Automated KYB Onboarding: Sumsub and Playtomic

Sumsub has deployed its automated know-your-business (KYB) product at racket-sports network Playtomic, cutting venue review times from several days to minutes as the company opens new markets.

The automated KYB onboarding process replaces a review that was largely manual. It now runs inside HubSpot CRM, where Playtomic’s operations staff launch and monitor checks.

For compliance teams at banks and large companies, the deployment shows how a marketplace is handling the onboarding of business counterparties at scale. It also shows where beneficial ownership checks sit in that work. Playtomic has set up its process to add ultimate beneficial owner (UBO) checks later.

What automated KYB onboarding does at Playtomic

Playtomic links thousands of clubs with millions of players. Its international expansion created demand for an onboarding process that could keep pace with new venues signing up.

Sumsub’s system checks business credentials, company registry extracts, VAT certificates and Articles of Association within minutes. Optical character recognition (OCR) pulls the data out of each document automatically, which shortens the review period from several days to a matter of minutes.

That speed has a commercial purpose. Venues can begin taking bookings and earning revenue almost straight away after verification.

Operations staff trigger checks through automated links inside HubSpot. No coding is needed, and Playtomic’s existing internal processes stay in place.

The deployment is already live in several European and international markets. Sumsub’s workflows adjust automatically to the legal rules of each region, which Playtomic uses to enter new markets without added friction.

Why a booking network needs KYB onboarding

A platform that signs up thousands of independent businesses takes on a counterparty risk with each one. Verifying that a venue is a registered company, that its VAT status is valid and that its constitutional documents match what it declares is the first layer of that control.

The practice is known as KYB, the business equivalent of know your customer. Where KYC confirms a person, KYB confirms a company and, in a full program, the people who own and control it.

Ownership checks are where regulation is heading. The Financial Action Task Force (FATF) sets Recommendation 24, which asks countries to make sure that adequate, accurate and up-to-date information on the beneficial ownership of legal persons is available to authorities. In the EU, Regulation (EU) 2024/1624, the bloc’s anti-money laundering (AML) regulation, applies from July 10, 2027. It sets directly applicable customer due diligence rules for obliged entities, including identifying beneficial owners.

Playtomic’s plan to add UBO compliance later puts it on the path those rules describe. Firms that run similar partner onboarding can compare the sequence: company documents first, ownership second, then screening of the people behind each entity against sanctions lists. A sanctions screening template pack sets out the control points for that last step.

Sumsub’s pitch on automated KYB onboarding

Sumsub sells verification infrastructure that helps businesses confirm the legitimacy of the companies and partners they work with. Its KYB tools are built for platforms that operate across several jurisdictions.

Daniel Basilio Correa, head of non-financial go-to-market at Sumsub Spain, framed the Playtomic rollout as a growth question.

“As marketplaces scale globally, verifying partner businesses should accelerate growth rather than constrain it. Our tailored KYB infrastructure turns compliance into a commercial advantage, empowering our clients to activate partner clubs faster, maximize conversion, and deliver total trust across every market they enter.”

Daniel Basilio Correa, Head of Non-Financial GTM, Sumsub Spain

Sumsub is better known for individual identity checks. It has also moved into reusable credentials, including a reusable KYC gateway with MiniPay as first partner. The Playtomic deployment extends its business verification work into a non-financial sector.

Fraud pressure behind the KYB rollout

The rollout comes as fraud against online marketplaces intensifies. Sumsub’s Identity Fraud Report 2025-2026 found that sophisticated fraud attempts rose by 180% worldwide over the previous 12 months.

Sumsub defines sophisticated fraud as multi-step, coordinated attacks that combine several advanced techniques in a single verification attempt. The report puts the overall rate of identity fraud attempts at 2.2% of verifications in 2025, down from 2.6% in 2024. The volume is flat to slightly lower, while the complex attacks are rising.

For a marketplace, the exposure is a fake or shell venue that passes a light check and then collects payments or lends the platform’s name to a scheme. Automated document checks narrow that gap, and registry and ownership data narrow it further.

The wider field for business verification

Sumsub competes in business verification with several vendors. ComplyCube, which serves Citi and AXA, is one of them. Buyers often judge these tools on how well they plug into the systems staff already use, and the HubSpot link at Playtomic is an example.

Compliance teams that sell into or buy from marketplaces should note a trade-off in the design. Automated extraction speeds up the review of documents, but it checks only what the documents and registries show. Ownership chains that run through several jurisdictions are the part Playtomic has left for its later UBO phase.

Playtomic’s automated KYB onboarding is a one-time gate in this deployment. Many firms now pair it with ongoing monitoring, the business-side equivalent of perpetual KYC, so that a change in a venue’s ownership or status triggers a new review. The deployment as described does not say whether Playtomic will add that.

What comes next for Playtomic and Sumsub

Sumsub’s technology will support Playtomic’s expansion into further territories worldwide. As its venue network grows, Playtomic intends to move from the HubSpot-based process to a fully automated API integration.

The next fixed date for firms in the EU is July 10, 2027, when Regulation (EU) 2024/1624 starts to apply and beneficial ownership checks move from a planned phase to a rule for obliged entities.