Given the product portfolio—VPN, Antivirus, Identity protection, Incogni, IronWall, and others—how do you envision the brand evolving further?

In my head, Surfshark was always envisioned as a brand that covers multiple security fronts. Online security is always built in layers, and no single solution is enough. So we are going to continue offering more products and features to cover different security threats. My goal is to make it the default go-to for everything in digital security in the consumer space, so when you think of this vertical, your first thought is Surfshark.

What excites you most about AI right now, and where do you see the biggest whitespace for new consumer products?

The biggest issue in the next 10 years will be a massive explosion in the scams vertical, and the best digital security players will ride this wave for sure. Just like the attackers are leveraging AI to scale and automate scams, consumer digital security companies can and should evolve from static rules-based products to more adaptive self-learning solutions.

Surfshark is an impressive success story by now—but looking back, do you think you could or should have done anything differently? Any learnings for fellow founders starting now.

Looking back, I think I should have focused more on getting the right people into the right positions and saying goodbye faster when it does not work. As a founder, if your ambition is a worldwide product (and anything less is a bad idea for a startup), the most important skill for you will always be people skills. Nothing else matters as much as this, because your technical know-how, coding skills, or PowerPoint presentations will become a bottleneck very quickly when you grow. So, study human relationships, what makes different people tick, and this will take you along way.

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