An identity system constitutes two user experience funnels - top, and bottom. The top of the funnel focuses on user acquisition by building a best-in-class login/registration experience. The bottom funnel addresses user retention with experiences that need to manage player privacy, security, and account management. Regulatory bodies worldwide require user privacy to be addressed and bad actors are causing account takeover problems. We will focus on the bottom funnel in this session and discover best practices in the Identity system that addresses the KPIs on reduction in customer service cost with enhanced user experience.