How you can have complete security solution for SMB at fraction of the cost?

Welcome to The Did You Know Podcast by Varisource, where we interview founders, executives and experts at amazing technology companies that can help your business save a lot of time, money and grow faster. Especially bring awareness to smarter, better, faster solutions that can transform your business and give you a competitive advantage

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Welcome to the Did You Know Podcast by Varisource, where we interview founders and executives at amazing technology companies that can help your business save time and money and grow. Especially bring awareness to smarter, better, faster solutions. Solutions that can transform your business. 1.6s

Hello everyone. This is Victor with Varisource. We're the host of the Did You Know podcast. And for those new listening in, the Did You Know Podcast is a vision that the pace of technology changes so fast for most companies to keep up. And we love to interview entrepreneurs, founders and management from amazing companies to be able to provide the who, what, when, why, and how technology can help companies reduce costs, increase revenue, and transform their business. I'm super excited to have Rafael with a Data security today. With me, Aadya is a complete security protection for small and mid sized businesses with artificial intelligence built in. But Raphael, great to have you on. If you can give us maybe kind of a 32nd introduction of yourself, that would be great.

Yeah. Raphael, CEO and founder of Aadya Security. We are headquartered proudly in downtown Detroit, Michigan, and I'm excited to be here and talk through with you, Victor, about our company and what we're doing.

Yeah. A lot of great questions ahead. So one of the first questions is, obviously, Aadya is a pretty unique name, and I love to get you, obviously, being the CEO and founder, love to hear your story and also how you came up with the name.

Yeah. So, after exiting duo as CIO with the Cisco acquisition, I was trying to figure out what I wanted to do next and started figuring out that startup was probably the next path. So kind of doodling on a napkin one night. The hardest part is coming up with a company name, if you ask me, and started putting down the initials of my daughter's first names. So Alessandra and Daniela are the first two A's in our company name, and then I knew I wanted it to be headquartered in downtown Detroit, which is the D. So I literally just put down AAD and started googling for different names that had those first three letters. I found what you see now, which is Adeh. It's actually pronounced adia in Latin America and the Middle East, but bouncing it off of some of my past marketing team members and friends. I kept saying that I worked at some of the most amazing companies where it was difficult to say the name, and once you told the story, became tribal knowledge, and people shared it with others. And so 1s we made it that you pronounce it a day of security and kept the spelling the same way. So, yeah, I'm a proud dad of two amazing girls, and as I mentioned at the beginning, we're very proud to be headquartered out of Detroit, Michigan. So that's why it's intentional, even in our spelling, that the deal is capitalized.

So it's a family business. 2s

Naming? Yes. 2.8s

But no, that's amazing. Amazing background. And obviously, for the audience that may not know your background, you also mention Duo, Cisco, and then I know you're with McAfee for a long time where you've seen some of these super well known, you know, companies and names that we all know now, but you were there when they were just starting out. So that's a fantastic, I think, backstory. If you want to spend a few minutes on kind of what was that whole journey like with the McAfees when they were starting out and then building out that business into a multi billion dollar business. Must have been a pretty interesting

journey. It was an amazing journey, even though it was tough. Yeah. So when I joined, it was actually network general. McAfee was a point product with sniffer and magic, so that kind of data itself. But they started realizing McAfee was probably the bigger of the three brands. And so over that five year period, you started to see the evolution of the company name, brand and even product line. But yeah, I was there for eleven years, started out in sales, moved over to operations, and then went into it and had an amazing experience. And the fact that I got to work cross functionally with a lot of different leaders across the company as well as globally, and as a Midwest kid, I never thought I would go to 20 different countries around the globe, but I had that opportunity with McAfee and it was amazing. The interesting part is we did grow, but many of us stayed there for more than five to ten years and still have friendships today 1.6s and are connected. You also could see that after the end of acquisition, many of the companies that are now in the marketplace were outputs of McAfee leaders starting those companies that went all the way to IPO. So it was definitely a great learning experience, especially how they went to market with the Channel. I left there after this and started at another little startup called FireEye. As I related back to the name of the company, people used to trip over the name McAfee and FireEye and stayed there till we went IPO. And then yeah. 1.5s Joined another startup when I moved back up to Michigan, Duo Security CIO, and had a great run there for over three years until the Cisco acquisition. So 20 years in cybersecurity. And I would say we as an industry heavily have done focused on enterprise and done well with the enterprise space. The reason we believe there's a better way of helping small and mediumsized businesses is one that doesn't look like what the enterprise companies have done. And so that's why I started a day out.

