How the NHI & SaaS-security category advertises, goes to market, and exits — mapped for Addy Sharma / Cydenti.
A competitor intelligence teardown for Addy Sharma / Cydenti: who the real players are, how they went to market, who acquired them, and — the part everyone gets wrong — where they actually run ads.
Headline: this category lives on Google Search, not Meta. And it is being rolled up by the platforms — none of them European.
Eight of the vendors in this space have already been acquired — by CrowdStrike, ServiceNow, Cisco, SailPoint, Palo Alto, Snowflake and CyberArk. None of the acquirers or targets are European. That gap is Cydenti's single clearest wedge.
| Target | Acquirer | When | ~Amount | Raised before | Founded |
|---|---|---|---|---|---|
| Venafi | CyberArk | 2024 | ~$1.5B | — | 2000 |
| CyberArk | Palo Alto Networks | 2025-2026 | ~$25B | $59 million | 1999 |
| Astrix Security | Cisco | 2026 | ~$400M | $91M | 2021 |
| Savvy Security | SailPoint | Aug 2025 | — | $30M | 2021 |
| Veza | ServiceNow | Dec 2025 | — | $235M | 2020 |
| Entro Security | SailPoint | Jun 2026 | ~$200M | $24M | 2022 |
| Natoma | Snowflake | May 2026 | — | $7M | — |
| Adaptive Shield | CrowdStrike | Nov 2024 | ~$300M | $44M | 2019 |
The real NHI / SaaS-security field is under ~40 well-funded companies. Each card: funding, positioning in their own words, the hooks they lead with, and their ICP.

AI Agent Security
Astrix Security helps enterprises close their biggest identity blind spot - Non-human Identities (NHIs).
Hooks: Holistic visibility into all non-human identities; Automatically detects and remediates over-privileged, unnecessary and malicious access; Prevents supply chain attacks, data leaks and compliance issues.
ICP: Fortune 500 and large enterprises, especially in regulated sectors like finance, healthcare, and software.

Govern every AI Agent. Secure every action.
Non Human Identity & Secrets Security Platform.
Hooks: Automate management of non-human identities; Real-time threat detection and response; Automate remediation of security risks.
ICP: Security teams, enterprises (including Fortune 500)
A platform to secure, automate & govern Non-Human Identities.
Hooks: Redefining non-human identity management; Unparalleled visibility, control, and governance of NHIs; Centralized MCP gateway for agent actions.
ICP: Enterprise teams

IAM for Agentic AI
Aembit is the leading non-human identity and access management (IAM) company.
Hooks: Secures access between workloads across clouds and SaaS; Manages access for AI agents, workloads, and sensitive services; Solves critical non-human identity security challenges.
ICP: Organizations with non-human identities, workloads, and AI agents, from small teams to enterprises.

Title copy goes here
Andromeda secures and governs humans, agents, and non-human identities with risk and behavioral context.
Hooks: Secures and governs human, agent, and non-human identities with risk and behavioral context; Automates permissions and lifecycles in Cloud and SaaS environments; Provides complete visibility, dynamic least privilege, and JIT access.
ICP: Enterprise organizations operating in cloud and SaaS environments

Britive is the leader in cloud-native privileged access and identity security, empowering enterprises to secure access dynamically across multi-cloud, SaaS, and now AI-driven environments.
Hooks: Zero Standing Privileges (ZSP) and Just-in-Time (JIT) access; API-first, agentless platform; Dynamic authorization for multi-cloud, SaaS, and AI-driven environments
ICP: Enterprises
Clutch Security develops a platform for securing non-human identities, built on a Zero Trust architecture.
Hooks: Securing Non-Human Identities (NHIs); Revolutionizing NHI management; Zero Trust architecture for NHIs
ICP: Large enterprises, especially in BFSI and technology sectors, with complex compliance needs.

Search Corsha Solutions
Corsha stands out as the one and only identity provider focused solely on machines, redefining the landscape of machine identity management.
Hooks: Redefining machine identity management; Secure machine-to-machine communication for critical operational systems; Prevent operational downtime and stop breaches in industrial networks.
ICP: Enterprises with critical operational systems and infrastructure

Agentic Access Management
Oasis Security specializes in securing non-human identities and agentic access governance across AI and cloud environments.
Hooks: Securing non-human identities; Agentic access governance; Multi-cloud capabilities
ICP: Enterprise organizations with complex cloud infrastructure; Fortune 500 firms in financial services and technology

