Measure Trust


Trust is difficult to quantify– we’ve all heard the saying “I know trust when I see it.” These days, however, there’s enough data generated from online activity to detect actual patterns of Trustworthy behavior.

We work with author and trust expert Charles H. Green  to interpret universal indicators of Trust such as Credibility, Reliability, Familiarity, and Consideration. We further validate these assumptions through research collaborations with Stanford University’s Sociology Department.

TrustCloud uses a unique layered method to measure trustworthiness:

Verification Layer
First, we verify identity by multiple email, snailmail, and SMS confirmations. Transparency is a simple, but powerful indicator that you are who you claim to be — not a bot.

Behavior Layer
Second, we detect behavior across social networks like Facebook, Twitter, and LinkedIn.
Our proprietary algorithms look for behaviors like responsiveness, consistency and longevity. In combination, these gestures speak volumes to how you behave online.  [Note -- we only work with your publicly-available data in these forums and never cross the privacy lines without your permission].

TrustCloud also collects behavior-related data from federated identities (sites like Quora, Yelp and TripAdvisor).  Being responsive to others, providing content or a useful review is the kind of virtuous data that can indicate universally positive trait of being helpful to a community.

Endorsement Layer
We’ve created the +T Endorsement system that empowers users to vouch for members of the TrustCloud community. The power of the personal referral packaged into a simple interface gives personal context to a Trust Card.

Transaction Layer
Finally, we gather opt-in transaction data (like ratings and endorsements) from sharing sites and peer-to-peer marketplaces.  Measuring these transactions provides additional indicators of trustworthiness (e.g. if you respect my car, you’ll respect my apartment).

Endorsements are easily gamed by well-meaning friends or flat-out scammers; wading through them is a chore. Our proprietary algorithms recognize certain patterns and weight the quality of sources to give a more accurate context.

TrustCloud Building Blocks of Trust

The combination of these layers enables TrustCloud to generate a comprehensive Trust Score.

Layer Source Metrics Weight
Verification Email, SMS, SnailmailKnowledge Based Authorization (KBA) Quantity, Longevity, Email Connection with Social Networks


Behavior Facebook, Twitter, Linkedin, Google+ Longevity, Connections, Activity type, Frequency


Endorsement TrustCloud +T (other Endorsements coming soon) Considerate, Reliable, Organized, Helpful, Punctual


Transaction Room, Car, Ride, Task-Sharing sites, Peer-to-Peer Marketplaces Feedback, Degree of Risk, Longevity, Activity


In the Press: