How F-Secure Transformed from Endpoint Security to Predicting Scams Before They Happen | A Brand Story Conversation with Dmitri Vellikok, Product and Business Development at F-Secure

The cybersecurity industry operates on a fundamental misconception: that consumers want to understand and manage their digital security. After 17 years at F-Secure and extensive consumer research, Dmitri Vellikok has reached a different conclusion—people simply want security problems to disappear without their involvement.

This insight has driven F-Secure's transformation from traditional endpoint protection to what Vellikok calls "embedded ecosystem security." The company, which holds 55% global market share in operator-delivered consumer security, has moved beyond the conventional model of asking consumers to install and manage security software.

F-Secure's approach centers on embedding security capabilities directly into applications and services consumers already use. Rather than expecting people to download separate security software, the company partners with telecom operators, insurance companies, and financial institutions to integrate protection into existing customer touchpoints.

This embedded strategy addresses what Vellikok identifies as cybersecurity's biggest challenge: activation and engagement. Traditional security solutions fail when consumers don't install them, don't configure them properly, or abandon them due to complexity. By placing security within existing applications, F-Secure automatically reaches more consumers while reducing friction.

The company's research reveals the extent of consumer overconfidence in digital security. Seventy percent of people believe they can easily spot scams, yet 43% of that same group admits to having been scammed. This disconnect between perception and reality drives F-Secure's focus on proactive, invisible protection rather than relying on consumer vigilance.

Central to this approach is what F-Secure calls the "scam kill chain"—a framework for protecting consumers at every stage of fraudulent attempts. The company analyzes scam workflows to identify intervention points, from initial contact through trust-building phases to final exploitation. This comprehensive view enables multi-layered protection that doesn't depend on consumers recognizing threats.

F-Secure's partnership with telecom operators provides unique advantages in this model. Operators see network traffic, website visits, SMS messages, and communication patterns, giving them visibility into threat landscapes that individual security solutions cannot match. However, operators typically don't communicate their protective actions to customers, creating an opportunity for F-Secure to bridge this gap.

The company combines operator-level data with device-level protection and user interface elements that inform consumers about threats blocked on their behalf. This creates what Vellikok describes as a "protective ring" around users' digital lives while maintaining transparency about security actions taken.

Artificial intelligence and machine learning have been core to F-Secure's operations for over a decade, but recent advances enable more sophisticated predictive capabilities. The company processes massive data volumes to identify patterns and predict threats before they materialize. Vellikok estimates that within 18 to 24 months, F-Secure will be able to warn consumers three days in advance about likely scam attempts.

This predictive approach represents a fundamental shift from reactive security to proactive protection. Instead of waiting for threats to appear and then blocking them, the system identifies risk patterns and steers users away from dangerous situations before threats fully develop.

The AI integration also serves as a translation layer between technical security events and consumer-friendly communications. Rather than presenting technical alerts about blocked URLs or filtered emails, the system provides context about threats in language consumers can understand and act upon.

F-Secure's evolution reflects broader industry recognition that consumer cybersecurity requires different approaches than enterprise security. While businesses can mandate security training and complex protocols, consumers operate in environments where convenience and simplicity drive adoption. The embedded security model acknowledges this reality while maintaining protection effectiveness.

The company's global reach through operator partnerships positions it to address cybersecurity as a systemic challenge rather than an individual consumer problem. By aggregating threat data across millions of users and multiple communication channels, F-Secure creates network effects that improve protection for all users as the system learns from new attack patterns.

Looking forward, Vellikok anticipates cybersecurity challenges will continue evolving in waves. Current focus on scam protection will likely shift to AI-driven threats, followed by quantum computing challenges. The embedded security model provides a framework for adapting to these ch