotion of collaboration.

Before returning to Brazil, I was invited to a selection process at Amazon Web Services, which was my opportunity to truly enter the tech world. So, when I was given more details about Veriff, I thought it would be incredible to work at a unicorn startup in such an interesting industry, and this belief remains even after a year at the company.

What stood out to you during the interview process that made you want to work here?

During the interview process, people demonstrated that they were extremely committed to the mission of acting as a single team to make the online world a safer place. This motivation and the structure of the interview panels made me realize that this was a place where I wanted to be.

I had the chance to meet several people I would be working with, both directly and indirectly, so when I started, I already felt more comfortable with my team. Additionally, the team is extremely proactive—I sent a message to someone in LATAM, who is now my manager, and he promptly set up a call with me to talk about Veriff’s culture. That left a strong impression on me.

What are some of the takeaways from previous roles that contribute to your work at Veriff?

In my career, I have noticed that every high-performance organization has a common denominator: the best combination of technology and human expertise.

In all my previous jobs, I was able to develop optimization processes using technology, and this helped me a lot in understanding what is truly worth investing time and effort in, as well as how to properly (re)allocate human capital.

What excites you most about your role at Veriff?

The team’s enthusiasm (mission-driven focus), talent, and ambition of Veriff’s team members.

The ability to develop groundbreaking solutions for the identity market, which is challenging and constantly evolving.

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Catch up with Karita Sall, VP Global Communications at Veriff

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