Phriendly Phishing
Phriendly Phishing is an Australian-based human risk management platform that delivers security awareness training, adaptive phishing simulations, and email triage to enterprise, mid-market, and SMB customers across Australia, New Zealand, and the broader APAC region.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Phriendly Phishing does
Phriendly Phishing is an Australian-based human risk management platform founded in 2012 and headquartered in Melbourne, with a secondary office in Sydney. The company provides security awareness training, phishing simulations, and email triage solutions primarily to organizations across Australia and New Zealand, serving regulated industries (financial services, healthcare, government, education), enterprise accounts with 500+ employees, and small-to-medium businesses lacking dedicated security teams. Named customers span AFL (sports), Gateway Bank (financial services), Chorus (telecommunications), Greater Hume Council (local government), and Ross Hunt Real Estate (SMB).
The core platform delivers adaptive phishing simulations covering email, spear phishing, smishing, and QR code attacks; automated training workflows; behavioral analytics; and reporting dashboards. It is complemented by specialized modules including Phish Focus (ClamAV-powered email triage with SOAR-lite automation), the Cyber Resilience Program (culture-building communications), Secure Care (managed service), and the Phish Reporter Outlook Add-in. The platform integrates with Microsoft Outlook, Active Directory, Azure, and Google Workspace, and hosts its 250+ course catalogue plus content series such as Darknet Chronicles and the S.C.A.M. Phishing Series on Australian infrastructure to satisfy data sovereignty requirements. AI capabilities were added in 2025 through AI-Powered Threat Detection Training for personalized learning journeys.
The company operates a B2B subscription model with annual, quote-based pricing tailored to organization size and feature selection. Distribution combines direct enterprise field sales and inside sales for mid-market with a channel partner network of 12+ resellers, MSPs, and referral partners including OneStep Group (strategic), CyberSafe Australia, Datacom, Vocus, Atturra, and Cyber CX. The company is owned by an independent private equity firm, holds ISO 27001 certification, and was named to the CyberTech 100 List 2025 while winning multiple 2025 LearnX Awards.
Phriendly Phishing firmographics
Firmographics- Name
- Phriendly Phishing
- Legal name
- Phriendly Phishing Pty Ltd
- Website
- https://phriendlyphishing.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Phriendly Phishing is an Australian-based human risk management platform that delivers security awareness training, adaptive phishing simulations, and email triage to enterprise, mid-market, and SMB customers across Australia, New Zealand, and the broader APAC region.
- Ownership category
- akta.pro rank
Phriendly Phishing industry classification
Industry- Product category
- Security Awareness Training
- NAICS
- Investigation and Security Services (5616)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Security Awareness & Phishing Simulation (Email/Collab-focused) (HDADAKAJ)
- akta.pro secondary industry
- Email Phishing & BEC Protection (HDADAKAB)
Keywords
Where Phriendly Phishing is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Phriendly Phishing business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription: Annual or multi-year subscription model providing platform access, phishing simulation capabilities, training content delivery, reporting dashboards, and support services. Pricing is organization-size based with per-user or tiered licensing structures.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise and mid-market subscription tiers available |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Phriendly Phishing product offering
Product offeringCore offering
Phriendly Phishing provides a human-centered human risk management platform that combines adaptive phishing simulations, automated security awareness training, behavioral analytics, and email triage/remediation tools. The platform helps organizations in Australia and New Zealand reduce employee susceptibility to phishing and social engineering attacks through realistic simulations, personalized micro-learning, and automated incident response workflows, delivered from Australian-based infrastructure.
Product overview
Phriendly Phishing is an Australian-based human risk management platform that offers a unified platform-plus-modules architecture. The core Phriendly Phishing Platform provides adaptive phishing simulations, automated training workflows, and insightful reporting. It integrates with Phishing Simulations for realistic attack testing, Cyber Security Awareness Training for behaviour change, and Phish Focus for email triage and threat detection. The Cyber Resilience Program and Secure Care modules extend the platform with culture-building communications and managed services. The Course Catalogue provides over 250 training courses, while Darknet Chronicles and S.C.A.M. Phishing Series offer specialised content. Phish Reporter is a companion Outlook Add-in that enables employee phishing reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- Phriendly Phishing Platform
Quantifiable outcome
- Measurable reduction in phishing susceptibility rates through repeated simulation and targeted training
- +2 more outcomes
Companies that use Phriendly Phishing
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles4 records
Phriendly Phishing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature5 records
Phriendly Phishing partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- OneStep GroupcoreStrategic partnership where OneStep Group resells Phriendly Phishing's security awareness training platform to their customer base, extending distribution reach across the Australian market.
- CyberSafe AustraliacorePartnership with CyberSafe Australia for distribution of phishing simulation and security awareness training services to their cybersecurity-focused customer base.
- Cyber CXminorChannel partner distributing Phriendly Phishing's platform as part of their cybersecurity solution portfolio.
- DatacomminorMajor Australian technology solutions provider reselling Phriendly Phishing's security awareness training platform.
- VocusminorTelecommunications and network solutions provider distributing Phriendly Phishing as part of their managed services offering.
- AtturraminorTechnology integrator and reseller offering Phriendly Phishing's platform to enterprise customers.
