Online, it hasn't been that simple. Access to services and 'facilities' consists of fragmented processes and systems that are often onerous and vulnerable to fraud. Managing your identity and gaining access to services digitally also means keeping track of dozens of logins and passwords?"and securing them in an ad hoc manner. This highlights that proving your identity has become a laborious process, often repeated numerous times to make a transaction. At the same time, companies are building digital profiles of you and selling what they learn to advertisers for their own profit.