According to the article,
ID Insight promises that it products will yield a 10-fold return on investment by reducing fraud and freeing up employees to pursue new accounts. . . “We were just a little out in front of the market when we started the company”, says [President and co-founder Adam] Elliot. “Now the market’s catching up in a real hurry.”
You can read more about St. Olaf alum Elliot and the company here.