Company Mission and Problem Statement
Reflectiz is a pioneering force in the digital security industry, with a mission statement that emphasizes challenging the status quo by bringing the complete picture of web exposure, empowering organizations to secure their websites and digital assets against modern web threats. This mission underscores the company's commitment to providing transparency and actionable insights into web exposure, particularly focusing on the vulnerabilities introduced through first-, third-, and fourth-party applications within the client-side digital ecosystem.
Addressing Critical Web Security Challenges
The core problem Reflectiz addresses is the hidden and unmanaged web exposure resulting from the integration of third-party apps, scripts, and the complexities of the digital supply chain. These elements create significant security vulnerabilities, data breaches, and compliance risks that traditional security tools often overlook. Modern websites, which commonly incorporate numerous external apps and scripts from unfamiliar domains, are particularly susceptible to client-side attacks, unauthorized data collection, and misconfigurations.
Industry Context and Unique Insights
In the current digital landscape, traditional security measures are often inadequate for addressing the dynamic nature of web threats. Reflectiz’s innovative approach involves an agentless solution that provides effective monitoring and prioritizes risk remediation without the need for installation. This allows businesses to expand their digital ecosystems confidently, knowing their security is not compromised. The company's leadership, including CEO Idan Cohen, advocates for moving beyond traditional server-side security to ensure proactive visibility and continuous management of web threats across the entire digital environment.
Reflectiz stands out with its core values of expertise, straightforwardness, innovation, and openness. These values drive the company to continuously learn and deliver the best solutions, communicate complex security in accessible terms, and foster an inclusive environment that encourages diverse perspectives.
Product/Service Description and Differentiation
Product Features
Reflectiz offers an agentless web security platform that provides organizations with comprehensive visibility and monitoring of websites and web applications. The platform operates entirely remotely, requiring no installation or code modifications, thus ensuring no impact on site performance. Key features include:
- Continuous Discovery and Behavioral Analysis: Utilizes a proprietary browser-based sandbox to map website pages and simulate user behavior, analyzing scripts, iFrames, cookies, and more.
- Data Inventory and Threat Detection: Creates a complete digital inventory of website applications, detecting vulnerabilities, supply-chain attacks, and data exfiltration.
- Risk Prioritization and Alerts: Integrates risk scoring and actionable alerts, providing detailed insights into web threats.
- Compliance Tools: Supports privacy and regulatory compliance, aiding organizations in meeting standards like PCI-DSS.
- Integration: Offers API-based integration with SIEM/SOAR solutions for automated alert management.
Unique Selling Propositions
Reflectiz differentiates itself in the market through its agentless, fully remote monitoring capabilities. Unlike competitors that require software agents or embedded scripts, Reflectiz's solution is non-intrusive and operates externally. This ensures no impact on user data or website performance while providing real-time monitoring across all website components.
The platform's focus on client-side threats and third- and fourth-party risks, alongside its proactive defense mechanisms, sets it apart. Reflectiz's ability to deliver comprehensive, real-time insights without installation is a significant advantage over traditional security solutions.
Customer Benefits
Reflectiz enables organizations to proactively manage web exposure, mitigating threats such as data leaks, unauthorized access, and web skimming attacks like Magecart. The platform's unified dashboard offers a streamlined view of risks, enhancing security teams' ability to respond swiftly. Additionally, the compliance tools support businesses in adhering to regulatory requirements, reducing potential legal and financial liabilities.
Reflectiz's subscription tiers (Standard, Professional, Enterprise) provide flexibility, catering to varying organizational needs with features ranging from basic web skimming detection to advanced threat rating and multi-factor authentication support.
Conclusion
Reflectiz's innovative approach to web security, characterized by its agentless, non-intrusive, and comprehensive monitoring capabilities, offers a distinct competitive edge. By addressing the critical need for real-time visibility and proactive threat mitigation, Reflectiz effectively supports organizations in safeguarding their digital assets.
