Detexian enables small and medium enterprises to manage cyber risks affecting ‘software as a service (SaaS)’ applications such as Office 365, G Suite, Salesforce and Xero.
Founded in 2018, the organisation has established offices in Australia and San Diego, and is exporting to customers in the US, New Zealand, Singapore and Latin America.
Many of Detexian’s customers are small and medium enterprises that provide solutions and services to regulated entities such as large banks, insurance companies and financial services companies. They are heavily reliant on cloud and SaaS technology and handle high volumes of sensitive financial and personal data. Detexian helps these businesses provide proof that security controls are in place at all times to protect their data and gain customer trust.
At the onset, Detexian relied on the word of mouth of their existing customers to win new ones. But the company was quick to leverage the power of digital marketing, social media and strategic alliances to scale its presence internationally.
“Our way to market is quite simple,” said Co-Founder and CEO Tan Huynh. “We have a two-fold strategy to target companies through direct digital marketing and introductions from trusted partners. We’ve also been assisted by AustCyber and The Australian Trade and Investment Commission (Austrade) to connect and meet with potential customers and partners.”
Detexian’s current target export markets are Singapore, New Zealand and the West Coast of the US as there are no issues with timezone coordination, the regulatory environments are mature and business can be conducted 100% online.
In 2020, Detexian has invested significant time and resources studying the Singapore market. “It’s ahead of our home market in terms of infosec regulatory compliance. SMEs constitute almost the entirety of Singapore enterprises, with over 80% having digital transformation strategies in place,” said Mr Huynh. “When we began to target Singapore SMEs through direct digital marketing, we instantly experienced a high degree of interest. Then, through our networks with the help of Austrade, Detexian was introduced to a number of ecosystem partners and potential channels to explore commercial opportunities in Singapore and the wider Southeast Asian region.”
The accelerated learnings have helped Detexian refine its business model to further minimise adoption barriers for both SMEs and their trusted partners such as IT consultants and MSPs who can help recommend Detexian solutions to their clients. Detexian is currently in discussions with a number of IT/security consultants and MSPs looking to expand their capabilities.
“In the wider Southeast Asian region, we are entering into strategic alliances with well-known companies with dominating positions in product verticals adjacent to Detexian. These companies are looking to progress in the value chain and jump start their offerings to provide more value-added technologies to their existing clients,” said Mr Huynh.