--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Entrust Identity" developer_entity: "Entrust" bundle_id: "com.entrust.IdentityGuardSoftToken" app_store_id: "384717687" google_play_id: "com.entrust.identityGuard.mobile" category: "Business" primary_platform: "ios" primary_monetization: "Free" offline_capable: false market_region: "US" platforms: "iOS & Android" app_last_updated: "2026-05-01" report_date: "2026-05-13" last_verified: "2026-05-13T13:38:03.015Z" report_version: "26.2.0" total_reviews: 7821 overall_rating: 3.86 sentiment: "Mixed" sentiment_score: 45 confidence: "high" confidence_score: 0.95 top_complaint_theme: "Frequent authentication failures and UI regressions post-update" review_sample_size: 7821 data_age_days: 9 momentum_velocity: "maintenance" intelligence_version: 3 nemesis: "Microsoft Authenticator" competitor_count: 7 tags: ["business", "free", "mixed sentiment", "mobile app", "app review", "app analysis", "enterprise", "employees", "consumers"] canonical_url: "https://marlvel.ai/intel-report/business/entrust-identity" license: "CC-BY-NC 4.0" content_version: "v2" --- # Entrust Identity App Audit ## TL;DR {#tldr} - **Category**: Business · Free - **Signal**: Rating 3.86 · Sentiment Mixed - **Recent focus**: Frequent authentication failures and UI regressions post-update (top complaint) > **TL;DR:** Entrust Identity is a business app by Entrust, rated 3.86/5 by 7.8K users, with Mixed user sentiment (45/100), available on iOS & Android. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** Entrust Identity has Mixed user sentiment with a 3.86/5 rating from 7.8K reviews. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 3.86/5 (7.8K reviews) | | **User Mood** | Mixed | | **Category** | Business | | **Developer** | Entrust | | **Pricing** | Free | | **Platforms** | iOS & Android | | **Confidence** | High (0.95/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** Entrust - **Category:** Business - **Target Audience:** Enterprise employees and consumers requiring secure identity credentials and multi-factor authentication for organizational access. - **Platforms:** iOS & Android - **Version Audited:** 26.2.0 - **Audit Date:** 2026-05-13 - **Signal Count:** 7821 reviews analyzed - **Confidence:** High (0.95/1.0) - **App Store ID (iOS):** 384717687 - **Bundle ID:** com.entrust.IdentityGuardSoftToken - **Google Play ID:** com.entrust.identityGuard.mobile - **Performance Trend:** Declining - **Data Window:** Analysis based on signals collected up to 2026-05-13 ## Executive Snapshot **What it is:** Entrust Identity is a mobile platform for MFA and transaction verification, serving enterprise employees and consumers on iOS and Android. **Why users hire it:** Users hire Entrust for high-assurance identity verification that standard consumer MFA tools cannot provide, ensuring secure access to sensitive financial and enterprise systems. ## App DNA (Features & Intent) - **[Standard] Soft Token Authentication:** Generates one-time passcodes for multi-factor authentication within the mobile application - **[Differentiator] Transaction Verification:** Displays transaction details for user confirmation before completing secure online or financial actions * *User Intent:* Users prioritize data protection and trust in the platform. - **[Differentiator] Employee Password Management:** Allows employees to reset and unlock passwords directly through the mobile interface ## Market Position {#market-position} Entrust Identity maintains a niche in high-assurance enterprise security, though its 2.4★ iOS rating significantly trails the 3.9★ Android performance. This platform-level disparity signals that the current release cadence is failing to maintain parity across operating systems. ## Monetization Strategy - **Model:** Free - **Tiers:** Free application for use with Entrust Identity IAM platforms - **Analysis:** The application functions as a free client-side tool to support the broader Entrust B2B identity-centric security ecosystem. ## 🟡 User Sentiment (High Confidence: 7.8K reviews) {#user-sentiment} - **Overall Rating:** 3.86/5 - **Platform Split:** iOS 2.4/5 (243 ratings) | Android 3.9/5 (7.6K ratings) - **Overall