Criipto is now Idura

As of today, we’re changing our company name from Criipto to Idura.

This is a strategic brand update. Our products, people, roadmap, and commitment to trust and security remain exactly the same. The only difference you’ll notice is our new name and visual identity across our site, product surfaces, documentation, and communications.

Why we’re changing the name

Over the years, the name “Criipto” has created unnecessary friction for customers and partners:

• Unwanted association with crypto
  We build secure digital identity solutions—not cryptocurrencies or financial schemes. The repeating-“i” spelling led to frequent misunderstandings externally and even automated ad-platform blocks
  
  
• Trust signaling
  Identity and security require instant credibility. Any association—however accidental—with “crypto” undermines that first impression
  
  
• Spelling and pronunciation issues
  “Criipto” was often misspelled and pronounced inconsistently, creating avoidable confusion in meetings, contracts, and support
  
  
• Visual ambiguity
  Our former logo styling (a horizontal line through the wordmark) was sometimes read as a strike-through, suggesting a change of address or a closed office
  
  
• Searchability
  In a world where most first interactions start with a search bar, “Criipto” didn’t consistently lead people to us

In short: the old name made people work harder than they should to find and trust us. That’s the opposite of what an identity company should do.

Introducing Idura

Idura is built for clarity and trust from the first second.

• Straightforward and pronounceable
  Easy to say, easy to spell, easy to remember—in Danish, English, and beyond
  
  
• Signals what we do
  The name intentionally evokes ID and enduring reliability. We provide secure identity verification that lasts—stable, robust, and enterprise-ready
  
  
• Made for trust
  It removes the distracting “crypto” association and puts the focus where it belongs: security, compliance, and reliability
  
  
• Search-friendly
  Distinct and unambiguous in search, helping customers, partners, and developers land on the right results the first time
  
  
• Global-ready
  Clean phonetics, no special characters, and no double-letters to explain on a conference call

How to say it

Idura: “eye-DOO-ra”. One clear, consistent pronunciation. Or however you like it in your own language, we’re not nitty-gritty.

What doesn’t change

Everything you rely on from us stays the same:

• Products and APIs remain unchanged and continue to function as before.
• Contracts, SLAs, and pricing stay as they are.
• Security, certifications, and compliance posture are unaffected.
• Your points of contact and support experience remain the same team and the same responsiveness.

You’ll simply see Idura in our brand, UI labels, documentation, and communications going forward. Maybe you’ll need to fish out and email from spam, when we change our mail domain from criipto.com to idura.eu.

What to expect next

• Brand rollout: You’ll see the Idura name and visuals appear across our website, documentation, console, and collateral.
• Developer surfaces: Labels and references will be updated to Idura. Functionality and endpoints continue unchanged.
• Communications: Future updates, invoices, and agreements will reference Idura. If a formal notice is required in your jurisdiction, you’ll receive it separately.

If you maintain internal runbooks or procurement records, you may want to note the name change to Idura. Otherwise, there is nothing you need to do.

Thank you

Thank you for trusting us with something as important as identity. Our new name reflects the company we’ve already become: clearer, easier to work with, and built for the long term. If you have any questions about the transition, your account team is ready to help.

— Katrine Mølgaard Thielke, VP Marketing & Communications