Trully

Trully is a Mexican digital fraud prevention and identity verification company that operates as a digital fraud bureau. Founded in 2022 by former Rappi employees Fernando González Paulin, Eric Balderrama, and Carl W. Handlin, the company is headquartered in Mexico City. Trully developed software to improve Know Your Customer authentication systems and prevent identity theft and financial fraud through facial recognition using machine learning technology. The platform protects against identity theft, fraudulent chargebacks, and money laundering by utilizing a proprietary database of fraudulent identities and biometric verification. The company's technology allows businesses to detect fraud individually while contributing to a collective intelligence network that protects an entire ecosystem of companies. Trully primarily serves the financial services sector, targeting fintech and e-commerce companies as well as human resources departments. The platform integrates data such as biometric vectors and geolocation to enhance security compliance. In 2022, Trully raised a 4.1 million USD seed round led by Costanoa Ventures, with participation from notable angel investors including Pablo Viguera of Belvo and Juan Pablo Ortega of Yuno. The company complies with the Federal Law on the Protection of Personal Data in Possession of Private Parties. In September 2024, Trully was acquired by Brazilian digital identity unicorn Unico IDtech and now operates as Trully by Unico. At the time of acquisition, the company had approximately 16 employees and served around 30 clients in Mexico, mainly fintech companies. Trully is an associate member of Fintech México, one of Mexico's largest fintech associations.