“Santa Stumped”- a new cartoon that illustrates the challenges with today’s approach to identity management, of which verification through passwords is a fundamental part. According to BitWarden, the majority of consumers (59%) use their memory to retain their password credentials followed by pen and paper. 56% of the people who leave passwords to memory have to change them at least once every 30 days due to not recalling them. To address this, many consumers turn to identify management products and login using credentials from Facebook or Google. However, this proliferation of approaches has not really solved the issue of a trusted partner to manage a consumer’s identity. Who could take this role of a trusted partner – a new brand like Apple, banks or some other solution? #identifymanagement, #passwordmanagement, #apple