The short answer
Shufti and Persona are both compliance tools. They overlap on KYC, KYB, AML and Identity verification. On published figures, Shufti leads on larger reported customer base (2,000+ businesses vs 3 of the Fortune 5). Best fit: Shufti for fintech and payments teams requiring global KYC and AML checks and Persona for fintechs and marketplaces onboarding customers with configurable KYC or KYB journeys. Shortlist on fit, then compare quotes for the same scope.
Which should you choose?
Choose Shufti if…
- you're among fintech and payments teams requiring global KYC and AML checks
- you're among marketplaces and ecommerce businesses onboarding customers at scale
- you're among regulated crypto and financial businesses needing screening and monitoring
- you want a larger reported customer base (2,000+ businesses vs 3 of the Fortune 5)
- this Persona drawback matters to you: growth and Enterprise pricing is custom, making total cost difficult to estimate from the public plan page
Choose Persona if…
- you're among fintechs and marketplaces onboarding customers with configurable KYC or KYB journeys
- you're among global businesses verifying IDs, biometrics, and databases across many countries
- you're among compliance and fraud teams investigating linked accounts and coordinated attack patterns
- this Shufti drawback matters to you: paid verification rates are not published as fixed numeric prices
At a glance
| Attribute | Shufti | Persona |
|---|---|---|
| Starting price | Freepricing as of Nov 2026 | From $250/mopricing as of Oct 2026 |
| Pricing model | Usage-based, pay-as-you-go per verification; enterprise quote-based | Annual subscription, usage-based and quote-based |
| Free trial | Free Forever includes 10 production verifications per month without a card. | 60-day Essential trial with up to 50 services; production access requires approval. |
| Founded | 2017 | 2018 |
| Headquarters | London, UK | San Francisco, CA |
| Frameworks | SOC 2 Type II, ISO 27001, PCI DSS, GDPR, iBeta ISO 30107 | SOC 2 Type II, ISO 27001, GDPR, CCPA, HIPAA, FERPA, PCI DSS, Kantara/NIST SP 800-63 |
| Coverage | 240+ regions; 150+ languages | Identity verification, KYC/AML, KYB, age assurance, workforce verification, fraud prevention, and identity operations |
| Integrations | REST API, webhooks, iOS, Android, Flutter, React Native, Cordova, Okta, Azure and OneLogin | Not published |
| Customers | 2,000+ businesses Leads | 3 of the Fortune 5 |
| Rating | 4.5/5 on G2 (147 reviews) | Not published |
| Focus | Identity verification and AML | Identity verification and fraud prevention |
Figures are as published by each vendor or review site on the verification date. "Leads" marks the stronger published figure; it isn't a recommendation on its own.
Where each one leads
- Shufti: larger reported customer base2,000+ businesses vs 3 of the Fortune 5
Pricing compared
Shufti pricing
Free · pricing as of Nov 2026
- Free Forever$0
10 verifications/month
Facial biometrics, document verification, fast ID, liveness and deepfake detection, integrations, dashboard access, customer support
- EssentialsPay as you go
Volume-based
User identification and authentication, facial biometrics, liveness, document verification, integrations, dashboard access, customer and end-user support
- EnterpriseCustom
For large volumes and advanced requirements
Advanced verification and AML modules, MFA, e-IDV, risk assessment, behavioural biometrics, transaction screening, KYA, bulk AML screening, API configuration, on-premise and dedicated support
The public pricing page lists Free Forever at $0, Essentials as usage-based pay-as-you-go and Enterprise as custom. Pricing depends on verification volume and selected services rather than seats, and the vendor says Free Forever and Essentials have no minimum monthly commitment or lock-in. G2 lists three editions starting at $0 and confirms a free trial, but no numeric paid per-check price was verified.
Free trial: Free Forever includes 10 production verifications per month without a card.
Persona pricing
From $250/mo · pricing as of Oct 2026
- EssentialFrom $250/month
Minimum 12-month contract
Templated identity services, business-logic automation, self-guided onboarding, email support, SOC 2 Type 2 hosting
- GrowthCustom
Full verification and fraud suite including KYB, Graph and marketplace apps, guided implementation, advanced security configuration
- EnterpriseVolume-based
Custom multi-product pricing, bespoke KYC/AML programs, organization controls, support, data residency, and dedicated customer success
Essential starts at $250/month with a minimum 12-month contract. Growth and Enterprise pricing is custom or volume-based. Vendr reports a $30,000 median annual buyer price from 59 purchases and describes consumption-based pricing tied to verification volume.
Free trial: 60-day Essential trial with up to 50 services; production access requires approval.
Key capabilities
Shufti
- Document verification. Checks identity documents with fast ID, document data extraction and broad country coverage.
- Facial biometrics. Uses face matching, liveness and deepfake or presentation-attack detection to confirm a person is present.
- KYC and KYB. Verifies individuals and businesses with modular checks matched to the customer risk and use case.
- AML screening. Screens against sanctions and watchlists and supports transaction and ongoing monitoring.
- Fraud prevention. Combines risk scoring, behavioural signals and device or identity controls to detect suspicious activity.
- Know Your Agent. Verifies AI-agent identity, links it to an accountable principal, checks mandates and records decisions, revocations and exceptions.
