Unlocking social care efficiencies: The role of ID verification technology
Guest blog by Barley Laing, UK Managing Director at Melissa #techUKSocialValueWeek
Barley Laing
UK Managing Director, Melissa
Barley Laing established and leads the UK office of US-headquartered global data quality and ID verification business, Melissa.
As Managing Director, with 28 years of technology and data industry experience, his role is focused on meeting the data quality, address and ID/compliance needs for organisations in the UK, Ireland, Scandinavia, and worldwide.
The team that Barley heads up provides data consultancy, sales and technical support across their wide range of market leading web services, apps, SaaS and on-premise software solutions. These help organisations to deliver efficient multichannel customer engagement; onboarding; build customer loyalty; optimise organisational efficiency; and deliver data management and ID verification to meet Know your Customer (KYC), Know your Business (KYB) and Anti-Money Laundering (AML) requirements.
Under his leadership Melissa’s UK office has achieved sustained double digit growth over the last six years, including 20% growth in 2022, 25% in 2023, and 25% again in 2024. During this time Barley has significantly grown the UK client base, which includes: ASOS; BBC; Citi; Creditsafe; Family Fund; the Financial Conduct Authority (FCA); the Foreign, Commonwealth & Development Office; GCHQ; GSK; Lambeth Council; Mars; P&G and Visa.
Adult social care takes the largest slice of a local authority’s budget at around 39 pence in the pound 2023 - 24. This figure is set to grow as the national living wage and national insurance contributions rise from this month (April), putting extreme pressure on already stretched budgets.
According to the Bennett Institute for Public Policy, the majority of English councils are on the verge of financial collapse with local authorities facing a £9.3 billion deficit by 2026-7. Therefore, driving efficiencies has to be the main focus for all local authorities.
Obtain clean contact data from claimants
The best starting point to drive efficiencies is to check the eligibility of those applying for adult social care. This requires the collection of accurate contact data from applicants in the first instance, because when contact information such as name, address, email and phone number is accurate the verification process becomes more reliable.
It’s only then that ID verification technology can confidently cross-reference the provided information against official databases or other authoritative sources without discrepancies that could lead to false positives or negatives, as well as more successfully recognise suspicious activity and prevent fraudulent claims.
Address verification – the foundation of contact data quality
It’s vital to begin with address verification, which ensures the collection of consistently accurate, standardised addresses. This is particularly important when six million people move every year in England and Wales, or when there’s a danger of “misplaced” spend on adult social care that should be funded by another organisation. Put simply, you need to know if the claimants are in your catchment area or another council’s.
Furthermore, address verification is usually recognised as the foundation of contact data quality, because once you have access to an up-to-date address, it makes it much easier to match and verify identities across various sources.
Lookup or autocomplete technology
Using lookup or autocomplete technology is an ideal way to source accurate user addresses and other contact data. For example, using an address lookup tool, it’s possible to deliver an appropriately formatted, correct address at the onboarding stage, when the claimant starts to input theirs. It’s an important way to source accurate user addresses and other contact data, with around 20 per cent of addresses entered online containing errors. These include spelling mistakes, wrong house numbers, and incorrect postcodes, as well as incorrect email addresses and phone numbers, largely due to errors when inputting contact information. Additionally, the number of keystrokes required when entering an address is reduced by up to 81 per cent using the service. This speeds up the onboarding process and improves the whole user experience.
The good news is that similar technology can be employed to deliver first point of contact verification across email and phone, so these vital contact datasets can also be verified in real-time.
Data cleaning platform
A scalable data cleaning software-as-a-service (SaaS) that can be simply accessed, and doesn’t require coding, integration or training to use, to deliver address and wider data quality in real-time across existing user databases, is another option. It can cleanse and correct contact data and match records, preventing duplication. With an intuitive interface, it offers the opportunity for data standardisation, validation, and enrichment, ensuring high-quality contact information across many databases. It can clean data both as it’s being collected and held data in batch. Outside of SaaS, such service capabilities can also be accessed via cloud-based API, Microsoft SQL Server or deployed on-premise.