Yeah. And that's actually one of the follow up. It's an amazing story. It seems like you have the golden touch, man. Everywhere you've been, it's grown and IPOed and acquisition. So that's amazing. And now building your own business from scratch, obviously. So that's actually one of the follow ups. I was going to ask you is it sounds like you mainly in your career, has been working in the enterprise space, and what made you, when you started thinking about building a company to focus on the SMB? Maybe a follow up to that is also if you look at the last two, three years, because of COVID but even before that, security has become more and more I mean, it's always been relevant, it's always important, but the level of how executives, the CEOs, the CFO's, the CIO, CTOs, are thinking about securities completely different, has become a much more prioritized. Right. So what have you seen? I guess the first part is why kind of the SMB 1.1s target and then follow up to that is, what have you seen? The changes, you know, the last four or five years compared to what you've seen right. Throughout your whole career in security.

Yeah. So, you know, 1.6s We definitely focused on Enterprise. Many other companies I worked at that didn't mean that we didn't have a small to medium sized business model. It was just always treated like an extra revenue stream. Think of it this way. You see a lot of small businesses, small and medium sized businesses, they buy something, then their pricing is higher than the Enterprise because supposedly the Enterprise is buying volume. They don't get to talk to people when they go for support. They usually have to do chat or open a ticket. So there's many different things where you just go, okay, I get it. They're a smaller entity, but they still need cyber security. And so that's kind of what led to our thought process at the beginning, is what if you were to design something specifically through the lens of small business? Not a watered down Enterprise product, not fluffy ROI or marketing that you wrap around different point products like you see some of the ISPs or Internet providers are doing now, but really are all in on. Okay, not only are we listening to you on the design, but how do we automate the biggest component in cybersecurity, which is across the industry, all companies are struggling with hiring people that are able to do what is necessary to protect the organization. I mean, you see it in the press. You see it all the time. There's a shortage of cybersecurity experts that can help these different companies. And if you look at it from purely a salary perspective, they can go to the Enterprise and make high six figures. So why would they go to a smaller, medium sized company and be the only. 3.3s The only one that's there to help read the logs as we joke or do all the things to stop vulnerability. So that was where we started to say, okay, let's peel this back. And in our first year, we brought on design partners, so we brought on 15 customers. 1s We helped them with their cybersecurity posture, with the different processes and tool sets that were available at the time. And then, selfishly, we started to look under the hood and say, okay, what type of vulnerabilities are they really getting? What does their company look like from a technology perspective? And there were some common themes. Most of these companies are in the cloud. They don't have a big, huge network. They have that higher adoption rate of cloud and are used to working on multiple devices. 1.3s And yes, at that time it was more brick and mortar. But as you mentioned, with COVID and everything, everyone going remotely, we started to see that they even were having the same use cases as the enterprise. So when we came out of that first year, we knew what the solution was. And it had to be all the things that they would need in one solution and automated not again. Six to seven different point products. The second area was it had to be priced correctly so that they could afford it. They weren't going to spend $50 to $100,000 on one point product or even a complete solution. We heard that over and over again. They rather take the risk of getting a vulnerability because supposedly they're too small, that no one would hack them than to go spend that kind of money and have to cut headcount or potentially different ways of growing their business. And then the last piece was the one that came out of left field, started to see that. 1.4s Small and medium sized companies that have their revenue stream tied to the enterprise. Federal or state governments, universities and hospitals were now being told they had to have the same compliance framework as those organizations to do business with them. That was the game changer. We literally had a marketing company come to us and go, I have to be HIPAA compliant in 30 days or I'm going to lose one of our major accounts. And you start to go, OK, this is what we saw in the enterprise 20 years ago. Now they are pushing it down to the small and medium sized companies that they work with because fundamentally they don't want any companies that work with those larger organizations to be the reason for a breach. Right. And could impact their brand. So that's what we saw then. We're now seeing it in every conversation. So most customers either know about this or they are led to it based on just some questions. Okay, who do you work with? Oh, I work with University of. You know, so and so. Great. Do you guys share data? Do you connect into their network? Yes. Do you have to be HIPAA compliant? Yeah, they just start bringing it up, and we're working towards that or the reverse. I'm a contractor working with the federal government, and last year, in 2021, they mandated that you have to be missed at a minimum compliance. Or if you're working with, like, the DoD, you have to be CMMC. So that compliance thread is what we're now seeing across every vertical, 1.1s even retail. We're talking to a company that sells products to the Air Force and to drinking product, and they now are being told they have to be compliant. So it's just a different way of how the small to medium sized businesses are going to have to start looking at compliance and ensuring that their cybersecurity tool sets and processes are in place.

