DataMasque
DataMasque provides an API-first data masking platform that replaces sensitive customer data with synthetically identical substitutes for development, testing, analytics and AI/ML workloads, sold via annual subscriptions to regulated enterprises in insurance, financial services, hospitality, telecommunications and government.
- Company typePrivate
- Founded2022
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What DataMasque does
DataMasque is a New Zealand-headquartered, privately held data-masking software vendor that automatically discovers sensitive customer data and replaces it with synthetically identical, referentially consistent substitutes for use in development, testing, analytics and AI/ML training environments. The platform is API-first and built around deterministic SHA-512 salted-hash masking that preserves primary-key, foreign-key and cross-table relationships, with masking rules expressed as YAML/JSON rule sets that can be executed inside CI/CD pipelines (GitHub Actions, Jenkins, GitLab CI). Native integrations cover relational databases, Amazon DynamoDB, Snowflake, Databricks and Amazon HealthLake (via an approved FHIR de-identification template), while an AI engine extends masking to unstructured text in DOCX, PPTX and PDF documents. Distribution runs primarily through AWS Marketplace and Microsoft Azure Marketplace, complemented by direct enterprise sales, a self-serve 30-day trial, and channel partners including Axis Technology and the Cohesity Data Security Alliance. The company sells quote-based annual Business and Enterprise subscriptions priced per data source with unlimited masking volume, and reports named customers across insurance, financial services, hospitality, telecommunications, HR/payroll, real estate, pharmaceutical technology and government, including New York Life, ADP, Best Western Hotels & Resorts, Resolution Life, TAL, ICICI Lombard, Employers, One NZ, Mak-System, JLL, VIC and the New Zealand Government.
DataMasque firmographics
Firmographics- Name
- DataMasque
- Legal name
- DataMasque Limited
- Website
- https://datamasque.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DataMasque provides an API-first data masking platform that replaces sensitive customer data with synthetically identical substitutes for development, testing, analytics and AI/ML workloads, sold via annual subscriptions to regulated enterprises in insurance, financial services, hospitality, telecommunications and government.
- Ownership category
- akta.pro rank
DataMasque industry classification
Industry- Product category
- Data Masking Software / Test Data Management
- NAICS
- Computer Systems Design and Related Services (54151), Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data Governance Platforms (Policies, Stewardship, Workflows) (HDAEADAB)
- akta.pro secondary industry
- Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH)
Keywords
Where DataMasque is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
DataMasque business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription licensing (Business / Enterprise): Annual or multi-year license subscription covering unlimited masking volume within the licensed environment; pricing based on the number of data sources rather than per-job or per-record metrics.
- Free trial conversion: 30-day free trial of the full product used as a top-of-funnel conversion path to paid Business or Enterprise licenses.
- Marketplace sales (AWS / Azure): Software sold through AWS Marketplace and Azure Marketplace, typically via annual subscriptions billed through the marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Business or Enterprise license covering unlimited masking volume across licensed data sources |
| Freemium | Pay-as-you-go | 30-day free trial of the full product |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
DataMasque product offering
Product offeringCore offering
DataMasque finds and replaces sensitive customer data in databases, files and unstructured documents with production-realistic, irreversible synthetic substitutes that preserve referential integrity across tables and foreign keys. The platform is API-first and policy-as-code, designed to be embedded inside CI/CD pipelines to provision compliant test, analytics, AI/ML training and outsourced development data without exposing real PII.
Product overview
DataMasque is a single unified platform — rather than a portfolio of separately licensed modules — for sensitive data discovery and data masking, centered on its flagship capability of producing "Synthetically Identical Customer Data" for non-production environments. Built around a YAML-based ruleset and an API-first architecture, the platform ships with several distinct capability surfaces that plug into the same engine: core database and file masking, Dynamic In-Flight Masking (a REST API introduced in v2.24 for real-time masking of JSON payloads), Unstructured Masking (using an AI Engine to handle DOCX, PPTX and PDF documents), and Subsetting (producing referentially consistent masked subsets for pipeline use). Industry-specific packaging is exemplified by DataMasque for Guidewire Cloud, an AWS Marketplace-exclusive solution for insurers, while deployment variants target AWS, Microsoft Azure, Cohesity and on-premise (Linux, Docker, Podman, ROSA, EKS, ECS). The platform is positioned across four primary use-case pages on its website — Data Masking, Data Privacy Compliance, AI/ML Data and Non-Production Data — each describing how the unified masking engine is applied to that workload.
