ID Analytics Rolls Out Consumer Service

San Diego-based ID Analytics, the provider of risk management tools for companies, said today that it has launched a consumer offering. The firm said its new Consumer Notification Service will alert consumers in real-time, when the firm detects that a person's identity has been used. The firm said the new service is intended to help consumers proactively stop fraud attempts, by alerting them via text, email, or iPhone app of an attempt to use their identity. The firm did not announce pricing on the new service. ID Analytics had previously only been offering its services to businesses, who have been using the firm's services to verify consumers before issuing credit cards, taking online orders, approving auto loans or mortgages, and other efforts.