The AI startup that is reshaping cybersecurity with an unconventional approach

Torq is disrupting the cybersecurity industry by blending cutting-edge automation technology with bold branding—a stark contrast to the sector’s traditionally conservative approach. This security automation company is gaining attention not only for its reported 300% year-over-year growth and enterprise clients like Uber and PepsiCo, but also for its deliberate effort to stand out in an industry often characterized by technical sameness and subdued marketing.

The big picture: Following Google’s $23 billion acquisition of Wiz, industry experts and investors are closely watching Torq as a potential next breakout success in cybersecurity automation.

• The company is positioning itself at the intersection of two critical industry trends: security hyperautomation and agentic AI.
• Torq’s approach represents a cultural shift in cybersecurity marketing, moving away from the industry’s traditionally reserved presentation style.

Why this matters: Torq’s growth suggests a maturing market demand for advanced security automation platforms that can adapt to emerging threats rather than just execute predefined rules.

• Enterprise adoption signals that Torq’s hyperautomation platform has achieved the maturity and credibility necessary for production deployments in complex environments.
• The company’s expansion demonstrates how cybersecurity vendors are increasingly competing on both technological innovation and brand differentiation.

Growth strategy: CEO Ofer Smari outlined plans to scale Torq’s Hyperautomation platform while maintaining service quality for its rapidly expanding customer base.

• The company is increasing investments in AI research and development.
• Improving end-to-end data accuracy across its ecosystem remains a priority to support what Smari calls the “Autonomous SOC” (Security Operations Center).

Breaking industry norms: Torq’s marketing approach at the RSAC conference features attention-grabbing elements more commonly associated with consumer brands than enterprise security vendors.

• The company’s conference booth will showcase Monster Jam’s Grave Digger truck alongside visual elements reminiscent of streetwear brands and music festivals.
• CMO Don Jeter emphasized that this distinctive approach isn’t merely about creating spectacle but about evolving the cybersecurity space “visually, culturally and technologically.”

Market positioning: According to Smari, the industry is approaching a significant inflection point where autonomous security operations will become essential technology.

• Torq views 2025 as the year when “Autonomous SOC technologies will represent the biggest market opportunity” in cybersecurity.
• The company is betting that these technologies will become “absolutely essential” for establishing effective security across organizations of all sizes.