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An underserved market, a platform built for it, and margins that make it worth your while.
Mid-market businesses fall into two camps. Some have no formal access security at all: Active Directory, shared credentials in a spreadsheet, a VPN, and former employees who still have working logins. Others have assembled a patchwork from well-known multinational products, each covering one part, none of them integrated, and the remaining gaps left open because closing them costs more than the budget allows.
Enterprise platforms are built for enterprise buyers, and they are over-engineered and expensive to deploy for anything smaller. Tools built for small businesses cannot carry governance or answer a compliance requirement. What sits between them is a large and growing set of organisations that need enterprise-grade access security without enterprise complexity.
Compliance is what forces the timeline. DPDPA, ISO 27001, SOC 2 and a client's own security schedule are all arriving at once, and identity governance is what they ask for.
Cloud adoption and hybrid work have pushed more risk onto identity than the network. Lean IT and security teams cannot manage five vendors to address it. And vendor consolidation is a stated objective in most of these businesses rather than a preference.
