A method of multi-factor authentication comprising: performing authentication using first factor authentication including the steps of: receiving a user name from a mobile device by an authenticating service; and receiving a password associated with said user name; and performing at least second factor authentication including the steps of: a) pairing said authenticating service with said mobile device in accordance with at least one automation criterion; b) receiving, at an authentication system, an authentication request from said authenticating service to verify an action to be performed on behalf of a user; c) sending, from said authentication system, a permission request to the mobile device associated with said user to grant or deny permission to perform said action; d) receiving, at said authentication system, an automated permission response from said mobile device, when said permission request meets said at least one automation criterion; and e) sending, in response to having received the automated permission request, a permission providing the second authentication factor, from said authentication system, to said authenticating service. performing authentication using first factor authentication including the steps of: receiving a user name from a mobile device by an authenticating service; and receiving a password associated with said user name; and performing at least second factor authentication including the steps of: a) pairing said authenticating service with said mobile device in accordance with at least one automation criterion; b) receiving, at an authentication system, an authentication request from said authenticating service to verify an action to be performed on behalf of a user; c) sending, from said authentication system, a permission request to the mobile device associated with said user to grant or deny permission to perform said action; d) receiving, at said authentication system, an automated permission response from said mobile device, when said permission request meets said at least one automation criterion; and e) sending, in response to having received the automated permission request, a permission providing the second authentication factor, from said authentication system, to said authenticating service. receiving a user name from a mobile device by an authenticating service; and receiving a password associated with said user name; and performing at least second factor authentication including the steps of: a) pairing said authenticating service with said mobile device in accordance with at least one automation criterion; b) receiving, at an authentication system, an authentication request from said authenticating service to verify an action to be performed on behalf of a user; c) sending, from said authentication system, a permission request to the mobile device associated with said user to grant or deny permission to perform said action; d) receiving, at said authentication system, an automated permission response from said mobile device, when said permission request meets said at least one automation criterion; and e) sending, in response to having received the automated permission request, a permission providing the second authentication factor, from said authentication system, to said authenticating service. a) pairing said authenticating service with said mobile device in accordance with at least one automation criterion; b) receiving, at an authentication system, an authentication request from said authenticating service to verify an action to be performed on behalf of a user; c) sending, from said authentication system, a permission request to the mobile device associated with said user to grant or deny permission to perform said action; d) receiving, at said authentication system, an automated permission response from said mobile device, when said permission request meets said at least one automation criterion; and e) sending, in response to having received the automated permission request, a permission providing the second authentication factor, from said authentication system, to said authenticating service.