Runtime access control for agents and users.
P0 Security is the provider of the first unified IGA and PAM platform for the cloud designed to secure all enterprise cloud identities.
Hooks: Unified IGA and PAM platform for the cloud; Secures all human and machine cloud identities; Agentless architecture, deploys in minutes for complete visibility and control.
ICP: Enterprises

Stop identity / breaches.
SlashID stops identity attacks, the #1 cause of modern breaches.
Hooks: Stops identity attacks, the #1 cause of modern breaches; Unified view of human + non-human identities across cloud, SaaS & on-prem; AI Identity Governance for OAuth-connected AI apps, agents, and MCP servers
ICP: enterprise teams that need NHI governance and policy enforcement, security and IT teams

Identity-First AI Agent Security
Token Security is a leader in non-human identity security, purpose-built to address NHI sprawl, complexity, and risk across modern environments, including AI agents.
Hooks: Deep, context-aware protection combining discovery, posture management, and lifecycle automation; Accurate and relevant visibility into machine identity risks; Comprehensive coverage for all non-human identities, focusing on critical risks and rapid action.
ICP: Enterprises with complex SaaS ecosystems and those seeking to secure machine and AI identities.

Unified Identity Security for the Agentic Enterprise
Unosecur is a next-generation agentless identity security platform designed to help enterprises secure their human and non-human identities with minimal false alerts and real-time insights.
Hooks: AI-powered identity threat detection and automated risk remediation; Secures human and non-human digital identities; Agentless platform with real-time insights.
ICP: Scale-Ups, SMBs, and Enterprises
Adaptive Shield offers a solution that simplifies complex SaaS security challenges, saves time and resources through automation, and ensures compliance.
Hooks: Secure your entire SaaS stack; Stay on top of security misconfigurations; Strengthen governance of internal and external SaaS use
ICP: enterprise security teams and CISOs
SAVVY, a cybersecurity pioneer that eliminates workforce-initiated security incidents involving software-as-a-service (SaaS) applications, including generative AI.
Hooks: Eliminates workforce-initiated security incidents in SaaS applications, including generative AI; Addresses complex challenges of shadow IT and identity governance; Provides visibility, risk assessment, privacy, customization, and automation for SaaS security.
ICP: Enterprises and organizations seeking to enhance SaaS security posture and identity governance

Prevent SaaS and AI Data Breaches
AppOmni is the leader in SaaS Security and enables customers to achieve secure productivity with their SaaS applications.
Hooks: Secure productivity with SaaS applications; Manages SaaS identity and access risk at scale; Uncovers hidden risks tied to non-human identities.
ICP: Security teams, SaaS application owners, especially in financial organizations

E m p l o y e e s T u r n o v e r , A I A g e n t s M u l t i p l y . Y o u r D a t a R i s k S h o u l d n ’ t
DoControl is an automated Software-as-a-Service (SaaS) security company that provides an automated data access controls platform for SaaS applications, improving security and operational efficiency for enterprises.
Hooks: Automated data access controls for SaaS applications; Control third-party integrations and non-human identity risk; Continuous, automated remediation of risk
ICP: Enterprises

Secure AI without slowing innovation.
Grip Security provides businesses with the tools to protect their SaaS applications and describes itself as the 'industry’s first SaaS security control plane'.
Hooks: SaaS security control plane; manage SaaS identity risk; secure non-human identities
ICP: enterprises

Deploy in 5 minutes. Discover all SaaS apps. Automate governance at scale.
Nudge Security is the leading innovator in SaaS and AI security governance, delivering solutions that protect organizations at the Workforce Edge, where employees make thousands of technology decisions daily.
Hooks: Protect organizations at the Workforce Edge; Automated, policy-driven guardrails for secure SaaS and AI use; Curb wasted SaaS spend and consolidate technology.
ICP: Organizations with Google Workspace or Microsoft 365 active user accounts, particularly those in fintech, biotech, and climate tech.

AI Security. SaaS Security. One platform that does both right.
Obsidian Security provides intelligent identity protection, focusing on non-human identities like service accounts, OAuth tokens, API keys, and AI agents in SaaS environments.
Hooks: Non-Human Identity (NHI) security; AI Agent Security; SaaS Security
ICP: large enterprises; enterprises adopting AI agents, shadow AI, and autonomous workflows

Secure every agent. Keep the business moving at the speed of AI.
Reco is a leader in Dynamic SaaS Security, providing an AI-native solution to close the SaaS security gap by managing non-human identities.
Hooks: AI-native dynamic SaaS security solution; Shadow Agent Discovery & Offboarding; Visibility and governance for non-human identities
ICP: Enterprises and teams needing to control third-party integrations and non-human identity risk across core business apps

