Breaking Barriers: Mastercard Supporting Women in Identity's Mission to Close the ID Gap
Around 1.1 billion people worldwide cannot prove their identity, cutting them off from essential services like banking, healthcare, and education. This isn’t just a social issue—it may be an economic one.
Ahead of the Women in Identity Meetup, hosted by Mastercard, we sat down with our UK Ambassador Rosemary O'Neill, to explore how identity inclusion may fuel global economic growth, what’s blocking progress, and the innovative solutions leading the charge.
As a leader at one of the world’s largest financial institutions, Rosemary brings a unique perspective on the intersection of identity, inclusion, and economic opportunity. From Mastercard’s Community Pass to cross-sector collaborations, she shares powerful insights into the future of identity inclusion and why it matters for businesses, governments, and individuals alike.
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Q1. What does your role as Women in Identity UK Ambassador involve?
Within my role as WID UK Ambassador, I am responsible for recruiting members, identifying partners and potential industry speakers to represent WiD at events. Most importantly, being an ambassador involves organising Meet Ups as our main networking opportunity, such as the one we are hosting at our London offices in March 2025.
Q2. Why does Mastercard sponsor Women in Identity's ID Code of Conduct Research?
The objective of the research is to deliver a set of guiding principles to enable identity teams to develop more inclusive identity authentication solutions and services. This is something that Mastercard fully supports.
We recognise the need to address barriers to access where a lack of an ability to prove one’s identity results in exclusion from and access to basic financial services, such as opening a bank account, securing a loan, or receiving government services, healthcare, and education. The research into the ID Code of Conduct which examines the economic and human impact of ID exclusion will provide important insight and learnings to help shape and influence future guiding principles.
Q3. How do you see an International ID Code of Conduct enabling financial inclusion?
As the world becomes more interconnected, the industry needs solutions that will allow all individuals to use their digital identity seamlessly across borders, enabling them to access services anywhere in the world without facing the barriers of traditional identity verification. The existence of an international evidence-based ID Code of Conduct and set of guiding principles will enable the wider industry to address barriers in creating scalable solutions that work for all.
Q4. How do you think the exclusion from identity affects economic growth on a global scale, especially for vulnerable populations?
Exclusion from identity has an enormous impact on global economic growth. Our aim at Mastercard is to enable everyone to thrive in an increasingly connected world, driven by our commitment to create a more inclusive and resilient global economy. Our sponsorship of Women in Identity is an important aspect of this work.
Mastercard believes it’s important, going back to your question regarding vulnerable populations, to acknowledge that a lack of an ability to prove one’s identity results in exclusion from and access to basic financial services, such as opening a bank account, securing a loan, or receiving government services, healthcare, and education.
According to your own Women in Identity research findings, a staggering 1.1 billion people worldwide cannot prove their identity and are excluded from accessing and interacting in the digital world—something the majority of us take for granted. Your research highlights that an estimated 12-18% of the adult populations of developed and emerging economies are ID excluded. This growing recognition of the economic and social impact of exclusion is driving greater interest in solutions. Mastercard agrees: we need to address this identity gap.
Q5. From your experience, what are some of the most significant barriers people face in establishing their identity, and how can these be addressed?
There are a multitude of barriers that overlap in the establishment of a digital identity. These range from technology disparities and access limitations to regulatory challenges, cultural factors, and geographical constraints. Additionally, social and economic conditions can be significant barriers to obtaining and maintaining a digital identity.
In many rural regions or low-income countries, lack of official documentation like birth certificates, passports, or national ID cards can make proving identity difficult—if not impossible—for individuals. Coupled with limited access to technology or infrastructure to support digital ID solutions, many are left without access to basic services. Rural communities may lack smartphones, PCs, or tablets and often have limited or intermittent internet access, making digital identity solutions inaccessible.
To address these challenges, initiatives that promote affordable internet access, mobile connectivity, and digital literacy programs must be a key focus.
One way Mastercard is addressing this is through Community Pass, a digital platform that connects rural communities with governments, NGOs, and the private sector. Community Pass works both online and offline and provides a digital credential that can help people in remote communities access critical resources and networks. To date, it has helped 6 million smallholder farmers across Africa and India.
For those who already have a digital ID, cybercrime and data breaches create growing concerns around privacy and security. It is crucial to build digital identity systems with robust security protocols and transparency to ensure trust and adoption.
