Craig Tebbutt - Equifax | Customer Perception on Friction | Innovator Series

Rethinking Friction: Balancing Seamless Customer Experience with Stronger Security

In this Innovator Series episode, Craig Tebbutt, Strategy and Innovation Officer at Equifax, explores how consumer attitudes toward friction in the digital experience are evolving. He explains why customers are increasingly willing to accept steps like identity verification when it leads to greater security and trust. Learn how the definition of “friction” is shifting, what today’s consumers expect from secure digital interactions, and how businesses can strike the right balance between seamless access and effective fraud prevention.