Differentiator
Problem solved
Functional benefit
Products and services
- DataMasque Platform Unified API-first sensitive data discovery and masking platform that automatically identifies and irreversibly replaces sensitive customer data with synthetically identical, referentially consistent substitutes. Built around YAML/JSON policy-as-code rulesets for CI/CD integration, supporting relational databases, files, cloud data warehouses and unstructured documents for development, testing, analytics and AI/ML workloads.
- DataMasque for Guidewire Cloud Industry-specific solution for insurers running on Guidewire Cloud, available exclusively in AWS Marketplace. Masks policyholder and claims data into high-fidelity synthetic copies for sandboxes, testing, UAT, analytics and AI training while preserving referential integrity across Guidewire and connected applications.
Quantifiable outcome
- Masks data 7x faster than legacy data masking tools
- +2 more outcomes
Companies that use DataMasque
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles5 records
DataMasque technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature7 records
DataMasque partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship cloud / strategic collaboration partner, reseller partner, core ecosystem partner, core cloud distribution partner, vertical-specific integration partner, vertical-specific integration and core data-warehouse integration partner.
- Amazon Web Services (AWS)flagship cloud / strategic collaboration partnerSigned a Strategic Collaboration Agreement (SCA) with AWS in October 2025. DataMasque holds AWS Security Competency and AWS Financial Services Competency, won the AWS APJ Rising Star of the Year ISV award, and is listed on AWS Marketplace.
- Axis Technologyreseller partnerChannel reseller / distributor partnership announced April 2025 to extend DataMasque's reach into Axis Technology's enterprise and government customer base.
- Cohesitycore ecosystem partnerJoined the Cohesity Data Security Alliance in February 2025, integrating DataMasque masking with Cohesity's data security and backup platform for joint customers.
- Microsoft Azurecore cloud distribution partnerDataMasque is listed on the Microsoft Azure Marketplace, making it available to Microsoft-enterprise customers alongside its AWS Marketplace listing.
- Guidewire Cloudvertical-specific integration partnerReleased 'DataMasque for Guidewire Cloud', a masking solution integrated with Guidewire's insurance platform to mask Guidewire InsuranceSuite data.
- Amazon HealthLake (AWS HealthLake)vertical-specific integrationBuilt a DataMasque FHIR masking template approved for AWS HealthLake, enabling safe masking of healthcare data in FHIR format.
- Snowflakecore data-warehouse integration partnerNative integration with Snowflake enabling DataMasque to run masking tasks inside the Snowflake data warehouse environment.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
DataMasque competitors and assessment
Company assessmentBroad incumbents
- Informatica: Enterprise data integration and data masking incumbent (Informatica Data Masking, formerly including Privitar). Comparable because it sells data masking and de-identification technology to large regulated enterprises, but as part of a much broader data management portfolio rather than as a specialised masking vendor.
- IBM InfoSphere Optim Data Privacy: Legacy enterprise data masking and test data management suite sold into large banks, insurers and governments. Comparable on data masking functionality and regulated-industry focus, but typically deployed as part of a broader IBM data management stack.
- Microsoft Purview: Microsoft's data governance and privacy platform that includes data discovery, classification and policy-driven masking across Azure data estates. Comparable on the data privacy / masking capability surface and an emerging competitive threat given DataMasque's Azure Marketplace presence.
- Oracle Data Masking and Subsetting: Built-in data masking and subsetting capability of the Oracle database and cloud infrastructure portfolio. Comparable on data masking functionality and large-enterprise buyer, but bundled into Oracle's broader database and cloud platform rather than sold as a standalone masking product.
Direct peers
- Delphix: Test data management and data masking platform used by large enterprises to deliver masked, referentially consistent data into non-production environments. Most directly comparable to DataMasque on product functionality (masking, subsetting, test data provisioning) and target buyer (data platform and DevOps teams in regulated industries).
