KYB Web Insights

Overview

Traditional KYB depends heavily on official registry data, which can be outdated, incomplete, or — in the case of shell companies and front operations — actively misleading. Registry-only verification is becoming insufficient in many modern onboarding contexts, leaving blind spots in risk evaluation, fraud detection, and compliance workflows.

Trulioo KYB Web Insights goes beyond registry data by analyzing a business's digital footprint — its domain usage, web structure, social presence, and the coherence across them. This real-time intelligence reveals whether a company is active, credible, or concealing risk, and whether its actual online behavior aligns with what's stated in its official registration. The result is smarter, more secure KYB decisions based on how a business truly behaves, not just how it's documented.

Web Insights enriches traditional KYB across three layers of intelligence:

Web Domain: Information and metadata extracted from the business's own website and domain registration, including business name, addresses, contact details, social media links, registration dates, registrar, and protocol.
Social Media Presence: Data gathered from the business's public social profiles across LinkedIn, Instagram, X (Twitter), and TikTok — including profile details, follower and engagement metrics, verification status, industry classifications, and locations.
Web Derived Signals: Trulioo-generated indicators that assess whether the digital presence is internally coherent and linked to the real-world entity being verified, and whether the business appears operationally active — surfacing identity mismatches, misattribution, informal-operation patterns, and signs of dormancy that raw data alone won't reveal.

How does it work?

Web Insights is an enrichment layer that augments Trulioo's KYB Verification with real-time web and social intelligence about a business entity. It returns structured, machine-readable data — covering domain metadata, public website content, social platform profiles, and Trulioo-derived coherence and activity signals — directly into customer onboarding, fraud, and risk decisioning workflows.

The service is delivered through Trulioo's existing KYB Services and is enabled with a single input flag, allowing customers to layer Web Insights onto their existing verification calls without rebuilding integrations. Outputs include both the raw web footprint (what we found) and derived signals (what it means), giving analysts the evidence and the interpretation in one response.

Requesting a Web Insights Check

The request to enable Web Insights is identical to a standard Trulioo KYB Verification request, with the addition of a single input flag:
WebInsights

This boolean flag triggers the Web Insights service alongside the standard KYB Verification call.
Acceptable parameter inputs are: true or false.
No additional input fields are required to use Web Insights. Standard KYB inputs such as BusinessName and BusinessRegistrationNumber are used to identify the entity.
Web Insights is compatible with all KYB Verification tiers (Essentials, Insights, Complete) and can be requested independently or as an enrichment on any KYB call.

Sample Request

{
    "CountryCode": "US",
    "DataFields": {
        "Business": {
            "BusinessName": "NVIDIA CORPORATION",
            "BusinessRegistrationNumber": "601937096",
            "WebInsights": true
        }
    }
}

Web Insights Response

The Web Insights response is returned under a single top-level object StandardizedWebInsights organized into three data groupings:

Website - the business's own digital identity and contact details
SocialPresence - how the business presents itself across public platforms, and
Domain - metadata about the underlying internet domain.
A fourth root-level array, WebDerivedSignals, contains all Trulioo-generated indicators with supporting evidence.

The sections below split the response into two views: Raw Data Returned (what Web Insights found) and Derived Signals (what Trulioo concluded from it).

Raw Data Returned

Establishes the business's digital identity — what it looks like on the open web.

Web Insights returns structured data scraped from the business's own website (business name, addresses, contact details, and social media links), metadata about the registered domain itself (dates, registrar, status, protocol), and profile data from each of the business's detected public social profiles on LinkedIn, Instagram, X (Twitter), and TikTok.

Returned fields vary by platform but consistently cover profile names and descriptions, follower and engagement counts, verification and account-type flags, locations, and tenure on each platform.

Fields are returned as null or empty arrays when no data is found for that attribute. In practice, social profile coverage is often partial — for example, a business may have a well-populated LinkedIn presence and sparse or absent Instagram, Twitter, or TikTok footprints.

