Balancing security with a seamless returning user experience (RUX) is crucial for online businesses to retain customers and reduce churn, yet it's a challenge due to increasing online anonymity and privacy concerns. Traditional methods like multi-factor authentication (MFA) can deter users due to their complexity, leading to frustration and decreased customer retention. With nearly half of Americans using private browsing and consumers expecting personalized experiences, companies face difficulties in recognizing returning anonymous users. To address these challenges, platforms like Fingerprint offer solutions by using device intelligence to assign unique IDs to visitors based on various signals, allowing businesses to identify users without relying on third-party cookies. This approach not only improves login success rates and personalizes experiences but also reduces the need for repeated MFA, thereby enhancing customer satisfaction and boosting conversion rates.