The rise of digitalization in sectors such as retail, healthcare, and finance is placing digital security at the heart of the user experience in apps. Data from consulting firm MarketsandMarkets indicates that the global multi-factor authentication market is expected to double by 2027, rising from US$13 billion in 2022 to over US$26 billion. This trend reflects consumer demand: in addition to being functional, the app must be secure.
Second Rafael Franco, CEO yes Alphacode, a company specializing in developing applications for sectors such as delivery, fintech, and healthcare, features such as facial biometrics, temporary tokens, adaptive authentication, and behavioral analysis are already part of the standard security architecture of robust applications. “Users want security, but also fluidity. Therefore, technologies such as biometric authentication and behavioral analysis are gaining ground. They reinforce protection without creating unnecessary barriers,” he states.
For the executive, the difference lies in developing applications with security built in from the outset. “When protection is at the core of the app’s architecture, the brand inspires trust even before the first interaction. This has direct value in customer relationships and sales conversions,” he analyzes.
Among the most used resources, according to Franco, are:
- Selfie authentication and digital biometrics
- Tokenization and end-to-end encryption
- Integrated anti-fraud systems
- Behavioral analysis for detecting unusual patterns
- Location- and device-based adaptive authentication
These technologies make the user journey simultaneously fluid and secure, in addition to protecting sensitive data and mitigating fraud risks. “Companies that treat data protection with the same care they take with design or marketing are positioning themselves better. Security has become a key criterion,” he reinforces.
The digitalization of the financial sector, driven by solutions such as digital wallets, open finance, and BaaS (Banking as a Service), intensifies the urgency of this issue. “Financial applications need to be fast, but above all, secure. We’re talking about banking data, transactions, and credit. Security breaches in this environment are unacceptable,” Franco points out.
Beyond protection, digital security also influences customer perception of value and loyalty. Apps that inspire trust tend to have higher retention, lower abandonment rates, and higher engagement. In sectors like food delivery and urban mobility, where response time is crucial, frictionlessness is critical. “Customers can tell when a company takes security seriously, even before they enter their first password,” he summarizes.
The future of digital security in apps points to even more integrated experiences, using artificial intelligence to predict risks and adapt protection levels in real time. Instead of blocking users, 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 more than 20 million people every month. Clients include groups such as Habib’s, Madero, TV Band, and China In Box.