Can you kind of talk because I've seen that a lot as well. Compliance, whether it's stock to HIPAA and those processes cost a lot of money. And if you don't do it right and it's very challenging. Right. These SMBs are not experts in this space as well. So can you kind of talk through how does working with they kind of help them in that journey? What areas of them and how does it help them achieve those maybe compliances? Or can you kind of talk through that?

Yeah, so our all in one solution actually has an automated dashboard where the customer can select the compliance framework that they're being asked to map to. So as you mentioned, there's PCI, HIPAA, stock, one stock, two CMMC, very long list of compliance frameworks available. When they select that, Judy, which is our solution, is able to show them all the regulatory items, but in a language that they can understand. 1.1s That means they don't have to do what you just described. Go get an auditor to come in, Excel sheets flying around, someone leaves, they lose all the data. But more importantly, compliance is not just it and security. There's a lot of soft rules that you have to have in place as well. So what's the beauty about the dashboard is you can assign it to your HR person, you can assign it to your facilities person, you can assign it to a legal team member, because those other organizations, excuse me, also feed into the compliance framework on the non technical side. And in the beauty of our solution, the logs, which is basically all the technology. 1.7s Stuff showing all the audits and ways that people are accessing the data or logging in feed into that report. And so it allows a customer to download an executive overview as well as something that an auditor would look at and attach it to the RFP. And we're seeing that it over and over again with our customers, where they're now winning business because they can go to these larger organizations and go, look, I'm a 50 employee company, we are a CPA, but we're PCI compliant. And here's our report that moves them one step forward and actually gives them an advantage over other small businesses that haven't started yet and are trying to continue to win new business with these larger organizations.

Yeah, that's a game changer and can't wait to kind of present all that in the webinar coming up with you guys more visually. But that's a game changer. So obviously, you mentioned Judy, and you and I talked about 1.1s a lot of times a successful company or a company that is not always about the product. You got to have a good product, good service to Google. But at the same time, marketing is so important to packaging and what people remember you for, right? And if you look at all the biggest brands, that's how it is 1s on your website. The whole branding around Judy just really stuck with me. And that's marketing done. Right, 1.2s but we talked about, obviously during introduction, you guys have all these complete security solutions, but it's really backed by this artificial intelligence. And you kind of gave that artificial intelligence a name, which is Judy, but kind of walk the audience and kind of the executives listening to this through. What does this AI do? 1s And 1.9s obviously, combined with the services and the products and how does it help at SMB, 1.2s having AI or having Judy? And how did you guys came up with the name? Obviously, the whole kind of vision of Judy and more of a packaging.