- Developer deployment. Offers REST API, hosted journeys, no-code Journey Builder, webhooks, mobile SDKs and on-premise deployment.
Persona
- Identity verification. Checks government IDs, selfies with biometric liveness, databases, NFC, and other signals across more than 200 countries and territories.
- KYC and AML. Supports configurable identity processes for KYC, AML, and ongoing customer operations.
- KYB verification. Provides business verification, including KYB with ultimate beneficial-owner verification on applicable plans.
- Fraud prevention. Uses device and passive signals, fraud algorithms, and Graph link analysis to identify spoofing, deepfakes, and coordinated fraud.
- Dynamic workflows. Lets teams build drag-and-drop journeys, custom rules, and automated decisions.
- Case investigations. Provides a customizable review hub for manual investigations and case handling.
- PII controls. Offers controls for redaction, permissions, retention, access, and regional data residency.
Pros and cons
Shufti
Pros
- Combines KYC, KYB, AML, fraud and monitoring in one API.
- Supports SaaS, private-cloud and on-premise deployment for data-residency needs.
- Free Forever includes 10 live verifications per month with no card.
- KYA links agent credentials and permissions to a verified accountable principal.
Cons
- Paid verification rates are not published as fixed numeric prices.
- Enterprise modules and advanced coverage require a sales quote.
- KYA is a new control layer and does not replace principal KYC or KYB.
- The breadth of modules can make configuration and plan comparison complex.
Persona
Pros
- Combines verification, workflows, fraud signals, graph analysis, and case review in one platform.
- Supports government-ID verification in more than 200 countries and territories.
- Publishes a $250/month Essential entry point rather than requiring every buyer to request a quote.
- Maintains broad security and privacy coverage including SOC 2 Type II and ISO 27001.
Cons
- Growth and Enterprise pricing is custom, making total cost difficult to estimate from the public plan page.
- Advanced checks, Graph, guided implementation, and bespoke programs are plan-dependent.
- Consumption costs vary by verification type, volume, contract commitment, and workflow requirements.
- The breadth of configuration can require technical and compliance effort to maintain journeys.
How they're similar
- Both are listed in our compliance directory.
- Both list KYC, KYB, AML, Identity verification and Fraud prevention.
- Both highlight integrations with Okta.
- Both offer fraud prevention.
- Both use quote-based pricing, so the final price depends on scope and negotiation.
How they differ
- Focus
- Shufti: Identity verification and AML
- Persona: Identity verification and fraud prevention
- Pricing model
- Shufti: Usage-based, pay-as-you-go per verification; enterprise quote-based
- Persona: Annual subscription, usage-based and quote-based
- Starting price
- Shufti: Free
- Persona: From $250/mo
- Founded
- Shufti: 2017
- Persona: 2018
- Headquarters
- Shufti: London, UK
- Persona: San Francisco, CA
- Listed only for this tool
- Shufti: Document verification, Facial biometrics, Liveness, eIDV, Sanctions screening, Transaction monitoring +2 more
- Persona: Age assurance, Workforce verification, Government ID, Biometric liveness, NFC verification, Case management +6 more
Frequently asked questions
Is Shufti cheaper than Persona?
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The published prices can't be compared directly (they are quote-based, use different billing units, or aren't published), so request quotes for the same scope. Shufti: Free (usage-based, pay-as-you-go per verification; enterprise quote-based). Persona: From $250/mo (annual subscription, usage-based and quote-based). (Shufti pricing pricing as of Nov 2026; Persona pricing pricing as of Oct 2026.) Total cost depends on plan, company size and add-ons.
Which is better for startups, Shufti or Persona?
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Shufti's published positioning doesn't single out startups; its first best-fit group is "Fintech and payments teams requiring global KYC and AML checks". Persona's published positioning doesn't single out startups; its first best-fit group is "Fintechs and marketplaces onboarding customers with configurable KYC or KYB journeys". Neither answer replaces a quote for your headcount and scope.
Can I switch from Shufti to Persona?
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Yes. They are separate products, so switching means setting up Persona and reconnecting your systems. Both list integrations with Okta, so those connections are available on either side. Check your Shufti contract term and renewal date before you commit. Persona offers a free trial: 60-day Essential trial with up to 50 services; production access requires approval. Data migration tooling isn't covered in our sources, so ask Persona whether it can import your Shufti data.
Does Shufti or Persona have more integrations?
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Shufti: REST API, webhooks, iOS, Android, Flutter, React Native, Cordova, Okta, Azure and OneLogin; Persona: not published. Vendor counts are self-reported and define "integration" differently, so check that the specific systems you use are supported.
How do Shufti and Persona reviews compare?
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Shufti scores 4.5/5 from 147 reviews on G2; Persona: no rating in our data. Ratings are third-party review-site data, not our own testing.
Do Shufti and Persona offer a free trial?
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Shufti: Free Forever includes 10 production verifications per month without a card. Persona: 60-day Essential trial with up to 50 services; production access requires approval.
Go deeper
Shufti
Compliance
Persona
Compliance
Sources
Vendors change pricing and features often, so confirm with each vendor before buying. How we research
Shufti
Last verified
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