- CycloneminorIT solutions provider reselling Phriendly Phishing's security awareness training platform.
- Murdoch WebsterminorTechnology reseller distributing Phriendly Phishing's platform to mid-market and enterprise customers.
- Cyber RiskminorCybersecurity-focused channel partner offering Phriendly Phishing's training platform.
- Cyber PlusminorManaged service provider reselling Phriendly Phishing's security awareness training.
- AccucomminorTechnology solutions provider reselling Phriendly Phishing's platform to customers.
- Citadel EdgeminorIT solutions partner distributing Phriendly Phishing's security awareness training platform.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Phriendly Phishing competitors and assessment
Company assessmentDirect peers
- KnowBe4: Global market leader in security awareness training and phishing simulation, offering a directly comparable platform targeting enterprise and mid-market customers. KnowBe4 is the primary global competitor Phriendly Phishing faces when ANZ-headquartered enterprises standardize on a single awareness vendor.
- Hoxhunt: Helsinki-based security awareness platform emphasizing positive reinforcement, gamification, and behavioral change — closely aligned with Phriendly Phishing's 'Train, Not Trick' methodology. Hoxhunt is expanding across Europe and APAC and represents the most direct philosophical and product peer.
- Cofense: Specializes in phishing defense, combining phishing simulation with a human-reported email triage and response capability similar to Phish Focus. Cofense competes for the same regulated and enterprise security awareness wallet, with overlap in phishing simulation and SOAR-lite functionality.
Broad incumbents
- Proofpoint Security Awareness: Proofpoint bundles phishing simulation and security awareness training within its broader enterprise email security and compliance platform. It is a key incumbent competitor for large ANZ enterprise deals where bundled cybersecurity suites are preferred over best-of-breed awareness tools.
- Sophos Phish Threat: Sophos integrates phishing simulation and awareness training into its broader endpoint and network security suite, often bundled and sold through channel partners. Comparable to Phriendly Phishing's channel-led ANZ distribution model, particularly via MSPs.
- Microsoft Attack Simulator: Bundled free within Microsoft 365 Defender, Attack Simulator provides phishing simulation and training to enterprises already on the Microsoft stack. It is a structural threat to paid awareness vendors, especially among ANZ customers seeking to consolidate on existing Microsoft spend.
- SANS Security Awareness: SANS Institute delivers security awareness training content and a professional services-led platform used by large enterprises and government. Comparable to Phriendly Phishing in regulated vertical focus and content-led methodology, but with a global brand and deeper content library.
- Mimecast: Mimecast offers security awareness training as part of its email security and resilience platform, with strong ANZ presence and channel coverage. Comparable as a channel-distributed incumbent competing for the same enterprise awareness wallet as Phriendly Phishing.
Emerging players
- CybSafe: UK-based behavior and security awareness platform with a strong focus on measurable human risk reduction and analytics. CybSafe competes for the same enterprise and regulated-industry buyers as Phriendly Phishing, particularly those prioritizing data-driven behavior metrics.
Regional players
- Shearwater Solutions: Australian-headquartered cybersecurity services and solutions provider that distributes awareness and phishing simulation offerings across ANZ. Directly comparable as an ANZ regional competitor and potential channel partner competing for the same mid-market and enterprise ANZ accounts.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Phriendly Phishing social profiles
Digital presencePhriendly Phishing compliance and trust
Trust signalCompliance2 records
Phriendly Phishing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phriendly Phishing leadership team
Management profileNumber of profiles
Profiles2 records
Phriendly Phishing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phriendly Phishing 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 Phriendly Phishing
What does Phriendly Phishing do?
Phriendly Phishing provides a human-centered human risk management platform that combines adaptive phishing simulations, automated security awareness training, behavioral analytics, and email triage/remediation tools. The platform helps organizations in Australia and New Zealand reduce employee susceptibility to phishing and social engineering attacks through realistic simulations, personalized micro-learning, and automated incident response workflows, delivered from Australian-based infrastructure.
Is Phriendly Phishing a public or private company?
Phriendly Phishing is a private company. It is classified as private equity controlled and is currently operating.
When was Phriendly Phishing founded?
Phriendly Phishing was founded in 2012. It employs 11 to 50 people.
Where is Phriendly Phishing based?
Phriendly Phishing is headquartered in Melbourne, Australia, in the Oceania region.
How does Phriendly Phishing make money?
One revenue line is on record: platform Subscription.
Who are Phriendly Phishing's main competitors?
Direct peers on record are KnowBe4, Hoxhunt and Cofense. Broad incumbents are Proofpoint Security Awareness, Sophos Phish Threat, Microsoft Attack Simulator, SANS Security Awareness and Mimecast. CybSafe is listed as an emerging player. Shearwater Solutions is listed as a regional player.
Does Phriendly Phishing have an API?
No public API is recorded for Phriendly Phishing.
What industry is Phriendly Phishing in?
Phriendly Phishing's product category is Security Awareness Training. Its primary akta.pro industry code is HDADAKAJ, Security Awareness & Phishing Simulation (Email/Collab-focused), with a secondary code of HDADAKAB, Email Phishing & BEC Protection. Its NAICS code is 5616 and its SIC code is 7372.