The Security Awareness Company

What The Security Awareness Company does

The Security Awareness Company is a small content production firm headquartered in Old Hickory, Tennessee, operating with a headcount in the 11-50 range. The company was founded around 1990-1991 and has historically produced end-user security awareness training materials, anchored by founder Winn Schwartau's standing in the information security community. Its core offering centers on awareness content for end-user security training rather than on a full software platform.

Business operations are consistent with a niche content-production shop rather than a SaaS platform: there are no disclosed product modules, no subscription pricing tiers, no enterprise contracting model, and no technology architecture described in the available data. Customer base, go-to-market channels, partnerships, and revenue mechanics are not documented in the input. The firm appears to operate in a B2B context given the security awareness vertical, but no named customers, channel partners, or distribution arrangements are evidenced.

The available evidence is limited and should be treated as such. Any broader platform capabilities that may exist outside this firm's core content production focus are not represented in the supplied data, and the analysis above is restricted strictly to what is observable in the input.

Name

The Security Awareness Company

Legal name

KnowBe4, Inc.

Website

https://thesecurityawarenesscompany.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Security Awareness Company is a small Tennessee-based content producer, founded circa 1990-1991, that creates end-user security awareness training materials for B2B buyers. Operations are anchored by founder Winn Schwartau and a team of 11-50 employees.

Ownership category

akta.pro rank

Product category

Security Awareness Training Software

NAICS

Computer Training (611420), Computer Training (61142), Professional and Management Development Training (61143)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Security Culture, Policy Acknowledgement & Acceptable Use Training (EDABAGAL)

akta.pro secondary industries

Phishing, Social Engineering & Business Email Compromise (BEC) Training (EDABAGAB), Secure Remote Work, BYOD & Mobile Device Security Training (EDABAGAE), Security Awareness & Phishing Simulation (Email/Collab-focused) (HDADAKAJ), Cybersecurity Training & Awareness Programs (BPAEANAF)

Keywords

• Security awareness training
• Phishing simulation
• Compliance training
• Human risk management
• Email security

Headquarters

HQ city

Old Hickory

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Security Awareness Training Subscription: Subscription-based pricing model for security awareness training platform access, AI defense agents, and compliance training. Tiered plans with varying feature sets including Basic, Gold, and Diamond packages. Enterprise agreements with per-user or organization-wide pricing.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels16 records

Core offering

The Security Awareness Company sells an AI-native security awareness training and human risk management platform. Its core offering combines simulated phishing attack exercises, personalized security awareness training delivered in 35+ languages, real-time coaching when users engage with threats, automated compliance training, and cloud-based email security (inbound and outbound). The platform is powered by the SmartRisk behavioral analytics engine and AI Defense Agents (AIDA) that automate campaign management, risk scoring, and personalized training delivery for enterprise and mid-market customers.

Product overview

KnowBe4 is a unified platform-plus-modules architecture for human and AI risk management. The core offering is Security Awareness Training (SAT), which combines AI-native defense agents (AIDA) with comprehensive attack simulation and training. Additional modules include Real-Time Coaching (SecurityCoach), Compliance Training (Compliance Plus), Cloud Email Security (with Inbound/Outbound sub-products Defend and Prevent), Incident Response (Phisher Plus), and Agent Risk Manager. The platform is powered by 15+ years of threat intelligence and the SmartRisk Engine for behavioral analysis.

Differentiator

Problem solved

Functional benefit

Brands

• AIDA (AI Defense Agents): AI-native defense agents that automate program management, risk analysis, personalized training, realistic phishing templates and compliance alignment.
• SmartRisk
• SmartGroups

