Global cybercrime costs are projected to reach $10.5 trillion by 2025. Yes, that's trillion with a "t". A staggering 88% of data breach incidents are caused by the human factor—in other words, your employees. Human psychology is, by far, the largest contributor to cybercrime damage. Generative AI (GenAI) exacerbates this problem by giving cybercriminals superpowers. Attacks are becoming more automated, highly personalized, and technically sophisticated—making them increasingly difficult to ignore. (Just look here and here.)
Globally, organizations are forced to upgrade—not their technical systems, but their "human firewall". Multi-factor authentication (MFA), encryption, threat detection, network monitoring, and other technical defense mechanisms are necessary. However, these measures alone are insufficient to protect against attacks on the human factor. These attacks involve highly sophisticated manipulations that leverage deep understanding of human behavior, using data-driven insights and GenAI to automate and personalize content.
Strengthening the "human firewall" requires—you guessed it—technology.
We're building a platform to upgrade the "human firewall" for organizations. Through a deep understanding of human behavior, personalized safety training, tailored risk prediction, and simulated attacks, we create teachable moments for your staff to guard against human-targeted threats. We keep your organization ahead of cybercriminals by automating your cybersecurity defenses with minimal overhead for your IT security team—always up-to-date with the latest tactics, and always personalized.
Safety awareness as a software category is currently estimated to be a $5-10 billion market globally, a niche within the much larger cybersecurity market. It's a category with low market penetration, overlapping with "old-school" non-personalized security training, and growing rapidly. How fast? Depending on which forecaster you trust, it's expected to double or triple to $10-30 billion globally by 2030. Not too shabby 🤓. The space also boasts fast-growing, VC-backed ventures already on the unicorn track.
How do we capture this market? Start small, understand your customers deeply, and iterate fast. Deliver it as B2B SaaS, first in the local ecosystem, then nationally, then beyond. How fast? Lightning fast. What's the most significant cybersecurity market? The US. Is it competitive? Absolutely. Is it easy to break into? Not at all. Do we want to be there? You bet. Are we baking this objective into the company from day zero? Without a doubt.
Once you satisfy European and US customers, can you play anywhere? We believe so. We're in this for the long haul—the growth after years 2, 5, and 10. B2B SaaS scaling is well-established by now. Products in the market have proven to be sticky with low churn so long-term expansion revenue can outpace lost revenue from churn. There's no way around the B2B SaaS cash flow trough, though. Scaling will require outside capital.
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