GLG seamlessly verifies experts globally for its insights network
See how GLG implemented secure, low-friction identity verification to protect its global expert network and maintain industry-leading trust.
GLG (Gerson Lehrman Group), the world’s insight network, connects leading professionals to subject matter experts so they can act confidently and make informed decisions. GLG has prioritized trust and safety since its founding in 1998, when it created the expert network industry. It remains the industry’s gold standard of compliance and continues to expand its network of experts, with hundreds newly recruited each day.
Problem: GLG needed a way to verify experts’ identities more efficiently to protect its platform’s integrity
Peter Allen, GLG’s head of compliance systems, knew that as generative technologies evolved and lowered barriers to inauthentic behavior, GLG would face new trust and security challenges.
In fact, the industry was already seeing a rise in reports of experts misrepresenting their credentials. In Asia, a presenter at a speaking event was flagged live by audience participants as not being who he claimed to be and not working for the company he claimed to work for. Although GLG had not experienced that situation, the potential for reputational damage was clear. As Peter notes, “You can monitor a user’s passive signals and track feedback closely, but if a person is not who they say they are, all of that is built on a foundation of sand.”
In such an environment, GLG’s platform for trusted human intelligence became increasingly critical to its clients. With that in mind, GLG sought verifiable, scalable means to provide its clients with even greater assurance about the identities of the experts with whom they consulted.
GLG knew it needed to perform identity verification to protect its platform’s integrity, but it also had to keep its user experience in mind. The company’s experts are often highly credentialed professionals — executives, doctors, and other industry leaders — who can be skeptical about onerous identity verification processes. These professionals are also located all over the world, meaning a frictionless, localized experience was critical.
You can monitor a user’s passive signals and track feedback closely, but if a person is not who they say they are, all of that is built on a foundation of sand.
Solution: GLG partners with Persona to securely and seamlessly verify experts and mitigate fraud
After a thorough assessment of its options, GLG chose Persona for the following reasons:
Seamless and secure user experience with dynamic friction
First off, Persona stood out for its ability to verify identities quickly, securely, and with minimal friction. This was crucial to maintaining a smooth user experience. “We wanted effective but simple and low-friction ways to make sure our experts are who they say they are,” says Peter.
With Persona, experts complete the verification process quickly, minimizing drop-off. As Peter explains, “We were worried experts wouldn’t want to go through the process, but it turns out they were more open to it than we expected.” This is likely because “the process is easy — takes less than three minutes.”
Another way Persona helps minimize friction: allowing GLG to apply different levels of verification depending on the expert’s profile. With Dynamic Flow, Persona’s dynamic risk engine, GLG can tailor the verification experience in real time based on user risk profiles — providing frictionless onboarding for low-risk users and adding checks for profiles presenting signals that warrant more in-depth scrutiny. For example, unsolicited applicants to GLG’s network undergo more rigorous steps, including two-factor authentication, ID scans, and selfie verification.
While ease of use was important to GLG, security was the company’s priority to maintain trust with its vast network of experts. That’s why GLG was glad that Persona securely stores sensitive data on its SOC 2 Type 2– and ISO 27001–certified platform, eliminating the need to ingest that data into GLG’s own systems.
As Peter puts it, “One of the best aspects of this program is that we don’t have to store sensitive data. Instead, that information stays with Persona.”
We were worried experts wouldn’t want to go through the process, but it turns out they were more open to it than we expected. The process is easy — takes less than three minutes.
A holistic, multi-layered approach to fraud prevention
Another key reason GLG chose Persona was its ability to draw from a wide library of signals, which gives the company a holistic view of experts beyond initial verification. By leveraging signals like phone, email, and device data, GLG can better assess the ongoing risk associated with each individual rather than relying on a one-time check. “It’s not just about confirming identity once,” says Peter. “It’s about layers of risk signals and understanding the user’s actions and risk profile over time.”
Additionally, one of the most valuable tools GLG implemented to mitigate fraud is Graph, Persona’s powerful investigative tool that helps uncover hidden connections across multiple users. According to Peter, this capability allows GLG to go beyond surface-level checks and dive deep into potential fraud networks. “Using Graph as an investigative tool provides network effects and a new level of insight,” he says, explaining that these learnings help his team proactively address potential identity overlaps.
Low-friction, high-assurance verifications for a global population
Because GLG serves a global population, Peter knew it needed to give users verification options depending on where they were located and what standard and trusted identity documents they had available. Persona’s database verifications enable GLG to tap into localized databases, such as those from Australia, China, India, and others, for additional assurance without adding more user friction.
On top of these verification options, GLG’s experts can take advantage of Reusable Personas — one of Persona’s newest features. Experts signing up for GLG for the first time can create a Reusable Persona to securely save their PII and speed up future verifications with other businesses that use Persona. Or, if they’ve already verified their identity with an organization that has enabled Reusable Personas, they can submit their information through GLG’s verification process more seamlessly. The end result is the same: streamlined flows for experts and a more trusted experience for all platform participants.
Persona’s platform has already transformed the way we approach trust, and we’re excited to see how they’ll continue to evolve alongside us.
Results: GLG leads the industry in trust and retention across its global community and is excited to scale with Persona by its side
Within the first three months, GLG successfully rolled out its expert verification program with Persona globally and has seen impressive results that have improved the foundation of GLG’s screening processes:
Increased client confidence and retention: GLG's clients, often operating in highly regulated industries, have shared that they feel more confident in the credibility of the experts they're working with. Clients appreciate knowing their research is being conducted with vetted, legitimate experts, while GLG is able to position itself as a leader in expert networks thanks to its verification process.
Reduced fraud risk: Within the first year of partnering with Persona, GLG saw a 90% reduction in incidents involving suspicious activity. Even though identity fraud was never rampant, this preventative measure has protected GLG from reputational risks and potential brand damage.
High levels of expert participation: Despite concerns that identity checks would deter high-profile experts, the vast majority of them completed the process on their first attempt, with minimal drop-off. “I think people understand that there is a need for this level of verification for trust in this day and age,” Peter notes.
As GLG continues to grow and refresh the expertise in its network, identity verification will remain central to its strategy to stay ahead of emerging risks and meet evolving client expectations.
GLG also plans to deepen its collaboration with Persona, leveraging additional capabilities like business verification and advanced fraud detection to further enhance security. As client needs grow more complex, Persona’s ability to scale with GLG will ensure its continued high standards for trust.
“We see this as just the beginning,” Peter concludes. “Persona’s platform has already transformed the way we approach trust, and we’re excited to see how they’ll continue to evolve alongside us.”
