Cydenti · Private Intelligence Report

NON-HUMAN
IDENTITY

How the NHI & SaaS-security category advertises, goes to market, and exits — mapped for Addy Sharma / Cydenti.

Cydenti · Non-Human Identity

How the NHI category advertises — and exits

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.

36vendors mapped
8acquired by platforms
867Google ads captured
~0real Meta demand-gen ads
The Acquisitions

The exits — the platforms are rolling up NHI

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.

TargetAcquirerWhen~AmountRaised beforeFounded
VenafiCyberArk2024~$1.5B2000
CyberArkPalo Alto Networks2025-2026~$25B$59 million1999
Astrix SecurityCisco2026~$400M$91M2021
Savvy SecuritySailPointAug 2025$30M2021
VezaServiceNowDec 2025$235M2020
Entro SecuritySailPointJun 2026~$200M$24M2022
NatomaSnowflakeMay 2026$7M
Adaptive ShieldCrowdStrikeNov 2024~$300M$44M2019
Competitive Landscape

The landscape — who they are & how they position

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.

Non-Human Identity — native (13)

Astrix Security homepage

Astrix Security

2021 · Tel Aviv, Israel · raised $91M
astrix.security
ACQ · Cisco 40 Google ads

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.

Entro Security homepage

Entro Security

2022 · Israel · raised $24M
entro.security
ACQ · SailPoint

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)

Natoma

raised $7M
ACQ · Snowflake

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

Aembit homepage

Aembit

2021 · Silver Spring, Maryland · raised $45M
aembit.io
32 Google ads

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.

Andromeda Security homepage

Andromeda Security

2021 · San Francisco, United States · raised $7M
andromedasecurity.com

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 homepage

Britive

2018 · Glendale, California · raised $35.9M
britive.com

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

2023 · Tel Aviv, Israel · raised $28.5M

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.

Corsha homepage

Corsha

Tysons Corner, Virginia · raised $32.9M
corsha.com

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

Oasis Security homepage

Oasis Security

2022 · New York, null · raised $195M
oasis.security
70 Google ads

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

P0 Security homepage

P0 Security

2023 · San Jose, USA · raised $20M
p0.dev

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

SlashID homepage

SlashID

San Francisco, USA
slashid.dev

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

Token Security homepage

Token Security

2023 · London, UK · raised $28M
www.token.security
54 Google ads

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.

Unosecur homepage

Unosecur

2021 · Berlin, Germany · raised $8M
unosecur.com

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

SaaS Security Posture Management (10)

Adaptive Shield

2019 · Tel Aviv, Israel · raised $44M
ACQ · CrowdStrike

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 Security

2021 · Tel Aviv, Israel · raised $30M
ACQ · SailPoint

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

AppOmni homepage

AppOmni

2018 · San Francisco, USA · raised $123M
appomni.com
40 Google ads

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

DoControl homepage

DoControl

2020 · New York City, USA · raised $43.4M
www.docontrol.io

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

Grip Security homepage

Grip Security

2021 · San Jose, California · raised $66M
grip.security
80 Google ads

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

Nudge Security homepage

Nudge Security

2021 · Austin, Texas · raised $30M
nudgesecurity.com
40 Google ads

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.

Obsidian Security homepage

Obsidian Security

2017 · Newport Beach, California, US · raised $120M
obsidiansecurity.com
40 Google ads

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

Reco homepage

Reco

2020 · Miami, FL, USA · raised $85M
reco.ai
40 Google ads

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

Valence Security homepage

Valence Security

2021 · Israel · raised $32M
valencesecurity.com
21 Google ads

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

Wing Security homepage

Wing Security

2020 · Tel Aviv, Israel · raised $26M
wing.security

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

AI-Agent Identity (1)

Zenity

2021 · Tel Aviv, Israel · raised $59.5M

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

Workload / Machine / Secrets Identity (4)

Venafi

2000 · Salt Lake City, Utah
ACQ · CyberArk

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

Akeyless homepage

Akeyless

2019 · Tel Aviv, Israel; Boston, MA · raised $80M
akeyless.io
37 Google ads

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

SPIRL

2024 · Tel Aviv, Israel
Teleport homepage

Teleport

2015 · Oakland, California, USA · raised $169M
goteleport.com
40 Google ads

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)

Identity Governance / Access Graph (8)

CyberArk

1999 · Petach-Tikva, Israel · raised $59 million
ACQ · Palo Alto Networks 40 Google ads

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

Veza homepage

Veza

2020 · San Jose, California · raised $235M
veza.com
ACQ · ServiceNow 61 Google ads

