Keith Gordon Marsden

Part of Mitek Systems, Inc., HooYu Ltd. is a customer onboarding platform based in London, UK. The British company provides UI and UX tools to deliver customized mobile or desktop digital journeys. HooYu is engineered to increase the integrity of KYC processes and maximize the percentage of customers that can be successfully onboarded. The platform blends ID document validation, online profile analysis, geo-location, facial biometrics, and identity confidence scoring with traditional database checks and PEPs and sanctions screening. HooYu is used by tier one banks such as NatWest and Virgin Money, leading online gaming operators such as Betfred and MRQ, fintechs such as Suits Me and Trussle, and many firms across regulated and unregulated markets. The company was founded by Alastair Lindsay Crawford. HooYu was acquired by Mitek Systems, Inc. from Experian Plc on March 23, 2022 for $129.68 million.