SELF ID, Inc.

Name: SELF ID, Inc.
Brand: SELF ID, Inc.

AI Native

Welcome to the future of how data and identity are shared with the world.

Est 2022|Valuation $25.5M|Raised $11.5M

LinkedIn 527|Website|FTEs 13

MarketsIdentity Provider (IdP) & SSO Identity Provider (IdP) & Single Sign-On (SSO)

01Competitive Landscape

| Aspect | SELF ID (SELF) | Microsoft Entra Verified ID | Persona (IDV) | |--------|---------------|-----------------------------|---------------| | Starting Price | Published pricing not detailed publicly; wallet apps appear free | Microsoft pricing varies by Entra licensing; Verified ID is generally bundled/tenant-based (pricing not straightforward from public information) | Typically sales-led / usage-based; public pricing not clearly standardized | | Best For | Orgs betting on user-held credentials + reusable attestations; web3/crypto-adjacent identity flows | Enterprises already in Microsoft ecosystem wanting standards-based VC issuance/verification | Orgs wanting centralized, high-assurance identity verification + age checks with a vendor-run workflow | | Key Strength | “No honeypot” positioning; user-controlled wallet; selective disclosure narrative | Enterprise procurement fit; Microsoft ecosystem integration; mature admin/compliance posture | Mature IDV workflows; broad adoption; strong compliance positioning in some segments | | Key Weakness | Limited public evidence of enterprise security certifications; unclear enterprise pricing; ecosystem adoption risk | Can be complex; tied to Microsoft ecosystem; VC market still evolving | Centralized model may increase data handling; privacy/civil liberties concerns in age/IDV contexts | - Direct competitors and their key differentiators - Enterprise IAM (Okta, Ping, Microsoft Entra ID) - Strong at workforce/customer auth, SSO/MFA, lifecycle management; typically not “user-owned identity” first. - Identity verification (Persona) - Strong at document + biometric verification workflows, age verification implementations, and regulated onboarding. - SSI ecosystems - Open standards are improving, but interoperability and adoption remain variable. - Feature comparison: where SELF may excel vs lag behind - Potential advantages - Reduced centralized storage of sensitive identity attributes (architectural goal). - Reusable credentials across services if the ecosystem reaches critical mass. - Potential disadvantages - Lower enterprise readiness signals (public enterprise security certification status not found). - Network effects challenge: credentials are only broadly reusable if many issuers and verifiers participate. - Pricing comparison: value proposition vs alternatives - SELF: published pricing not detailed publicly → harder to evaluate value quickly. - Okta/Microsoft/Persona: typically better-known procurement patterns and more public pricing anchors (for some tiers), but often higher total cost of ownership. - Market share and adoption trends - Not enough public data for SELF ID specifically. - App download volumes suggest early-stage consumer adoption rather than mass-market penetration. - When customers choose competitors instead (and why) - Likely competitor selection reasons (inferred) - Need for documented compliance evidence (e.g., common enterprise security certifications) - Need for proven IDV accuracy/SLAs - Desire for mature admin tooling + integrations

01Competitive Landscape

Aspect	SELF ID (SELF)	Microsoft Entra Verified ID	Persona (IDV)
Starting Price	Published pricing not detailed publicly; wallet apps appear free	Microsoft pricing varies by Entra licensing; Verified ID is generally bundled/tenant-based (pricing not straightforward from public information)	Typically sales-led / usage-based; public pricing not clearly standardized
Best For	Orgs betting on user-held credentials + reusable attestations; web3/crypto-adjacent identity flows	Enterprises already in Microsoft ecosystem wanting standards-based VC issuance/verification	Orgs wanting centralized, high-assurance identity verification + age checks with a vendor-run workflow
Key Strength	“No honeypot” positioning; user-controlled wallet; selective disclosure narrative	Enterprise procurement fit; Microsoft ecosystem integration; mature admin/compliance posture	Mature IDV workflows; broad adoption; strong compliance positioning in some segments
Key Weakness	Limited public evidence of enterprise security certifications; unclear enterprise pricing; ecosystem adoption risk	Can be complex; tied to Microsoft ecosystem; VC market still evolving	Centralized model may increase data handling; privacy/civil liberties concerns in age/IDV contexts

Direct competitors and their key differentiators
- Enterprise IAM (Okta, Ping, Microsoft Entra ID)
  - Strong at workforce/customer auth, SSO/MFA, lifecycle management; typically not “user-owned identity” first.
- Identity verification (Persona)
  - Strong at document + biometric verification workflows, age verification implementations, and regulated onboarding.
- SSI ecosystems
  - Open standards are improving, but interoperability and adoption remain variable.
Feature comparison: where SELF may excel vs lag behind
- Potential advantages
  - Reduced centralized storage of sensitive identity attributes (architectural goal).
  - Reusable credentials across services if the ecosystem reaches critical mass.
- Potential disadvantages
  - Lower enterprise readiness signals (public enterprise security certification status not found).
  - Network effects challenge: credentials are only broadly reusable if many issuers and verifiers participate.
Pricing comparison: value proposition vs alternatives
- SELF: published pricing not detailed publicly → harder to evaluate value quickly.
- Okta/Microsoft/Persona: typically better-known procurement patterns and more public pricing anchors (for some tiers), but often higher total cost of ownership.
Market share and adoption trends
- Not enough public data for SELF ID specifically.
- App download volumes suggest early-stage consumer adoption rather than mass-market penetration.
When customers choose competitors instead (and why)
- Likely competitor selection reasons (inferred)
  - Need for documented compliance evidence (e.g., common enterprise security certifications)
  - Need for proven IDV accuracy/SLAs
  - Desire for mature admin tooling + integrations

Aspect

SELF ID (SELF)

Microsoft Entra Verified ID

Persona (IDV)

Starting Price

Published pricing not detailed publicly; wallet apps appear free

Microsoft pricing varies by Entra licensing; Verified ID is generally bundled/tenant-based (pricing not straightforward from public information)

Typically sales-led / usage-based; public pricing not clearly standardized

Best For

Orgs betting on user-held credentials + reusable attestations; web3/crypto-adjacent identity flows

Enterprises already in Microsoft ecosystem wanting standards-based VC issuance/verification

Orgs wanting centralized, high-assurance identity verification + age checks with a vendor-run workflow

Key Strength

“No honeypot” positioning; user-controlled wallet; selective disclosure narrative

Enterprise procurement fit; Microsoft ecosystem integration; mature admin/compliance posture

Mature IDV workflows; broad adoption; strong compliance positioning in some segments

Key Weakness

Limited public evidence of enterprise security certifications; unclear enterprise pricing; ecosystem adoption risk

Can be complex; tied to Microsoft ecosystem; VC market still evolving

Centralized model may increase data handling; privacy/civil liberties concerns in age/IDV contexts