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General Overview

Accounts aggregate all customer information in one place and enable you to view the entire history of how you've interacted with an individual over time. With Accounts, you can compare the information collected in an Inquiry against the information that's already known about the individual. Persona links separate Inquiries into a single Account using Reference IDs.

There are four ways to populate Accounts :

  1. Automatically: When a new user creates an Inquiry for the first time, this initiates the creation of their new Account.
  2. Importers: You can import existing Accounts into Persona as a way to backfill.
  3. API: Accounts can be made via the API. 
  4. Dashboard: An Account can be manually created in the Dashboard using the "Create Account" button. All that's required is a reference-id; other information can be added as needed once the Account is created.

Reference IDs

In order for Inquiries to be grouped on the Account level for unique users, it is imperative to pass a reference ID. Once a reference ID is passed, all other information will flow to be added with it. The reference ID is in essence the organization's user ID, so we recommend you use an ID for that user Persona to match that same user in the rest of your system (if applicable).


Use Cases

With Accounts, you can follow the history of interactions with an individual, which unlocks three main use cases:

  1. Re-verification of an individual who has already been verified with Persona
  2. Consolidated PII and information storage
  3. Ability to run continuous reports (e.g. watchlist report) on an Account over time

Use Case: Re-verification

An Account is created for an individual based on the information retrieved from the first Inquiry or the first instance of importing their information. Once a Reference ID is associated to an Inquiry, it will be associated with that individual's Account.

Any future Inquiries associated with that reference ID will be compared against previously provided information in the Account, to reverify the individual's identity. Re-verification gives you the ability to compare new information acquired from an individual against existing information previously acquired from that same individual, to ensure it is the same person going through your verification process.

Why is a re-verification failing?

A re-verification may be failing because it is not the same person going through the flow. If it is the same person, the more common reason your re-verification may have failed is because the Account information associated with the individual is incorrect. Account information could be incorrect for a couple of reasons.

  1. If you imported your Accounts, it's possible the information you imported was incorrect and needs to be updated.
  2. If you did not import your Accounts, and so the Account was created by an individuals first Inquiry, it's possible that the information associated with that initial Inquiry was incorrectly entered by the individual, or extracted incorrectly (ex., the first name and last names are switched).

If this is the case, all future Inquiries will fail. If this happens, you can Edit the Account information from your Dashboard (see editing Accounts below).

Use Case: Reports

Accounts unlock the ability to run continuous reports on an Account over time.

What is collected in a report?

Information collected will be specific to the report type that is in your template. If you'd like to add additional reports to your template, please contact us or email Persona currently runs reports for watchlists, email, and phone numbers.

How do I generate a Report?

You'll need to make sure reporting is part of the template that your organization has set up. Please contact us or email

Reports + Workflows

Continuous Reports lets you continuously check watchlists on an Account at the cadence of your choice (e.g. monthly, quarterly). You can then set up a Workflow that will notify you when and if a watchlist is hit to ensure that your team can review the Account.

Use Case: PII Storage

Because Accounts aggregate all information for a user in one place, your organization can quickly grant individuals access to all of their information should they request it. This also includes all documents collected over time via secure document submission, which are associated with the Account.

Importing Accounts into Persona

We recommend to import existing Account information to start comparing future Inquiries to information that your organization has already captured.

If you'd like to import existing Account information into your Persona Dashboard, contact us or email

Don't have accounts to import? No problem! Persona's Dashboard will automatically begin capturing Account data and associating relevant Inquiries to individual Accounts, if there is a reference ID associated with the inquiry.

Editing Existing Accounts

If you'd like to edit an existing Account, you can do so via your Persona Dashboard under the Accounts page. You can edit any field in the Account. Once you edit the account, all future inquiries will compare their information against the most up to date record.

To update the Account information from Dashboard"

  1. Go to that specific Account's page. (You can search by name or reference ID if needed to find it)
  2. Click the "...more" dropdown on the top right hand side of the Dashboard, and select "Update Account"


3. Update any information you would like, and click "Save".


Why would I want to edit an Account?

It's possible that the information on an Account has either changed, or was input incorrectly on the first go around (whether via use error or import error). A common example of this would be the first and last name being switched around, or a user incorrectly typing in their date of birth. If the Account information is incorrect, future inquiries compared to this Account information will fail. You'll want to make sure all of your Account information is correct to ensure a higher verification success rate.

Redacting PII from Accounts

How do I redact an Account?

You are able to redact an Account's information via the Persona Dashboard, under the "...More" dropdown on the top right side of your screen. Please note that once you've redacted information, you cannot reverse this action. Use this button auspiciously!


When an Account is redacted, all PII, Inquiries, reports and documents are collected up until that point are also redacted. The Account still exists and can be used to collect new information.

Retention Policy: Your organization's retention policy is also applied to Accounts. This means that Accounts are redacted on a regular interval, according to your specific retention policy.

Can I delete an Account?

Yes. When an Account is archived it is effectively deleted from our system and can no longer be used. If you would like to archive an Account, please reach out to use at


Tags let you organize your Accounts via custom values that can be associated with an Account. Tags let you model any information specific to your system inside Persona, which can give more context if you need to go back and look through the data.

For example: You can create a tag called “frozen”, to communicate that the individual may be frozen in your system. This could be useful to let an analyst know the state of an Account when working through Account recovery. There are many more ways you can use tags to organize information about your users - get as creative as suits you! The box to create a Tag is in the bottom right section of an individual profile under Accounts in the Persona Dashboard.


If you would like to edit a tag, you can do this by clicking the "...More" dropdown on the right hand side of your screen.


For now, tags can only be created in the Dashboard (API coming soon...). In a future version, we will allow you to filter by tag.

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