Digital identity trust mark launches
Tuesday 1st September, 2026
A new UK trust mark aims to make digital identity checks reusable across property transactions, reducing delays for buyers and sellers.
This gives Rightmove a chance to comment on making the UK homebuying journey simpler and less repetitive for consumers.
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Why have we flagged this?
The UK CertifID trust mark could make property transactions faster and reduce fall-throughs, giving Rightmove an opportunity to share market data on transaction delays and buyer demand.
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Expert comment
Warn that optional IDs could create a two-speed market
Argue that the trust mark will only reduce delays if agents, lenders and conveyancers accept the same identity standards widely.
Expert comment angle: Offer a Rightmove property expert to national consumer and business press on why adoption, not technology, will determine the impact.
Why: It provides a specific challenge to the positive launch narrative without opposing digital identity checks.
Newsjack
Create a plain-English guide to verified property identities
Explain what the new trust mark means for buyers, what it does not guarantee, and when they may still face repeated checks.
Newsjack angle: Publish a buyer-focused explainer within days and offer it to consumer property desks covering the initiative.
Why: The announcement creates immediate confusion for buyers, giving journalists a practical service angle beyond the launch itself.