{
    "StandardizedWebInsights": {
        "Website": {
            "BusinessName": "Bobs Burgers LLC",
            "Addresses": ["742 Ocean Ave, Seymour Bay, NJ 08234"],
            "ContactDetails": {
                "PhoneNumbers": ["+1 6095551234"],
                "EmailAddresses": ["[email protected]"],
                "EmailAddressMatch": false,
                "EmailCoherenceFlag": "Medium"
            },
            "SocialMediaLinks": {
                "LinkedIn": "https://www.linkedin.com/company/bobs-burgers-llc",
                "Facebook": "https://www.facebook.com/bobsburgersofficial"
            },
            "DerivedIndustryProfile": {
                "BusinessActivity": "Bobs Burgers is a family-owned restaurant serving handcrafted burgers, fries, and milkshakes to local and tourist customers along the New Jersey shore.",
                "IndustryDescription": "Full-Service Restaurants",
                "IndustryCodeType": "NAICS",
                "IndustryCode": "722511"
            }
        },
        "SocialPresence": {
            "LinkedIn": {
                "ProfileName": "Bobs Burgers",
                "About": "Bobs Burgers is a family-run burger restaurant known for its creative daily specials, locally sourced ingredients, and quirky charm. Founded in 2008 and located in Seymour Bay, NJ.",
                "Industries": ["Restaurants"],
                "Specialties": [],
                "Followers": 487,
                "Founded": 2008,
                "OrganizationType": "Privately Held",
                "CompanySize": "11-50 employees",
                "Locations": ["Seymour Bay, NJ", "742 Ocean Ave, Seymour Bay, NJ 08234, US"],
                "Headquarters": "Seymour Bay, NJ",
                "CountryCodes": ["US"],
                "Employees": 18,
                "LatestUpdate": "2026-05-20T21:33:23.781Z"
            },
            "Instagram": {
  	 "ProfileName": "bobsburgersnj",
    	"Name": "Bobs Burgers",
    	"About": "🍔 Family-run burger joint on the Jersey shore | Daily Burger of the Day specials | Open 11am-10pm | Stop by and say hi to Bob!",
    	"CategoryName": "Restaurant",
    	"IsBusinessAccount": true,
    	"IsProfessionalAccount": true,
    	"IsVerified": false,
    	"IsPrivate": false,
    	"IsJoinedRecently": false,
    	"EmailAddressMatch": false,
    	"Followers": 3847,
    	"Following": 562,
    	"PostCount": 891,
    	"AvgEngagement": 0.0418,
    	"Locations": []
},
"Twitter": {
    	"ProfileName": "bobsburgersnj",
    	"Biography": "Family-owned burger restaurant in Seymour Bay, NJ. Home of the Burger of the Day. Serving the shore since 2008. 🍔🍟",
   	 "CategoryName": [
        "Restaurants"
    ],
    	"IsVerified": false,
    	"IsBusinessAccount": false,
    	"IsGovernmentAccount": false,
    	"Followers": 1284,
    	"Following": 437,
    	"DateJoined": "2012-08-14T15:22:41Z",
    	"PostCount": 2456,
    	"Locations": [
        "Seymour Bay, NJ"
    ]
}        },
        "Domain": {
            "DomainName": "[www.bobsburgers.com](https://www.bobsburgers.com)",
            "DomainNameInputMatch": false,
            "DomainNameMatch": false,
            "RegistrationDate": "2011-11-08T14:40:56+00:00",
            "ExpirationDate": "2032-11-08T14:40:56+00:00",
            "Registrar": "GoDaddy.com, LLC",
            "Status": "ACTIVE",
            "Protocol": "https"
        },
        "WebDerivedSignals": [
            {
                "SignalType": "Commerce Presence",
                "Result": "True"
            },
            {
                "SignalType": "Domain Input Match",
                "Result": "False",
                "Evidence": "Bobs Burgers LLC matched against bobsburgers"
            },
            {
                "SignalType": "Domain Match",
                "Result": "False",
                "Evidence": "Bobs Burgers matched against bobsburgers"
            },
            {
                "SignalType": "Domain Email Match",
                "Result": "False",
                "Evidence": "No emails address domains found matched bobsburgers"
            },
            {
                "SignalType": "Email Coherence Flag",
                "Result": "Medium",
                "Evidence": "Result of checking all email addresses as likely personal was False"
            },
            {
                "SignalType": "Social Media Freshness",
                "Result": "2026-05-20",
                "Evidence": "{\"latestPostDate\":[{\"linkedin\":\"2026-05-20\"}]}"
            }
        ]
    }
}

Derived Signals

Trulioo-generated indicators that assess whether the digital presence is coherent, credible, and linked to the real-world entity being reviewed — and whether the business appears operationally active on the open web.

Derived Signals move raw web data into actionable territory. Rather than asking analysts to interpret URLs, emails, and profile fields manually, these signals cross-check key web attributes against each other — and against the business name the customer submitted — to determine whether the website belongs to the intended business, whether contact details appear business-owned, whether the broader web presence is internally consistent, and whether the business shows the operational markers (commerce functionality, ongoing social activity) of an active going concern.