Sentiment:** Mixed ### Top Complaints (Impact Areas) - **Frequent authentication failures and UI regressions post-update** ## SWOT Analysis {#swot} **Core Strengths:** - Specialized transaction verification for high-security financial use cases - Dedicated enterprise-grade support for legacy infrastructure **Critical Frictions:** - 2.4★ iOS rating indicates severe UX friction - High-frequency authentication failures post-update - Lack of cloud-native self-service enrollment **Growth Levers:** - Develop wearable companion apps to capture technical professionals - Integrate proactive identity monitoring to match competitor value **Market Threats:** - Microsoft Authenticator's native passwordless sign-in reduces friction - FIDO2 standard adoption renders traditional tokens obsolete ## Recent Changes (v2 → v3) {#recent-changes} The platform is experiencing significant user-facing friction on iOS, leading to a re-evaluation of its competitive standing against Microsoft Authenticator and a pivot toward self-service enrollment. **Overall trend**: Declining **Compared at**: 2026-05-13 ### High-impact changes - **[Declined] iOS Sentiment Regression** (sentiment) — User sentiment is now characterized by a 2.4★ iOS rating, highlighting a specific failure in the iOS release process compared to the 3.9★ Android performance. - **[Shifted] Nemesis Consolidation** (positioning) — Competitive landscape narrowed to focus on Microsoft Authenticator as the primary nemesis, replacing the previous multi-competitor structure. ### Medium-impact changes - **[Added] New SWOT Weaknesses** (swot) — Added '2.4★ iOS rating' and 'Lack of cloud-native self-service enrollment' to the weaknesses list. - **[Added] FIDO2 Threat** (swot) — Added 'FIDO2 standard adoption' as a threat, noting it renders traditional tokens obsolete. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### Entrust Identity vs Microsoft Authenticator — Head to Head - **[Microsoft Authenticator](https://marlvel.ai/intel-report/productivity/microsoft-authenticator)** by Microsoft Corporation: Microsoft Authenticator is the primary nemesis due to its dominance in the enterprise identity space and its role as the default MFA provider for organizations already using the Microsoft 365 ecosystem. - **Key differences:** - Deep integration with Microsoft 365 ecosystem creates massive friction for users to switch providers - Offers native passwordless sign-in capabilities that significantly reduce friction compared to traditional token-based authentication - Massive scale and frequent release cadence ensure rapid adoption of new security standards and protocols - **Where Entrust Identity wins:** - ✅ Entrust offers specialized transaction verification capabilities that are often more robust for high-security financial use cases - ✅ Provides dedicated enterprise-grade support and legacy infrastructure compatibility that Microsoft often overlooks for smaller deployments - **Where Microsoft Authenticator wins:** - ❌ Unmatched distribution through the Microsoft 365 enterprise suite makes it the default choice for IT admins - ❌ Superior consumer-facing UX and seamless cloud backup features drive higher organic adoption and user satisfaction - **Verdict:** Entrust must pivot toward specialized high-assurance workflows where Microsoft's generalist approach fails, while aggressively improving its mobile UX to reduce churn. ### Peers (What They Do Better) - **[Trend Micro ID Protection](https://marlvel.ai/intel-report/productivity/trend-micro-id-protection)** by Trend Micro, Incorporated: This app competes by bundling identity security with broader privacy and monitoring tools, appealing to users concerned with holistic digital safety. - Expands beyond simple MFA into proactive identity monitoring and social media privacy protection services - Leverages a strong security brand reputation to capture users looking for all-in-one digital protection suites - **[JumpCloud Protect](https://marlvel.ai/intel-report/business/jumpcloud-protect)** by JumpCloud: JumpCloud Protect is a direct competitor in the enterprise identity and access management space, targeting similar IT-managed authentication workflows. - Offers tighter