Yeah, let me start there. So here's the thing. We mentioned my background. You look across the landscape of dive security. There are 3400 point products out there. 90% of them have these consistent themes, very dark colors, blues, reds, grays, lots of scary imagery. So think of the guy with the hoodie with no face, the big red shield, right? All these things that we already know. Cybersecurity can be catastrophic. I don't need it visually. So when we started to embark on how we wanted to tell the story of a day and, yes, our solution, Judy, we wanted. 1.5s This could be something. People would go, this is approachable. I don't feel like I have to be really, really technical or that if I ask a question that I'm going to be viewed as someone that's not like a C. So 1.8s the way we in that first year we came up with with the name is we started to look at, okay, well, AI. Machine learning is going to have a persona. We've all seen it. Amazon has one. There's millions of them out there now. So do we go with a male persona name or do we go with a female? We started to bounce the names off of our customers. No one liked the male. They just said forget it. It just seems like it's putting something on us versus something approachable. Great. We started bouncing around female names and they started to light up. They were able to relate to this nurturing person and their family, friends or even character across the 2.5s different TV personas and radios. And so it came down to Stacey and Judy. These were two women. 1.1s Who were very important in my life and unfortunately passed away before I started a day. So when I put Stacey out in front of the customers and Judy, they all gravitated towards Judy immediately and said, this is the name and that is what we move forward with. So as you talk about is an extension of your team. She does actually 1.3s leverage her AI and machine learning. And when we say machine learning, she's looking at the different areas of not only your endpoint to block and tackle what could be a breach, she's also doing that in the browser based on how you navigate to your cloud applications. And then she's guiding the user in a way that's almost like having an infosec person sitting at your desk going, hey, that password isn't really great. You know, you shouldn't have turned off that firewall on your system. 1s But again, through a nurturing lens, not punitive. And that's why our customers on the front end really love Judy. She's doing the things that they would normally have to do because, think of it again, small and mediumsized businesses have very small technical teams or even sometimes it's someone doing it part time in HR or engineering, right? Judy takes a lot of that away. And the fact that they don't have to be that person, they install Judy, it takes about 30 seconds and then she does a heavy lift on the back end and then just guides them or is there to help them when they need it. And then the cool part is they don't have to remember all their passwords, right? Get rid of the sticky notes or all the things that we have on our desktops, trying to remember the 400 passwords to all the different applications, either internally or even personal. Judy takes care of that. So it really is that automation as well as her persona, that now when we talk to customers or our partners, because we do sell through channel partners, they refer to her as a team member, which is exactly what we wanted. And so when you go to our website, A Day of security.com, you see that it's through the lens. Victor of a small business and easy language, very straightforward images that they can relate to versus the big scary enterprise. 1.3s

So one thing you said really resonate with me. Because we work with a lot of customers that I would say if you can walk through these three use cases. Right. And I'm sure a lot of executives listening or the SMP is going to fall into these kind of three buckets. Which is one. You know. They don't have an official It person and like you said. But they still need security. Right? And so that's one bucket and you have the second bucket is they have one It person and then It person doing 100 things right. Like there's just not enough time and day and resource to do it all and manage it all. And then third is maybe they have a few guys, maybe one It director and two administrators or engineers, but kind of walk us through. How does your solution complement 1s or help the customers in the SMB space, which usually falls in these three buckets, right? From the no It resource to maybe they have a few, but obviously may not be security experts. But how do you complement them? Because what we recognize is that customers obviously know their business best. They want to run the business. That's what they're there for, right? And so they want a solution to complement them versus just for them to do things a certain way. So what do you think? 1.1s

Yeah. So in the case where there's no ITT, remember, Judy does take away a lot of the heavy lift. Again, if they go through a partner, sometimes the partner helps them with printers and laptops and setting up their WiFi. We see that those partners are coming forward with customers and going, listen, they need Judy, and we just want to install it for them. And then they may add services of monitoring. If they have a stock team where there's a one person It shop, we have a lot of those customers right now as well. 1.9s Judy allows them to gather all the information and see it in one single pane view versus having to log into multiple different product lines and ensure that everyone is up to date or that there isn't a vulnerability that has already gotten into their network. For them, what we see is that they recognize it. But sometimes their executive team needs to understand that it's not humanly possible for someone to be up 24 by seven to do what's necessary to block and tackle all the different users as well as what traffic could be coming into their organization. So Judy does that for them. And if there's any issues, then our stock team or the partner, as well as that It person, are notified immediately, and we're able to remediate whatever is going on at the device level or across the network. 1.1s Where there is a larger team. Again, judy, compliments them. My argument is, I think people think that even in the enterprise, there are thousands of cyber security tour people reviewing logs, maybe in the top 100. But when you get to those companies that are three, four, 5000 employees even there, their security teams are pretty small. They're not hundreds, they're usually under 100, and they're trying to manage seven to 20 different security product lines. And it's just not humanly possible. Victor I mean, we're talking about Milliseconds here, where a decision needs to be made. And a lot of times there's a lot of fatigue in cybersecurity teams just from burnout or there is a high turnover rate because they can go to another organization and get a larger salary. So Judy is that anchor basically for all three of those scenarios where she doesn't go away and she is doing the millisecond 1s scans as well as block and tackle. And as I said, she's nurturing the end users, but also empowering anyone that might have this role of being the security person. Or if they have a channel partner, MSP or MSSP or Resellers, they're empowered as well to help the customer in a way that the customer wants to be managed based on their security posture. So she's very flexible, enables, does not take away or impede those teams that are already there. 1.2s

