Using Marketplace integrations

Third-party integrations are available to Enterprise and managed Growth customers. If you’re interested in third-party integrations, please reach out to your Customer Success Manager or contact the Persona support team.

Overview

Persona Marketplace gives you native, no-code connections to the third-party platforms your team already relies on, from ATS and HRIS tools to CRMs, ticketing systems, and productivity apps.

For example, with Marketplace integrations, you can:

Enrich your data—e.g. with MX for financial data, SentiLink for synthetic fraud signals, Clearbit for contact information
Integrate with your CRMs—e.g. HubSpot or Salesforce
Communicate within your team and with customers—e.g. via Slack or Zendesk

What is a Marketplace integration?

A Marketplace integration is a native connection between Persona and a third-party platform. In practice, integrations take the form of steps inside Persona Workflows that make API calls to external platforms. Those steps either pull external data into Persona or push actions out to external systems.

This means integrations are relevant across several Persona products:

Inquiries—embed third-party integrations directly within the verification flow. For example, adding bank account verification via MX as a step that users complete as part of their onboarding experience.
Cases—initiate case actions that update external systems with case resolution details. For example, creating or updating a ServiceNow incident when a case resolves.
Workflows—use workflow steps to automate notifications and actions in external tools based on any Persona event. For example, creating a Zendesk ticket at key points in a process.
Accounts—trigger account actions that sync identity decisions to external platforms automatically. For example, syncing account status updates to HubSpot when a verification completes.

Marketplace integrations vs. Persona’s 1st-party data sources

“Integration” is a broad term and can mean different things in different contexts. It’s worth distinguishing Marketplace integrations from the data sources that power Persona’s native verification products (like Government ID or KYB Reports). For example:

Retrieving a legal name from an HR system like Workday is a Marketplace integration.
Expanding AAMVA coverage by adding new DMV data sources is not—that’s a change to a 1st-party verification data source.

The common theme across Marketplace integrations is that they connect Persona to a customer’s own business systems using configurable steps inside Workflows. By contrast, 1st-party data sources (like the DMV records behind AAMVA) feed Persona’s verification products directly and are part of the product itself, not a connector a customer wires up.

Explore available integrations

You can browse, set up, and view Marketplace integrations in your Persona Dashboard.

To browse available integrations, in the navigation sidebar, select Integrations > Marketplace.

Marketplace integrations span a variety of categories:

AI—e.g. Anthropic, OpenAI
ATS—e.g. Ashby, Greenhouse, Fountain
Authentication—e.g. Okta, Microsoft Entra, Cisco Duo
Communication—e.g. Slack, Twilio, Microsoft Teams
CRM—e.g. Salesforce, HubSpot
Crypto—e.g. Chainalysis, TRM Labs
Data Enrichment—e.g. SentiLink, Mastercard Identity
HRIS—e.g. BambooHR, Workday
Productivity—e.g. Jira, Asana, Smartsheet
Ticketing—e.g. ServiceNow, Zendesk, Intercom
Workforce—e.g. Zoom, Okta, Microsoft Entra

Team Member Access

When you set up an integration, it can be used throughout your Persona instance and is accessible to all team-members (if the product, page, or action is granted to those team members via their specific Role and associated permissions).

Depending on the integration and where it can be used within the Persona platform, some Roles may already be unable to further configure use of the integration. For example, if a team member has a Role that lacks access to Workflows, they may not be able to set up further use of an already authenticated integration with Salesforce.

Setting up an integration

Every Marketplace integration follows the same general setup pattern:

Go to Integrations > Marketplace in the Dashboard and find the integration.
Add credentials to authenticate Persona with the third-party platform.
Use the testing panel to validate the connection.
Add the integration as a step in a Persona Workflow.

The sections below cover each of these concepts in detail.

Integration credentials

Credentials are how Persona authenticates with a third-party platform. You’ll need to add at least one credential before using an integration in a Workflow. Different integrations use different authentication methods, including OAuth 2.0 and API keys/bearer tokens.

