{"id":3678219,"date":"2026-05-01T04:00:12","date_gmt":"2026-05-01T08:00:12","guid":{"rendered":"https:\/\/www.pymnts.com\/?p=3678219"},"modified":"2026-04-30T20:35:35","modified_gmt":"2026-05-01T00:35:35","slug":"trulioo-sees-10x-gains-from-smarter-data-use","status":"publish","type":"post","link":"https:\/\/www.pymnts.com\/fraud-prevention\/2026\/trulioo-sees-10x-gains-from-smarter-data-use\/","title":{"rendered":"Trulioo Sees 10x Gains From Smarter Data Use"},"content":{"rendered":"<p><strong>Watch more:<\/strong> <a href=\"https:\/\/tv.pymnts.com\/detail\/video\/6393041217112\" target=\"_blank\" rel=\"noopener\">What\u2019s Next in Payments With Trulioo\u2019s Hal Lonas<\/a><\/p><div\r\n\tid=\"article-paywall-overlay\"\r\n\tclass=\"d-none\"\r\n>\r\n\t<div id=\"article-paywall-content\" class=\"my-4\">\r\n\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f2699550-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"2699550\">\n<div class=\"screen-reader-response\"><p role=\"status\" 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href=\"https:\/\/pymnts-com-develop.go-vip.net\/terms-conditions\/\">Terms and Conditions<\/a>.\n\t\t\t\t<\/p>\n\t\t\t\t<p><input id='hiddenPath' type='hidden' name='path' value='' \/><input type='hidden' name='userDeviceId' id='userDeviceId' \/><input type='hidden' name='pageTitle' id='pageTitle' \/>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div id='formButtonRow' class='container mt-1 px-0'>\n\t\t\t\t\t<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-dark text-uppercase py-2 px-5 small\" id=\"theSubmitButton\" type=\"submit\" value=\"Submit\" \/>\n\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><input type=\"hidden\" name=\"post_id\" value=\"3678219\" \/><input type=\"hidden\" name=\"source\" value=\"https:\/\/www.pymnts.com\/fraud-prevention\/2026\/trulioo-sees-10x-gains-from-smarter-data-use\/\" \/><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"108\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\r\n\t<\/div>\r\n<\/div>\r\n<div id=\"article-paywall-hidden-content\">\r\n\t\n<p>Data has become so widespread across commerce and financial services that its presence alone no longer confers any distinction. What matters now is whether companies can convert that information into decisions that shape outcomes in real time.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/hal-lonas-4555b1\/\">Hal Lonas<\/a>, chief technology officer at <a href=\"https:\/\/www.trulioo.com\/\">Trulioo<\/a>, told PYMNTS that most firms recognize the importance of data, but fewer understand the effort required to make it useful.<\/p>\n<p>\u201cAll companies now who are paying attention see that they can use data to their advantage,\u201d he said. \u201cThere\u2019s probably a bit of a misunderstanding on how hard it is or how much dedicated effort you have to put into \u2026 mak[ing] it useful.\u201d<\/p>\n<p>The environment surrounding data has shifted quickly, in part because of advances in artificial intelligence and new analytical tools. That pace has created uncertainty rather than clarity in many organizations.<\/p>\n<p>Lonas said companies now face a moving target. \u201cOne of the impediments actually to companies using their data is how rapidly the data utility environment is evolving,\u201d he said, as part of the \u201cWhat\u2019s Next in Payments\u201d series titled \u201cThe Data Game.\u201d Firms hear about large language models and AI agents, but often hesitate because the path forward is not clear.<\/p><div id=\"pymnt-3299513888\" class=\"pymnt-content pymnt-entity-placement\" style=\"margin-top: 50px;\"><p style=\"text-align:center\">Advertisement: Scroll to Continue<\/p><script async type=\"text\/javascript\" id=\"dianomi_context_script\" src=\"https:\/\/www.dianomi.com\/js\/contextfeed.js\"><\/script> \r\n<div class=\"dianomi_context\" data-dianomi-context-id=\"4329\"><\/div><\/div>\n<h2>Hidden Cost of Idle Data<\/h2>\n<p>Most companies, Lonas said, fall into a pattern of gathering information and leaving it largely untouched. That approach does more than limit potential upside. It introduces new forms of exposure.<\/p>\n<p>\u201cThe majority that get that data, keep the data,\u201d he said adding that these firms are \u201ccreating a problem for themselves in terms of surface area that is susceptible to attack or stealing of the data.\u201d<\/p>\n<p>In effect, organizations assume the risks associated with holding sensitive information while failing to extract the operational benefit. The result is an unfavorable position where exposure rises but performance does not improve.<\/p>\n<h2>Fraud Expands as Surface Area Grows<\/h2>\n<p>Fraudsters have adapted accordingly. Lonas described an environment in which bad actors increasingly mimic legitimate behavior. \u201cMost users are good,\u201d he said, but fraudsters \u201care getting better all the time at pretending to be real users.\u201d<\/p>\n<p>This includes not only individual identity fraud but also more complex schemes involving businesses. Shell companies and layered ownership structures obscure accountability, making it harder to assess risk.<\/p>\n<p>The challenge for companies lies in identifying fraud without disrupting legitimate activity. Excessive controls can drive away customers who expect a straightforward experience.<\/p>\n<p>Lonas described this as a careful balance. Companies must \u201cemploy those techniques without imposing so much friction on the process or the end user that they just decide that it\u2019s easier to do business somewhere else.\u201d This requires a more precise application of controls. Rather than treating all transactions equally, firms must evaluate risk in context and respond accordingly.<\/p>\n<p>Dynamic friction becomes central to that effort. Higher-risk scenarios justify additional verification, while lower-risk interactions should proceed with minimal interruption. The objective is to allow legitimate transactions to move forward while isolating suspicious behavior.<\/p>\n<h2>What Trulioo Sees in Practice<\/h2>\n<p>According to Lonas, companies that apply data effectively are already seeing measurable gains. In underwriting and approvals, more advanced use of data and analytics has accelerated processes that once required extensive manual review.<\/p>\n<p>\u201cCustomers who are employing the most cutting-edge analytics and technologies are seeing a 10x improvement in onboarding times, approval times, credit decisioning,\u201d he told PYMNTS.<\/p>\n<p>At the same time, these firms are better positioned to respond to evolving fraud tactics, including synthetic identities and increasingly sophisticated business fraud schemes.<\/p>\n<p>Winning the data game, Lonas said, comes down to action rather than accumulation. Firms that treat data as an operational asset, apply it in real time and calibrate their controls stand to gain.<\/p>\n<p>\u201cTo win the data game is to use your data,\u201d he said. \u201cIf you\u2019re just sitting on the data, you\u2019re just not using it to your advantage.\u201d<\/p>\n<p>&nbsp;<\/p>\n\r\n<\/div>\r\n<script>\r\n\twindow.pymntsAllowedArticleCount = 2;\r\n\twindow.pymntsPostID = 3678219;\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>Watch more: What\u2019s Next in Payments With Trulioo\u2019s Hal Lonas Get the Full Story Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content \u2014 no additional logins required. yesSubscribe to our daily newsletter, PYMNTS Today. 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