Improving digital literacy and trust in digital identity systems requires investment in education and awareness campaigns. Providing clear information on how digital identity works and ensuring communities are involved in its design and implementation will increase confidence and adoption.
Q6. What role do companies like Mastercard play in addressing identity exclusion, and what are some exciting initiatives on the horizon?
Mastercard has a pivotal role to play in enabling people to enter and participate fully in the digital economy. Through collaboration with organizations, governments, and NGOs, Mastercard aims to create a more inclusive digital identity ecosystem.
For example, Mastercard joined the ID2020 Alliance in 2020, which promotes digital identity solutions that are secure, portable, and inclusive. This platform is designed to give individuals a functional ID and a digital wallet in smart card form, enabling access to government and humanitarian benefits and various services.
Our Community Pass platform, which provides a digital credential, operates offline and supports governments, NGOs, and private sector service providers in delivering services to underserved communities more efficiently.
Within the Identity division at Mastercard, we recognize that a trusted identity is the primary accelerator of the digital economy and that we have a responsibility to raise the ceiling for growth. Our aim is to ensure that people can securely engage with institutions while enabling businesses and governments to trust the individuals they serve.
As the world becomes more interconnected, Mastercard is working on solutions that will allow individuals to use their digital identity seamlessly across borders, enabling them to access services anywhere in the world without facing the barriers of traditional identity verification.
Q7. How does identity drive innovation in secure payments, and what emerging technologies are you excited about in this space?
Digital identity technology has led to an evolution in identity verification and payment authentication methods. While legacy solutions, such as passwords, are vulnerable to hacking or phishing attacks, new digital identity solutions provide increased security to protect against sophisticated threats.
Consumers now expect seamless, secure authentication processes. Traditional forms of identity verification can be cumbersome, requiring individuals to remember passwords or enter multiple personal details. Digital identity aims to simplify this experience while enhancing security.
Emerging technologies such as artificial intelligence (AI) and machine learning (ML) are playing a pivotal role in Mastercard’s fraud detection and identity verification systems. AI-driven algorithms analyze vast amounts of identity and transaction data to detect suspicious patterns or anomalies, while machine learning models continuously adapt to evolving threats.
Q8. What are the biggest challenges in balancing security and user experience in identity authentication?
Striking the balance between security and user experience remains one of the biggest challenges in digital identity authentication.
Consumers expect secure platforms but also demand frictionless experiences. If authentication steps are too complicated, users may abandon the process, while weak security leaves businesses and individuals vulnerable to fraud.
To overcome these challenges, companies must innovate with:
- Biometrics & passkeys
- Adaptive authentication & password-less solutions
- Decentralized identity systems
While businesses must comply with regional privacy laws, they must also prioritize trust and global consumer education to encourage adoption.
Q9. How do you envision the future of identity transforming the way we conduct online transactions?
There is growing recognition that identity is the cornerstone of all online interactions. As we move toward a digital-first world, digital identity will play a pivotal role in shaping how individuals, businesses, and governments interact online.
Future developments include:
✅ Biometric authentication & behavioral biometrics for secure transactions
✅ Faster, safer cross-border payments
✅ The ID Code Of Conduct - a universal set of guidelines that aims to decrease bias in digital identity systems and ensure fairness for all.
Ultimately, we envision a world where individuals can prove their identity anytime, anywhere, empowering them to access previously out-of-reach financial and essential services.
Q10. As a leader in the identity space, what advice would you give to other women in the industry?
Keep exploring and challenging yourself! Digital identity is an exciting field, offering opportunities to solve real problems for real people.
My journey has been about creating technology-driven solutions that enhance security and trust for consumers. My advice? Stay curious, embrace lifelong learning, and never be afraid to innovate.
Q11. How do you see the role of diversity and inclusion evolving in tech, especially in areas like identity and payments?
Diverse perspectives are essential in shaping inclusive and secure identity solutions. Mastercard’s partnership with Women in Identity supports ongoing research into an Identity Code of Conduct to ensure no one is excluded.
We welcome the growing number of talented individuals from diverse backgrounds entering leadership roles in identity, financial services, and payments.
Q12. What excites you most about this upcoming event?
This Meetup is an exciting opportunity to bring like-minded professionals together to share knowledge and foster innovation.
With experts like Joanne Dewar (Project Nemo) and Professor Edgar Whitely sharing key insights, we look forward to meaningful conversations on identity inclusion, digital security, and economic empowerment.
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