To add a credential:

Go to Integrations > Marketplace.
Select the integration you want to configure.
Click Add Credential.
Enter a Nickname for Credential and click Continue.
Complete the authentication steps in the popup.

You can add multiple credentials—for example, one for sandbox and one for production—and manage or delete them at any time.

For some integrations, additional support from the Persona team may be required, let us know by clicking Contact Us.
For integrations that require authentication via OAuth, a member of your team who has access to the third-party app must set up the integration in your Persona organization. In other words, setup can’t be done by an external party or support agent.

Authentication expiration

Once an integration is set up, you generally will not need to set up it up again. The authentication by the team member who installed it will not expire. Some configurations in the 3rd party integration require users to change their password or rotate API tokens, and this can sometimes require reauthentication.

If a team member who has set up an integration for your Persona instance is removed from the Persona instance, you will need to set up the integration again.

Tip: To avoid this problem, you can create an account in the third-party app that isn’t tied to a specific employee, as well as an account in Persona that isn’t tied to a specific employee, and use these accounts to set up the integration.

Integration testing panel

After adding a credential, use the testing panel to validate the connection and test specific API operations before using the integration in a live Workflow.

To test a credential:

On the integration page, click Test next to the credential you want to verify. The testing panel opens as a side panel on the right.
Select an operation from the available options—for example, “Create issue” or “Retrieve candidate”.
Enter inputs for any required fields.
Click Test to send the request. Note that Persona makes a real API call using your configured credentials.
Review the response in the Integration Logs table, which shows the full request payload, response body, status code, and timestamp. A successful call typically returns a 200 or 201.

The testing panel is useful for verifying credentials, understanding response schemas before mapping fields in a Workflow, and troubleshooting errors without running a full Inquiry or Workflow. All requests are automatically logged as Integration Logs.

Integration logs

Integration Logs provide a real-time audit trail of every Marketplace integration API call made from your Persona organization, including test requests, Workflow-triggered calls, and webhook events.

To view integration logs:

Go to Integrations > Integration Logs.
Click any log entry to open the full details page, which includes the operation, response status code, creator, timestamps, and HTTP response body.
Click Show Raw JSON to view the unformatted response payload.

You can also view logs scoped to a specific integration from that integration’s page.

Webhooks

Webhooks allow a third-party platform to send event notifications to Persona, which can then trigger a Persona Workflow automatically. This creates a bidirectional integration, meaning Persona can both call external platforms and respond to events from them. For example, you can start an identity check when a candidate reaches a certain stage in your ATS.

To add a webhook:

On the integration page in the Persona Dashboard, click Add Webhook.
Select the Persona environment(s) that should receive events (sandbox, production, or both).
Set a Signature Key, which cryptographically signs webhook payloads to ensure they’re coming from the correct source. Using a long, random string is recommended.
Copy the Webhook URL shown in Persona.
In the third-party platform, navigate to its webhook settings and paste the Persona Webhook URL and Signature Key into the corresponding fields.
Save. If configured correctly, a ping event will appear in Persona’s Integration Logs.

To trigger a Workflow from a webhook:

Go to Workflows and open your Workflow.
Add a trigger and select External Integration log created.
Choose the relevant integration.
Optionally filter by operation type to scope which events fire the Workflow.
Use the webhook payload to pass data into downstream Workflow steps.

FAQ

What if the tool my team uses isn’t listed in the Marketplace?

While the Persona Marketplace is constantly expanding, you might need to connect to an unlisted tool. You can often achieve this natively by adding an HTTP request action step within Workflows to call the third-party platform’s API directly, or by using webhooks to receive incoming events from their system.

How do I troubleshoot a failing integration?

The best place to start is your Integration Logs. Locate the failed request and review the status code and response body for specific error messages returned by the third-party platform. Common issues include expired credentials, invalid API keys, or incorrect data inputs.

Can I test an integration without running a full Inquiry or Workflow?

Yes. You can use the testing panel directly from the integration’s configuration page to run specific operations and validate your credentials in an isolated environment. All test requests are safely recorded in your Integration Logs for auditing.