Accertify's AI Platform Reimagines Fraud Defense for the Full Customer Journey

ITASCA, Ill. – May 28, 2026 – As the line between legitimate customer behavior and sophisticated fraud continues to blur, Accertify has unveiled a new enterprise technology aimed at fundamentally shifting how businesses combat digital threats. The company today announced its Predictive Yes Platform, a system designed to look beyond the moment of transaction and provide continuous, AI-powered risk assessment across the entire customer lifecycle.

The move comes as merchants grapple with a fraud landscape that has expanded far beyond the traditional checkout. Fraudsters are now targeting every touchpoint, from account creation and login to post-purchase activities like returns and refunds. Accertify's new platform and its accompanying "More Yes" vision aim to empower businesses to confidently approve more good customers, turning fraud prevention from a defensive cost center into a strategic growth engine.

“Fraudsters don’t respect org charts,” said Greg Dukat, CEO of Accertify, in the announcement. “They treat account creation, login, checkout, and post-purchase as one continuous attack surface. The Predictive Yes Platform is built the same way - one connected system across the full customer lifecycle, so businesses can approve more good customers with confidence and fuel growth - without the wrong people coming along for the ride.”

The Evolving Battlefield of Digital Commerce

For years, the primary focus of fraud prevention was on stopping stolen credit card transactions at the point of sale. Today, that narrow focus is dangerously outdated. The industry is witnessing a significant convergence between fraud prevention and cybersecurity, as criminals exploit vulnerabilities across the entire digital journey.

A major driver of this shift is the explosion of "first-party abuse." This category includes activities like refund fraud, where a customer falsely claims a product never arrived; promotion gaming, where users exploit discount codes; and policy abuse, where generous return policies are systematically manipulated. This type of fraud is particularly difficult to detect because it's perpetrated by individuals who otherwise look like legitimate customers, often using their own accounts and payment methods. The financial impact is staggering, with industry reports indicating that abuse and fraud in retail returns alone accounted for an estimated $103 billion in 2024.

Fraudsters are also leveraging increasingly sophisticated tools, including generative AI to create fake evidence for refund claims and "Fraud-as-a-Service" (FaaS) models that allow even unskilled actors to launch complex attacks. This has created an environment where isolated, single-point checks are no longer sufficient.

A Holistic Defense Powered by Data and AI

Accertify’s Predictive Yes Platform is engineered as a direct response to this multifaceted threat environment. It moves away from siloed decision-making by unifying identity, behavioral, historical, and purchase signals into a single, continuously learning view of each customer. This allows for risk to be assessed at every stage, from the moment a user creates an account to long after a purchase is completed.

The platform's intelligence is built on three core pillars:

First is data at scale. According to company data, Accertify processed over 10 billion transactions representing $1.25 trillion in commerce between May 2025 and April 2026. This massive volume of data provides the raw material for its machine learning models to identify subtle patterns and anomalies.

Second is a consortium approach. With 98% of its clients opting in to share anonymized fraud intelligence, the platform creates a powerful network effect. A fraudulent pattern identified at one merchant can be used to protect hundreds of other enterprise brands across retail, travel, gaming, and financial services. Conversely, a customer verified as trustworthy on one site may experience a smoother journey elsewhere in the network.

The third pillar is layered AI-powered models. The platform doesn't rely on a single algorithm. Instead, it employs a suite of technologies, from decision trees to supervised machine learning and, most notably, graph networks. Graph network technology is particularly effective at uncovering coordinated attacks by mapping complex, non-linear relationships between identities, devices, and transactions in real-time. This allows for the detection of sophisticated fraud rings that traditional, rule-based systems would likely miss.

The Business Case for 'More Yes'

Beyond simply stopping bad actors, Accertify is framing its new platform as a critical tool for business growth. The "More Yes" philosophy centers on reducing "false declines"—instances where legitimate customers are incorrectly flagged as fraudulent. These false positives not only result in lost sales but can also permanently damage customer relationships.

By building a more comprehensive and confident profile of each user throughout their journey, the platform aims to ensure that by the time a good customer reaches checkout, the answer is already a clear and data-backed "yes." This focus on enabling commerce, rather than just blocking transactions, promises a significant return on investment.

Real-world results from the company's existing machine learning solutions underscore this potential. In one case, musical instrument retailer Guitar Center reportedly decreased its fraud losses by 62% while simultaneously increasing its prevented fraud by 106% year over year. Another case study involving a big-box retailer noted a 20% reduction in manual review rates, freeing up analyst teams to focus on more complex threats. The recent selection of Accertify by UK retail giant ASDA to enhance its e-commerce fraud prevention further signals market confidence in this approach to balancing security with customer experience.

Navigating a Crowded and Competitive Field

Accertify is launching its platform into a highly competitive market. The digital fraud management space is populated by a number of formidable players, including Sift, Forter, and Riskified, all of whom are leveraging AI to offer comprehensive fraud solutions. A 2023 Forrester Wave report on the sector positioned Accertify as a "Strong Performer," while competitors like LexisNexis Risk Solutions and NICE Actimize were recognized as "Leaders" for their current offerings and strategic vision.

This competitive landscape highlights a universal industry acknowledgment: the fight against fraud requires sophisticated, AI-driven, and holistic solutions. Accertify aims to differentiate itself with its unique combination of massive data scale, a deeply integrated client consortium, and a platform architecture built from the ground up to analyze the entire customer lifecycle. As fraudsters continue to innovate and exploit every corner of the digital ecosystem, the ability to confidently say "yes" to good customers while precisely identifying threats will be a defining factor for success in online commerce.