Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Itzik Alvas, CEO & Co-Founder of Entro Security, a non-human identity management platform that has raised $24 Million in funding.
Here are the most interesting points from our conversation:
- Military Experience Taught Perseverance: Itzik credits his time in the Israeli Defense Force, specifically in the cyber intelligence unit, for shaping his approach to perseverance. This has been crucial in overcoming challenges as an entrepreneur.
- Non-Human Identity Management Innovation: After multiple cybersecurity breaches in his previous roles, Itzik identified a massive gap in managing non-human identities and secrets. This personal experience directly led to the creation of Entro Security.
- Early Days Post-Seed Raise: The first few months after securing seed funding were highly operational—setting up offices, building the team, and finding early design partners to provide feedback on their solution.
- Creating a New Market Category: Entro Security is pioneering the non-human identity management space, addressing the growing issue of programmatic credentials that are often mishandled by DevOps teams, posing significant security risks.
- Unique, Memorable Branding: Unlike traditional cybersecurity companies, Entro’s branding is youthful, fun, and memorable, a conscious choice to stand out in an industry that often feels sterile and overly serious.
- Go-To-Market Approach: Entro’s sales efforts are focused on direct sales and channel partnerships, with a primary focus on the US market. Itzik emphasizes the importance of aligning go-to-market strategies with event participation based on specific goals like lead generation or brand awareness.
//
Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.
www.GlobalTalent.co
