Compare SEON vs TruValidate (formerly Iovation)

Compare SEON vs TruValidate (formerly Iovation)

August 15, 2021

This is a comparison article between SEON’s Sense Platform and TransUnion’s TruValidate product, formerly known as Iovation. We hope this will help you in making a decision on which company is best to accompany you in the fight against fraud!

Disclaimer: Everything written about the companies mentioned in this article was gleaned from online research including user reviews. We did not have time to manually test all the tools. However, we ensured the information was correct as of Summer 2021. Feel free to contact us to request an update/correction.

About TruValidate

Following the 2018 acquisition of Iovation, TransUnion recently rebranded its new division to TruValidate. Since 2004, Iovation has utilised device recognition technology to help authentic users and prevent fraud. 

TransUnion was founded in 1968 and has corporate headquarters in Chicago, Illinois as well as office locations in Hong Kong, Leeds, Mumbai, Toronto, Johannesburg, Colombia and Brazil.

Key Products

  • A fully customisable authentication solution tailored for the entire consumer lifecycle.
  • Document, email and phone verification via their proprietary database.
  • Biometric and facial recognition capabilities.

Pros of TruValidate
  • IGaming knowledge: Previous experience, data and expertise of the iGaming sector through the former Iovation.
  • Device fingerprinting: Able to recognise good devices paired with the consumer’s account. 
  • Sizeable Data: A collection of 3 billion devices and 30 million reports of fraud and abuse.
  • Integration opportunities: Easy integration with other TransUnion solutions.

Cons of TruValidate
  • Stale Data: Despite the sizeable database, some of this is likely to be out dated and no longer applicable.
  • Technology: Slow in innovation with legacy tech powering much of their solutions.
  • Limited live data access: No email or phone-based data enrichment.
  • Free Trial: No free/batch trial availability (at the time of writing.)
  • No Machine Learning suggestions: you’ll have to rely on your own risk management team to create rules only.

SEON Vs TruValidate Features Comparison Table


SEON Sense


Data aggregation
IP Analysis Yes Yes                                        
Email data enrichment  Yes No
Phone data enrichment Yes No
Find user social media Yes, checks 35+ platforms No
Device Fingerprinting Yes Yes
BIN for transaction Yes No
Behaviour tracking Yes, via custom rules Yes
User authentication Via cookie and browser hash Yes
Risk analysis
Custom rules Yes Yes
Machine learning suggestions Yes Yes
Industry preset rules Yes Yes
Risk score Yes Yes
Integration / deployment
API calls Yes Yes
Modular APIs Yes No
Custom API fields Yes Yes
GUI Yes Yes
Chrome extension Yes  No
Manual query Yes Yes
Graph visualization No No
Reporting Yes Yes
Team management Yes Yes
Integration with other tools Yes, via Zapier Yes
Chargeback guarantee No No
Free integration Yes No
Free support Yes Yes
Free trial Yes No
Cost per month
Flexible tiered pricing based on API requests starting from €99.

Where SEON Wins Over TruValidate

  • Better apt to fight more modern types of fraud due to features such as email/phone-based data enrichment, availability of multi-layered defence systems via modular APIs and more advanced machine learning capabilities. 
  • Offer both a free trial and free integration plus the ability to batch/demo trial before you buy.
  • Being part of a smaller team enables us to truly understand your company’s needs, with our customer success team being built up of former fraud managers. 
  • Less chances of false positives as we do not share blacklists. 

Where TruValidate Wins Over SEON

  • Experience and specialized knowledge of the iGaming sector.
  • With a database spanning almost 20 years, the company holds a history of over 3 billion devices and 30 million reports of fraud and abuse. 
  • Their product offerings are more expansive given the size of TransUnion and it would be expected that the company will look to develop its TruValidate offerings in the future.

G2 Comparison

SEON vs Iovation

SEON vs TruValidate Conclusion

Choose SEON if
  • You are looking for a more modern platform that uses innovative technologies and advanced enrichment features to maximise profit.

Choose TruValidate if
  • You are an iGaming company looking to match your competitors or you need more products outside of fraud detection, where you can utilise TransUnion’s portfolio.
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