Posted by The TruU Team on October 21, 2021
The TruU Team

Company’s TruIdentity Cloud Selected as Finalist for Top 10 Baby Black Unicorns

Award-Winning Platform Combines Presence, Biometrics, and Behavioral Attributes for Continuously Adaptive Authentication and Stronger, More Accurate Security


PALO ALTO, Calif.--()--TruU, the leader in continuous identity for Zero Trust, today announced that it has been named a finalist for Top 10 Baby Black Unicorns as part of the 2021 Black Unicorn Awards.

The Black Unicorn Awards are sponsored by Cyber Defense Magazine and recognize security companies that have the potential to reach a $1 billion valuation within five years. TruU competed against the industry’s leading providers of cybersecurity products and services to earn the recognition for this prestigious award.

“We’re pleased to name TruU as a finalist among a small, elite group of cybersecurity industry leaders in our third annual Black Unicorn awards,” said judges Robert R. Ackerman Jr., David DeWalt, Dr. Peter Stephenson, and Gary Miliefsky. “These awards showcase companies with incredible potential in the cybersecurity marketplace, and TruU should be proud of its achievement.”

More than $16 billion was spent last year on identity and access management (IAM) solutions, yet fast identity online (FIDO) and other existing approaches have not fulfilled the promise to keep sensitive information safe, in part because the identity management and authentication landscape is incredibly costly and complex. TruU solves the problem for large enterprises, like Stanley Black & Decker, by removing the biggest attack vector in the enterprise, compromised credentials, while delivering a secure, easy-to-use solution that reduces complexity, ends fragmented user experiences, and streamlines use-case support to drive down cost.

“Enterprises are answering ransomware and the onslaught of data breaches by turning to Zero Trust principles and architectures -- and secure identity is the core of Zero Trust,” said TruU Founder and Chief Executive Lucas Budman. “CISOs around the globe have been desperate for an innovative solution like the TruIdentity Cloud, as more than 80% of breaches still result from IAM-related issues, making it the single largest problem in cybersecurity. TruU completely eliminates the need for passwords, badges, tokens, rotating codes, and other forms of work-inhibiting authentication technologies to deliver the most secure and productive experience for employees.”

TruU is a necessary and critical component of any enterprise Zero Trust initiative. Only TruU combines presence, biometrics, and behavioral identity in one engine, continuously adapting authentication as necessary to maintain security with zero user friction. Its AI-powered risk engine continually receives signals from a user’s smartphone, workstation, and proximal environment and seamlessly combines those signals with user behavioral patterns and inferred intentions to make the most accurate security decisions everywhere a user works. What’s more, TruU’s standards-based, pre-built integrations make it easy to deploy into any IT environment -- reducing technology costs, complexity, and time to value.

For more information on TruU and to discover the ways presence-based continuous identity can improve your enterprise security, visit and request a demo.


About TruU

TruU is on a mission to protect our identities at work with security that learns and experiences we love. Founded in 2017 by leading technologists in cybersecurity and data science, TruU enables enterprises to remove their biggest security risk -- passwords, with a solution that deploys in minutes and scales broadly to cover all digital and physical authentication. Join our cause to eliminate identity hacking! TruU is based in Palo Alto with operations around the world. Learn more at


KC Higgins
SVP, Communication & Content
+1 303.434.8163

Topics: Press Release