From the stage at Identity Week Europe 2025 talking about the “business and modern security”, we interviewed Mostafa Hassanin, Chief Security Officer at SMG Swiss Marketplace AG, who broke down the importance of digital identity since it is the first interaction for customers using any digital marketplace.
“Identity is the infrastructure for trust,” says Hassanin, emphasising that ongoing investment in digital identity gives online marketplaces a real competitive advantage. It’s not just about verification, but about differentiation, user experience, and long-term growth
Swiss Marketplace Group operates multiple digital marketplaces using a single identity and access management platform. But not all marketplaces require the same checks. Instead of a one-size-fits-all model, identity flows are tailored to the risk profile and business model. Fusion dashboards give SMG real-time visibility into the state across the board.
Hassanin also says AI-driven threats can be turned into opportunities. As attackers use generative AI in phishing and to create deepfakes and synthetic IDs, defenders must adapt. Hassanin highlights how SMG uses AI not just to detect fraud but to proactively protect users.
Watch the full interview for real-world insights on how adaptive identity strategies, AI, and cross-industry thinking are shaping the future of security, trust and safety in digital marketplaces.
