SafeGuard Privacy
SafeGuard Privacy is a SaaS-based privacy compliance platform that serves brands, agencies, adtech companies, and publishers, providing standardized assessments, vendor due diligence, workflow tools, and AI-powered compliance automation. It powers the IAB Diligence Platform, the industry standard for digital advertising privacy diligence.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SafeGuard Privacy does
SafeGuard Privacy is a SaaS-based privacy compliance management platform headquartered in New York, NY, serving primarily the digital advertising ecosystem. The company provides standardized privacy assessments, vendor due diligence, workflow management tools, and AI-powered compliance assistance for brands, agencies, advertisers, adtech companies, and publishers. The platform is built on proprietary content authored by in-house privacy lawyers, including pre-written assessment questions, SafeGuard Simplified Commentary, and continuously updated coverage of US state and global privacy laws. SafeGuard Privacy also powers the IAB Diligence Platform, the industry standard for privacy diligence in digital advertising, with 12 industry-specific modules used by 100+ IAB members.
The core technology stack includes the SafeGuard Privacy Platform, the IAB Diligence Platform, and the Privacy Assist AI suite launched in October 2025, which uses NLP and agentic search to automate assessment completion, generate RFI responses, and scan vendor documents. All AI processing occurs within the company's secure cloud environment with SOC 2 Type 2 certification, and customer data is not used to train AI models. The company has expanded beyond US state privacy laws into multi-state consolidated assessments (MSCA, Multi-State Sensitive Data Assessment) and into healthcare vertical solutions, and in 2026 expanded into the EU via a partnership with BVDW in Germany.
The business model is subscription-based enterprise SaaS with quote-based pricing that is not publicly disclosed. Revenue streams include platform licenses for the core compliance platform plus add-on fees for modules such as the Multi-State Sensitive Data Assessment. The go-to-market is sales-led with a consultative enterprise sales motion targeting Fortune 500 companies, agencies, publishers, and adtech firms, augmented by channel partnerships (OneTrust, TransUnion, FTI Consulting as IAB Authorized Assessor, BVDW). Total funding raised is approximately $10.6 million across a $7M seed round in November 2022 and a $3.6M seed round in July 2024, with TechOperators as the lead investor in both rounds. The company has 11-50 employees and reports 1,000+ companies on its platform with 2,100+ assessments shared.
SafeGuard Privacy firmographics
Firmographics- Name
- SafeGuard Privacy
- Legal name
- SafeGuard Privacy, Inc.
- Website
- https://safeguardprivacy.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SafeGuard Privacy is a SaaS-based privacy compliance platform that serves brands, agencies, adtech companies, and publishers, providing standardized assessments, vendor due diligence, workflow tools, and AI-powered compliance automation. It powers the IAB Diligence Platform, the industry standard for digital advertising privacy diligence.
- Ownership category
- akta.pro rank
SafeGuard Privacy industry classification
Industry- Product category
- Privacy Compliance Software
- NAICS
- Advertising Agencies (541810), Security Systems Services (except Locksmiths) (561621), Security Systems Services (56162), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Privacy Governance & Consent Management (HDADAIAI)
- akta.pro secondary industries
- Secure/Encrypted Messaging (BPAMACAG), Brand Safety, Fraud Detection & Ad Verification (BPAMALAN)
Keywords
Where SafeGuard Privacy is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SafeGuard Privacy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Subscription-based SaaS platform providing privacy compliance management and vendor diligence tools. Multi-State Sensitive Data Assessment available at additional cost.
- Platform Licenses: License fees for access to the platform including assessments, workflow management, and AI features.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
SafeGuard Privacy product offering
Product offeringCore offering
SafeGuard Privacy provides a SaaS-based privacy compliance management platform that enables publishers, agencies, brands, data providers, and technology companies to assess, audit, and comply with US state and global privacy laws. The platform combines pre-written assessments by privacy lawyers, workflow management tools, vendor due-diligence capabilities, and an AI-powered assistant (Privacy Assist AI) that automates assessment completion, RFI responses, and vendor document analysis. It also powers the IAB Diligence Platform, the industry-standard privacy diligence system for digital advertising.
Product overview
SafeGuard Privacy offers a unified privacy compliance platform with multiple integrated modules. The core SafeGuard Privacy Platform provides comprehensive privacy compliance management with pre-written assessments, workflow tools, and vendor management. The platform is augmented by Privacy Assist™ AI, which delivers legal-grade AI capabilities for automating assessment completion, RFI responses, and vendor document analysis. Key assessment products include the Multi-State Sensitive Data Assessment (covering 800+ requirements), the Multistate Substantial Compliance Assessment (MSCA, reducing complexity by 90%), and the IAB Diligence Platform (industry-specific modules for digital advertising). Healthcare solutions address HIPAA and state privacy laws. The Vendor Compliance Hub streamlines third-party risk management. Together, these products enable organizations to manage privacy compliance across US state, global privacy laws, and industry-specific requirements.
