Abstract: The invention is a novel system that uses a continuous and competitive authentication process to identify users within an entity's systems. In particular, the invention may continuously collect authentication data across multiple channels (e.g., authentication data obtained through a mobile app, website, telephone, on-site methods, and the like) as well as non-authentication data. The obtained data may be compared with reference data (e.g., historical data) to continuously update a confidence level associated with the user. Based on the confidence level, profile the user to detect any inconsistencies in the data collected over time. The system may further execute one or more competitive processes in parallel with traditional authentication processes to identify potentially unauthorized users.