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Compare SEON vs TruValidate (formerly Iovation)

This is a comparison article between SEON 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 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 Q3 2022. 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 utilized 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.

Iovation was a highly used solution in the igaming space. However, since the acqusition, TransUnion has begun to expand its usage to other areas, such as the recent Blanket Purchase Agreement it secured from the US Department of Labor.

Earlier this year, the company also announced the Canadian launch of its TruValidate Identity Exchange solution, combining the traditional Iovation solutions with credit bureau data and other fraud flags, alongside application data.

Key Products

  • A fully customizable 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 recognize 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  • Stale data: Despite the sizeable database, some of this is likely to be outdated and no longer applicable.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.

Compare SEON’s solution to TruValidate

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SEON vs TruValidate Features Comparison Table




Data aggregation
IP analysisYesYes                                        
Email data enrichment YesNo
Phone data enrichmentYesNo
Find user social mediaYes, checks 50+ platformsNo
Device fingerprintingYesYes
BIN for transactionYesNo
Behavior trackingYes, via custom rulesYes
User authenticationYesYes
Risk analysis
Custom rulesYesYes
Machine learning suggestionsYesNo
Industry preset rulesYesYes
Risk scoreYesYes
API callsYesYes
Modular APIsYesNo
Custom API fieldsYesYes
Chrome extensionYes No
Manual queryYesYes
Graph visualizationNoNo
Team managementYesYes
Integration with other toolsYesYes
Chargeback guaranteeNoNo
Free integrationYesNo
Free supportYesYes
Free trialYesNo
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 defense 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. 
  • Fewer 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 maximize 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 utilize TransUnion’s portfolio.

Further Reading

Learn more about:

Browser Fingerprinting | Data EnrichmentDevice Fingerprinting | Fraud Detection API | Fraud Detection with Machine Learning & AI | Fraud Detection & Prevention

Try our free tools:

BIN Lookup | IP Lookup | Reverse Email Lookup | Reverse Phone Lookup | Social Media Lookup

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