The highest-value moments in your user lifecycle — transfers, payments, withdrawals, purchases — are also the highest-risk. And the industry's default response has been to throw friction at them: step-up challenges, OTPs, security questions, manual reviews. It works against fraud. It also works against your revenue. Users abandon mid-transaction. Support tickets multiply. Time-to-task stretches from seconds to minutes. You stop the attacker, but you also stop the customer — and the customer doesn't come back.