The password has become a hassle. And, in many cases, a risk. With recurring leaks and increasingly sophisticated threats, application security has ceased to be a technical detail and has become a decisive factor in the user’s journey and companies’ reputation. Today, it is not enough to work – it is necessary to protect.
According to the MarketsandMarkets consultancy, the global multi-factor authentication market is expected to jump from $13 billion in 2022 to over $26 billion by 2027. It is a clear response to the growing demand for more secure and less bureaucratic systems. Technologies like FaceID, TouchID, temporary tokens, and end-to-end encryption are becoming standard for any app that aims to maintain user trust and secure data.
Less friction, more protection
According to Rafael Franco, CEO of Alphacode, a company responsible for developing apps for brands like Habib’s, Madero, and TV Band, the challenge lies in balancing security with convenience. “The user wants security, but also fluidity. That’s why technologies like biometric authentication, adaptive authentication, and behavior analysis are gaining ground. They reinforce protection invisibly, without creating friction in the experience,” he points out.
The specialist points out that your company has already implemented features such as authentication via selfie, integrated tokens, integration with risk gateways, protection against malicious automations, and behavioral analysis in projects in the food service, fintech, and sensitive data apps. ‘It’s not just about technology. It’s about conveying trust. The customer perceives when a company takes security seriously, even before typing the first password,’ says Franco.
According to him, the biggest mistake companies make is thinking that digital security is just a technical protocol. ‘Security is part of the experience. If the app is unsafe or bureaucratic, the customer leaves. But if he feels protected effortlessly, he trusts and comes back,’ he adds.
Not a trend, a requirement
Technology companies are adopting more sophisticated protection models, such as behavioral analysis — which detects unusual usage patterns and automatically blocks suspicious accesses. Another growing trend is adaptive authentication, which analyzes variables like location, device type, and access time to determine the necessary security level for each login attempt.
‘It’s no longer about ‘having’ security. It’s about demonstrating security. The consumer wants to know they are protected before even thinking about it,’ reinforces the CEO of Alphacode. He also believes that the adoption of these solutions is a competitive advantage. ‘Companies that treat data protection with the same attention as they treat design or marketing are positioning themselves better. Security has become a selection criterion,’ he concludes.
Information security has evolved from a technical barrier to a strategic asset. As digitization advances on all fronts — from retail to healthcare, from education to finances — ensuring that user data is protected is not only a legal obligation but a demonstration of technological maturity. “When protection is at the core of the app architecture from the beginning, the brand conveys confidence. This has direct value in the customer relationship and in the company’s positioning in the market,” concludes Franco.
