Cofense rebrand was to avoid 'being pigeonholed' as a one-trick pony - channel boss

Cofense's VP of global channels tells CRN that being known only for cybersecurity training was a 'stairway to nowhere'

Email security vendor Cofense rebranded from its original name of PhishMe in order to prevent being known only as a cybersecurity training and awareness company, according to channel VP Robert Iannicello.

Speaking to CRN for the launch of its new MSSP partner programme, Iannicello admitted that the rebrand wasn't without its obstacles, but was necessary in order to update its reputation among its partners and customers.

"PhishMe had a ton of brand equity, but we had been going to shows and customers knew us only as a training and awareness company," he said.

"That's our founding story, but if all you're doing is training and awareness, and making people watch hours of video - that they are probably not even paying attention to - that is a stairway to nowhere.

"The reason we changed the name was to get out of that pigeonhole of security awareness, and bring attention to [our mission statement] that it takes everybody in an organisation to be a part of its cybersecurity."

Iannicello stated that Cofense's new MSSP partner programme was formed from MSSP partners asking it for help when customers fell victim to phishing attacks.

He added that SMBs get attacked just as much as their enterprise counterparts, but lack the capital to tackle it on the same level as larger organisations.

The vendor has a small number of MSSP partners that have helped "fine-tune" the programme, but the company is now seeking more.

"Ideally, we are looking for an MSSP that has a good operation centre, roughly 10 customers already under management and looking to provide an extra layer of protection around phishing and email security," he explained.

"I really want MSSPs to understand that this technology is to help condition end users to spot the email, report it and give the tools to the MSSP to analyse and quarantine the threat in the shortest amount of time possible."

Cofense is distributed in the UK by Progress Distribution and generally opts for a two-tier channel model where possible, Iannicello said.

Founded in 2011, Cofense (then PhishMe) was the subject of a $400m (£313m) private equity takeover by Pamplona Capital Management last year.

The channel boss said that with this backing, it plans to expand globally, but was quick to emphasise that this would be done in an organic manner.

However, he didn't take the idea of possible further acquisitions off the table.

"Being acquired by private equity gives us access to capital to make acquisitions to strengthen our product portfolio where it makes sense," he said. "But right now our focus is expanding our footprint.

"There is nothing on the horizon yet for acquisitions, but it's not out of the question."