tru.ID

McGuire is a serial entrepreneur with over two decades of experience in the mobile and financial services sectors. Prior to IDlayr, he co-founded mobile payments company Paymo, which was acquired by Boku in 2009, and mobile messaging pioneer mBlox, which was acquired by Sinch in 2016. His experience in mobile technology and finance directly informs IDlayr's mission to replace outdated and vulnerable authentication methods like SMS one-time passwords.

The company's core service is delivered through an API platform that allows developers to integrate strong, passwordless authentication into their mobile applications. This technology uses the SIM card as a secure possession factor, offering a defense against cybercrime, phishing, and SIM swap attacks. The authentication process is designed to be invisible to the end-user, reducing friction during onboarding and login, which can lead to higher user retention and revenue for clients. IDlayr's business model is a B2B, API-based SaaS platform described as 'Mobile Identity as a Service' (MIDaaS), with a subscription-based revenue stream. The service is targeted at a wide range of sectors including financial services, e-commerce, healthcare, and the gig economy.

Since its launch, the company has expanded its network to include over 45 Mobile Network Operators in 25 countries, covering more than 2 billion users. IDlayr has secured a total of $9 million in seed funding from investors such as Sorenson Ventures, Episode 1, MMC Ventures, and NHN Ventures. In December 2023, the company rebranded from tru.ID to IDlayr to better reflect its vision of building a universal identity layer for the mobile internet.