- Tonic.ai: Synthetic data and data masking platform for dev, test and AI/ML workloads, producing de-identified, referentially consistent datasets. Closely comparable to DataMasque on product (synthetically identical data, sub-setting, masking-as-code) and target market (engineering and data teams).
- K2view: Enterprise data masking and test data management vendor focused on referentially intact masked data across operational and analytical systems. Directly comparable to DataMasque on product (entity-based masking, referential integrity) and target verticals (BFSI, insurance, telco).
- Mostly AI: Synthetic data platform that generates privacy-safe, statistically representative tabular and time-series data for AI training and analytics. Comparable to DataMasque on the synthetic-data-for-AI/ML use case and regulated-industry buyer profile.
Emerging players
- Gretel.ai: Synthetic data and privacy engineering platform offering APIs to generate safe, statistically representative datasets for AI/ML. Overlaps with DataMasque's AI/ML data use case and developer-first, API-led design, with a stronger focus on generative AI workflows.
Others
- Collibra: Enterprise data intelligence and governance platform with sensitive data discovery, classification and policy enforcement. Adjacent rather than directly competing; comparable on the data discovery and privacy/governance layer that sits upstream of DataMasque's masking engine.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DataMasque social profiles
Digital presenceDataMasque compliance and trust
Trust signalCompliance5 records
DataMasque financial estimates
Financial estimateRevenue estimate
Valuation estimate
DataMasque leadership team
Management profileNumber of profiles
Profiles8 records
DataMasque funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DataMasque 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 DataMasque
What does DataMasque do?
DataMasque finds and replaces sensitive customer data in databases, files and unstructured documents with production-realistic, irreversible synthetic substitutes that preserve referential integrity across tables and foreign keys. The platform is API-first and policy-as-code, designed to be embedded inside CI/CD pipelines to provision compliant test, analytics, AI/ML training and outsourced development data without exposing real PII.
Is DataMasque a public or private company?
DataMasque is a private company. It is classified as venture growth investor backed and is currently operating.
When was DataMasque founded?
DataMasque was founded in 2022. It employs 11 to 50 people.
Where is DataMasque based?
DataMasque is headquartered in Auckland, New Zealand, in the Oceania region.
How does DataMasque make money?
Three revenue lines are on record. Subscription licensing (Business / Enterprise) is the primary driver. The others are free trial conversion and marketplace sales (AWS / Azure).
Who are DataMasque's main competitors?
Broad incumbents on record are Informatica, IBM InfoSphere Optim Data Privacy, Microsoft Purview and Oracle Data Masking and Subsetting. Direct peers are Delphix, Tonic.ai, K2view and Mostly AI. Gretel.ai is listed as an emerging player. Collibra is listed as an others.
Does DataMasque have an API?
Yes. DataMasque exposes a REST API that lets developers and DevOps engineers trigger masking runs, poll for completion via a job-status endpoint, and receive a fully masked dataset from inside CI/CD pipelines (GitHub Actions, Jenkins, GitLab CI). Authentication uses token-based auth, with API tokens scoped to specific users and rotatable independently. A separate In-Flight Masking REST API (introduced in DataMasque 2.24) masks sensitive data in real time — sending JSON payloads to the endpoint and receiving instantly masked data using YAML configuration. The API is available on every plan tier from free trial through Enterprise and is accessible from any CI/CD tool that can make HTTP requests. Public endpoints are documented under the API Reference section of the DataMasque Portal (v3.26.11.0) including /api/v1/runs/ for triggering runs. Developer documentation is at portal.datamasque.com/portal/documentation/3.26.11.0/api-overview.html.
What industry is DataMasque in?
DataMasque's product category is Data Masking Software / Test Data Management. Its primary akta.pro industry code is HDAEADAB, Data Governance Platforms (Policies, Stewardship, Workflows), with a secondary code of HDAEABAH, Data Sharing, Data Exchange & Data Marketplace Platforms. Its NAICS code is 54151 and its SIC code is 7370.