Systems, methods, apparatuses, and computer-readable media configured to determine a location of a user, identify the user and provide additional services based on the determined location and/or identity are provided. In some examples, a signal emitted from a beacon may be detected by a personal computing device of a user within a predefined proximity of the beacon. The location of the beacon, and the device detecting the signal, may be determined and the identity of the user associated with the device may be determined. Authentication information may be requested from the user. The request for authentication information may be transmitted to the personal computing device and the user may provide the authentication information via the device. If the received authentication information matches pre-stored authentication information, the user may be authenticated and/or authorized to conduct one or more transactions or types of transactions based on the determined location, identity, and authentication information.