Interview with Adam Marsh of PrefPass – Personalizing Web Sites Without Registration

October 1, 2006 at 9:29 am 10 comments


We recently had the opportunity to speak with Adam Marsh of PrefPass about their value proposition, core features and several other topics. You can view a video presentation about PrefPass that was given at the recent DEMO conference here. We hope you enjoy the interview below.

TechAddress: Tell me a bit about your company, what it does and what’s your value proposition?

PrefPass: Today, users have only one way to “join” a Web site: fill out a registration form, get an email with a link in it, click on the link, and then remember yet another username and password. PrefPass lets users access sites with a single click, with no need for any forms, emails, or passwords. And with PrefPass, users always remain anonymous and in complete control of their preferences and who has access to them.

TechAddress: What makes your company stand apart from your competitors?

PrefPass: PrefPass goes beyond automatic form-filling utilities by actually removing the need for registration at most Web sites. Sites simply ask users for access to their anonymous “Prefs” or interests, and users can then grant this access with a single click. And unlike digital identity systems, there is no global identifier or username; so there’s no way for user activities to be correlated or for compromised data at one site to affect another.


TechAddress: What are some of the main features?

PrefPass: PrefPass gives every user a control panel that provides complete control over their Prefs and who has access to them. This control panel can be accessed via the PrefPass badge, which can be added to any site with a simple copy and paste.

TechAddress: Who’s your target customer or audience?

PrefPass: Any user who is tired of long registration forms and dozens of passwords, and any site that wants to engage more users in a way that minimizes hassles and privacy concerns.

TechAddress: Any new things in particular that you’re working on right now?

PrefPass: Launching at DEMO was a full-time experience! We had a great show and a fantastic time.

TechAddress: Where do you see your company heading in the future?

PrefPass: Now that PrefPass is out of private beta, we’ll be looking to roll out a long list of cool features and get sites what they need to form transparent, hassle-free relationships with users.

TechAddress: Any negative feedback or criticism regarding technology and services?

PrefPass: Not yet! Some folks mix us up with form-filling utilities, Passport-type ID systems, or digital wallet products — but PrefPass is none of these, it’s a brand new system for instant user engagement.

TechAddress: So what would you say is the guiding principle behind your company?

PrefPass: User control, transparency, and simplicity for both sites and users.

TechAddress: What is the mission of your company and what are you bringing to the > market that is innovative?

PrefPass: Our mission is personalization without registration, and our innovation understands that most web relationships can remain anonymous and taking advantage of this insight and modern web technologies to solve a problem that has plagued users and sites for years.

TechAddress: Where are you in terms of funding and your lifecycle?

PrefPass: We are currently privately funded by founders and investors, and just came out of private beta.

TechAddress: If your technology or service is not formally launched yet, when’s the launch date?

PrefPass: Two days ago! Wednesday, September 27, 2006. Try it out at any site where you see the PrefPass badge, for example,, or


Entry filed under: Blogroll, business, DEMO, gadget, internet, News, online, online business, online privacy, Online Privacy Protection Act, prepass, security, social, social media, startup, startups, tech, techaddress, TechCrunch, techn, Technology, Technology and Gadgets, technology news, technorati, web, web 2.0, Web 2.0 technologies, widget, widgets.

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