Secure SaaS and AI in the Agentic Era
Secure SaaS and AI in the Agentic Era.
Hooks: Gain full visibility and control across your SaaS and AI ecosystem; Discover, protect, and defend SaaS applications; Continuously monitor activities of human and non-human identities.
ICP: organizations using SaaS applications

AI agents make you fly. Wing makes the flight safe.
Wing Security enables companies to leverage SaaS without compromising their security posture by detecting and auto-remediating against threats that originate from SaaS applications and Shadow IT.
Hooks: Detecting and auto-remediating SaaS and Shadow IT threats; Managing non-human identities; Securing AI-driven SaaS environments
ICP: Organizations using SaaS applications
Zenity is the first end-to-end security and governance platform that gives enterprises visibility into and control over their AI agents and non-human identities.
Hooks: Protect AI copilots from cyber threats; Enhance low-code/no-code security; Streamline GRC with automated SaaS security, compliance, and monitoring
ICP: Large enterprises, IT departments, security teams, and compliance officers
Venafi is a machine identity management platform used to discover, issue, monitor, and automate the lifecycle of TLS/SSL certificates and keys across enterprise infrastructure.
Hooks: Discover, issue, monitor, and automate machine identity lifecycles; Prevents outages from expired certificates; Enforces policy over certificate authorities and keys.
ICP: Large enterprises, including Fortune 500 companies and major institutions

Runtime Identity Security at Agentic Scale
Akeyless is the leading SaaS-based Secrets Management Platform for securing DevOps and IT workloads within hybrid and multi-cloud environments.
Hooks: SaaS agility with Zero-Knowledge architecture; Quantum-resilient encryption and deep certificate lifecycle capabilities; Vaultless Secrets Management
ICP: enterprises, DevOps and IT workloads

Unified Identity Securing Classic & AI Infrastructure
Leading provider of Identity-based Infrastructure Access Management.
Hooks: Identity-based Infrastructure Access Management; Non-human identity management and access control; Enforces zero-trust controls
ICP: Enterprise teams (e.g., DoorDash, Elastic, Nasdaq, Snowflake, Square, Samsung, IBM)
For years, its brand messaging was laser-focused: CyberArk was the PAM vendor.
Hooks: Identity security is foundational to modern cybersecurity; Secrets Manager targets DevOps, CI/CD pipelines, and cloud workloads; Comprehensive Privileged Access Management (PAM)
ICP: SMB to Enterprise

Identity Reimagined
Veza is the leader in identity security, helping organizations secure access across the enterprise.
Hooks: Secure access across the enterprise; Visualize, monitor, and control entitlements; Deliver visibility, ownership, and governance to machine identities.
ICP: Global enterprises

Access infrastructure for AI transformation
ConductorOne is the first AI-native identity security platform that protects every identity: human, non-human, and AI.
Hooks: AI-native identity security for human, non-human, and AI identities; automates workflows for access requests, reviews, and provisioning; centralizes identity and access visibility and enforces fine-grained access controls.
ICP: enterprises

The future of identity security is continuous
Delinea is a pioneer in securing human and machine identities through intelligent, centralized authorization, empowering organizations to seamlessly govern their interactions across the modern enterprise.
Hooks: Securing human and machine identities; AI-powered intelligence; Cloud-native Identity Security Platform
ICP: Large enterprises across various sectors like financial services, government, and healthcare

Identity Management for the Agentic Era
The autonomous identity platform with agents that continuously govern access for every human, machine, and AI.
Hooks: Autonomous identity platform; Internal AppStore for companies; Govern every human, machine, and AI
ICP: growing technology companies, regulated enterprises globally

The new era of adaptive identity
SailPoint helps organizations consolidate identity tools and processes into a single identity security solution for better visibility and control over access.
Hooks: Unified, Intelligent, Powerful; Visibility and control over access; Securing human and non-human identities
ICP: Mid-market and large enterprises with 5,000+ identities

We Deliver Enterprise Control Over AI.
Saviynt is a leading provider of intelligent identity and access governance solutions, with a strong focus on managing non-human identities and AI agents.
Hooks: Intelligent identity and access governance; Managing non-human identities and AI agents; 269% ROI with payback in under nine months
ICP: CISOs and Identity leaders

