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May 9, 2025 16 mins

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Security should be easy, or people simply won't adopt it. This fundamental truth drives everything at Front Egg, where balancing robust protection with frictionless user experiences has become their mission in the SaaS identity management space.

During our conversation with Aviad Mizrachi, CTO and co-founder of Front Egg, and Miriam, their tech support engineer and resident Gen Z expert, we uncovered shocking statistics about how security friction directly impacts business outcomes. Did you know that 49% of consumers will abandon a purchase entirely when faced with a password reset? That's half of potential customers walking away with their wallets still full—all because of poor authentication experiences.

What makes this conversation particularly fascinating is the generational perspective. While older users grudgingly accept security hurdles as necessary evils, Gen Z approaches technology with different expectations. Having grown up with iPads, Google Classroom, and biometric authentication as the norm, they demand personalization, speed, and seamless experiences. Yet having witnessed countless data breaches affecting loved ones, they maintain healthy skepticism toward emerging technologies like AI. As Miriam puts it, "We understand that AI is innovative, but we also know new vulnerabilities will be introduced."

The rapid acceleration of AI has transformed security from a slow-moving field to one where threat cycles complete in days rather than months. Front Egg is responding with AI-powered solutions, including autonomous agents that protect both human and non-human identities. However, they emphasize that the human element remains irreplaceable—particularly in support scenarios where "people just want to talk to people."

Ready to see how the right balance of security and user experience could transform your SaaS offering? Listen to this episode for insights that could dramatically improve both your security posture and customer retention.

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey everyone, really fascinating discussion today
around simplifyingauthentication and security and
management for SaaS companieswith a really hot and innovative
startup in this space at FrontEgg Aviat and Miriam.
How are you?

Speaker 2 (00:17):
Good Ivan, Thank you for having us.

Speaker 1 (00:20):
Well, thanks for being here and I think I'm going
to enjoy this conversation onthe heels of the RSA conference.
Lots to talk about.
Before that, we'll do somequick introductions.
First, miriam, a resident Gen Zexpert, here on the show, maybe
introduce yourself and yourrole at Frontec.

Speaker 3 (00:41):
So I'm Miriam.
I'm a tech support engineerhere in Frontec and also I'm a
student for data science.

Speaker 1 (00:49):
Fantastic.
Well done and Aviat as well.
Nice to see you again.
We saw you at RSA.
Introduce yourself for thefolks.

Speaker 2 (00:58):
Yeah, thank you Ivan, it was one hectic RSA.
I'm Aviat, I'm the CTO andco-founder of Frontec.
I'm Aviyad I'm the CTO andco-founder of Fronteg.
Hopefully, Miriam will graduatesoon and have data science
expertise with the team as well.

Speaker 1 (01:15):
Fantastic, and you have a really interesting
background Aviyad as well.
Maybe introduce your careerjourney to Fronteg and the big
idea behind the company.

Speaker 2 (01:26):
Yeah.
So Front Egg was founded fiveand a half years ago by Sagi and
myself.
Sagi is my co-founder, the CEOof the company.
We had the privilege ofbuilding the SaaS infrastructure
and actually the SIEM of SaaSin Checkpoint.

(01:46):
I've been a coder by heart,coding since the age of 15,
professionally since the age of20.
And I always kind of went onthe bridge between building
products and building identityinfrastructure for every product
that I would build and theneventually, you know, both Sagi

(02:10):
and myself said enough is enough, we should help developers
unlock their innovation and kickoff security for them.
The challenges around securityas fast grew were tremendous and
we said we to make sure that nodevelopers makes any error
building SaaS and we're going tobe the infrastructure for

(02:32):
identity for that.
So hence Camfront Tech, fiveand a half years old and we are
excited for this journey.

Speaker 1 (02:43):
It is quite a journey , and you've been working on
user experience for many years.
Your main message, I think, isbalancing convenience versus
security.
Tell us more about that topic.

Speaker 2 (02:54):
Yeah, I think you know that's probably going to be
a topic that we're going tocover more and more in this
conversation.
But yeah, security should beeasy because we want people to
adopt security in a way that isconvenient for them.
Otherwise, if it's too hard,they won't adopt it and it's a
lose-lose situation.
So, on one hand, we want tomake it easy for the developers

(03:18):
to implement security.
So that's one hand, because wedon't want them to think about
security, we want them just toimplement very easily security
into their product.
And then comes the one hand,because we don't want them to
think about security, we wantthem just to implement very
easily security into theirproduct.
And then comes the other hand,which is their users.
Right, they are buildingproducts and these products have
users.
They want to make it very easyfor the users of the product to
consume security and toconfigure security, and

(03:40):
everything should be much easierthan it used to be.
Years ago, when we built Fusein Checkpoint, we built security
infrastructures.
We understood how this world ofsecurity is kind of lagging in
terms of user experience, andthat's mainly our mission to the
world to make security easierto consume and to have security

(04:04):
adoption much higher in SaaSproducts and in the AI era as
well.

