Customers today expect to get everything they want, whenever they want, wherever they want. Instantly. With international tech giants taking over increasingly larger shares of the market, it is not enough for businesses to just move online. To succeed, companies must become software companies in order to adapt to customer needs and rethink the ways they deliver products and services. This means creating more products and services faster, form new alliances and bridge the online-offline gap, while at the same time complying with stricter privacy regulations and protecting customers against increasing cyber threats. Competing with the software giants and solving these challenges will not be possible without a new approach to a customer’s identity. From this paper, you’ll learn about Digital Identity by IDEE and the reason why our approach is being so highly appreciated by some of the largest market players in Europe and in the USA.