Your verdict
Your page is half shared.
About half of what your page says, Entrust also says. You're less same than 234 of the 366 SaaS sites scored (SaaS avg 56).
Each named site is scored the same way, against the other 2 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.
Less same than average
The average SaaS site scores 56; you scored 50.
You are 6 points less same than the average SaaS site.
Closest overlap: Entrust
Of the 2 sites you named, Entrust echoes the most of what your page says. Scored the same way against the rest of the set, Entrust sits at 66.
Entrust is the competitor you sound most like.
Room to own more
23% of your claim space is ownable: unique, relevant, and hard to copy.
23% is ownable, and every claim you own already leads.
Three changes worth testing first.
Chosen by rule from the comparison with Regula and Entrust: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.
- “Our SaaS solutions are API-driven and built for front-line and investigative teams to detect document anomalies early”
Regula and Entrust all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
Table stakesMost of the set says this too. - “Automate and streamline your identity verification and KYC processes with AuthentiScan for a secure and seamless user experience”
Keep the fact, lose the position: regula and Entrust all say it too, and your section is spending its first impression on the same territory as theirs.
Table stakesMost of the set says this too.
Try these changes, then test them with real buyers.
This measures overlap. Whether buyers notice is a different question, and only they can answer it.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
23% of your page’s claim space is yours to keep.
Why this is not 100 minus the Sameness Index
The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.
Already leading with · 4
- Data sourced directly from issuing authorities, not probabilistic
“Keesing Technologies uniquely provide 100% reliable first-party data”
- Deterministic, defensible results for compliance decisions
“ensure deterministic output for Risk & Compliance leaders who can't afford to be wrong”
- Human expert escalation layer for contested cases
“They function as a managed escalation layer to support defensible decisions in audits, investigations, and even in court”
- Searchable reference library of ID document security features
“DocumentChecker gives you access to information from government sources on thousands of IDs and their security features”
Buried in body copy · 0
Nothing buried. Every claim you own is already above body copy.
Where you blend in
Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.
- Commodity · 100%Table stakesSectionautomated identity verification platform
- “Our SaaS solutions are API-driven and built for front-line and investigative teams to detect document anomalies early”
- “Automate and streamline your identity verification and KYC processes with AuthentiScan for a secure and seamless user experience”
- “End-to-end identity verification combined with biometric identity proofing, with or without scanners”
You say this 3 different ways.
Regula and Entrust all cover this territory. Buyers may need to hear it, but in your section it spends the first impression on shared ground.
They say- Regula“Confirm identity with biometrics—liveness detection, matching, and anti-spoofing in one flow”
- Entrust“empower organizations to assess identities globally by validating biometrics, documents, and data against trusted sources and risk signals”
- Commodity · 100%Table stakesSectionfast and highly accurate verification
- “Accurate, reliable, fast: real-time, trusted verification results based on the highest accuracy ratings”
Common ground with Regula and Entrust. Say it if buyers need it — lower on the page, where it is not the thing they read first.
They say- Regula“Verify documents fast and reliably—spot fraud and tampering in seconds”
- Entrust“Verify real users quickly and accurately to establish trusted identities from day one”
- Commodity · 100%Table stakesSectionmeets compliance while stopping fraud
- “Satisfy regulators, defend your reputation, and outsmart fraudsters”
Regula and Entrust make the same claim. It cannot set you apart, so it should not carry the section.
They say- Regula“Speed up border checks with reliable document inspection and integrated identity verification”
- Entrust“reduce fraud, support compliance, and minimize drop-off while enhancing user trust”
- Commodity · 100%Table stakesSectionnamed customers and install base as proof
- “2,000+ Governments & Financial Institutions Are Already 'Keesing'”
A buyer comparing tabs sees this on Regula and Entrust. Yours earns nothing by repeating it up top; it can live lower down.
They say- Regula“Trusted by 2000+ enterprises”
- Entrust“Empower financial institutions to verify customers quickly and accurately at account opening and beyond”
- Commodity · 100%KeepSectionserves regulated and public-sector segments
- “Defend public trust with dependable identity checks at borders, municipalities, and across citizen services (Government & public sector)”
- “Strong footprint in border security, law enforcement and financial services”
You say this 2 different ways.
