Bolster Appoints Rod Schultz as CEO to Address Internal Data Security and AI-Driven Threats
Rod Schultz has been appointed as the new CEO of Bolster, a Silicon Valley-based brand security startup, with a mandate to expand the company’s focus from protecting brands against external threats to addressing internal data security challenges. This strategic shift comes as the need for comprehensive data security solutions intensifies in the wake of rising artificial intelligence adoption and its associated risks.
Schultz, who previously served as the head of product security at Zoom, aims to leverage Bolster’s existing AI capabilities to detect and mitigate both external and internal threats. He noted that the cost of creating sophisticated fraudulent schemes has drastically decreased, making organizations increasingly vulnerable. "The marginal cost of creating fraud from one customer target to another is approaching zero," Schultz explained, emphasizing that greater access to AI technologies allows malicious actors to exploit vulnerabilities through social engineering.
Drawing on his extensive experience in the technology sector, including leadership roles at identity startup Dust and Adobe, Schultz recognizes the significant challenges posed by AI-generated fraud. He believes that Bolster is well-positioned to tackle these issues thanks to its ability to scan external data across multiple channels. Schultz envisions expanding Bolster’s capabilities to proactively manage internal data risks, particularly as organizations increasingly rely on AI for operational decision-making.
Transitioning from external brand protection to internal data defense will necessitate adjustments in Bolster’s deployment strategies. In addressing these changes, Schultz stressed the importance of understanding the rigorous demands CISOs—the Chief Information Security Officers—face regarding internal security. Unlike traditional brand and trust teams, CISOs prioritize the integrity and security of internal data, requiring more stringent protective measures.
To bridge the gap with CISOs and meet their specific needs, Schultz emphasized the need for Bolster to evolve its sales channels and go-to-market strategies. This evolution will include enhancing its technological deployments to ensure they align with the stringent requirements of internal data protection. "It’s a natural transition for us," Schultz noted. "We must adapt how we deploy our technology to effectively serve the internal security landscape."
As Bolster competes against established players and emerging startups in the brand security market, it has garnered significant investment, including a $14 million Series B funding round led by Microsoft. This backing not only supports Bolster’s expansion efforts but also serves as a testament to its potential for growth in an increasingly crowded market.
To track the company’s success, Schultz is concentrating on key performance indicators such as revenue growth, customer retention, and the introduction of additional modules that enhance current offerings. He highlighted the necessity for incremental development in response to increased market demand for robust brand and internal data security solutions.
Leveraging the MITRE ATT&CK framework, potential tactics for attacks against organizations may include initial access through phishing schemes, exploitation of user credentials, and execution of malicious code. As businesses face evolving threats, understanding these techniques becomes essential for effective defense and risk management.
As companies seek more sophisticated ways to manage brand security, Schultz believes Bolster’s continued innovation will serve as a critical asset, enabling organizations to navigate the complexities of both external and internal threats in an AI-driven landscape.
