A wave of security startups have built solutions for enterprises that are meeting the challenges of “consumerization”, where IT organizations are tasked with securing a range of devices and apps — some brought in by employees, not issued by IT — that are on the organization’s networks. Today, a startup based out of Israel that is taking a similar approach, but aimed at consumers and the plethora of devices now connected to their home networks, is announcing a round of funding. SAM — which provides a system administered by way of a home or small office/home office internet router to monitor connected devices for suspicious activity — has raised a $12 million in funding.

The Series A includes interesting strategic investors. Led by Intel Capital, the round also includes participation from home security giant ADT, NightDragon (a cybersecurity-focused VC founded by Dave DeWalt, the former CEO of FireEye and McAfee) and Blumberg Capital.

Intel is already integrating SAM’s tech into its hardware, and ADT is evaluating how it can do so right now, said Sivan Rauscher, the CEO who first cut her teeth working on cybersecurity in the Israeli army before co-founding SAM with CTO Eilon Lotem and Vice Chairman Shmuel Chafets.

Prior to this round, SAM first emerged from stealth in February 2018 with $4 million from backers that included Team8, the well-supported VC-company incubator, whose co-founders Nadav Zafir, Israel Grimberg, and Liran Grinberg now also serve as advisors to the startup.

One of the reasons for following that up relatively quickly with more funding is because SAM has already signed some deals and it’s making its way into the market. Rauscher said that the first services using the startup’s tech will go live in Germany, Belgium and UK soon. (She declined to name the telcos that will roll it out, since “they want to keep the element of surprise,” she said.) It’s also already deployed across some 4 million devices by way of Israeli carrier Bezeq.

The company is notable because in the world of cybersecurity, many of the most talented people and companies are focused on targeting the enterprise market. In a way, that is not a surprise, since these typically are larger and more complex networks, and a larger amount of data is more immediately at stake.

(And you could argue that in fact this is also an enterprise play, since SAM is working with telcos to provide services to consumers: “We have an agenda to protect the end user but also the carrier as well,” Rauscher said.)

SAM is coming into the market at a key time.

Home networks are increasingly including a range of devices — not just phones, laptops and tablets; but set-top boxes, home security systems, lighting and fire detection, home ‘hubs’, connected appliances and more. Gartner estimates more than 7 billion connected devices in the consumer market for this year, with that number rising to 12.9 billion by 2020.

But perhaps an even bigger urgency is that home routers — which Rauscher describes as “low-hanging fruit” — have increasingly become a target for malicious hackers. A report from Akamai earlier this year estimated that 65,000 home routers have been accessed by hackers; the US and UK governments have further issued warnings that Russian hackers are lying in wait, using compromised routers to lay out long-term cyber warfare operations.

In that context, while the concept of securing a home router might not sound like as lucrative a target on its own compared to multi-million-dollar enterprise contracts (and the billions of dollars and thousands of data points that are at stake), the wider problem is clearly one that is ripe for addressing.

In a nutshell, Rauscher — also, I should add, notable for being one of a handful of female founders in the world of cybersecurity — says that what SAM does is operate by way of the router, but by identifying and providing security wrappers for every device that connects with the router.

“Our software is agnostic to any home router,” she said, adding that once you secure the router, “you secure everything in the network.” The essence of what SAM does is search out suspicious links into and coming out of these devices, and when it detects them, they are blocked, essentially taking the role of an IT department or presenting an enterprise-style deployment designed to work in the home.

“We were impressed with SAM’s technology and level of security for the home network, which is a critical part of building out the future of 5G,” said Dave Flanagan, vice president of Intel Corp. and group managing director of Intel Capital. “Unlike existing solutions, which necessitate buying a new gateway or replacing it with a secure gateway, SAM’s solution provides end-users security, without them needing to do anything. And for telecommunications companies and ISPs, its AI and machine learning capabilities monitor behavior on the network to detect unusual activity and prevent attacks. With the global market for smart home technology predicted to hit $100 billion by 2020, Intel and its partners know security is essential.”

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