In September 2022, Australians woke up to the news that nearly 10 million Optus customers had their personal details exposed: names, addresses, and passport and license numbers. For weeks, the breach dominated headlines, sparking parliamentary debate and leaving millions unsure if their identities might be misused.
Incidents like this resonate because they expose a simple truth: the organisations we rely on are not invincible. And this has become a burning issue for customers who don’t have the luxury of choosing whether to hand over their data. If they want a mobile plan, a bank account, or access to a loyalty program, they must hand it over – it isn’t optional. Effectively, they are being forced to trust, and that sets the bar far higher than most companies realise.
The Rising Threat of Cyberattacks
The Optus breach was not an outlier. In 2025, organisations worldwide are facing nearly 1,925 cyberattacks per week each, a 47 percent rise compared with last year. Credential theft, where attackers steal logins, surged 160 percent in 2025 and now accounts for one in five breaches.
And the risks are not limited to personal data. In Norway, hackers recently manipulated a hydroelectric dam’s controls, releasing 1.9 million gallons of water before the intrusion was detected. Attacks are becoming more frequent, more inventive, and more disruptive.
Why Trust Is Fragile
Each incident chips away at consumer confidence. A PwC survey in 2024 found consumer trust is significantly influenced by the protection of personal data, with 83% of consumers identifying it as a critical factor. Recent studies indicate consumer reactions to breaches remain severe. One CivicScience survey (Q2 2024) found 70% of Americans would stop shopping with a brand after a security incident, and 56% expressed total loss of trust. An international ISACA study revealed 33% of consumers in the US, UK, Australia, and India cut ties with companies known to have been breached.
For customers, trust is not freely given. It is demanded of them, and when companies fall short, the damage lingers.
Pulse iD: Meeting the Standard Customers Already Expect
This is the context in which Pulse iD operates. We partner with banks, telcos, and airlines to power loyalty programs that touch millions of people every day. And because customers are required to trust those institutions, our role is to match the same level of security they expect from their bank. Nothing less is acceptable.
- PCI DSS compliant: Meeting and exceeding the global standard for securing payment and transaction data.
- ISO 27001 certified: Independent audits and continuous improvement through a recognised information security management framework.
- Advanced encryption everywhere: Protecting data in transit and at rest with advanced encryption protocols.
- Continuous monitoring: Real-time detection backed by a dedicated security team to identify and mitigate threats before they can be exploited.
Trust as Strategy (Bank-Grade Security)
Loyalty cannot exist without trust. If customers hesitate at the point of engagement, if they wonder whether their data is safe, the relationship falters. Security, then, is not just protection against loss. It is the foundation on which participation and loyalty are built.
At Pulse iD, we take that responsibility seriously. Our clients’ customers are forced to trust the organisations they deal with. By holding ourselves to bank-grade security standards, we help ensure that trust is deserved.