Straight talk on cybersecurity brand and growth

Why every cybersecurity website looks the same (and what it costs you)

Almost 70% of the cybersecurity startups we scored at RSA use blue as their primary brand color. That sameness has a measurable commercial cost, and the outliers prove it is avoidable.

Phill Keaney-Bolland

2 Jun 2026

Your website reads like an academic paper

We ran readability analysis on 72 of the 77 startups at RSA's early-stage expo. The median site demands a postgraduate reading level. Their visitors skim like flies, not scholars.

Phill Keaney-Bolland

26 May 2026

The best cybersecurity websites, scored

We scored all 77 startups at RSA on brand differentiation. These are the seven that scored highest, with the specific reason each one earned it.

Phill Keaney-Bolland

12 May 2025

Building Action1: Mike Walters on Patch Management, AI Vibe Coding, and the Power of Focus

Mike Walters had to kill his own products to find the one that scaled. He also thinks vibe coding is about to make distribution matter more than code.

AI is Your New Salesperson: Deepak Gupta on Going From SEO to GEO

Buyers increasingly describe a problem to a model rather than search a keyword. Deepak Gupta explains what that does to your website, and gives a three-step fix.

The Logic of Deny by Default: Building the Ultimate Security Guardrail

Rob Allen spent two decades cleaning up after trust but verify. He explains why a 15 percent error rate makes AI unfit for the final allow or deny decision.

We took Aryon from stealth to launch in 2025 with a brand and website built around prevention, not detection. The company has since raised a Series A backed by some of the biggest names in cybersecurity.

We built the brand and website for Geordie from inception in 2025, working directly with founders from Darktrace and Snyk. A year later Geordie won the RSAC 2026 Innovation Sandbox.

We partnered with the ex-Claroty founders from inception in 2024 to brand and launch Twine, the company building AI digital employees for security teams. Twine went on to reach the RSAC 2025 Innovation Sandbox final.

The Cybersecurity Cult Products Awards report

We scored all 77 startups exhibiting at RSA's Early Stage Expo and Next Stage on proposition, brand, and marketing. Here is what the category gets wrong, and who gets it right.