In the digital world, authenticating a user is critical so you know who you are interacting with. All too often, firms apply a one-size-fits-all approach to authentication without considering the demographics and preferences of their clients. What works for one person may not work for another. If a user considers an authentication method to be cumbersome, it often leads to abandonment and potentially losing them as a customer. A static authentication method also aids fraudsters since they know what to expect and how to defeat it. This session will explore the role that customer choice has in the authentication process and its benefits.