What Expert Insights does

Expert Insights is a privately held B2B media and review platform that helps IT professionals, CISOs, and security leaders evaluate cybersecurity and cloud IT solutions. Founded in August 2018 by Craig MacAlpine, a former information security CEO, the company operates from Buckfastleigh, United Kingdom, with an 11–50 person team. The platform publishes structured editorial content including Top 10 vendor shortlists, in-depth market guides, product reviews, news and analysis, podcasts, and an annual Cybersecurity Awards program. Coverage spans seven core categories — Backup and Recovery, Email Security, Endpoint Security, Identity and Access Management, IT Management, Security Awareness Training, and Web Security — alongside adjacent verticals such as AI Security, Cloud Security, GRC & Compliance, and Security Operations. According to company claims, its insights are trusted by over 1 million businesses worldwide, and the Awards program has evaluated over 3,400 cybersecurity vendors using hands-on testing and verified customer feedback.

Name

Expert Insights

Legal name

Expert Insights

Website

https://expertinsights.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Expert Insights is a privately held B2B editorial and review platform that publishes cybersecurity vendor shortlists, market guides, news, podcasts, and an annual awards program for IT professionals, CISOs, and security leaders evaluating solutions.

Ownership category

akta.pro rank

Product category

B2B Cybersecurity Media and Review Platform

NAICS

Web Search Portals and All Other Information Services (51929), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Recommendation & Discovery Engines (content/product) (BPAMAAAG)

akta.pro secondary industry

Technical & Scientific Expert Networks (BPAHALAH)

Keywords

• Cybersecurity product reviews
• B2B technology shortlists
• Vendor comparison guides
• Cybersecurity editorial media
• IT buying advisory

Headquarters

HQ city

Buckfastleigh

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Vendor advertising and sponsorship: Expert Insights monetizes through a 'For Vendors' program that enables cybersecurity vendors to advertise, build brand credibility, close deals with buyers, and grow their business by reaching customers directly. The platform also runs an awards program (Expert Insights Cybersecurity Awards) which vendors pay to participate in or which generates earned media value.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Expert Insights is a B2B editorial and review media platform that publishes structured comparative reviews, Top 10 shortlists, market guides, product reviews, news, and podcasts covering cybersecurity and cloud IT solutions. It evaluates over 3,400 cybersecurity vendors through hands-on testing, verified customer feedback, and assessments across functionality, deployment, usability, and scalability. The platform monetizes through a vendor-facing 'For Vendors' advertising and sponsorship program.

Product overview

Expert Insights is a B2B cybersecurity and cloud IT media platform that publishes editorial content including Top 10 vendor shortlists, market guides, news analysis, podcasts, and an annual awards program. The platform covers multiple security categories (Backup and Recovery, Email Security, Endpoint Security, Identity and Access Management, IT Management, Security Awareness Training, Web Security) and delivers content through its website, newsletter, and podcast channels. Expert Insights does not sell a software product; rather, it operates as a content and review platform that helps buyers research cybersecurity solutions while providing vendors a channel to reach potential customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Top 10 Shortlists Curated Top 10 vendor shortlists covering specific cybersecurity and cloud IT product categories, designed to help buyers compare leading options.
• Market Guides In-depth market guides providing recommendations and buying advice for software purchasers across cybersecurity and cloud IT categories.
• News & Analysis Editorial coverage of cybersecurity industry news, trends, and expert commentary on market developments for IT and security leaders.
• Podcasts & Interviews Audio content featuring insights and analysis from leading experts in B2B technology and cybersecurity, distributed via the Expert Insights Podcast.
• Expert Insights Cybersecurity Awards Annual awards program that evaluates cybersecurity vendors through hands-on testing, verified customer feedback, and assessments across functionality, deployment, usability, and scalability.
• Cyber Weekly Newsletter Free weekly newsletter delivering cybersecurity insights and updates, promoted as trusted by IT leaders across organizations.
• For Vendors Program Vendor advertising and relationship-building program enabling cybersecurity brands to reach buyers directly through the Expert Insights platform via sponsored placement and visibility packages.

Quantifiable outcome

• Over 1 million businesses worldwide trust Expert Insights for cybersecurity purchasing guidance.
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• G2: G2 is the largest B2B software review and comparison marketplace, publishing verified user reviews, buyer guides, and category shortlists across thousands of software categories including cybersecurity. It monetizes through vendor profile upgrades and sponsored placements, operating the same two-sided model (free buyers, paying vendors) that Expert Insights uses.
• Capterra: Capterra, owned by Gartner, is a leading B2B software review platform with category shortlists, buyer guides, and paid vendor profiles spanning IT and cybersecurity. It is a direct competitor in both the editorial review format and the vendor-paid sponsorship business model that Expert Insights depends on.
• TrustRadius: TrustRadius provides in-depth verified B2B software reviews, buying guides, and category comparisons with strong coverage in cybersecurity, identity, and IT management. Its research-driven review model, emphasis on verified buyer feedback, and vendor sponsorship model closely mirror Expert Insights' positioning.
• Gartner Peer Insights: Gartner Peer Insights is Gartner's enterprise-software review platform covering thousands of IT and cybersecurity products with verified end-user reviews. It competes directly with Expert Insights for cybersecurity buyer attention and vendor sponsorship dollars, and benefits from deep integration with Gartner's Magic Quadrant and analyst research.
• Software Advice: Software Advice, also part of Gartner, operates a B2B software comparison and review site with category shortlists, expert advice, and sponsored vendor placements. It targets the same mid-market IT decision-maker audience and competes head-to-head with Expert Insights on SEO-driven software buying journeys.
• GetApp: GetApp is a Gartner-owned B2B software comparison and review platform featuring category rankings, verified user reviews, and paid vendor listings. It is structurally comparable to Expert Insights in technology category shortlists, buyer guides, and the vendor-paid advertising model.

Emerging players

• CRO Magazine: CRO Magazine is a B2B cybersecurity media outlet publishing news, analysis, and product features targeting CISOs and security leaders. It competes for the same cybersecurity-decision-maker audience via editorial content and offers vendors comparable brand-elevation channels to Expert Insights' For Vendors program.
• Cyber Defense Magazine: Cyber Defense Magazine is a cybersecurity industry publication operating editorial coverage alongside an awards program (CDM Awards) with tiered vendor sponsorship packages. It directly mirrors Expert Insights' combination of editorial authority, awards, and vendor monetization in the cybersecurity niche.
• The Hacker News: The Hacker News is one of the largest cybersecurity news and analysis sites, reaching millions of IT and security professionals via traffic-driven editorial content and vendor-sponsor opportunities. It targets the same buyer-side cybersecurity audience Expert Insights reaches and monetizes a comparable audience through vendor placements.

Regional players

• SC Media: SC Media is an established cybersecurity industry publication based in the US delivering news, analysis, and the SC Awards program for security vendors. It competes with Expert Insights primarily for vendor-sponsored award and brand visibility spend in the North American cybersecurity market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/expert-insights-tech
• Xx.com/insights_expert

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Expert Insights