Market Opportunity and TAM/SAM/SOM
Reflectiz is strategically positioned in the cybersecurity industry, targeting the burgeoning market for web exposure management and continuous threat exposure management (CTEM). This market is driven by the increasing complexities of web environments, regulatory compliance pressures, and the shift towards agentless, AI-driven security solutions. Below is an analysis of Reflectiz's market opportunity, including Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). ### Market Size Estimates **Total Addressable Market (TAM):** The global web application security market is projected to exceed $10 billion by 2024, with a sustained double-digit CAGR through 2028. Reflectiz's niche in CTEM and third-party risk management is one of the fastest-growing areas within this market, driven by regulatory requirements and the need for advanced web security solutions. **Serviceable Available Market (SAM):** Reflectiz's focus on enterprise-level web exposure management, particularly in regulated sectors, positions it to capture a significant portion of the SAM. The demand for non-intrusive, continuous monitoring solutions is growing, especially among enterprises seeking to comply with mandates like PCI DSS. **Serviceable Obtainable Market (SOM):** Reflectiz’s partnerships with MSSPs, OEMs, and marketplaces expand its reach, suggesting a rapid increase in its obtainable market. The company's growth strategy, backed by recent funding, indicates potential to capture a larger share of the market, particularly in the US and international enterprise sectors. ### Industry Trends 1. **Enterprise Demand for Web Exposure and CTEM:** Organizations are increasingly adopting CTEM programs to mitigate breaches, with Gartner estimating a potential reduction in breaches by two-thirds by 2026. 2. **Regulatory and Compliance Pressure:** The need for real-time third-party risk assessment is rising due to stringent regulatory mandates, enhancing demand for Reflectiz's solutions. 3. **Shift Toward Agentless, SaaS Security Platforms:** Reflectiz’s remote, agentless deployment model caters to the growing need for scalable, low-friction security solutions, differentiating it from traditional endpoint-focused vendors. ### Reflectiz's Market Position Reflectiz is in an expansion phase, as evidenced by its $22 million Series B funding and ongoing product development in CTEM. The company's focus on strategic partnerships and customer acquisition highlights its intent to capture a substantial market share. Despite current revenues being under $5 million, the firm's growth trajectory is promising, supported by investor confidence and a robust go-to-market strategy. Reflectiz is poised for significant growth, leveraging industry trends and strategic initiatives to capture a substantial share of the cybersecurity market. The company's focus on innovative, agentless solutions and strategic partnerships positions it well to meet the evolving needs of enterprises in a digital-first world.Business Model and Unit Economics
Reflectiz operates a subscription-based, B2B SaaS business model focused on its agentless web exposure management platform. This platform is designed to protect enterprise websites from security and privacy risks associated with third-party and dynamic web components. The company generates revenue primarily through recurring subscription fees, often secured via multi-year contracts. Reflectiz's service offering includes continuous remote monitoring, threat detection, and regulatory compliance support, making it particularly valuable for enterprises and e-commerce businesses in regulated or high-risk industries. ### Revenue Generation Reflectiz's main revenue stream is the subscription fees for its web exposure management platform. The company utilizes a channel and partnership model, working with value-added resellers, MSSPs, OEM partners, and marketplace collaborators to expand its reach and scale revenue through these partnerships. ### Cost Structure Reflectiz's cost structure is typical of a SaaS business, primarily focusing on: - **Research and Development (R&D):** Investment in technology and platform enhancements. - **Sales and Marketing:** Expenses related to customer acquisition and channel partner development. - **Operational Costs:** Infrastructure and support costs necessary to maintain the SaaS platform. - **Customer Support:** Ensuring client satisfaction and addressing compliance needs. ### Financial Sustainability Key metrics such as Customer Acquisition Cost (CAC) and Lifetime Value (LTV) are critical to Reflectiz's financial sustainability. The agentless nature of the platform allows for fast, low-cost deployment, which can reduce CAC. Meanwhile, the emphasis on partnership-driven sales and long-term contracts can enhance LTV by ensuring customer retention and recurring revenue. ### ROI Calculator Reflectiz’s business model, centered on scalable SaaS revenue and a focus on securing web applications, positions it well for financial sustainability and scalability. The company’s efficient deployment model and strong partner network further enhance its economic engine.Founding Team Backgrounds and Expertise
The founding team of Reflectiz, a cybersecurity company specializing in web exposure management, is led by Idan Cohen and Ysrael Gurt. Their extensive backgrounds in cybersecurity and technology leadership play a crucial role in steering the company's strategic direction and success.
Founders' Experience
With over 15 years of experience in cybersecurity, Idan Cohen has been instrumental in shaping Reflectiz's business strategy and product vision. His career began in the Israel Defense Forces, where he honed his skills in cyber research. Prior to founding Reflectiz, Cohen held leadership roles at Cynet and Bugsec, where he developed a reputation as a thought leader in web exposure management and digital risk protection.
Ysrael Gurt – Co-Founder & CTO
Ysrael Gurt is recognized as a technology leader, having been listed in Forbes' "30 Under 30" (Israel) for Science & Technology. As the CTO of Reflectiz, Gurt is responsible for the architecture and technical oversight of the company's solutions. His expertise in cybersecurity and software development is pivotal in driving innovation and ensuring robust security for Reflectiz's clients.
Leadership Expertise and Impact on Company Strategy
The leadership team, including Daniel Sharabi as VP of Marketing, focuses on expanding Reflectiz's global presence, particularly in the EMEA and APAC regions. The strategic guidance from the advisory board, featuring industry veterans such as Gus Robertson and David Reilly, further empowers Reflectiz to deliver cutting-edge website security solutions. The founders' deep-rooted expertise in cybersecurity and leadership ensures that Reflectiz remains at the forefront of addressing third-party code security risks for businesses worldwide.
