The advancement of digitalization in sectors such as retail, healthcare, and finance places digital security at the core of the user experience in apps. Data from consultancy MarketsandMarkets indicates that the global multi-factor authentication market is set to double by 2027, growing from $13 billion in 2022 to over $26 billion. This trend reflects a consumer demand: beyond functionality, the app must be secure.
According to Rafael Franco, CEO of Alphacode, a company specializing in app development for sectors like delivery, fintech, and healthcare, features such as facial biometrics, temporary tokens, adaptive authentication, and behavioral analysis are already part of the standard security architecture for robust apps. ‘Users want security, but also fluidity. That’s why technologies like biometric authentication and behavioral analysis are gaining traction—they enhance protection without creating unnecessary barriers,’ he states.
For the executive, the key differentiator lies in developing applications with security considered from the outset. ‘When protection is at the heart of an app’s architecture, the brand conveys trust even before the first interaction. This directly impacts customer relationships and sales conversion,’ he analyzes.
Among the most widely used features, according to Franco, are:
- Selfie and digital biometric authentication
- End-to-end tokenization and encryption
- Integrated anti-fraud systems
- Behavioral analysis for detecting unusual patterns
- Adaptive authentication based on location and device
These technologies make the user journey simultaneously fluid and secure, while also protecting sensitive data and mitigating fraud risks. ‘Companies that treat data protection with the same care as design or marketing are positioning themselves better. Security has become a selection criterion,’ he emphasizes.
The digitization of the financial sector, driven by solutions like digital wallets, open finance, and BaaS (Banking as a Service), intensifies the urgency of this issue. ‘Financial apps must be fast—but above all, secure. We’re talking about banking data, transactions, credit. Security failures in this environment are unacceptable,’ Franco points out.
Beyond protection, digital security also influences perceived value and customer loyalty. Apps that convey trust tend to show higher retention, lower abandonment rates, and greater engagement. In sectors like food delivery and urban mobility, where response time is critical, frictionless experience is key. ‘Customers notice when a company takes security seriously, even before typing their first password,’ he summarizes.
The future of digital security in apps points toward even more integrated experiences, with AI predicting risks and adapting protection levels in real time. Instead of blocking users, technology is evolving to protect them almost imperceptibly, reinforcing trust as one of the most valuable assets of the digital economy.
With offices in São Paulo, Curitiba, and Orlando (USA), Alphacode is responsible for digital solutions used by over 20 million people every month. Clients include groups such as Habib’s, Madero, TV Band, and China In Box.
