This study aimed to explore the factors that influence the adoption intentions of self-sovereign identity (SSI) in South Africa and to assess individuals’ current knowledge of SSI technology. Utilizing an adapted model from the value-based adoption model (VAM) and protection motivation theory (PMT), the research examined user-centric factors such as perceived benefit (user experience) and perceived sacrifice and perceived threats (privacy and security threats). Data was collected quantitatively from 300 participants residing in South Africa, using a survey. The survey incorporated a use case involving SSI’s application in the Know Your Customer (KYC) banking process to provide research participants with a defined context in which SSI could be understood. Analysis was conducted using SPSS and SmartPLS software. The study results found that South African individuals are more knowledgeable about SSI than originally anticipated despite its lack of market adoption. Furthermore, it was found that perceived enjoyment and usefulness significantly influence SSI adoption intention. The data suggests that individuals greatly value the benefits of the SSI-based service, which implies a possible demand for the technology. On average, individuals perceive the SSI-based authentication service in the banking sector as both enjoyable and useful, with minimal perceived costs or technicality involved. This suggests that an overall positive user experience can be achieved in digital authentication using self-sovereign identity.