Speaker 1 (04:11):
That's something we can all get behind, and you and
your team recently conducted astudy that was headlined.
Americans hate password resetso much they'd rather abandon
your app.
That's quite a headline.
What was the finding there?

Speaker 2 (04:25):
Yeah, that was one heck of a crazy one.
We found out that 49% of youknow of consumer actually left a
purchase.
You know, you get to the pointwhere you want to click a button
I want to buy that and thee-commerce site will ask you
okay, what is your password?
If you don't remember thepassword, 49% that you will

(04:47):
abandon the purchase.
And that's crazy because theseare 49% of buyers that actually
leave their money behind.
And it's crazy because theseare 49% of buyers that actually
leave their money behind.
And you know it's pretty crazy.
You know, because forget, youknow, forget password flows are
so tedious and they consume somany you know points in the way

(05:10):
that it's actually crazy.
When you kind of tie togetherwith loss of revenue, then it's
really painful.

Speaker 1 (05:21):
Yeah, that's kind of shocking to read, and your study
actually caught the attentionof Forbes, who added that 72% of
Gen Z was skeptical about AIsecurity, among other topics,
among other topics.
So rather than guessing aboutthat, we thought we'd invite
Miriam to talk about the Gen Zperspective on technology, ai

(05:42):
and security in particular.
Tell us about your perspectiveand your colleagues and friends
and peers.
What are they telling you aboutthis latest generation of tech
and SaaS and beyond?

Speaker 3 (05:55):
So, basically, I believe that a technology is not
something that was introducedto us.
It was always there, startingfrom early iPads to logging into
our Google classrooms duringcorona, logging in our online
classes in Zoom.
Tech was actually baked in oursocial lives, in our careers.

(06:19):
So I do believe that we alsovalue strongly value
personalization, speed andseamless experience.
We want experience to beeffortless and, on the other
hand, we witnessed a lot ofissues that come with
technologies massive databreaches, our beloved ones fall

(06:44):
victim, mission attacks andpeople lose money.
It's also really, really badand sad and we do not want this
to happen again, but weunderstand that AI is something
innovative.
This is something new.
We do not know what comes withAI, but we do know for a fact

(07:08):
that new vulnerabilities will beintroduced to us, that new
zero-days exploits will beencountered, and this is
basically the main reason forthe healthy dose of skepticism
that we have towards it.

Speaker 1 (07:24):
Yeah, that's a great point.
And you know, Aviad, you and Iwere not born digital, we were
born in an area of fax machinesand modems.
And I don't know, Aviad, do youremember your first computer,
your first piece of technology?

Speaker 2 (07:37):
I do.
It was an Intel 865 or 365,something like that, I was 16.
I'm 43 now, so that was quite awhile ago.
I was so excited.
I don't remember entering anypassword to log in to my
computer.

Speaker 1 (07:56):
by the way, I'm guessing Miriam's first piece of
technology was a mobile or alaptop.

Speaker 2 (08:02):
Probably a MacBook, yeah.

Speaker 1 (08:03):
An iPad.
It was iPad 3.

Speaker 3 (08:06):
Of course of course I was playing games there and I
had to remember my iCloud ID andall of those things.
I had to remember my iCloud IDand all of those things.

Speaker 1 (08:17):
Yes, and you know, fast forward to today, we have
this incredible AI boom.
You know so exciting and youknow AI is really infiltrating
every aspect of our technology,aviat, especially in the
business world.
What's your perspective on thattsunami of AI use cases?
What does it mean for us asenterprise and business people.

Speaker 2 (08:42):
You know I'll piggyback on what Miriam just
said.
You know AI world is.
You know that's like a new era.
It's like a new revolution oftechnology, right I mean.
And then with that speed ofrevolution and this rapid
development of revolution,obviously comes business threats
and security threats.
And we talk about, you know,face ID, right, you know these

(09:04):
Gen Z guys.
You know they used to open.
You know we all have iPhones,we open our iPhones with our
face and that's OK.
But then comes, you know,headlines about deepfakes and
deepfakers.
Then everything is in question.
Now You're unsure of everything.

(09:25):
Is this real?
Up until two years ago,everything was.
You knew what security threatsare.
But now in the world of AI, youknow, is this user?
You know we had bot detectionmechanisms.
Now AI can bypass botsdetection engines quite easily.

(09:49):
And now comes the question whatcan we trust and how can we
trust and how can we add moreand more layers?
If you know first layer fails,second layer fails, third layer
fails, will the fourth layer bethe one that catches it?
So that's very challenging andas your protection becomes
stronger, your attackers becomestronger because everything is

(10:13):
so rapid.
So it's kind of a cat and amouse kind of game and you chase
around security because you'reUp until two years ago, before
kind of the AI revolution,cycles were much longer.
Now cycles are like three daysto four days where new
vulnerability will be presentedand introduced and you know, you

(10:38):
kind of go around.
The cycles are much faster.

