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Password-Free Login Growing Rapidly – How Global Companies Protect Themselves Against Cyber Threats
Updated: May 26, 2025, 09:44 Published: May 26, 2025, 09:42
Passwords are one of the biggest security risks in today’s digital landscape. Now, companies like Hyatt and the city of Munich are choosing to move towards password-free login – with increased security and productivity as a result.
Cyberattacks have become increasingly sophisticated. Ransomware, phishing, and internal threats are increasing in both scope and cost – and the password is often the weakest link. Despite investments in security solutions, login credentials are a recurring way in during intrusions. To meet the growing threat, more and more global players are choosing to replace passwords with stronger authentication solutions – where physical hardware is central.
“Companies Must Act Now”
Yubico, a leader in phishing-resistant multi-factor authentication, sees a clear shift where more and more organizations are moving towards password-free.
– AI and advanced actors are developing at a furious pace, which significantly increases the risk level. To protect themselves against phishing attacks, companies need to act now and introduce security keys based on hardware – the most robust option available, says Jerrod Chong, President and COO at Yubico.
Clear Results for Hyatt and the City of Munich
Both Hyatt and the city of Munich have introduced YubiKeys to reduce their dependence on passwords. Hyatt has implemented the solution to protect personal data and card data – while improving the user experience.
– Users have been surprised at how seamlessly everything works. You insert your YubiKey in the morning – then the day rolls on without interruption. It’s not just about security – it simplifies everyday life, says Art Chernobrov, Head of Identity and Access at Hyatt.
The city of Munich has in previous statements highlighted the rapid implementation and clear effects:
– We are definitely safer. We are very fond of YubiKey as strong authentication. It is much more reliable and secure than other solutions that are not based on smart cards, said Matthias Wagner – IT Architect & Director, Cybersecurity Center, then.*
How Password-Free Works in Practice
Password-free authentication is based on hardware-based security without shared secrets. It minimizes the risk of phishing, increases productivity, and reduces the burden on IT departments. For companies in finance, healthcare, and infrastructure, it also means an easier path to regulatory compliance – as well as a cornerstone in Zero Trust strategies.
More About Yubico
Yubico (Nasdaq Stockholm: YUBICO) is the inventor of YubiKey – the gold standard for phishing-resistant multi-factor authentication (MFA) – as well as co-creator and contributor to FIDO’s open authentication standards. The company is a pioneer in hardware-based, password-free authentication with top-tier security passkeys and has customers in over 160 countries.
Want to know how password-free can work in your organization? Book a demo here or download the guide Going passwordless in a passkey age to read more.
*The quote is taken from Yubico’s public case study about Munich.
The article is produced by Brand Studio in collaboration with Yubico and not an editorial article.
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