integration with cloud-native directory services, appealing to modern, remote-first IT environments - Features self-service enrollment workflows that reduce the administrative burden on IT helpdesks compared to Entrust - **[Authenticator App ™](https://marlvel.ai/intel-report/utilities/authenticator-app-2)** by Codenhagen.IO ApS: This app serves as a direct alternative for users seeking a standalone TOTP and MFA solution for personal or small-business account security. - Provides a polished, consumer-friendly interface that prioritizes ease of use over enterprise-grade administrative controls - Includes integrated password management and autofill features that simplify the daily login experience for end users - **[WiFi Master-Show WiFi Password](https://marlvel.ai/intel-report/productivity/wifi-master-show-wifi-password)** by Mihir Sonani: This app competes for mobile utility real estate, though it focuses on network credential management rather than enterprise identity security. - Focuses on consumer-grade network utility rather than the high-security identity verification required by Entrust - Monetizes through ad-supported utility features which contrasts with Entrust's enterprise-focused, zero-cost identity platform ### New Kids on the Block (What's Innovative) - **[Passbolt - password manager](https://marlvel.ai/intel-report/business/passbolt-password-manager-1)** by Passbolt: Passbolt enters the business space with a focus on collaborative credential management, challenging the broader identity ecosystem Entrust occupies. - Emphasizes granular team-based sharing and collaborative password management features not currently prioritized in Entrust's platform - **[NetForge: Engineer's Toolkit](https://marlvel.ai/intel-report/utilities/netforge-engineer-s-toolkit)** by Andy Arevalo: This newcomer targets the technical professional audience, potentially overlapping with the network-savvy users who manage Entrust deployments. - Provides specialized diagnostic recipes and command references that cater specifically to network engineering workflows ## What's New - **Latest (v26.2.0, 1 weeks ago):** General performance improvements and bug fixes. ## App Momentum (Maintenance) {#momentum} - Ships frequent updates for stability. - Maintains enterprise-grade MFA feature set. > **Cadence:** 2 total versions · 0 majors in last 6 months · 11 days since last update · 17 days avg between updates ## The "So What?" (Strategic Takeaway) {#so-what} Entrust Identity is an established business app that is completely free. With a 3.86/5 rating from 7.8K reviews, it shows polarized user reception. > **Bottom Line:** Entrust Identity secures high-assurance enterprise workflows, but the platform's 2.4★ iOS rating signals critical UX decay that threatens its enterprise retention, so the PM must prioritize iOS stability to defend against Microsoft's frictionless MFA dominance. **Best for:** Enterprise employees and consumers requiring secure identity credentials and multi-factor authentication for organizational access. ### PM Action Plan (Next Best Moves) - [ ] [PIVOT] [HIGH IMPACT] Audit iOS update pipeline because 2.4★ rating indicates critical regression → stabilize user sentiment — *The 1.5★ rating gap between iOS and Android suggests a specific failure in the iOS release process.* _(trade-off: deprioritize Pause new feature development for the transaction verification module — stability is the current priority.)_ - [ ] [INVEST] [MEDIUM IMPACT] Ship self-service enrollment workflow because competitors like JumpCloud reduce IT helpdesk burden → increase enterprise adoption — *Competitor analysis identifies self-service enrollment as a key differentiator for modern IT-managed workflows.* _(trade-off: deprioritize Deprioritize legacy infrastructure support updates — new enterprise clients prioritize modern onboarding.)