Regula and Entrust all say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.
They say- Regula“Built a compliant driver onboarding workflow with document, biometric, and criminal record checks across Poland”
- Entrust“Our solutions are relied upon by governments, financial institutions, and enterprises worldwide”
- Commodity · 100%Table stakesSectionthe right choice for mission-critical work
- “When identity authentication is mission-critical, choose Keesing”
Regula and Entrust got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.
They say- Regula“Identity Verification for the AI Era”
- Entrust“Protecting People, Devices, and Data in the AI Era”
- Contested · 50%SharpenHerolayered fraud detection methodology
- “Our Three Lines of ID Fraud Defense Protocol turns high-stakes ID verification into a strategic safeguard that stops risk before it spreads”
Entrust is on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.
They say- Entrust“Enable quantum-secure cryptography to build long-term trust”
- Contested · 50%SharpenSectionbrand ubiquity and market recognition
- “A Century of Forensic Expertise”
- “Our document experts are globally acknowledged by authorities”
You say this 2 different ways.
Regula is on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.
They say- Regula“Forensic Science Inside”
- Contested · 50%SharpenSectionbroadest, most current global document coverage
- “The world's largest and most up to date ID reference database with ID documents from over 200 countries & issuing organisations”
Shared with Regula. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.
They say- Regula“254 countries and territories covered”
Claim-by-claim evidence
Every claim on your page (22)
What the columns mean
- Claim
- The grouped claim, then your exact line beneath it.
- Type
- What kind of claim it is: category, segment, outcome, capability, quality or proof.
- Placement
- Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
- Same claim
- Share of the competitors making this exact claim. Drives ownership and ownable share.
- Same territory
- Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
- Sayability
- Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
- Relevant
- Whether buyers decide on this. A unique claim nobody buys on is not ownable.
- Ownership
- Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.
Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.
End-to-end document plus biometric identity proofing “End-to-end identity verification combined with biometric identity proofing, with or without scanners” | capability | Section | 100% | 100% | Anyone could say it | Yes | Commodity |
Fast, highly accurate real-time verification results “Accurate, reliable, fast: real-time, trusted verification results based on the highest accuracy ratings” | quality | Section | 100% | 100% | Anyone could say it | Yes | Commodity |
API-driven SaaS platform for verification teams “Our SaaS solutions are API-driven and built for front-line and investigative teams to detect document anomalies early” | capability | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Broadest, most current global document coverage “The world's largest and most up to date ID reference database with ID documents from over 200 countries & issuing organisations” | quality | Section | 50% | 50% | Copyable with effort | Yes | Contested |
Chip reading and biometrics without slowing onboardinggrouping uncertain “Make full use of intelligent chip reading and biometrics to high-resolution templates; without slowing down onboarding” | capability | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Decades of forensic document expertise “A Century of Forensic Expertise” | proof | Section | 50% | 50% | Copyable with effort | Yes | Contested |
Identity checks for government and citizen services “Defend public trust with dependable identity checks at borders, municipalities, and across citizen services (Government & public sector)” | segment | Section | 50% | 100% | Anyone could say it | No | Contested |
Satisfy regulators and defeat fraudsters “Satisfy regulators, defend your reputation, and outsmart fraudsters” | outcome | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Serves border security, law enforcement and finance “Strong footprint in border security, law enforcement and financial services” | segment | Section | 50% | 100% | Anyone could say it | No | Contested |
Trusted by 2,000+ institutions and governments “2,000+ Governments & Financial Institutions Are Already 'Keesing'” | proof | Section | 50% | 100% | Copyable with effort | Yes | Contested |
Data sourced directly from issuing authorities, not probabilistic “Keesing Technologies uniquely provide 100% reliable first-party data” | quality | Hero | 0% | 0% | Copyable with effort | Yes | Unique and owned |
Deterministic, defensible results for compliance decisions “ensure deterministic output for Risk & Compliance leaders who can't afford to be wrong” | outcome | Hero | 0% | 0% | Copyable with effort | Yes | Unique and owned |
Structured multi-layer fraud defense methodology “Our Three Lines of ID Fraud Defense Protocol turns high-stakes ID verification into a strategic safeguard that stops risk before it spreads” | capability | Hero | 0% | 50% | Anyone could say it | No | Unique for now |