Stop AI-powered attacks at runtime
Silverfort is the leading identity security company, offering expanded protection of its non-human identity (NHI) security product to include cloud-based identities, covering NHIs in cloud identity providers, cloud infrastructure, and SaaS applications.
Hooks: Runtime Access Protection (RAP) for preemptive inline security controls; Identity Graph & Inventory; Unmatched visibility and control to non-human identities (NHIs) across cloud providers, infrastructure, and SaaS apps
ICP: organizations
Every vendor we checked runs Google ads. 20 advertisers, 867 live/served creatives pulled from the Google Ads Transparency Center (Search text, Display image, YouTube video). Longevity badge = days the creative has been running (proven spend). Click any creative to open it in Google's Transparency Center. Non-English creatives filtered out.
| Competitor | Google ads | Formats |
|---|---|---|
| Grip Security | 80 | text 52, image 19, video 9 |
| Oasis Security | 70 | text 67, image 2, video 1 |
| Veza | 61 | text 36, image 22, video 3 |
| Token Security | 54 | text 41, image 10, video 3 |
| Aikido Security | 50 | text 32, video 18 |
| Okta | 47 | text 22, image 22, video 3 |
| CrowdStrike | 40 | image 22, text 16, video 2 |
| Obsidian Security | 40 | text 40 |
| Saviynt | 40 | text 40 |
| AppOmni | 40 | text 24, image 16 |
| Astrix Security | 40 | text 40 |
| Silverfort | 40 | text 22, video 9, image 9 |
| Reco | 40 | text 25, image 15 |
| Teleport | 40 | text 20, video 13, image 7 |
| CyberArk | 40 | text 40 |
| Nudge Security | 40 | text 40 |
| Akeyless | 37 | text 26, image 7, video 4 |
| Aembit | 32 | text 25, image 7 |
| Valence Security | 21 | text 21 |
| Sonrai Security | 15 | video 8, text 7 |
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Enhance IdentityIQ with Veza's full visibility into permissions and access risk.
Secure every identity with Veza. Stop the next breach before it happens.
Combine Veza with SailPoint for full visibility across all identities.
Token provides complete visibility into all identities, human and non-human.
Token is the new approach designed for the identity boom era. Introducing Machine-First Identity Security.
When an agent is compromised, its credentials are too. Token secures the identity layer your AI stack runs on.
One over-privileged agent identity is all it takes. Token shows you where your exposure is before it's exploited.
Identity Security Platform for AI Agents
Identity Security Platform for AI Agents
see your exposure live.
Agentic AI is everywhere, it's time your security kept up.
Check code vulnerabilities early and surface real threats. Autofix them in your IDE. Automated code scanner, to autofix your code vulnerabilites. Start scanning today!
Automated SAST & DAST scans. Fix code issues automatically in a few min.
Automated SAST & DAST scans. Fix code issues automatically in a few min. Scan your source code for SQL injection, XSS, buffer overflows and other security...
Aikido's DAST simulates attacks on your web app's front-end to find vulnerabilities.
All-in-one vulnerability scanning software scans code and cloud for security risks. SAST, SCA, DAST, IaC and more - all in one platform, affordably priced. Read-only access. Start for free.
Reduce supply-chain risk with automated dependency malware detection. Integrates into CI/CD to flag suspicious installs early, before release.
Automated SAST & DAST scans. Fix code issues automatically in a few min. Secure your code before attackers do. Zero tolerance for noise. Only real alerts. Start for free.
Aikido's DAST simulates attacks on your web app's front-end to find vulnerabilities.
Uncover hidden gaps across identity, access, and governance.
If You Hop on a Meeting With us, We'll Send You a Coffee Kit
Learn What New Attack Methodologies Are Rising, and Which Existing Ones Are Resurfacing.
Schedule a meeting with Okta and receive a Coffee Kit
If You Hop on a Meeting With us, We'll Send You a Coffee Kit
Not every MFA solution is created equal. Download the free evaluation guide.
Let's Face it, You Have an Identity Problem. Click Here to Learn How to Solve it.
Learn how How Workforce Identity can power security. Download today. Learn about Identity's increasing role in cybersecurity. API Access Management. Secure SSO & MFA.
Automate attack surface discovery and risk assessments.
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New AI-enabled threats exposed in the must-read cybersecurity report of the year.
Global Threat Report reveals the new speed and volume of AI-enabled cybercrime.
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Complete SaaS security—gain control, stop threats, & ensure compliance across all apps. Gain SaaS-wide visibility into every AI agent and prevent security...