Yeah, I mean, complete cybersecurity protection automation complementing existing teams, and it's cost effective. I mean, that's some of the biggest check boxes, I think, for most companies. That should hear about this. 1.2s Couple of questions for you. Obviously, we talked about the complete security protection, but there's so many different services and terminalies out there. So what are the areas that you guys protect customers with, and why did you start there? I mean, you being obviously, you know, CIO of huge security companies. You had a great view into what's the most important areas right. For any organization. And so I'm curious to see the areas that you guys cover now as services that customers can get from you guys. Areas we do protect, but also, why start those areas? Is it because of kind of based on your experience or just based on the world it is today? You know that those are the highest risk points. 1.4s

I would say a little bit both. Across our team, we have a very deep bench of cyber security to the experts from the companies that I mentioned as well as others. But more importantly, what we see impacting small and medium sized businesses is why we design Judy the way that she designed, as well as what you would need for that compliance framework. So you can't just roll out one point product and assume you're protecting everything across your company. But also in those compliance frameworks, you have to do more than just, let's say, antivirus software that's loaded onto your laptop that you purchased from Best Buy or Amazon, right? Those are okay, but they won't do what is necessary to protect your end point. So we start with the core. So if you look at number one in the industry, regardless of company size, but more importantly, it happens a lot in small and medium sized companies. It's going to be spam or fishing. Where a user gets an email. It looks like it's Victor. It came to Raphael and he's in a rush. He clicks on, it reads it, it says, hey, I need you to send me gift cards from Amazon immediately and I want them in my inbox within an hour. Well, Victor is my boss. It's a very authoritative tone. I'm rushed, I'm just going to do it. I send the information. That is one way where there could be a potential breach not only into the devices, but into your bank account or credit card. The second is you get a phishing link and it looks like it's valid that it's a chase bank account. And you click on it, you put in your password and you realize that wasn't a chase bank account. Well, now they have your password information. So that's where we started, was this whole phishing link spam email. So Judy has DNS filtering. She's basically scanning all of the emails that come into Microsoft and Google as well as anything you type into the browser or click through. And if it's not the right domain name so think of it this way, we all have a domain at the end of our email address, like Adeasecurity.com. Then she will block it and she will tell you this is a site that you shouldn't move forward with because it could lead to ransomware, spyware, miter attack, or fishing. So that's the number one we see way that small and mediumsized businesses are breached is through that whole fishing 1.2s links and emails that I described. The second area is not only good hygiene, but required. So you have to have a password vault. No matter how you slice it back to those compliance frameworks, you have got to protect your passwords and all of the applications or websites that you're accessing for your business or who you work with. So Judy has single sign on as well as password manager, but more importantly, she also has two factor. So when you look at the number one thing across compliance and cybersecurity insurance, you will see over and over again they're saying multifactor or two factor is the number one item you need as a small and medium sized company when you're working with those larger organizations. Judy now has that. So your end users now get to use single sign on probably for the first time because many of those other big point products out there are too hard to install and maintain. Judy takes that away. 1.1s They also don't have to worry about their passwords anymore. So forgetting their passwords or the use case victor that we used to get from businesses is, I really hate having to go to my boss who's the admin for our CRM, and tell them, I forgot my password again. I feel like it's showing that I'm an idiot, basically. Right. So even there, in smaller organizations, the people that are the admin are usually the executives, and that's a risk in itself, right? And so the single sign on is where we see our customers are happy that it's all in one location. Judy follows them in the browser, and they can just click on her to open up an application and log in. And then on September 7, we go live with password list authentication so the user will be able to use biometric and a push to their phone on Judy's new app and literally click yes, and it will log them in on their device. So even there, we're bringing that enterprise 1.6s grade software solution where passwords go away for small to medium sized businesses. 1.1s We included EDR, which is the end point protection. So she does scan for antivirus ransomware miter attacks and spyware to ensure that all the documents you're downloading to your Windows or Apple systems are clean and that there's nothing associated to it, as well as look for data, data leakage or any miter attacks that could launch after hours when it looks like you've logged out. But really there's someone going into the network and then you always hear about, god, I have to take this boring training, and it's a lot of money. We included Judy's learning. So again, mapping back to the compliance and to the cybersecurity insurance. You now have to take monthly or quarterly cybersecurity training to stay compliant and obviously protect your revenue stream like we've talked about. So Judy has two different ways of learning. Full library of cybersecurity courses on phishing password. There's also simulations. So if you do want to see if someone would click on a phishing link, you can send out a simulation. Again, as a learning, not punitive. And that's in our solution as well. And we put that one in because we were seeing that customers, it was the last piece of the puzzle that they didn't have when mapping back to compliance. And then, as I mentioned, we have Judy's blue team, which is where we have a sock team that can complement existing sock teams or partners and help put the 24 by seven monitoring on those customers. Usually they're a little bit bigger, and they have a network, they have servers, they have routers. All of those logs feed into Judy's blue team. 2.8s

