What is Dynamic Flow?

Dynamic Flow GIF

Dynamic Flow is Persona’s product for securely collecting PII (personally identifiable information), such as IDs, passports, selfies, SSNs, birthdays, and phone numbers.

You can use Dynamic Flow to build Flows that maximize conversion for real users, while stepping up friction to keep bad actors out.

What can you do with Dynamic Flow?

Collect information securely across platforms

Dynamic Flow lets you securely collect a wide array of user information—such as IDs, documents, and more—and choose which data to verify.

Dynamic Flow provides a customizable UI that you provide for users to upload their information. Persona provides the UI to ensure that information is handled securely and minimize user error via built-in live guidance, auto-capture, and seamless device hand-offs. You can present this UI to your end users on web or on mobile. It can be embedded in your app, or be shared as a simple URL.

Deter fraud dynamically without hurting conversion

Behind the scenes, you can configure the logic of your collection flow. You can set the template to dynamically adjust friction—helping good users convert faster, while requiring riskier users to provide more information and flagging bad actors for review. Learn more →

Create custom flows without custom code

You can customize your entire collection flow with a visual no-code editor—from the branding and copy of each screen to the decision logic that powers the user experience.

What role Dynamic Flow actually play in identity management?

As the first step in most Persona solutions, Dynamic Flow can perform two important functions:

  1. You can use Dynamic Flow to configure conditional, rule-based logic which will automatically adjust end-user friction to force riskier users to share more information.
  2. Although it can be strictly used for collecting info, Dynamic Flow can prompt Persona to run Verifications, Persona’s product for authenticating user information.
  3. By default, Dynamic Flow generates a Persona Account for every end user who starts the flow to track their verification attempts over time, support user reverification, and improve your chances of detecting fraud.

Key terms for Dynamic Flow

To understand Dynamic Flow, you need to know its core vocabulary:


Because it requests information from users, every individual instance of Dynamic Flow is called an Inquiry.

You can think of an Inquiry as “a single instance of an individual undergoing identity verification,” since this is the role that the Inquiry plays in the identity management process.

Every time someone signs up for Elephant Credit, Persona creates an Inquiry to collect their full name, date of birth, address, and social security number.


A Flow is the actual collection UI that your end users see in your product.

When the Inquiry runs, Elephant Credit’s new user begins a Flow that was configured by Elephant Credit’s compliance team in Flow Editor.

Learn more about Flows →

Dynamic Flow Template (formerly Inquiry template)

A (Dynamic Flow) Template is the sum of everything a user sees while going through an Inquiry. While it includes the Flow, it also encompasses its visual theme, required Verifications, additional configurations, and built-in logic.

⚠️ For the purposes of this article, it’s safe to just refer to this as a Template, but note that you may see the word Template elsewhere in Persona’s platform, where it may mean something different.

With the custom colors, logos, and copy, the Dynamic Flow Template makes users feel like they’ve never left the Elephant Credit app. Learn more →

Flow Editor

Flow Editor is the no-code tool in the dashboard that you can use to quickly build, style, and launch an Inquiry Flow to serve your users a smooth, branded experience.

You can find the Flow Editor by clicking into any Templates listed under Dynamic Flow in your dashboard

You can find the Flow Editor by clicking into any Templates listed under Dynamic Flow in your Dashboard.

It only took the Elephant Credit compliance team twenty minutes to configure the Template in Flow Editor before pushing it to production.


Check your understanding of Dynamic Flow

Now that you’ve learned all the terms, let’s put them together.

📖 Here’s how someone might confidently explain Dynamic Flow to their team:
  • Every time someone signs up for Elephant Credit, Persona runs an Inquiry to collect their PII.
  • When the Inquiry runs, Elephant Credit’s new user begins a Flow that was configured by Elephant Credit’s compliance team in Flow Editor.
  • With the custom colors, logos, and copy, the overall Template makes users feel like they’ve never left the Elephant Credit app. But behind the scenes, the Inquiry does two more things:
    1. It prompts Verifications to check the user’s PII.
    2. It either creates a new Persona account for this user or adds to their existing Persona account within Elephant Credit’s Persona dashboard.
    Both actions enable Persona’s other products to track multiple verification attempts, deter bad actors, generate Reports, provide additional context on individual identities, and detect fraud.

What Dynamic Flow isn’t

Dynamic Flow is not Verifications

Dynamic Flow is not identity verification. Together, Dynamic Flow and Verifications can make up a basic KYC process—you can think of Dynamic Flow and Verifications as two acts of a play. Inquiries and Verifications require each other to work, but are not the same thing: Inquiries collect PII, while Verifications authenticates that information. More on Verifications →

How Dynamic Flow works

People often ask, “What’s dynamic about Dynamic Flow?” Dynamic Flow refers to the ability to set conditional logic that adjusts an Inquiry’s level of friction. This essentially means that you can design Inquiries to force riskier users to submit more information. All inquiries use Dynamic Flow by default, but conditional logic used to be an enhanced feature—when this was the case, this entire product was simply called “Inquiries.”

(Dynamic Flow) Templates

In your dashboard, Inquiries are organized into Dynamic Flow Templates. As explained above, Dynamic Flow Templates dictate the entire end-user experience of an Inquiry, from the structure of the Flow to its appearance, Verification types, and underlying logic.

You can create Dynamic Flow Templates from scratch or find and build upon preconfigured Dynamic Flow Templates, which have been designed for specific use cases and verification types.


To see Dynamic Flow Templates in your Sandbox or Production dashboard, navigate to your sidebar and click Dynamic Flow → Templates.

Dynamic Flow integration methods

You can choose from several options for integrating Dynamic Flow into your user journey, depending on your engineering capacity and preferences for UX.

  • Hosted (no-code) - Send users a link to your Flow (hosted by Persona).
  • Embedded - Seamlessly verify individuals via a fully embedded Flow within your website.
  • Mobile SDK - Implement Persona directly within your native Android or iOS app.

Dynamic Flow Basic vs. Dynamic Flow Enhanced

Dynamic Flow has two pricing tiers: Basic and Enhanced. Dynamic Flow Enhanced is designed to handle the more intricate PII collection and identity verification scenarios that your organization may encounter.

📃 In your contract, your pricing tier will be called “Inquiries Basic” or “Inquiries Enhanced.”
Plan Dynamic Flow Level
Starter Dynamic Flow Free
Essentials Dynamic Flow Basic
Growth Dynamic Flow Enhanced

Compare plans by feature

To learn more about plan pricing, ask for help in the left sidebar of the Help Center.

Feature Basic (available on Essentials Plan) Enhanced (available on Growth Plan)
Custom images in Inquiry template screens Customize the start screen Customize any screen
Steps limit ≤20 steps per Flow Unlimited
Conditional step ≤3 routes for any conditional step Unlimited
Modules Unlimited editing, subject to step limit Unlimited
Connectors Unlimited editing, subject to step limit Unlimited