It is developing a service that will let you create an online identity that can assert various “claims” that it will back up. To an online wine merchant, it might back you up when you say you are of legal age. If you are applying to open a bank account, the company might vouch for your entire profile, including name, address, birthday and Social Security number.
Ron Carpinella, Equifax’s vice president for ID management, said the service might even be of use on a blog. “Think of all the people using false identities on blogs to post 15 different comments on something,” he said. “We can prevent that.”