Rick Song, CEO of Persona

Rick Song leads Persona, the fast-growing identity verification startup that’s quietly become one of the internet’s most watched safety builders. As co-founder and CEO, Song has driven Persona’s shift from a clever idea into a full identity infrastructure platform used by major customers and investors alike. 

A clear, human-first mission
 

Persona bills itself as a platform that helps companies verify, manage, and reuse identity signals without drowning users in friction. Under Rick Song’s leadership the company has leaned into a simple but powerful principle: identity should be configurable and privacy-respecting, not a one-size-fits-all headache. That approach is what helped Persona move from early traction to processing hundreds of millions of verifications and winning big customers across industries. 

From Square engineer to identity founder
 

Before Persona, Rick Song spent years building identity and risk systems at Square  experience he says planted the seed for something broader. He co-founded Persona with Charles Yeh in 2018 to tackle a core gap: different businesses need different identity journeys, and legacy vendors forced one approach on everyone. Song’s early career lessons at Square shaped Persona’s product-first, platform mentality. 

Early life and education
 

Song studied at Rice University, where he earned bachelor’s degrees that blended computer science with math and economics. That mix of technical depth plus problem-solving and an eye for how markets move shows up in his leadership he’s comfortable debating data models one minute and hiring culture the next.

A playbook for scaling, skeptical, practical, and people-first

 Rick Song’s public conversations reveal a founder who’s suspicious of hype and fond of pre-mortems: he asks “why won’t this work?” before doubling down. That skepticism isn’t pessimism,  it’s a discipline that helps Persona iterate fast while staying cautious about fraud and privacy tradeoffs. He’s talked publicly about the tension of building a company that scales but still “feels small,” and he keeps culture at the center of growth decisions.

What the product actually does

 Persona offers a set of building blocks  government ID checks, liveness and selfie matching, database checks, workflow orchestration, and passive signals  that businesses can mix and match to fit a use case. That flexibility lets teams dial up verification when risk is high, or keep sign-ups smooth when risk is low. As Rick Song told Visa, “We do this through our configurable, unified identity platform that gives businesses the building blocks they need to verify identities, mitigate risk and fight fraud.” 

On the new threat: bots, not just fraudsters
 

Song has been vocal about how AI-powered bots are changing the game. In a recent discussion he argued the central question is no longer simply “is this a bot or a human?” but rather “who is behind the bot?”  a shift that reframes identity as a question of intent and control, not only of authenticity. That framing is now central to Persona’s roadmap as automated traffic and agentic AI reshape verification needs.

Funding, scale and the big picture

Persona’s momentum is real: the company announced a $200M Series D and has been reported at a roughly $2 billion valuation. The raise reflects investor confidence in an identity problem that’s getting harder by the day  and in Song’s pitch that identity must become reliable, reusable infrastructure across the internet. 

A human touch — why that matters

Even while Persona builds systems to stop deepfakes and synthetic IDs, Song keeps returning to human outcomes: verifying someone should not mean stripping away their privacy or making them jump through hoops. That humane lens shows up in product choices (reuse verified attributes, minimize data collection) and in hiring: Song says he wants Persona to feel like a place people are proud to work. 

“I think the one thing that you’ve consistently found true for building a business is that almost anything can work , it’s how the pieces fit together that counts,” Song has said in interviews about company building. And on identity’s future: “The core question now isn’t just whether something is a bot or a human… it’s who is behind the bot?” , a neat one-liner that explains why Persona is widening its lens on verification. 

Why it matters for you (and what to watch)
 

If you run a product that touches people , marketplaces, fintech apps, social platforms, hiring tools , Persona’s approach matters because it makes identity a tool for trust, not just a compliance checkbox. Watch how Rick Song and his team handle AI agents, privacy regulations, and cross-border identity signals; their choices will likely shape how many online services verify users in the years ahead. 

Rick Song brings a practical, slightly skeptical founder’s voice to a huge problem. Persona’s tech looks like engineering; its aim feels like a public good. Put another way Song is building the plumbing for the web’s next trust era  and he’s doing it with folksy pragmatism and a strong dislike for one-size-fits-all answers.