Differentiator
Problem solved
Functional benefit
Brands
- IAB Diligence Platform: A platform powered by SafeGuard Privacy that offers efficient, scalable, and industry-specific privacy diligence for the digital advertising industry, providing standardized questionnaires for vendor due diligence.
- Privacy Assist AI
- Multistate Substantial Compliance Assessment (MSCA)
- Multi-State Sensitive Data Assessment
- Privacy Assist
Products and services
- SafeGuard Privacy Platform A SaaS-based privacy compliance management platform with pre-written assessments by privacy lawyers, workflow management tools (policy wizards, Kanban boards, automated gap analysis), vendor management, document storage, and real-time compliance reporting. Used by brands, agencies, publishers, and technology companies to assess, audit, and comply with US state and global privacy laws.
- IAB Diligence Platform The industry-standard privacy diligence platform for digital advertising, powered by SafeGuard Privacy. Provides 12 industry-specific modules and standardized privacy assessments designed specifically for digital advertising data flows, enabling efficient vendor due diligence across brands, agencies, adtech companies, publishers, and platforms. Used by 70+ IAB member companies.
- Privacy Assist AI An AI-powered assistant that reviews company policies, contracts, and privacy documents to suggest answers to SafeGuard Privacy assessments and external RFIs, with cited evidence. Includes Agentic Search for searching across compliance documentation. All analysis occurs within SafeGuard Privacy's secure cloud environment and customer data does not train AI models.
- Privacy Assist RFI Part of the Privacy Assist AI suite. Enables users to upload any third-party privacy RFI and automatically generate accurate responses based on existing assessments and documents, with exportable results for client and partner review.
- Privacy Assist Vendor Part of the Privacy Assist AI suite. Scans vendor documents, identifies compliance gaps, and delivers an overall risk profile before a full review is needed.
- Multi-State Sensitive Data Assessment The first comprehensive multi-state sensitive data assessment that consolidates over 800 sensitive data requirements from CA, CO, CT, VA, FL, UT, WA MHMDA, and NV into a single assessment of just over 100 questions. Available at additional cost beyond the core platform subscription.
- Multistate Substantial Compliance Assessment (MSCA) A single high-bar assessment covering all US states with privacy laws, taking a 'high bar' approach aligned with the strictest standards. Reduces complexity by up to 90% and required questions by 85-90% across state privacy laws. Dynamically updated as new state laws go into effect.
- Healthcare Privacy Solutions Privacy compliance solutions for healthcare organizations that streamline assessments across HIPAA and US state privacy laws in one unified workflow, addressing sensitive data obligations including health and children's personal information.
- Vendor Compliance Hub A solution for managing vendor privacy compliance that solves the industry RFI process with standardized assessments. Allows vendors to respond once and share with all partners, mitigating third-party liability and creating an audit trail.
Quantifiable outcome
- Up to 80% cost savings versus doing compliance internally with internal and external resources
- +4 more outcomes
Companies that use SafeGuard Privacy
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles4 records
SafeGuard Privacy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature8 records
SafeGuard Privacy partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, regional and core.
- FTI ConsultingflagshipFTI Consulting's Technology segment is the first authorized assessor for the IAB Authorized Assessor Program, powered by SafeGuard Privacy's technology platform. The program provides standardized vendor due diligence services for IAB members in the digital advertising industry.
- BVDWregionalBVDW launched the IAB Diligence Platform powered by SafeGuard Privacy in Germany with Nexida, establishing a new standard for GDPR compliance in the German market.
- IAB (Interactive Advertising Bureau)flagshipIAB partnered with SafeGuard Privacy to power the IAB Diligence Platform, the industry standard for privacy diligence in digital advertising. The platform offers standardized assessments and questionnaires specifically designed for participants in the digital advertising industry. The partnership was first announced at IAB's Annual Leadership Meeting in January 2024.
- TransUnioncoreTransUnion partnered with SafeGuard Privacy to help streamline marketers' vetting for compliance when selecting their third-party audience vendors. The partnership includes a new data diligence questionnaire for the TruAudience Data Marketplace, where data providers must respond and attest to privacy-safe and compliant methodologies.
- OneTrustcoreOneTrust became the first company to integrate with the IAB Diligence Platform powered by SafeGuard Privacy. The integration allows OneTrust users to seamlessly integrate IAB Diligence Platform vendor assessments into the OneTrust platform, boosting efficiency and accountability across the digital advertising industry.
