Passwords have become a nuisance. And, in many cases, a risk. With recurring leaks and increasingly sophisticated threats, app security has gone from being a technical detail to a decisive factor in the user journey and companies’ reputations. Today, it’s not enough to just function — you need to protect.
According to MarketsandMarkets consultancy, the global multi-factor authentication market is expected to jump from $13 billion in 2022 to over $26 billion by 2027. This 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 keep data shielded.
Less friction, more protection
For Rafael Franco, CEO of Alphacode, the company responsible for developing apps for brands like Habib’s, Madero, and TV Band, the challenge lies in balancing security with convenience. ‘Users want security, but also smoothness. That’s why technologies like biometric authentication, adaptive authentication, and behavioral analysis are gaining traction. They reinforce protection invisibly, without creating friction in the experience,’ he points out.
The expert notes that his company has already implemented features like selfie authentication, integrated tokens, risk gateway integration, protection against malicious automation, and behavioral analysis in food service projects, fintechs, and apps with sensitive data. ‘It’s not just about technology. It’s about conveying trust. Customers notice when a company takes security seriously, even before typing their first password,’ Franco states.
According to him, companies’ biggest mistake is thinking digital security is just a technical protocol. ‘Security is part of the experience. If the app is insecure or bureaucratic, the customer leaves. But if they feel protected effortlessly, they trust and return,’ he adds.
Not a trend, but a requirement
Tech companies have been adopting more sophisticated protection models, such as behavioral analysis — which detects unusual usage patterns and automatically blocks suspicious access. Another rising trend is adaptive authentication, which analyzes variables like location, device type, and access time to define the necessary security level for each login attempt.
‘It’s no longer about ‘having’ security. It’s about demonstrating security. Consumers want to know they’re protected before even thinking about it,’ emphasizes Alphacode’s CEO. For him, adopting these solutions is also a competitive edge. ‘Companies that treat data protection with the same attention as 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. With digitization advancing on all fronts — from retail to healthcare, education to finance — ensuring user data is protected isn’t just a legal obligation but a demonstration of technological maturity. ‘When protection is at the core of the app’s architecture from the start, the brand conveys trust. This has direct value in customer relationships and the company’s market positioning,’ Franco concludes.