15% of ID checks require escalation “On average, 15% of ID checks need escalation” | proof | Section | 0% | 0% | Copyable with effort | No | Unique and owned |
API access to ID data sets for algorithm training “Keesing DocumentChecker API gives you access to data sets for reference and algorithm training tailored to your needs” | capability | Section | 0% | 0% | Copyable with effort | No | Unique and owned |
Automated identity verification and KYC onboarding product “Automate and streamline your identity verification and KYC processes with AuthentiScan for a secure and seamless user experience” | capability | Section | 0% | 100% | Anyone could say it | Yes | Unique for now |
Human expert escalation layer for contested cases “They function as a managed escalation layer to support defensible decisions in audits, investigations, and even in court” | capability | Section | 0% | 0% | Copyable with effort | Yes | Unique and owned |
Our document experts are recognized by authorities “Our document experts are globally acknowledged by authorities” | proof | Section | 0% | 50% | Copyable with effort | No | Unique and owned |
Searchable reference library of ID document security features “DocumentChecker gives you access to information from government sources on thousands of IDs and their security features” | capability | Section | 0% | 0% | Copyable with effort | Yes | Unique and owned |
The right choice for mission-critical authentication “When identity authentication is mission-critical, choose Keesing” | quality | Section | 0% | 100% | Anyone could say it | No | Unique for now |
Training and education programs on document authentication “The Keesing ID Academy provides education on ID document authentication through workshops, E-Learnings, and lectures at conferences” | capability | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Our brand name is used as a verb “'to Kees' has become a verb for many of our clients” | proof | Body | 0% | 50% | Hard to copy | No | Unique and owned |
- End-to-end document plus biometric identity proofing“End-to-end identity verification combined with biometric identity proofing, with or without scanners”capabilitySectionsame claim 100%same territory 100%Anyone could say itCommodityAlso on Regula, Entrust
- Fast, highly accurate real-time verification results“Accurate, reliable, fast: real-time, trusted verification results based on the highest accuracy ratings”qualitySectionsame claim 100%same territory 100%Anyone could say itCommodityAlso on Regula, Entrust
- API-driven SaaS platform for verification teams“Our SaaS solutions are API-driven and built for front-line and investigative teams to detect document anomalies early”capabilitySectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Regula
- Broadest, most current global document coverage“The world's largest and most up to date ID reference database with ID documents from over 200 countries & issuing organisations”qualitySectionsame claim 50%same territory 50%Copyable with effortContestedAlso on Regula
- Chip reading and biometrics without slowing onboardinggrouping uncertain“Make full use of intelligent chip reading and biometrics to high-resolution templates; without slowing down onboarding”capabilitySectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Entrust
- Decades of forensic document expertise“A Century of Forensic Expertise”proofSectionsame claim 50%same territory 50%Copyable with effortContestedAlso on Regula
- Identity checks for government and citizen services“Defend public trust with dependable identity checks at borders, municipalities, and across citizen services (Government & public sector)”segmentSectionsame claim 50%same territory 100%Anyone could say itnot a buying criterionContestedAlso on Entrust
- Satisfy regulators and defeat fraudsters“Satisfy regulators, defend your reputation, and outsmart fraudsters”outcomeSectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Entrust
- Serves border security, law enforcement and finance“Strong footprint in border security, law enforcement and financial services”segmentSectionsame claim 50%same territory 100%Anyone could say itnot a buying criterionContestedAlso on Entrust
- Trusted by 2,000+ institutions and governments“2,000+ Governments & Financial Institutions Are Already 'Keesing'”proofSectionsame claim 50%same territory 100%Copyable with effortContestedAlso on Regula
- Data sourced directly from issuing authorities, not probabilistic“Keesing Technologies uniquely provide 100% reliable first-party data”qualityHerosame claim 0%same territory 0%Copyable with effortUnique and owned
- Deterministic, defensible results for compliance decisions“ensure deterministic output for Risk & Compliance leaders who can't afford to be wrong”outcomeHerosame claim 0%same territory 0%Copyable with effortUnique and owned
- Structured multi-layer fraud defense methodology“Our Three Lines of ID Fraud Defense Protocol turns high-stakes ID verification into a strategic safeguard that stops risk before it spreads”capabilityHerosame claim 0%same territory 50%Anyone could say itnot a buying criterionUnique for now