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

ConductorOne homepage

ConductorOne

2020 · Portland, Oregon, USA · raised $111M
conductorone.com

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

Delinea homepage

Delinea

1999 · San Francisco, USA · raised $11.6M
delinea.com

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

Lumos homepage

Lumos

2022 · San Francisco, California · raised $65.7M
lumos.com

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

SailPoint homepage

SailPoint

2006 · raised $26.1M
sailpoint.com

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

Saviynt homepage

Saviynt

2010 · Los Angeles, California, U.S. · raised $1.23B
saviynt.com
40 Google ads

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

Silverfort homepage

Silverfort

2016 · Tel Aviv, Israel · raised $222M
silverfort.com
40 Google ads

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

Paid Advertising

Where they actually advertise — Google

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.

CompetitorGoogle adsFormats
Grip Security80text 52, image 19, video 9
Oasis Security70text 67, image 2, video 1
Veza61text 36, image 22, video 3
Token Security54text 41, image 10, video 3
Aikido Security50text 32, video 18
Okta47text 22, image 22, video 3
CrowdStrike40image 22, text 16, video 2
Obsidian Security40text 40
Saviynt40text 40
AppOmni40text 24, image 16
Astrix Security40text 40
Silverfort40text 22, video 9, image 9
Reco40text 25, image 15
Teleport40text 20, video 13, image 7
CyberArk40text 40
Nudge Security40text 40
Akeyless37text 26, image 7, video 4
Aembit32text 25, image 7
Valence Security21text 21
Sonrai Security15video 8, text 7

Grip Security

80 ads · text 52, image 19, video 9

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Veza

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54 ads · text 41, image 10, video 3

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FAST

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Search & SEO

Search intent & SEO ownership

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.

Top organic domains (SEO)

DomainAppearancesTracked?
paloaltonetworks.com7
crowdstrike.com5
okta.com4
grip.security4Grip Security
nhimg.org4
sentinelone.com3
veza.com3Veza
appomni.com3AppOmni
obsidiansecurity.com3Obsidian Security
valencesecurity.com3Valence Security
saviynt.com2Saviynt
proofpoint.com2
astrix.security2Astrix Security
microsoft.com2
oasis.security2Oasis Security
oneidentity.com2
ibm.com2
akeyless.io2Akeyless
Meta Advertising

Meta — the little that exists

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.

AdvertiserSample adType
JumpCloudJumpCloudcarousel
JumpCloud{{product.name}}dco
Aikido Security{{product.name}}dco
Aikido SecurityStay 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 SecurityWhat is identity security?image
Duo SecurityWherever work happens, Duo is thereimage
Duo SecurityStop Identity Attacksimage
Astrix SecurityOff the Record: The Black Hat Breakfastimage
Astrix SecurityAstrix at Gartner Identity & Access Mgmtimage
Astrix SecurityNever Miss a Threatimage
Astrix SecurityUnknowns cost you moneyimage
Astrix SecurityIdentity security used to be about humanvideo
Astrix Security🤖 The OWASP Top 10 Risks - AI Agentsimage
Astrix SecurityIntroducing the OWASP NHI Top 10image
Astrix SecurityEmbrace AI securelyimage
SilverfortHappy hour to welcome Fabrix 🤩💪🏻 #lifeatsilverfort #cybersecurity #cybersecuritycareers #wearehiringvideo
SilverfortWe’re Hiring. Join Us!video
SilverfortMFA - Right on Time. Everywhere.image
SilverfortDownload Nowimage
SilverfortUse Your MACC Fundsimage
SilverfortExplore ESG's findingsimage
SilverfortRead the blogimage
Duo SecurityOne login. Full access. No repeated prompts.image
Strategic Implications

What this means for Cydenti

Channel: put paid budget on Google Search (the category's proven channel) on NHI/ITDR/secrets keywords — that is where CrowdStrike, Obsidian and Saviynt are spending. Meta is only worth it for employer-brand / event echo.
Positioning: the winners lead with a concrete blind-spot ('non-human identities you can't see') and a named scenario, not a feature list — exactly the GitHub-PAT story that lands in your demos. Make that the hero of the site.
The European wedge: every acquirer and target is US/Israel. 'The NHI platform built for EU data residency, NIS2 & the EU AI Act' is a positioning no incumbent can copy.
The exit narrative: 8 acquisitions in ~24 months means acquirers are actively shopping. Being the credible EU NHI player is itself a liquidity thesis.
Sources: Google Ads Transparency Center (US) · Google SERP · Meta Ad Library · company disclosures via Tavily/Gemini research. Ad counts are samples (capped per vendor), not exhaustive. Built for Addy Sharma / Cydenti · internal competitor study.