The advancement of digitalization in sectors such as retail, healthcare, and finance places digital security at the center of the user experience in applications. Data from the consultancy MarketsandMarkets indicates that the global multi-factor authentication market is expected to double by 2027, growing from $13 billion in 2022 to over $26 billion. The 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, fintechs, and healthcare, features such as facial biometrics, temporary tokens, adaptive authentication, and behavioral analysis are already part of the standard security architecture in robust apps. ‘Users want security, but also fluidity. That’s why technologies like biometric authentication and behavioral analysis are gaining ground. They enhance protection without creating unnecessary barriers,’ he states.
For the executive, the differentiator lies in developing applications with security in mind from conception. ‘When protection is at the core of the app’s architecture, the brand instills trust even before the first interaction. This has direct value in customer relations and sales conversion,’ he analyzes.
Among the most widely used features, according to Franco, are:
- Selfie and digital biometric authentication
- Tokenization and end-to-end 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 criterion for choice,’ 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 the topic. ‘Financial apps need to 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 customer perception of value and 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 decisive, the absence of friction is a critical factor. ‘The customer notices when a company takes security seriously, even before typing the first password,’ he concludes.
The future of digital security in apps points to even more integrated experiences, using artificial intelligence to predict risks and adjust protection levels in real time. Instead of blocking the user, the technology evolves to protect them almost imperceptibly, reinforcing trust as one of the most valuable assets in the digital economy.
With headquarters 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.