Monitor AI agent actions at runtime & stop misuse before it spreads across SaaS. Start now
Map every AI agent's behavior, SaaS apps touched and data flows in real time. Start now. Discover shadow AI...
Get full visibility into AI agent config, permissions, and data flows with leading AI-SPM.
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New CISO research reveals how AI agents access systems without visibility or control.
Saviynt Helps Ensure a Highly Efficient and Interactive Governance Program. Request a Demo
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Real data. Real gaps. Real actions to reduce SaaS risk.
Ensure every AI agent's actions are authorized, monitored, and safe with Astrix Security.
Ensure every AI agent's actions are authorized, monitored, and safe with Astrix Security.
See how we can help you discover, secure and deploy AI Agents & NHIs.
Increased automation and app-to-app connectivity doesn't have to mean increased risk.
Ensure every AI agent's actions are authorized, monitored, and safe with Astrix Security.
Discover and remediate risky non-human connections that expose you to attacks.
Discover, secure, and deploy AI agents responsibly across your whole organization.
Increased automation and app-to-app connectivity doesn't have to mean increased risk.
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Stop reacting to identity threats. Start securing identity strategically.
Download our eBook to fix the 5 inherited identity security gaps in your Active Directory. Move beyond IT hygiene. Build unified identity security for AD, detection, and the cloud.
Get the Free Checklist and learn what to look for in a SaaS security (SSPM) partner today. Learn SaaS security basics with Free guide, FAQs, tips & more. Starting security journey. ISO 27001 AI Security. NIST-Aligned AI Tips. Expert AI Security Tips.
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Identity-based, zero trust access to every Kubernetes cluster SSO, RBAC, session recording
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On high-intent buyer keywords ("non-human identity security", "SaaS security posture", "machine identity"…), the paid Search slots are bought by CrowdStrike, Obsidian, Saviynt and Sonrai; the organic real estate is owned by the platforms first, then the NHI natives.
| Domain | Appearances | Tracked? |
|---|---|---|
| paloaltonetworks.com | 7 | |
| crowdstrike.com | 5 | |
| okta.com | 4 | |
| grip.security | 4 | Grip Security |
| nhimg.org | 4 | |
| sentinelone.com | 3 | |
| veza.com | 3 | Veza |
| appomni.com | 3 | AppOmni |
| obsidiansecurity.com | 3 | Obsidian Security |
| valencesecurity.com | 3 | Valence Security |
| saviynt.com | 2 | Saviynt |
| proofpoint.com | 2 | |
| astrix.security | 2 | Astrix Security |
| microsoft.com | 2 | |
| oasis.security | 2 | Oasis Security |
| oneidentity.com | 2 | |
| ibm.com | 2 | |
| akeyless.io | 2 | Akeyless |
For contrast: the NHI field barely touches Meta for demand-gen. What runs there is recruiting/employer-brand (Silverfort), event promos (Astrix at Black Hat / Gartner IAM), a little product (Teleport), plus adjacent identity players (Aikido, Duo). The strategic read: your competitors do not win on Meta — so Meta is open water, but it is not where buyers are looking.
| Advertiser | Sample ad | Type |
|---|---|---|
| JumpCloud | JumpCloud | carousel |
| JumpCloud | {{product.name}} | dco |
| Aikido Security | {{product.name}} | dco |
| Aikido Security | Stay ahead of threats: Download the checklist now ⬇️ | image |
| Teleport - Infrastructure Identity | {{product.name}} | dco |
| Teleport - Infrastructure Identity | {{product.brand}} | unknown |
| Duo Security | {{product.name}} | dco |
| Duo Security | What is identity security? | image |
| Duo Security | Wherever work happens, Duo is there | image |
| Duo Security | Stop Identity Attacks | image |
| Astrix Security | Off the Record: The Black Hat Breakfast | image |
| Astrix Security | Astrix at Gartner Identity & Access Mgmt | image |
| Astrix Security | Never Miss a Threat | image |
| Astrix Security | Unknowns cost you money | image |
| Astrix Security | Identity security used to be about human | video |
| Astrix Security | 🤖 The OWASP Top 10 Risks - AI Agents | image |
| Astrix Security | Introducing the OWASP NHI Top 10 | image |
| Astrix Security | Embrace AI securely | image |
| Silverfort | Happy hour to welcome Fabrix 🤩💪🏻 #lifeatsilverfort #cybersecurity #cybersecuritycareers #wearehiring | video |
| Silverfort | We’re Hiring. Join Us! | video |
| Silverfort | MFA - Right on Time. Everywhere. | image |
| Silverfort | Download Now | image |
| Silverfort | Use Your MACC Funds | image |
| Silverfort | Explore ESG's findings | image |
| Silverfort | Read the blog | image |
| Duo Security | One login. Full access. No repeated prompts. | image |