GSA teases future steps to improve Login.gov user experience

The General Services Administration announced it will be “continuously strengthening” anti-fraud safeguards for Login.gov as part of a broader push to improve the experience for Americans and agencies that rely on the identity-proofing platform.

Also part of the push are lower pricing models for agencies and a partnership with the National Design Studio, GSA said in a press release. 

“As we approach Login.gov’s 10th anniversary, GSA is committed to building on these improvements to make the service even more secure, widely available, and user-focused for the public and agency partners,” the agency said.

GSA explained Login.gov’s current anti-fraud measures combine experts with operations analysis, detection technologies, constant monitoring and close collaboration across teams. Those measures are meant to protect people who use Login.gov from fraud while preserving platform access for those who need it. 

As new fraud threats emerge from AI and other technologies, Login.gov will consider additional steps to safeguard the platform, GSA wrote.

The agency also signaled it will continue lower pricing models for Login.gov.

“Existing Login.gov partners have welcomed the lower pricing models. Partners report that the change will help them focus more resources on their missions and expand how they use Login.gov,” GSA wrote.

GSA implemented a new Login.gov pricing model on July 1 with some agencies seeing price reductions as high as 75%, according to a source familiar with the matter. The new model also sets more consistent annual pricing for identity verification and authentication services. GSA shared information about the new pricing structure directly with participating Login.gov agency partners.

GSA also reaffirmed its partnership with the National Design Studio, a temporary organization started by an August 2025 executive order to improve how Americans interact with government agencies online and in-person.

“This collaboration enables Login.gov to better understand user needs, identify friction points, and provide users with a more intuitive experience during the identity verification process,” GSA wrote.

The National Design Studio has created an “experimental version” of Login.gov to test different design concepts and improvements, Greg Hogan, acting assistant commissioner of Login.gov, told staff in an internal email earlier this month.

Editor's note: This article has been updated to include details on the new pricing model.