Electronic ID verification technology (eIDV)
It's not enough to only use data hygiene technologies to prevent possible ‘misplaced’ spending and fraud. It’s important to use an electronic identity verification (eIDV) platform to make sure the claimants are who they state. An automated eIDV tool can be accessed via delivery mechanisms, including an “out-of-the-box” user interface with no integration required; or cloud API; and scaled up or down according to the needs of the users.
With these platforms “always on”, they are able to cross-check, in real-time, the names, addresses, email addresses and phone numbers provided by users during remote onboarding. This avoids a negative impact on the user experience, while preventing fraud.
For the best outcome, it is vital to obtain an eIDV tool with access to billions of consumer and business records from reputable sources around the world, including government, utility and credit agencies.
Employing automated technology is significantly quicker, more accurate and cost effective for undertaking ID verification and preventing fraud when compared with manual checks. There’s no additional staffing or training costs, and there’s considerably less danger of human error when using this technology. Instead, those eligible for care are onboarded swiftly, ensuring they receive what they need quickly.
As local authorities focus on balancing the books preventing any “misplaced” spending and avoiding fraud in the delivery of costly adult social care is crucial in these challenging times. Having technology in place to ensure they are collecting clean contact data on citizens and delivering the necessary electronic ID verification checks is key.
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Associate Director, Central Government and Education, techUK
Heather Cover-Kus
Associate Director, Central Government and Education, techUK
Heather is Associate Director, Central Government and Education at techUK, working to represent the tech supplier community to Central Government.
She started as Head of Central Government at techUK in April 2022 and was promoted to Associate Director in August 2025 supporting both the Central Government and Education programmes.
Prior to joining techUK in April 2022, Heather worked in the Economic Policy and Small States Section at the Commonwealth Secretariat. She led the organisation’s FinTech programme and worked to create an enabling environment for developing countries to take advantage of the socio-economic benefits of FinTech.
Before moving to the UK, Heather worked at the Office of the Prime Minister of The Bahamas and the Central Bank of The Bahamas.
Heather holds a Graduate Diploma in Law from BPP, a Masters in Public Administration (MPA) from LSE, and a BA in Economics and Sociology from Macalester College.
Ellie joined techUK in March 2018 as a Programme Assistant to the Public Sector team and now works as a Programme Manager for the Central Government Programme.
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Prior to joining techUK, Ellie completed Sixth Form in June 2015 and went on to work in Waitrose, moved on swiftly to walking dogs and finally, got an office job working for a small local business in North London, where she lives with her family and their two Bengal cats Kai and Nova.
When she isn’t working Ellie likes to spend time with her family and friends, her cats, and enjoys volunteering for diabetes charities. She has a keen interest in writing, escaping with a good book and expanding her knowledge watching far too many quiz shows!
Junior Programme Manager - Central Government, techUK
Charles Bauman
Junior Programme Manager - Central Government, techUK
Charles Bauman is a Junior Programme Manager in the Central Government Programme at techUK.
He supports the programme’s mission to represent the technology supplier community to the UK government and advocate for digital innovation to address public sector challenges. Charles helps facilitate market engagement, foster partnerships, and ensure that tech suppliers and the government work collaboratively to improve outcomes, deliver value for money, and enhance public services for citizens.
Before joining techUK, Charles gained significant experience in research, analysis, and strategic advisory roles. At H/Advisors Cicero, he specialised in public affairs and corporate communications, while at Verdantix, he supported sustainability research and advisory projects, focusing on regulatory and environmental challenges.
Charles holds an MSc in Theory and History of International Relations from the London School of Economics and Political Science (LSE) and an MA in Medieval History from King’s College London.
Charles enjoys volunteering with a think tank, reading, hiking, and spending time with his dog and family outside of work.