There is a high demand in the retail and services sector to reach out to the student and academic population. The service team proactively identifies potential service providers to register to InAcademia, based on published eligibility criteria, but particularly focusing on companies that wish to use federated identities for commercial gain. Only organisations that are of interest to students and academics are considered for connection, and a Steering Committee comprising representatives from national academic identity federations oversees the onboarding of new entities, thereby ensuring that only entities acceptable to the academic community will be registered. Institutions that wish to refer services to InAcademia, are welcome to do so.