TrustLabs is developing an easy-to-use platform that helps small and medium businesses with authenticating and verifying their online customers' identities without having to deal with complex tools nor robbing the bank. Today everyone building a online business needs to settle with IT security tooling that is extremely complex to operate. These are often tools provided by larger Identity Management vendors cobbled together from multiple acquisitions without consideration of the jobs-to-be-done by the developer and IT organizations. Instead of spending weeks or months, the developers should be able to integrate a social provider or electronic identification (eID) provider in minutes and hours into their apps. Our solution is an highly automated platform supporting OpenID Connect and OAuth as main interfaces. Customer applications will only need to work through a single interface that offers normalized responses across the all identity providers so that our customers don't need custom code for each identity provider their app needs to support. Less code is less failures is less time spent on maintenance. With a highly-automated technology stack we are reducing the costs for everyone so that everyone can focus their energy on where it matters the most - generating value through pleasing their customers! Identity management see rapid changes and new innovations. There is always a battle to beat the malicious actors. We see new blockchain based identity schemes emerge aiming for better consumer privacy. This is all good news! At the same time, its important that businesses don't need to scrap their existing technology investements and any new tech should augment, not replace existing infrastructure. That's why the TrustLabs platform supports the new protocols needed for letting businesses use new mobile wallets, such as the EU Digital Identity Wallet, while still supporting traditional identity systems. The TrustLabs founders have worked in the identity management space for many years building successful products serving majority Fortune 500 companies in their digital transformations. We have first hand experience of the struggles that every business goes through when implementing a digital identity strategy. We believe there is a better way, where also small and medium companies can reap the benefits of serving their customers as online businesses. To do that, the security tooling and especially identity related tooling needs vast improvements, not in number of options or features, but in how they solve the jobs to be done in an easy and intuitive manner.