Speaker 1 (10:44):
Yeah, a day feels like a month now in the AI world
and, miriam, you're intechnical support, so I assume
that means supporting your SaaScustomers and implementing Front
Egg and supporting Front Egg.
But how does working with AIchange the way you approach your
job and your day-to-day work intech support or otherwise?

Speaker 3 (11:04):
Anyways, I can tell that AI is a game changer and it
enhanced, actually my workflows.
It optimized my workflows, alsoall the things that I consider
in troubleshooting.
Information gathering becomesfaster and these 10-15 minutes
may be critical for someproduction issues.

(11:26):
They can be really impactfuland they can impact businesses
and if we can save this time,we're going to do that.
Ai is definitely our to-goassistant.

Speaker 1 (11:40):
Yes, it's your co-pilot, always there, always
supportive, and I assume youhave the same perspective, aviat
.
What will it take to get yourcustomers, also Gen Z,
comfortable with AI security andwhat are you doing with the
whole AI security approach atFront Egg?
What's the big idea there, froma product or go-to-market?

Speaker 2 (12:01):
Yes, first of all, we introduced several agents to
protect our customers'infrastructure with autonomous
AI agents, everything has becomemuch more thorough with the
agents' era.

(12:27):
I would say that the Gen thatthey're used to consume security
, they're used to Face ID willimplement Face ID.
They're used to do pass keyswill implement pass keys.
You know, even with passwords,we kind of, you know, strive to
make them adopt to six digitscode sent to their emails, them

(12:49):
adopt six-digit code sent totheir emails rather than
inputting a password that theywill, for sure, use in 70% of
the cases.
So we try, for one hand, tomake it easier on the UX
perspective and, for anotherhand, we try to make it kind of
just to justify why we are doingthat.
Because these guys are smartand we kind of want to explain

(13:11):
why it's better for them to usethat approach rather than the
other one.
And, obviously, in the way thatwe are incorporating AI,
adaptive MFA, pascis, biometricseverything has changed.
So we are incorporating AIpretty much in any technology
that we ship and that becomes areally game changer for us in

(13:34):
terms of rapid development andin terms of rapid even product
development around the companyas well.
Wow, that's fantastic companyas well.

Speaker 1 (13:43):
Wow, that's fantastic .
And, miriam, I imagine AI atsome point could provide tier
one, tier two tech support tocustomers and, maybe even, one
day, full tier four engineeringsupport.
Are you worried about AIstealing your job or?

Speaker 3 (14:00):
your work?
Hopefully not.
I think that AI is definitely areally powerful tool.
It can help us withtroubleshooting.
It helps us with gatheringinformation, with querying, with
communicating to our customers,but there are things that
cannot be taken from us.
It's our humanity.

(14:20):
People just want to talk topeople.
They do not want to talk to AI,by the end of the day, and I
think that they still need us tofeel this emotional support.

Speaker 1 (14:31):
Yeah, it's funny how, in spite of all the support
channels, speaking with an agent, speaking with someone, is
still the preferred channel,pressing zero to get through the
bot is still the preferred mode, and I don't think that's going
to change People you know, inadmission-critical use cases
like yours, still want thepreferred mode, and I don't
think that's going to change.
People you know, inadmission-critical use cases
like yours, still want the humantouch.
So, avi, just to wrap things up, you had a fantastic RSA

(14:54):
conference.
What's next for you the rest ofthe year?
What are you excited about,looking forward to?

Speaker 2 (14:59):
So obviously, you know, the AI era is not
something that we're going toleave behind.
So we just introduced our ownAI agents identity
infrastructure.
Wow, yeah, much deeper.
We just introduced our first AIagent, security for Siam, an
autonomous agent that isprotecting both SaaS and

(15:22):
non-human identities.
So that's really exciting forus.
We're going to make it muchdeeper and much more powerful
and obviously, you know, keepour innovative approach around
SIEM Customer Identity andAccess Management, helping our
customers within every vectorand every industry to protect

(15:43):
their customers and to kind ofunleash innovation by providing
their developers, their securityteams, their entire company a
much better, secured way oflaunching products.

Speaker 1 (15:57):
Wow.
Well, that's a mic drop moment,very exciting.
You're already helping hundredsof SaaS companies power their
services and sounds like youhave thousands more to help
ahead of you.
So congratulations.
Thanks so much for joining guys.
Have a great week and we'll bein touch.

Speaker 2 (16:15):
Thank you, ivan, thank you, miriam, thank you.

Speaker 3 (16:17):
Thanks guys, Bye-bye.
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