After its rebranding from senhasegura, the Brazilian identity security vendor Segura wants to grow organically in Germany, Austria and Switzerland – with local support, specialised resellers and a US$25 million growth round.
Segura wants to step out of the shadow of its former name and of established rivals. At it-sa in Nuremberg, Chief Revenue Officer Jelle Wieringa explained how the former senhasegura aims to grow from privileged access management into broader identity security – and why Germany, Austria and Switzerland come first in Europe.
Segura is still a relatively new name in the DACH market. The Brazilian vendor, formerly known as senhasegura, has changed its name and is widening its focus from protecting privileged accounts to a broader identity security approach. In an interview at the it-sa press centre, Wieringa addressed the obvious question: how well known is the brand in a region where CyberArk, Delinea and others have long been established? According to his LinkedIn profile, the Dutch cybersecurity expert, previously with KnowBe4 and QSight IT in the Netherlands, recently took over global sales at Segura.
A challenger by choice
Wieringa does not hide the starting position. Segura sees itself as a specialist and, in his words, ranks fourth worldwide in privileged access management (PAM). In the Gartner Magic Quadrant the company is listed as a Challenger, a position he describes as the best one to hold at present. Segura also points to Gartner Peer Insights, where it says it reaches an overall customer rating of 4.8 out of 5. For Wieringa, such peer reviews count because they come from people and customers.
The company, rooted in Brazil, now operates globally with about 300 employees, seven of them in EMEA. According to Segura, more than 1,000 organisations in 70 countries use its platform. To finance its international expansion, it secured a US$25 million growth round led by Riverwood Capital earlier this year. CEO and co-founder Marcus Scharra called the investment a validation of the company’s vision, and according to Segura the platform was originally built for one of the world’s largest banks. Riverwood itself describes Segura as an international leader in identity security with deep credibility in highly regulated environments.
DACH first, with specialised partners
Europe is where the fresh capital is meant to work. Segura sells through channel partners and wants to expand its EMEA channels; Wieringa is looking for channel account managers who understand local support. The focus lies on DACH first, on mid-market and enterprise customers, and on specialised resellers. A regional base supports this: the Center of Excellence in Katowice, Poland, set up with partner DAGMA, offers demos, implementation support and regional customer support and, according to the company, guidance on GDPR and NIS2. Growth is meant to be organic and realistic. Local culture leads, Wieringa says, which in Germany means localised compliance and support in the local language. The goal: happy customers.
It-sa served that purpose. After a very slow first day, the second was very good, he said. Segura wants to make its name visible. In Europe it takes part in 20 to 30 events, including CISO breakfasts, he noted, as people have less time.
Simplicity as a sales argument
According to Wieringa, identity is often an afterthought and developed on the cheap. Yet when a PAM system goes down, it becomes mission-critical and network stability is at stake. Segura therefore stresses agility and support and points out that it owns 100 percent of its product. The company advertises a seven-minute deployment and a total cost of ownership 70 percent below that of competitors, according to its own information. A one-click installation is meant to reduce complexity, which he sees as a prerequisite for managed security service providers (MSSPs) to play a role at scale and volume.
Agents, regulation and sovereignty
Artificial intelligence matters in two ways: Segura uses it internally and secures AI agents in customer organisations. A blog post by Chief Security Evangelist Joseph Carson describes agents as a new insider risk and cites a Gartner forecast of more than 150,000 AI agents in the average Fortune 500 company by 2028, up from fewer than 15 in 2025. Licensing for agents is still taking shape: Wieringa mentions per-use and tiered models and says the whole industry is experimenting. DevOps environments need added security, he adds, and vaulting has to be integrated into the processes. Post-quantum cryptography is planned, but customers have no budgets for it yet.
On regulation, Segura says it supports compliance requirements as needed. Sovereignty, Wieringa argues, is a matter of trust: the company is going for local data sets and a certified local cloud. Customers can choose between SaaS and self-hosted operation, and he wants to fulfil their wishes.
CISOs, Wieringa says, above all want stability. That is why he wants to win customers in the mid-market as well as in Mittelstand and enterprise accounts, and why the small EMEA team is to be complemented by channel account managers and partners who understand local support.
For the DACH market, the message is clear: Segura does not want to be the loudest vendor, but the most approachable. Whether that is enough against entrenched competitors will be decided in the partner business.
Dr. Jakob Jung is Editor-in-Chief of Security Storage and Channel Germany. He has been working in IT journalism for more than 20 years. His career includes Computer Reseller News, Heise Resale, Informationweek, Techtarget (storage and data center) and ChannelBiz. He also freelances for numerous IT publications, including Computerwoche, Channelpartner, IT-Business, Storage-Insider and ZDnet. His main topics are channel, storage, security, data center, ERP and CRM.
Contact via Mail: jakob.jung@security-storage-und-channel-germany.de