We create apps and artificially intelligent algorithms since 1989

Two-factor authentication (2FA) is becoming a fashion, however more than 90% of companies implementing it do not know how to ending up creating more problems to users and support teams than before.

Let me give an example. A leader as Hubspot, one of the companies we urged people to invest in, only very recently implemented 2FA on their website. However, it will never work as it is supposed to. This issue is widespread in the industry.  

If you do not implement 2FA properly you're going to create huge problems to existing customers blocking their accounts to the point, you and the user cannot do anything about it. For instance, if you are out of network coverage, you will be unable to log in to the site unless you carry with you codes which companies normally give you the opportunity to download.

You are going to camping. You need to login to your account urgently to solve an issue, but you did not bring with you those codes. What are you going to do? Even worse you lost that document! It's no longer with you. Now what? They cannot solve this matter. The percentage of issues might be small but once they occur it is impossible to solve in some cases.

So, what do you do? You have to implement 2FA properly, i.e. it must work regardless of the user competence.

As Two-Factor Authentication became fashion most companies today have a knowledge base on their websites when they don't even know what knowledge is. Alex

Unfortunately, most companies offer 2FA just to say we now have 2FA to address potential security issues. It's marketing bullshit, pretty much as Wall Street was used to publish on their sites GO GREEN, before the financial crisis.

What might be more interesting is that people really believe it. It reminds me of those who believed that Bluebird bio stock was going to $300 based on Goldman Sacks analysis  when I was downgrading it to Strong Sell actually warning everyone.

Only two things are infinite, the universe and human stupidity, and I'm not sure about the former. Einstein.

For the records Hubspot share price closed the week at $203, while Bluebird bio at $106. Those who followed my free advise became multi-millionaires, whereas Goldman Sachs sheep followers are bankrupt.

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