Domain & Email Coherence Signals

DomainNameInputMatch — Domain vs. customer-input name
- Location in response: StandardizedWebInsights.Domain.WebDerivedSignals[] with SignalType: "Domain Input Match"
- Confirms the website returned by Web Insights actually belongs to the business being verified — not a similarly named or unrelated entity.
- Returns true if the extracted domain matches the customer-provided business name above threshold; false otherwise.
- The corresponding entry in WebDerivedSignals[] includes Evidence describing which customer-input name was compared against which extracted domain.
DomainNameMatch — Domain vs. returned business name
- Location in response: StandardizedWebInsights.Domain.WebDerivedSignals[] with SignalType: "Domain Match"
- Flags cases where Web Insights has associated a domain with a business whose name doesn't reflect that domain — a potential sign of misattribution or a generic/trading-name discrepancy.
- Returns true when the domain and the Web Insights–returned business name are consistent; false when there's a potential inconsistency.
EmailAddressMatch — Domain vs. website email addresses
- Location in response: StandardizedWebInsights.Website.ContactDetails with SignalType: "Domain Email Match"
- Identifies whether the business is using email addresses tied to its own domain — a basic but meaningful indicator of an established, legitimate operation.
- Returns true if at least one website email name matches the domain above threshold; false false if no acceptable match is found.
EmailCoherenceFlag — Overall email coherence score
- Location in response: StandardizedWebInsights.Website.ContactDetails.WebDerivedSignals[] with SignalType: "Email Coherence Flag"
- Goes beyond a simple match to assess the overall quality of a business's email footprint. Reliance on personal providers like Gmail, Yahoo, or Outlook is a common pattern in shell entities and informal operations — this signal surfaces that risk.
- Possible Values:
  - Low — At least one email name matched the domain above threshold (strongest coherence).
  - Medium — No email name matched the domain, but not all email domains are personal providers.
  - High — No email name matched the domain, and all email domains are personal providers (weakest coherence).
  - Insufficient data — Email addresses were available but contained insufficient information to evaluate coherence.
  - Not triggered — The signal did not run because the prerequisite data was not available (e.g., no website was found for the business).
Instagram.EmailAddressMatch — Domain vs. social media registered email
- Location in response: StandardizedWebInsights.SocialPresence.Instagram
- Validates that the business's social media presence is connected to the same underlying identity as its website — helping detect cases where a social profile may be unrelated or newly created.
- Returns true if the Instagram-registered email name matches the returned domain above threshold; false if no sufficient match is found.
- Not evaluated when the Instagram email is missing. This signal is currently surfaced only as an inline field on the Instagram object and does not appear in the WebDerivedSignals[] array.

Activity & Credibility Signals

CommercePresence — Commerce & transactional presence
- Location in response: StandardizedWebInsights.WebDerivedSignals[] with SignalType: "Commerce Presence"
- Detects whether the website supports active customer transactions — checkout flows, payment functionality, booking, or service request paths. A positive result supports that the business is operationally active in a practical sense, not just maintaining an informational web presence.
- Returns true when commerce or transactional indicators are detected on the site.;false when no such indicators are found
- A False result does not necessarily indicate illegitimacy — many legitimate businesses operate informational-only sites — but for businesses that claim to sell goods or services digitally, the absence of commerce functionality may warrant additional scrutiny.
SocialMediaFreshness — Social media activity recency
- Location in response: StandardizedWebInsights.WebDerivedSignals[] with SignalType: "Social Media Freshness"
- Returns the date of the most recent visible post across all detected social platforms, with a per-platform breakdown in the Evidence field. Consistent recent activity points to an actively managed brand presence; long-dormant accounts may indicate reduced operational activity or a stale digital footprint.
- The Result field returns the latest post date in YYYY-MM-DD format. The Evidence field returns a JSON-encoded string containing a latestPostDate array with one entry per detected platform.
- When no social profiles are detected or no recent posts are found, this signal may be omitted from the WebDerivedSignals[] array.
- Example Entry
```
{
    "SignalType": "Social Media Freshness",
    "Result": "2026-05-20",
    "Evidence": "{\"latestPostDate\":[{\"linkedin\":\"2026-05-20\"}]}"
}
```

Field Reference

A full data dictionary covering every field returned across Website, Domain, LinkedIn, Instagram, Twitter, and TikTok is available in the Web Insights Field Catalogue.