Products and services

• KnowBe4 Platform Unified platform that powers all KnowBe4 products, combining security awareness training with AI-native defense agents for human and AI risk management; serves enterprise and mid-market organizations seeking a single integrated platform.
• Security Awareness Training (SAT) AI-native security awareness training providing personalized, relevant, and responsive attack simulation and training with the world's largest training library of 35+ languages; for organizations seeking to reduce employee susceptibility to phishing and social engineering.
• AI Defense Agents (AIDA) AI-native defense agents that automate program management, risk analysis, personalized training, realistic phishing template creation, and compliance alignment; included with the Advanced tier subscription package.
• Real-Time Coaching (SecurityCoach) Real-time coaching solution that delivers targeted training the moment users engage with security risks, turning mistakes into immediate learning opportunities; for security teams seeking behavioral reinforcement.
• Compliance Training (Compliance Plus) Compliance training module that addresses regulatory requirements (GDPR, HIPAA, etc.) and helps organizations meet compliance obligations through automated alignment and continuous monitoring; for regulated industry organizations.
• Cloud Email Security Comprehensive cloud-based email security solution covering inbound and outbound protection; for organizations seeking integrated email threat defense alongside security awareness training.
• Inbound Email Security (Defend) Inbound email security solution that protects organizations against email-borne threats (phishing, malware, business email compromise) entering the organization.
• Outbound Email Security (Prevent) Outbound email security solution that prevents data loss and protects sensitive information from leaving the organization via email.
• Incident Response (Phisher Plus) Incident response solution for managing and responding to phishing incidents and security events; for security teams needing rapid remediation workflows.
• Agent Risk Manager AI agent risk management solution that protects organizations from risks associated with AI agents, including social engineering and prompt injection attacks.

Quantifiable outcome

• Phish-prone Percentage reduced from 33.1% to 4.1% within 12 months
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Channel PartnerscoreChannel Partner/ Reseller/ DistributorPartner program with resellers and distributors empowering customers' cybersecurity through knowledge, awareness, coaching, and mitigation. Partner portal available for managing relationships. Find a Partner directory for customer referrals.
• Technology AlliancescoreTechnology or IntegrationTechnology alliance partners providing product integrations and technical interoperability. Integrations page lists compatible technology partners across the security ecosystem.
• Risk & Insurance PartnerssupportingStrategic or Co-development PartnerCyber risk and insurance partners integrated into the partner ecosystem to address comprehensive cybersecurity risk management for customers.

Scale indicators6 records

Direct peers

• Cofense: Cofense is a direct competitor offering phishing simulation, security awareness training, and email security response — the same core problem space SAC addresses with very similar product overlap in phishing susceptibility reduction.
• Proofpoint Security Awareness (formerly Wombat): Proofpoint acquired Wombat Security and now offers direct competing security awareness training and phishing simulation as part of its broader threat protection suite. Targets the same enterprise buyer with similar measurable behavior-change outcomes.
• Terranova Security: Terranova Security is a direct peer in end-user security awareness training and phishing simulation, with similarly strong multi-language content and a focus on compliance training — directly comparable in customer segments served.

Emerging players

• Hoxhunt: Hoxhunt is an emerging enterprise security awareness and phishing simulation platform using gamified behavior change — overlapping with SAC's PPP-driven behavior change narrative but differentiated by a stronger gamification/coaching loop model.
• Phished: Phished is an emerging European security awareness and phishing simulation platform — a regional challenger with overlapping AI-driven personalization and phishing simulation capabilities targeting the same mid-market buyer.
• Curricula: Curricula is an emerging security awareness training platform differentiated by animated, story-driven content — competing for the same SMB/mid-market awareness training budget with a content-experience lead approach.

Broad incumbents

• SANS Institute: SANS Institute is a broader incumbent in cybersecurity training — though focused on technical skills (SOC, penetration testing) rather than end-user awareness — that competing enterprises may evaluate alongside SAC's platform for layered training investment.
• Microsoft Defender for Office (Attack Simulation Training): Microsoft bundles phishing simulation and security awareness training directly into the Defender/M365 ecosystem — a broad incumbent threat that competes on convenience and bundling rather than content depth or AI-native personalization.
• Mimecast: Mimecast is a broad email security incumbent with awareness training modules that overlap SAC's expanding cloud email security and phishing response product surface area.
• Sophos (Sophos Phish Threat): Sophos is a broad endpoint/network security incumbent offering Sophos Phish Threat as an integrated security awareness and phishing simulation module — a bundling threat to standalone awareness vendors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/secawareco
• YouTubeyoutube.com/knowbe4
• Facebookfacebook.com/thesacompany
• LinkedInlinkedin.com/company/the-security-awareness-company
• TikToktiktok.com/@knowbe4inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Security Awareness Company