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§ Private Profile · Whitefish, MT, USA
Neuro-ID is a technology company.
Neuro-ID provides behavioral analytics technology, measuring user familiarity with entered data to distinguish genuine users from bots or fraudsters in real-time. Its core product offers non-invasive fraud detection by analyzing digital interaction behaviors, enabling proactive risk assessment without personal data. This patented approach identifies authentic engagement and malicious intent.
Founded in 2014 by Joe Valacich and Jeff Jenkins, Neuro-ID arose from the insight that real-time user behavior during online interactions reveals underlying intent. Their work highlighted how data entry nuances provide unique signals for fraud detection, complementing static data verification. This foundational idea developed with academic support.
Neuro-ID’s solutions are utilized across diverse industries, including financial services, insurance, and e-commerce, securing digital interactions. The company aims to establish a new standard in behavioral analytics, translating real-time interaction patterns into actionable intelligence. Their vision focuses on preventing fraud, optimizing onboarding, and enhancing digital trust.
Neuro-ID has raised $42.0M across 2 funding rounds.
Neuro-ID has raised $42.0M in total across 2 funding rounds.
# NeuroID: Behavioral Analytics Pioneer in Fraud Prevention
NeuroID is a behavioral analytics company that detects fraud by analyzing how users interact with digital forms and systems, rather than what data they enter[1]. The company serves fintechs, insurers, payment processors, merchants, and banks with a frictionless fraud detection solution that identifies whether users are human or bot, and whether humans present genuine risk[1]. NeuroID solves a critical problem in digital commerce: distinguishing legitimate customers from fraudsters and automated attacks without creating friction that drives away good users. The company has demonstrated strong growth momentum, culminating in its acquisition by Experian in August 2024, which validates its technology and market position while enabling broader distribution through Experian's established fraud prevention suite[2].
NeuroID was founded in 2014 by Joe Valacich and Jeff Jenkins, both industry leaders in human-computer interaction with over 30,000 combined Google Scholar citations[1]. The founders' academic background in understanding how humans interact with technology formed the intellectual foundation for behavioral analytics. The company remained relatively under the radar until Jack Alton joined as CEO at the end of 2016, relocating headquarters to Whitefish, Montana, and bringing go-to-market expertise from previous roles that had generated over $2 billion in strategic acquisitions[1]. Alton quickly brought on Courtney Laabs as COO, and together they rebuilt NeuroID from the ground up. A pivotal moment came in 2021 when the company closed one of Montana's largest Series B rounds at $35 million, enabling significant scaling of architecture, product capabilities, and team expansion[1]. This trajectory culminated in Experian's acquisition, positioning NeuroID as a core component of a global data and technology powerhouse's fraud prevention arsenal.
NeuroID's fundamental innovation is measuring *how* users enter data rather than *what* they enter[4]. This "digital body language" approach—analogous to evaluating tone of voice and body language in face-to-face interactions—provides signals invisible to traditional fraud detection methods[5]. The company doesn't collect personally identifiable information, making it privacy-centric while remaining highly effective[1].
Unlike many fraud solutions that add verification steps that frustrate legitimate users, NeuroID operates behind the scenes[3]. A single integration covers the entire customer lifecycle—signup, login, profile changes, and transactions—without requiring additional user friction[6].
NeuroID has evolved beyond pure behavioral analytics to integrate device and network intelligence through machine learning[4]. This multi-layered approach detects sophisticated fraud rings and AI-generated synthetic identities that evade earlier-generation detection methods relying on IP blocklisting or user-agent analysis[6].
The platform tracks abnormal spikes in risky user traffic, enabling clients to identify coordinated fraud ring activity in real-time[4]. This provides visibility into patterns that individual transaction analysis might miss.
NeuroID tailors rules to specific industry challenges, particularly for online brokerages, robo-advisors, and investment management platforms, enabling faster verification for trustworthy users and more deterministic rejections for fraudsters[3].
NeuroID operates at the intersection of two powerful trends reshaping digital security. First, the rise of AI-powered fraud—including sophisticated bots and synthetic identity generation—has rendered traditional rule-based and device-centric detection increasingly obsolete[6]. Second, the tension between security and user experience has intensified as companies compete on frictionless onboarding. NeuroID's behavioral analytics approach addresses both: it detects advanced fraud while maintaining seamless UX.
The company's acquisition by Experian reflects the consolidation of fraud prevention into integrated platforms. Experian's clients—which avoided an estimated $15 billion in fraud losses globally in the year prior to the acquisition—now gain access to NeuroID's behavioral layer through CrossCore on the Experian Ascend platform[2]. This integration amplifies Experian's existing identity verification and fraud prevention capabilities, positioning behavioral analytics as a standard component of enterprise fraud stacks rather than a niche offering.
NeuroID's influence extends beyond its direct customers. By demonstrating that behavioral signals can reliably distinguish humans from bots and legitimate users from fraudsters, the company has validated behavioral biometrics as a category and influenced how the broader industry thinks about fraud detection. The company's customer roster—including Plaid, Intuit, Visa, and Square—demonstrates adoption across the fintech and payments ecosystem[3].
NeuroID has successfully transitioned from an innovative startup to an integrated component of a global fraud prevention leader. The company's future will likely be shaped by three dynamics: the accelerating sophistication of AI-driven fraud, regulatory pressure around identity verification and data privacy, and the industry's shift toward composable, API-first security architectures.
As AI-generated synthetic identities and adaptive fraud bots become more prevalent, behavioral analytics will likely become table stakes rather than a differentiator. NeuroID's advantage lies in its head start, its integration into Experian's distribution network, and its continued innovation in signal fusion. The company's ability to stay ahead of evolving fraud tactics—particularly as attackers use generative AI to mimic human behavior—will determine its long-term relevance.
The broader implication is that fraud prevention is moving from a game of rule-matching to a game of behavioral understanding. NeuroID didn't invent this shift, but it has positioned itself as a leader in executing it. For enterprises, the message is clear: traditional fraud stacks are insufficient in an era of AI-driven attacks. For investors and acquirers like Experian, behavioral analytics represents a defensible, high-value layer in comprehensive fraud prevention. NeuroID's journey from Montana startup to Experian acquisition exemplifies how deep technical innovation in a critical problem space can create outsized value.
Neuro-ID has raised $42.0M across 2 funding rounds. Most recently, it raised $35.0M Series B in November 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Nov 1, 2021 | $35M Series B | — | Andreessen Horowitz, Bond, Bullpen Capital, Differential Ventures, Drive Capital, FIN Capital, Laconia Capital Group, Mischief Venture Capital, Vanessa Larco, OAK HC/FT, QED Investors, TTV Capital, ValueStream Ventures, Vouch Insurance, AL Goldstein, William Hockey | Announced |
| Dec 1, 2020 | $7M Series A | TTV Capital | Andreessen Horowitz, Bond, Bullpen Capital, Differential Ventures, Drive Capital, FIN Capital, Laconia Capital Group, Mischief Venture Capital, Vanessa Larco, OAK HC/FT, QED Investors, ValueStream Ventures, Vouch Insurance, AL Goldstein, William Hockey | Announced |
Neuro-ID has raised $42.0M in total across 2 funding rounds.
Neuro-ID's investors include Andreessen Horowitz, Bond, Bullpen Capital, Differential Ventures, Drive Capital, Fin Capital, Laconia Capital Group, Mischief Venture Capital, Vanessa Larco, Oak HC/FT, QED Investors, TTV Capital.