Tucson Standard

NeuroID, a technology firm founded in 2015 at the University of Arizona with the support of Tech Launch Arizona, has been acquired by global credit firm Experian. NeuroID's unique anti-fraud technology is expected to enhance Experian's ability to mitigate fraud risk and better serve its clients.

NeuroID was established by Eller College of Management professor Joe Valacich and Jeff Jenkins, who was then a Ph.D. student at Eller and is now a professor at Brigham Young University's Marriott School of Business.

Valacich and Jenkins initially focused their research on mouse-cursor tracking and other human-computer interaction methods aimed at reducing consumer frustration. This research evolved into a fraud-protection method assessing an individual's credibility. The university project quickly developed into NeuroID, which has grown into a leader in fraud detection.

The technology measures user familiarity with data entered online, analyzing behavioral data in real time to determine if users are human or bot, and whether the human is genuine or risky.

Valacich and Jenkins conducted their initial research at the University of Arizona. They collaborated with TLA, the university's technology commercialization arm, to protect their intellectual property and strategize the launch of NeuroID.

"When TLA first began working with Dr. Valacich on the IP that eventually formed the foundation of NeuroID, we knew there was really something there, and Joe's passion for moving it into the market was infectious," said Douglas Hockstad, associate vice president of TLA. "I'm not surprised that Experian found this company and the technology so compelling. With this acquisition, the impact of their research and innovation will continue to grow."

NeuroID was named Tech Launch Arizona Startup of the Year in 2020. In May 2024, Valacich received the University Distinguished Innovation and Entrepreneurship Award.

"The acquisition of NeuroID by Experian highlights the University of Arizona's growing reputation as a hub for innovative technology," said Karthik Kannan, dean and Halle Chair in Leadership of Eller College. "NeuroID's success demonstrates how academic research can translate into real-world solutions."

The Eller College has been repeatedly recognized for its programs in management information systems. U.S. News & World Report's 2024 Best Business Rankings listed Eller as having the No. 1 Information Systems MBA Program among other high rankings.