It's so well thought out, obviously, in all these angles. And as we kind of wrap up the session today and again, hopefully get everybody piqued, everybody's interest today to 1s join the webinar we have coming up with you guys to talk more. But one of the favorite questions I love asking kind of entrepreneurs and founders and CEO is obviously what you feel today is already amazing, but what is the long term vision? What is this Rocket Moon 1.7s kind of vision? May be down the road for a day. Where do you think you want to take this company? 1.8s

If I go back to all three companies, I think the consistent thing that was amazing was being able to look through the lens of how the customer would leverage the solution, but also go global. And so we are selling now into five countries. We're available in Australia, Singapore, obviously, us, UK and South Africa. So it's exciting now to see judy even in other regions. I would say the long term goal is to continue to go global, hire team members around the globe and enable customers around the globe. Next year we're going to start looking at local language so that other countries can start to leverage Judy. And then getting 1s to see the team members experience the same thing as some of us that were at McAfee Firey. And Duo is exciting as well. Not many. 2.4s Not many people outside of California and Texas get to experience what we did. So it's great to do this from Detroit and see the growth across the team as well as with our customers and partners.

No, that's awesome. So the last question is, I think when we talk to a lot of executives, the C suites a lot of times or even just VP's and management of companies is that, again, we talk about technology. Pace is so fast, they just don't know what they don't know. Right. And so if you were to take all of your experience in the last 20 years and knowing what you know now in a C suite came to you for one tip, I'm sure you have hundreds of tips you can give them. But what would it be? What would they tip b to say, obviously, in the you know, whether that's in a security space or a business case like, what is something a tip that you know, that you feel like everybody, every company would benefit? What do you think that might be? 1.2s

The world has drastically changed in the last year. This is no longer a cyber attack. It really is a cyber war. That's not intended to be fear, but if you're talking to executives that are making decisions between 1.6s a new software or rolling out cyber security or investing in cybersecurity team members or a partner, 1s you should do so and do so quickly, even if it's something small, as one pillar to start 2.3s password manager or phishing. You don't have to do the whole entire thing all at once if you're not able to, financially or timeline wise. But this is a completely different landscape. All of us that have been in cybersecurity for more than five years are saying the way these breaches are happening are just so quick. Like you said, they're changing daily and they're leveraging what's going on in the world for us to make a mistake as humans. And so the new one right now is you're probably getting CMS, you're getting text messages from Chase and Amazon and PayPal suggesting that your account was locked or that you need to reset your password. 1.3s That's a phishing attempt to try to get your information. That was what we started seeing literally three months ago now. And so 1.7s you really have to think, as an executive, how do you protect your brand and your company in the way that you could do so? But I wouldn't underestimate anymore how quickly something could happen if you don't make the right investments. It's a cybersecurity war. The buzzwords that you're hearing, which sometimes we roll our eyes on, many of us in the industry are looking at this going, I've never seen anything like this. And it's only going to get bigger and faster and potentially worse.

No, this has been an incredible conversation. Very informative, obviously. No, Rafael, I really appreciate your time and look forward to partnering with you guys.

Yeah, thank you for having me. And we're excited to share the story about Aayda and Judy.

That was an amazing episode of the digital podcast with various source. Hope you enjoyed it and got some great insights from make sure you follow us on social media for the next episode. And if you want to get the best deals from the guests today, make sure to send us a message at sales@varisource.com.

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