One login for every TransUnion consumer product.
Making sign-in, verification, and account recovery feel like one trusted experience—no matter which product a consumer starts in.
The challenge
Consumers moving across TransUnion’s direct-to-consumer products ran into separate identity, authentication, and account management experiences. Three legacy subscription products—TU Credit Monitoring, Zendough, and True Identity—each had their own login, and regulatory-only consumers risked being routed through a commercial subscription product just to reach services they were entitled to. Each gap added friction, caused confusion during sign-in and recovery, and made it hard to build connected experiences across products.
The consumer journeys
Subscribers from all three legacy products migrated onto one credential and one platform.
Consumers seeking a regulatory service are routed straight there via SSO — never detoured through the subscription product first.
Commercial migrated consumers can activate a Service Center account with the same credentials when they express intent.
Service Center–only consumers can enroll in TU Credit Essentials through the same SSO, so someone who first came for a regulatory service can keep managing their credit health with more insight.
What I led
- Defined product strategy and requirements for a new IAM/KYC platform enabling unified identity, account portability, Single Sign-On, and cross-product experiences.
- Migrated consumers from three legacy subscription products—TU Credit Monitoring, Zendough, and True Identity—onto one credential for TU Credit Essentials and Premium.
- Designed intent-based routing so regulatory-only consumers reach the TransUnion Service Center directly via SSO, without being detoured through the subscription product first.
- Enabled migrated commercial consumers to activate Service Center accounts with the same credentials when they express intent—no re-registration required.
- Enabled Single Sign-On enrollment so TransUnion Service Center–only consumers can join TU Credit Essentials with the same credentials—opening a path to serve and monetize consumers who first arrived through a regulatory need.
- Designed for future global expansion so the identity foundation could support TransUnion’s evolving global consumer ecosystem.
- Reduced friction in verification, sign-in, and account recovery journeys through experimentation and behavioral insights.
- Partnered with architecture, engineering, security, legal, and operations to align strategy and execution—now leading a PM/PO team of 8 across consumer identity, authentication, support, and monetization.
A key product decision
Share the identity. Preserve the consumer’s intent.
A unified account should make products easier to access while respecting why the consumer arrived. Someone coming to freeze their credit or dispute information needs a direct path to that service.
I defined a shared identity and Single Sign-On foundation that supported distinct destinations. Regulatory consumers could reach the Service Center directly. Commercial consumers could activate regulatory access using their existing credentials, and Service Center consumers could choose to enroll in Credit Essentials through the connected experience.
The tradeoff was additional routing and account-activation complexity. A single destination would have been simpler to implement, but it would not have served every consumer’s intent.
This connected account access with the broader product strategy: help consumers complete their immediate task, then create an optional path to additional value.
The outcome
Across the broader transformation and journey optimization program, verified active users increased by 40% and account recovery contacts fell by 50%, across a platform serving roughly 30M consumer accounts and 2M daily active users. These shared outcomes also appear in the Platform & trust case study; they reflect multiple improvements, not this identity decision alone.
The product perspective
Identity is the front door to every product. When login and recovery just work, consumers spend their energy on the product—not on proving who they are.
Let’s build something people love.
Consumer products. Meaningful problems. Built with care.