- 15% of ID checks require escalation“On average, 15% of ID checks need escalation”proofSectionsame claim 0%same territory 0%Copyable with effortnot a buying criterionUnique and owned
- API access to ID data sets for algorithm training“Keesing DocumentChecker API gives you access to data sets for reference and algorithm training tailored to your needs”capabilitySectionsame claim 0%same territory 0%Copyable with effortnot a buying criterionUnique and owned
- Automated identity verification and KYC onboarding product“Automate and streamline your identity verification and KYC processes with AuthentiScan for a secure and seamless user experience”capabilitySectionsame claim 0%same territory 100%Anyone could say itUnique for now
- Human expert escalation layer for contested cases“They function as a managed escalation layer to support defensible decisions in audits, investigations, and even in court”capabilitySectionsame claim 0%same territory 0%Copyable with effortUnique and owned
- Our document experts are recognized by authorities“Our document experts are globally acknowledged by authorities”proofSectionsame claim 0%same territory 50%Copyable with effortnot a buying criterionUnique and owned
- Searchable reference library of ID document security features“DocumentChecker gives you access to information from government sources on thousands of IDs and their security features”capabilitySectionsame claim 0%same territory 0%Copyable with effortUnique and owned
- The right choice for mission-critical authentication“When identity authentication is mission-critical, choose Keesing”qualitySectionsame claim 0%same territory 100%Anyone could say itnot a buying criterionUnique for now
- Training and education programs on document authentication“The Keesing ID Academy provides education on ID document authentication through workshops, E-Learnings, and lectures at conferences”capabilitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Our brand name is used as a verb“'to Kees' has become a verb for many of our clients”proofBodysame claim 0%same territory 50%Hard to copynot a buying criterionUnique and owned
How this was calculated
Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.
AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.
How the score is built
| Category | Weight | Yours | What a high score means |
|---|---|---|---|
Messaging Category framing, who it is for, and the outcome promised | 30% | 64 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
Claims Attribute and benefit claims — speed, ease, quality, ROI | 30% | 54 | Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot. |
Features Capabilities and functions the page lists | 15% | 50 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
Proof The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges | 10% | 18 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
Structure Section order, navigation, CTA language and placement | 10% | 37 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
Visual Palette family, imagery style, layout patterns | 5% | 41 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |
Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.
What we compared (3 pages read)
What it cannot tell you
The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.
Your highest-impact changes
- 1Table stakesYour section copy says “Our SaaS solutions are API-driven and built for front-line and investigative teams to detect document anomali…”.
Regula and Entrust all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
- 2Table stakesYour section copy says “Automate and streamline your identity verification and KYC processes with AuthentiScan for a secure and seaml…”.
Keep the fact, lose the position: regula and Entrust all say it too, and your section is spending its first impression on the same territory as theirs.
- 3Table stakesYour section copy says “End-to-end identity verification combined with biometric identity proofing, with or without scanners”.
This is the set's common ground — Regula and Entrust all say it too. It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.
- 4Table stakesYour section copy says “Accurate, reliable, fast: real-time, trusted verification results based on the highest accuracy ratings”.
A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the section should carry a claim they will only find here.
- 5Table stakesYour section copy says “Defend public trust with dependable identity checks at borders, municipalities, and across citizen services (…”.
True of you and true of them: Regula and Entrust all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.
- 6Table stakesYour section copy says “Satisfy regulators, defend your reputation, and outsmart fraudsters”.
In the section: Regula and Entrust all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
- 7Table stakesYour section copy says “Strong footprint in border security, law enforcement and financial services”.
In the section: Regula and Entrust all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
- 8Table stakesYour section copy says “2,000+ Governments & Financial Institutions Are Already 'Keesing'”.
In the section: Regula and Entrust all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
The only way to know if it matters.
This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.