_ ### Feature Gaps vs Competitors - Native passwordless sign-in (available in Microsoft Authenticator) - Integrated password management (available in Authenticator App ™) - Collaborative credential management (available in Passbolt) ### Outlook: Mixed The enterprise identity market is shifting toward passwordless, cloud-native workflows that prioritize user experience, leaving Entrust's legacy-focused platform exposed. Unless the team addresses the iOS stability regressions, Entrust will continue to lose ground to Microsoft's integrated ecosystem, which offers a more seamless path for enterprise IT admins. - 🔴 The 1.5★ rating gap between iOS and Android indicates that recent updates are failing to maintain parity, which accelerates churn pressure on the iOS base. - ⚪ Recent release cadence focuses on stability, yet the persistent rating gap suggests these updates are not effectively resolving the underlying authentication regressions. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 3.86/5 | | Total Reviews | 7.8K | | Sentiment | Mixed (45/100) | | Confidence | High | | Pricing Model | Free | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Declining | | Outlook | Mixed | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Entrust Identity** (this app) | 3.86/5 | Mixed | Entrust | | [Microsoft Authenticator](https://marlvel.ai/intel-report/productivity/microsoft-authenticator) | 4.7/5 | Mixed | Microsoft Corporation | | [NetForge: Engineer's Toolkit](https://marlvel.ai/intel-report/utilities/netforge-engineer-s-toolkit) | N/A/5 | N/A | Andy Arevalo | | [Trend Micro ID Protection](https://marlvel.ai/intel-report/productivity/trend-micro-id-protection) | 4.7/5 | N/A | Trend Micro, Incorporated | | [Passbolt - password manager](https://marlvel.ai/intel-report/business/passbolt-password-manager-1) | N/A/5 | N/A | Passbolt | | [JumpCloud Protect](https://marlvel.ai/intel-report/business/jumpcloud-protect) | 4.4/5 | Mixed | JumpCloud | ## Company Profile - **Developer:** Entrust - **Website:** [https://www.entrust.com/mobile/info](https://www.entrust.com/mobile/info) - **Social:** [Instagram](https://www.instagram.com/discoverentrust) · [Facebook](https://www.facebook.com/DiscoverEntrust) · [X/Twitter](https://twitter.com/Entrust_Corp) · [YouTube](https://www.youtube.com/c/EntrustVideo) · [LinkedIn](https://www.linkedin.com/company/Entrust) ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/entrust-identity/id384717687?uo=4) - **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=com.entrust.identityGuard.mobile&hl=en&gl=us) - **Dev Site:** [Official Website](https://www.entrust.com/mobile/info) - **Sources:** Developer website content, About us / company information, App store metadata, User reviews. ## Related Intel Reports - [*Microsoft Authenticator*](https://marlvel.ai/intel-report/productivity/microsoft-authenticator) (Microsoft Corporation) — 4.7/5 Rating | Mixed Sentiment - [*NetForge: Engineer's Toolkit*](https://marlvel.ai/intel-report/utilities/netforge-engineer-s-toolkit) (Andy Arevalo) — N/A Rating | N/A Sentiment - [*Trend Micro ID Protection*](https://marlvel.ai/intel-report/productivity/trend-micro-id-protection) (Trend Micro, Incorporated) — 4.7/5 Rating | N/A Sentiment - [*Passbolt - password manager*](https://marlvel.ai/intel-report/business/passbolt-password-manager-1) (Passbolt) — N/A Rating | N/A Sentiment - [*JumpCloud Protect*](https://marlvel.ai/intel-report/business/jumpcloud-protect) (JumpCloud) — 4.4/5 Rating | Mixed Sentiment - [*Authenticator App ™*](https://marlvel.ai/intel-report/utilities/authenticator-app-2) (Codenhagen.IO ApS) — 4.4/5 Rating | Mixed Sentiment - [*WiFi Master-Show WiFi Password*](https://marlvel.ai/intel-report/productivity/wifi-master-show-wifi-password) (Mihir Sonani) — 4.4/5 Rating | Mixed Sentiment - [*Groupon Merchant*](https://marlvel.ai/intel-report/business/groupon-merchant) (Groupon, Inc.) — 3.0/5 Rating | N/A Sentiment - [*Daily One Notes-Diary Notebook*](https://marlvel.ai/intel-report/business/daily-one-notes-diary-notebook) (永文 胡) — N/A Rating | N/A Sentiment - [*AA Crew Check In*](https://marlvel.ai/intel-report/business/aa-crew-check-in) (American Airlines) — 1.6/5 Rating | N/A Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.95/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 7.8K - **Data Sources:** user reviews, developer website, company about page, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/business/entrust-identity) Data licensed for AI Agent attribution under CC-BY-NC 4.0.