The VentureCation Startups to Watch: Upstream Security

Israel is a country that’s known for its tech ecosystem. Israeli startups are at the forefront of innovation, and they’ve been successful in dominating their respective industries. Israeli entrepreneurs are always on the cutting edge, making them some of the most desired entrepreneurs around. In this series, I cover the leading startups to watch. 

In this interview, I talked to Yoav Levy, CEO, and Co-founder of Upstream Security.  

 

About Yoav: 

Yoav is Upstream’s CEO and Co-founder, leading the company’s strategic direction, culture, and business execution. Yoav has over 20 years of experience in multinational high-tech companies and startups. He brings rich leadership experience in management, marketing, and business development for IT and security products (with category leading vendors such as Check Point, Juniper Networks, and Broadcom). Yoav is an avid kiteboarder and surfer.

  

About Upstream: 

Upstream Security offers a cloud-based cybersecurity and data analytics platform purpose-built for connected vehicles and smart mobility services. The Upstream Platform fuses machine learning, data normalization, and digital twin profiling technologies to detect anomalies in real-time using existing automotive data feeds. Coupled with AutoThreat® Intelligence, the first automotive cybersecurity threat intelligence feed, Upstream provides unparalleled cybersecurity and data-driven insights, readily available and seamlessly integrated into the customer’s environment and broader vehicle security operations center (VSOC). Upstream is privately funded by Alliance Ventures (Renault, Nissan, Mitsubishi), Volvo Group Venture Capital, Hyundai, Nationwide Insurance, Salesforce Ventures, MSI, CRV, Glilot Capital Partners, and Maniv Mobility.

Q & A: 

 

Q: Where did the initial idea for the company come from? 

 

My co-founder, Yonathan Appel, and I come from a deep cybersecurity background, and we both have a passion for making a significant difference. When we decided to start the company, we conducted massive research and validation around IoT security to evaluate the right segment to focus on. IoT security was a hot market, but we wanted to focus on the fastest-growing segment, where cyberattacks pose a huge, life-threatening challenge. We identified connected cars as the largest growing segment and, combining it with my general love for cars; we decided to develop innovative purpose-built cybersecurity technology for connected cars.  

 

Q: What are the key differentiated features of your product or service?

 

Upstream offers the first cloud-based automotive cybersecurity solution, which is also an agentless solution. When we started the company, our competitors provided solutions that required something to be installed inside the vehicle, which is a huge barrier to adoption with Automotive OEMs and suppliers, as it requires more cumbersome maintenance. This advantage allowed us to skip the supply chain and achieve quick time to market. As a result, we already have four leading car manufacturing groups that have invested in the company and are protecting millions of vehicles with our platform. 

 

Q: How does the company market or plan to market its products or services?

 

Our SaaS service is sold either directly to the OEMs or via our MSSP partners. We regularly exhibit and speak at industry conferences, and we partner with major automotive industry groups which are responsible for developing current and future industry standards. 

 

Q: What kind of CRM software is your company using?

 

We use Salesforce, which is also one of our partners and investors.

 

Q: What’s the first bit of advice you’d give to someone who’s thinking of starting their own startup?

 

Starting your own company is a big decision, which should not be taken lightly. Before you jump into product development, make sure you conduct in-depth market validation and understand the opportunities and the challenges. 

 

Q: What is the key to happy clients? 

 

The key is to be obsessive about the customer experience, continue to listen to the customer, deliver value, and provide high-quality support. 

 

Q: How do you strengthen your ability to focus on what matters? 

 

I gather a strong management team that I trust and to whom I can delegate some of the urgent topics I have on the table. This frees some of my time to focus on my highest priority issues. In addition, there are always “fires” I need to fight, but I try to focus on one “crisis” at a time by myself (and not more than that), and I have my management team resolve the other issues based on their areas of expertise.

 

Q: What other companies or startups inspire you? 

 

Sentinel One is a great example of how to build great technology combined with a smart go-to-market strategy.