Trooly is using machine learning to judge trustworthiness from digital footprints

Trust greases the wheels of the sharing economy, paving the way for transactions to take place between total strangers. But figuring out who is trustworthy and who is not remains a sticky bottleneck for digital businesses wanting to scale faster. Meanwhile the consequences for customers when startups screw up these risk calculations can be very unpleasant indeed.The traditional route to assessing risk is to run a full background check on an individual — a process that can be time consuming and expensive, given it can involve sending an actual person to an actual courthouses to parse actual paper records. Which is why, in recent years as sharing economy businesses have been gunning to scale up, other entrepreneurs have spotted an opportunity to step in to offer online services for verifying identity and screening for unsavory behavior, to try to steal a march on more established but slower paced background checkers. A…


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