The Identity Innovation Award puts the spotlight on innovative projects, concepts, services, and products that push the boundaries of digital identity - from technological breakthroughs and new business models to solutions that make a demonstrable impact for organizations, citizens, and society, with privacy as the starting point.

During the event, Merijn de Jonge presented, in a compact 3-minute pitch, why the current password system no longer fits today's digital reality. Passwords are complex, error-prone, and still one of the biggest causes of digital vulnerability and user frustration.

The deciding factors according to the jury

The jury was clear about why MindYourPass was awarded the prize. Three elements made the difference:

➡️ Our unique approach
Instead of building yet another layer on top of existing password solutions, MindYourPass tackles the problem at its core: simplicity, security, and ease of use without cognitive load for the user.

➡️ The relevance of the problem
Password management remains one of the biggest pain points in digital security, for individuals and organizations alike. The urgency to solve this structurally is greater than ever.

➡️ The broad applicability of the solution
The MindYourPass solution can be deployed in a wide range of environments: from individual users to enterprise environments with complex security requirements.

Recognition from the audience

Not only the jury but also the audience immediately recognized the daily frustration of passwords. From forgotten login credentials to insecure reused passwords: the problem is universal and highly relatable.

That recognition underscores exactly why MindYourPass came into being: a fundamentally different way of dealing with digital access, without users being bothered by it.

A confirmation of the direction

The Identity Innovation Award is presented annually to organizations that distinguish themselves with innovative solutions in the field of digital identity and access. The recognition feels like an important confirmation that the chosen direction works.

As Merijn put it:

“This shows that it can be done differently. Now the real work begins: implementing at scale. We keep building.”

Looking ahead

The award is not an endpoint, but an accelerator. In the coming period, MindYourPass is focusing entirely on further rollout and adoption within organizations and ecosystems where secure and user-friendly access is essential.

Because one thing is clear: the password problem is solvable. And MindYourPass keeps working on it.