Effective authentication of returning customers is an essential aspect of financial services firms’ control frameworks. The challenge lies in inserting the proper levels of authentication that are commensurate with the risk of the transaction, which take into account the customer’s typical transactional activity, and which do not insert inappropriate (or ineffective) levels of customer friction. The rising incidence of scams inserts another wrinkle; since the genuine customer is initiating the transaction, traditional forms of authentication are often rendered useless. This session will discuss best practices in leveraging digital identity signals, targeted communications, and intelligent digital journeys to help balance digital channel security with the customer experience.