Built as a force for good, from day one

We were built from a strong ethical framework, which is at the heart of everything we do.

Melissa's Yoti ID home screen

Our principles

Our seven ethical principles guide our everyday decisions and ensure we always strive to do the right thing:

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    Always act in the interest of our users
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    Encourage personal data ownership
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    Enable privacy and anonymity
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    Keep sensitive data secure
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    Keep our community safe
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    Be transparent and accountable
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    Make Yoti available to anyone

Our Guardian Council

A different kind of governance

Our independent ethics board is made up of influential individuals from relevant fields such as human rights, data privacy and last mile tech. They help us to navigate the complex world of identity and ensure we always strive to do what’s right by our community.

Headshot of Seyi Akiwowo

Seyi Akiwowo

Founder and Executive Director of Glitch

Seyi is the Founder and Executive Director of Glitch, a non-profit organisation determined to end online abuse through advocacy, campaigning and education.

Photo of Gavin Starks, a Yoti Guardian

Gavin Starks


Gavin is a serial entrepreneur with 20+ years of experience creating data-driven businesses. He was the Founding CEO of the Open Data Institute and also founded Dgen, a decentralised network for the digital generation.

Headshot of Jerry Michalski

Jerry Michalski

Founder of Rel8 and Open Global Mind

Jerry is the founder of Rel8 and Open Global Mind, projects designed to help humans make better decisions together. He is an expert on building trust and using it to solve some of the world’s most challenging problems.

Guardians at work

Stay informed on the topics discussed in Guardian meetings by downloading the meeting notes. You can also bring Yoti–related issued (e.g. company behaviours, user safety) to the Council’s attention by emailing guardians@yoti.com.

Business as a force for good

We have been a certified B Corp since 2015, internationally awarded for our commitment to rigorous standards of social, environmental performance, accountability and transparency. Since 2015, we have incorporated specific B Lab articles into our ‘Articles of Association’ for Yoti Ltd.

Ethics and trust committee

A citizen-centric approach to technological innovation

Our internal committee makes sure that we stick to our core principles in day-to-day work. They determine our public commitments on ethical and moral issues and devise practical solutions for the company.

Committee members serve on a number of boards and hold numerous events at Yoti HQ to advance the conversation around digital identity in an inclusive manner.

Our public commitments to building ethical technology

5 Rights logo


We support the 5Rights framework and their mission to create a digital environment fit for children and young people.

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Biometrics Institute

We support the seven ethical principles for building biometric technology, as laid out by the Biometrics Institute.

Fair tax accredited

Fair Tax Charter

We are committed to paying the right amount of tax, at the right time, and in the right place.

Responsible 100

We are aligned with Responsible 100 and have used their frameworks to host roundtable discussions on our age estimation technology.