Blueberry is a globally recognized online broker giving traders access to over 2,000 popular financial instruments, including shares, commodities, indices, and cryptocurrencies. Its platform supports leading trading tools such as MetaTrader 4, MetaTrader 5, BlueberryX, and TradingView.
Founded in 2016 and headquartered in Sydney, Blueberry is known for its industry-leading customer support, competitive spreads, and consistently positive reviews from thousands of active traders on platforms like Trustpilot, Google Reviews, and TradingView.
The Challenge
Before partnering with Sumsub, Blueberry relied on another KYC provider. While the solution was well-known, the team often faced issues with false positives and low-quality IDs being approved. In addition, the verification process didn’t deliver the seamless user experience Blueberry aimed to provide.
As a challenger brand recognized for its industry-leading customer service, reducing friction and optimizing the onboarding journey is a top priority. Blueberry needed a solution that could deliver greater accuracy while making the process faster and easier for customers, helping them get verified and start trading with confidence.
James O’Neill
Head of Legal & Compliance at Blueberry
We chose Sumsub because of their broad product offering and their focus on user experience. They’re constantly innovating to make the process smoother and reduce friction for our customers, which was exactly what we were looking for.
The Solution
Blueberry has adopted a risk-based approach to verification, using Sumsub’s Workflow Builder to dynamically adjust rule sets as market conditions and risk factors change. This flexibility allows the team to fine-tune criteria, include or exclude countries, and respond quickly to emerging challenges.
The company uses Sumsub’s ID and Address Verification products, complemented by Questionnaires that request additional data and documents when needed. This extra layer makes it easier to assess customer risk and maintain strong compliance practices.
To further optimize conversions and user experience, Blueberry has also integrated Sumsub’s Non-Document verification and runs A/B testing across different regions. These insights help the company strike the right balance between frictionless onboarding and robust compliance.
James O’Neill
Head of Legal & Compliance at Blueberry
We’re using Sumsub’s Transaction Monitoring, and it provides us with industry-standard risk scoring across our transactions. We’re also planning to continue using Sumsub’s product suite, including its Travel Rule product.
In addition to User Verification, Blueberry incorporates Sumsub’s Transaction Monitoring into its broader toolkit. The solution delivers industry-standard risk scoring across transactions, helping the company detect and address suspicious activity with greater accuracy and confidence.
Implementation
Integrating Sumsub into Blueberry’s onboarding flow was a smooth and straightforward process. The back-end interface proved easy for agents to navigate, making adoption across the team simple and efficient.
Blueberry also benefited from Sumsub’s dedicated support channel, which provides prompt, reliable, 24-hour assistance whenever needed.
The Results
Since implementing Sumsub, Blueberry has seen a dramatic improvement in automated onboarding rate. Historically, only around 40% of clients were verified automatically. Today, that figure has jumped to over 90%.
This increase in efficiency has allowed Blueberry to redeploy staff from manual onboarding tasks to other customer-facing areas, creating a leaner, more agile team. The result is improved operational efficiency and a stronger focus on delivering the company’s trusted customer service.
James O’Neill
Head of Legal & Compliance at Blueberry
With Sumsub, our automated onboarding jumped from around 40% to over 90%. This has completely transformed how we operate, allowing us to reallocate staff to more customer-focused areas.
Blueberry is also particularly excited to leverage Sumsub’s recent partnership with DataZoo, giving the company access to one of the most robust database products on the market alongside Sumsub’s user-friendly and reliable KYC solution.
Future Plans
Blueberry has ambitious expansion plans, with significant growth opportunities in multiple regions. As the company scales, it will continue to rely on Sumsub’s product suite to support secure, frictionless onboarding globally.
The team also plans to expand its use of Sumsub’s solutions, including leveraging the Travel Rule product, ensuring Blueberry remains fully compliant as it enters new markets and expands its offerings.