Re-imagining Identity

We believe our research will lead to a universal digital identity delivered via an identity layer for the internet. A system controlled by people for their own benefit to keep them safe and make everyday life simpler and easier.

Safe Universal Identity

Our work to create an identity layer for the internet requires a deep understanding of today's identity landscape and of the implications of its implementation

Research

We research human identity and new models for working with personal data.
Secure in Name Only
Secure in Name Only
Exploring how metaphors like “vaults,” “keys,” and “wallets” shape our sense of safety—and the risks that confidence creates.
Authentication failures behind 80% of data breaches
Authentication failures behind 80% of data breaches
Analysis: The Theoretical Impact of a Universal Foolproof Authentication System on Data Breach Causality
The end of the seed phrase
The end of the seed phrase
A persons identity is incredibly precious, but because of the way in which technology and identity have evolved, todays systems don’t treat it with the care it deserves.

The Laws of Identity

In 2005 Kim Cameron warned us what would happen if we did nothing about identity.
The Internet isn't a Vault
The Internet isn't a Vault
Why is it seemingly so easy to industrialise fraud and identity crime? The problem is incredibly complex and has its roots back as far as the 18th Century. Decisions taken over decades in good faith have layered one upon the other to create the mother of all unintended consequences.
Two Decades of Neglecting the Digital Identity Crisis
Two Decades of Neglecting the Digital Identity Crisis
Kim Cameron's work was foundational, but a lot has happened in the intervening 20 years. Now not only do we need to implement his rules, we have to solve the problems caused by doing nothing for twenty years.
The Future of Trust
The Future of Trust
In his paper, Kim Cameron called for an identity layer for the internet. Self has spent six years researching and developing a solution to that challenge. Here, we look at what that is.
Secure in Name Only
Secure in Name Only
Exploring how metaphors like “vaults,” “keys,” and “wallets” shape our sense of safety—and the risks that confidence creates.
Are we getting closer to a true identity layer?
Are we getting closer to a true identity layer?
Initiatives like W3C Decentralized Identifiers (DIDs) and Verifiable Credentials (VCs) are moving us toward an identity layer
The internet was built for machines not people
The internet was built for machines not people
The internet has no built-in identity layer — it only knows devices and keys, not people. Everything we call “online identity” is an application-level patch, and that’s why the web’s trust and security problems are so persistent.‍