Systems and methods are provided for authenticating a user of a computing device. An example system includes a memory storing instructions, and a processor configured to execute the instructions to receive an authentication request from a user of a computing device, determine a context of the authentication request, determine a physical location of the user, and perform, based on the context of the authentication request and the physical location of the user, an associate proximity detection. The associate proximity detection includes steps to identify an associate based on at least one of the context of the authentication request or the physical location of the user, determine a physical location of the identified known associate, and determine a proximity of the user to the identified known associate. The authentication request may be approved when the determined proximity is within a threshold.