It's all about identity confirmation and "know your customer". Banks, financial institutions, utilities, mortgage companies, car dealerships, credit card companies, and several others run background checks and identity-confirmation on their customers. Some do it because they have to by law, and some do it because they are trying to mitigate risk in their business.
Civic is a company that eliminates the third-party and hastens the process. They introduced the coin to reward people for confirming information about themselves and the customers they have on file, and those coins can also be used in exchange for that data.
They have already secured nearly two dozen partnerships with networks of over 250M people. This is just the start. This coin could be massive...not to mention, it was probably the most sought-after ICO in 2017, and now that you can get it on the exchanges, I believe it's a good time to buy.
Website: https://www.civic.com
Whitepaper: https://tokensale.civic.com/CivicTokenSaleWhitePaper.pdf
The Whitepaper is worth the read.