Funding History and Cap Table
Reflectiz, a forward-thinking cybersecurity company specializing in agentless, AI-powered website security, has demonstrated robust growth since its inception in 2019. By October 2025, Reflectiz has successfully raised a total of $28 million in funding, with strategic investments supporting its global expansion and product development. ### Investment Rounds Reflectiz's most notable funding round is the Series B, where $22 million was raised in October 2025. This round was led by Fulcrum Equity Partners, marking their first investment in an Israeli company. Other key participants included Capri Ventures, YYM Ventures, and AFG Partners. Prior to this, Reflectiz accumulated approximately $6 million in earlier rounds, presumed to be Series A and/or Seed funding, which laid the groundwork for its initial product and market establishment. ### Key Investors Reflectiz's Series B funding round attracted significant attention from Fulcrum Equity Partners, a prominent growth equity firm, alongside Capri Ventures, YYM Ventures, and AFG Partners. These investors are instrumental in driving Reflectiz's strategic initiatives and global presence. ### Utilization of Funds The capital from the Series B round is strategically allocated to expand Reflectiz’s AI-driven web exposure management and Continuous Threat Exposure Management (CTEM) product suite. Additionally, the funding supports the establishment of their new global headquarters in Boston, facilitating team expansion and strengthening partner networks. These investments are pivotal in scaling Reflectiz's operations and enhancing its innovative security solutions. Reflectiz's growth trajectory demonstrates a well-supported financial backing and strategic partnerships, fueling its innovations in the cybersecurity landscape. With offices in Boston, Tel Aviv, and Sydney, Reflectiz continues to serve global enterprises across various sectors, including financial services, e-commerce, and healthcare.Traction Metrics and Growth Trajectory
Reflectiz has demonstrated significant traction and growth in recent years, positioning itself as a key player in the web risk management industry. This analysis delves into the company's user growth, revenue milestones, and market expansion, offering a balanced view of its current standing and future prospects. ### User Growth Reflectiz's user base has expanded considerably, driven by its ability to monitor thousands of websites daily. The platform's continuous risk analytics and exposure benchmarking have attracted several Fortune 500 companies and global enterprises across finance, e-commerce, insurance, and healthcare. Notable clients include Payoneer, BigCommerce, and B&H Photo Video, indicating substantial penetration in high-traffic digital markets. ### Revenue Milestones Reflectiz's financial trajectory is marked by a robust revenue stream, with estimated annual revenue reaching $7 million. This translates to a revenue per employee of approximately $163,200, underscoring the company's operational efficiency. The recent $22 million Series B funding round in October 2025, led by Fulcrum Equity Partners, has brought the total known funding to $28 million, enabling further product development and market expansion. ### Market Expansion Reflectiz is actively expanding its market presence, establishing a new headquarters in Boston while maintaining offices in Tel Aviv and Sydney. The company's strategic direction focuses on enhancing its Continuous Threat Exposure Management (CTEM) capabilities, leveraging an agentless, AI-driven SaaS platform to mitigate third-party risks. This expansion is complemented by the introduction of an exposure rating system, which differentiates Reflectiz from competitors by enabling customers to benchmark web risk exposure against industry peers. ### Conclusion Reflectiz's growth trajectory is characterized by significant achievements in user acquisition, revenue generation, and market expansion. However, potential challenges include maintaining competitive differentiation and scaling operations while managing diverse digital ecosystems. Overall, Reflectiz's strategic initiatives and technological advancements position it well for continued success in the rapidly evolving web risk management landscape.Technology Architecture and IP
The technology architecture of Reflectiz is defined by its remote, agentless design, which sets it apart in the cybersecurity landscape. This architecture allows for comprehensive website analysis externally, without the need for code installation or integration, effectively minimizing performance impact and privacy risks. By leveraging a proprietary browser-based sandbox, Reflectiz simulates user behavior and meticulously monitors client-side components to identify vulnerabilities and supply-chain threats in real-time.
Key Technological Innovations
- No Code or Agent Installation: Reflectiz's unique approach eliminates the need to embed code, reducing the website’s attack surface and ensuring seamless integration without performance degradation.
- Proprietary Remote Browser/Sandbox: This core technology enables Reflectiz to crawl, map, and simulate user interactions across website pages, capturing detailed activities within scripts, iFrames, and network requests.
- AI-Enhanced Analysis: Advanced AI techniques aid in risk scoring and anomaly detection, facilitating the rapid identification of novel threats and enhancing the precision of threat intelligence.
Proprietary Technologies and IP Protection
Reflectiz's innovations are protected through a strategic intellectual property framework, although specific patents have not been publicly disclosed. The company's proprietary technologies, particularly its browser-based sandbox and AI-driven analysis capabilities, are critical differentiators that bolster Reflectiz's competitive position. This IP strategy ensures that Reflectiz maintains its technological edge in the dynamic field of web security.
Conclusion
Reflectiz's commitment to innovation is evident in its sophisticated technology architecture and proprietary solutions. By focusing on remote, agentless monitoring and leveraging AI-enhanced analysis, Reflectiz provides unparalleled protection against evolving web threats, ensuring robust security without compromising website performance.
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