- Network Advertising Initiative (NAI)coreSafeGuard Privacy provides the backbone to NAI's compliance program for member companies, making the compliance process online and auditable.
- BBB National ProgramscoreSafeGuard Privacy provides the backbone to BBB National Programs CARU SafeHarbor, enabling companies to assess and demonstrate compliance with children's advertising privacy standards.
Scale indicators7 records
Recent moves7 records
Expansion highlights7 records
SafeGuard Privacy competitors and assessment
Company assessmentDirect peers
- Osano: Privacy and consent management platform offering consent, DSAR, vendor risk, and assessments. Direct overlap on multi-jurisdictional privacy compliance and vendor diligence use cases, particularly for mid-market and enterprise.
- DataGrail: Privacy management platform focused on data subject request (DSR) automation and vendor privacy data. Closely comparable in addressing consumer privacy regulation compliance for marketing and data-driven teams.
- BigID: Data intelligence platform providing data discovery, privacy, security, and governance. Overlaps on privacy program management and increasingly on AI-driven compliance workflows, serving similar enterprise data-driven customers.
- TrustArc: Long-standing privacy compliance and risk management platform offering privacy program management, assessments, and consent. Competes head-to-head with SafeGuard Privacy on multi-state privacy compliance and vendor diligence workflows.
- WireWheel: Privacy operations and vendor risk management platform focused on DSARs, vendor assessments, and multi-regulatory compliance. Direct overlap with SafeGuard Privacy's privacy program and vendor diligence modules.
- Usercentrics: Consent Management Platform (CMP) and privacy compliance solution with strong presence in Europe. Comparable in serving digital advertising customers with privacy and consent requirements under GDPR and beyond.
- Securiti.ai: Unified data intelligence and privacy management platform covering DSR automation, consent, AI governance, and privacy assessments. Competes across multiple of SafeGuard Privacy's product modules, including AI-powered privacy automation.
- Didomi: Consent management and privacy platform focused on digital advertising and marketing compliance (GDPR, CCPA, etc.). Comparable in serving the adtech ecosystem and addressing multi-state/global privacy obligations.
Broad incumbents
- Collibra: Data intelligence and governance platform covering data catalog, lineage, privacy, and quality. Competes indirectly via enterprise data governance suites that increasingly incorporate privacy assessment workflows.
- OneTrust: Largest privacy, security, and governance management platform with a broad suite spanning consent, GRC, ethics, and ESG. Direct overlap on privacy program management and vendor diligence; also SafeGuard Privacy's most important distribution partner via the IAB Diligence Platform integration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SafeGuard Privacy social profiles
Digital presenceSafeGuard Privacy compliance and trust
Trust signalCompliance1 record
SafeGuard Privacy financial estimates
Financial estimateRevenue estimate
Valuation estimate
SafeGuard Privacy leadership team
Management profileNumber of profiles
Profiles7 records
SafeGuard Privacy funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SafeGuard Privacy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SafeGuard Privacy
What does SafeGuard Privacy do?
SafeGuard Privacy provides a SaaS-based privacy compliance management platform that enables publishers, agencies, brands, data providers, and technology companies to assess, audit, and comply with US state and global privacy laws. The platform combines pre-written assessments by privacy lawyers, workflow management tools, vendor due-diligence capabilities, and an AI-powered assistant (Privacy Assist AI) that automates assessment completion, RFI responses, and vendor document analysis. It also powers the IAB Diligence Platform, the industry-standard privacy diligence system for digital advertising.
Is SafeGuard Privacy a public or private company?
SafeGuard Privacy is a private company. It is classified as venture growth investor backed and is currently operating.
When was SafeGuard Privacy founded?
SafeGuard Privacy was founded in 2019. It employs 11 to 50 people.
Where is SafeGuard Privacy based?
SafeGuard Privacy is headquartered in New York, United States, in the North America region.
How does SafeGuard Privacy make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are platform Licenses.
Who are SafeGuard Privacy's main competitors?
Direct peers on record are Osano, DataGrail, BigID, TrustArc, WireWheel, Usercentrics, Securiti.ai and Didomi. Broad incumbents are Collibra and OneTrust.
Does SafeGuard Privacy have an API?
No public API is recorded for SafeGuard Privacy.
What industry is SafeGuard Privacy in?
SafeGuard Privacy's product category is Privacy Compliance Software. Its primary akta.pro industry code is HDADAIAI, Privacy Governance & Consent Management, with a secondary code of BPAMACAG, Secure/Encrypted Messaging. Its NAICS code is 541810 and its SIC code is 7310.