B2B Identity Verification: Priya Murali at Benzinga Fintech 2025
Priya Murali founded Cobalt ID after experiences at Waymo, Google, and Instagram. Her company focuses on B2B identity verification using AI fraud scoring and IRS Tax ID verification, with recent partnerships like Bectran extending the company's reach in business credit and trade finance.
While much of the identity verification conversation focuses on consumer applications, business identity verification presents equally important challenges. Priya Murali, Founder and CEO of Cobalt ID, is addressing these challenges with a focus on B2B identity verification, AI-powered fraud scoring, and IRS Tax ID verification. Speaking at the Benzinga Fintech Awards 2025 on November 10 in New York City, Murali brings a unique perspective shaped by her experiences at major tech companies and her MBA education to the complex world of business identity.
Cobalt ID's Technology Approach
Cobalt ID employs several technologies to address business identity verification challenges. The combination of these capabilities provides comprehensive business verification.
One of Cobalt ID's core capabilities is AI-powered fraud scoring for business identities. The system analyzes numerous signals to assess the likelihood that a business identity claim is fraudulent.
Recent Developments: The Bectran Partnership
In April 2025, Cobalt ID announced a partnership with Bectran, a provider of credit management and trade finance automation software. This partnership extends Cobalt ID's reach into business credit evaluation and trade finance, areas where business identity verification is critical.
Trade finance involves financing commercial transactions between businesses, often including international trade. When a company extends credit to business customers or seeks trade financing, thorough business identity verification is essential to manage risk.
Indirect Impact on Retail Trading Platforms
While Cobalt ID's B2B focus means its technology doesn't directly affect most retail traders opening individual accounts, there are several indirect connections to the retail trading ecosystem.
Traders who establish LLCs, partnerships, or corporations for their trading activities need to open business trading accounts. These accounts require business entity verification in addition to personal identity verification for authorized signers.
Future Directions in Business Identity
As Priya Murali takes the stage at Benzinga Fintech 2025, she'll likely discuss where business identity verification is headed. Several trends seem likely based on current developments.
Various initiatives are working to standardize business identity verification. The Legal Entity Identifier (LEI) system provides unique identifiers for legal entities engaged in financial transactions. Greater adoption of LEI and similar standards could make business verification more efficient and reliable.
Attendees of the Benzinga Fintech Awards on November 10, 2025 in New York City will gain insights from this presentation on current fintech trends and innovations shaping the trading and investment landscape.
