Hoomi sits somewhere between email/password login and social login. Users still get the benefit of Single Sign-on (that grows as more developers adopt), but don't have to have (or tie their account to) a social profile. You're also welcome to use your phone number to create a Hoomi account.

As far as Persona goes, one of the major differences is the primacy of mobile as a medium for login. And while Persona focuses on using email addresses as identifiers, we go one step further than that, isolating users/apps into their own ID spaces that aren't tied to any particular existing identifier. As a result, a user can change their email address with us without disrupting their service or updating their applications (https://developer.mozilla.org/en-US/Persona/The_implementor_...), and users don't have to divulge this information if it's not necessary, as with apps that just use login for personalization.

We're rapidly building and adding features to Hoomi, and you can expect to see the benefits to users and develoeprs grow as we flesh out users' ability to create profiles for themselves that they can give their apps access to.