Enterprise cybersecurity has become an increasingly crowded market, with organizations deploying layers of products to protect their networks, applications, and users. Yet one of the industry’s most fundamental responsibilities remains difficult to get right: identity security.
That was the focus of a recent CNBC Business Minute interview with Yossi Barishev, Co-Founder of Way Security. Speaking about the challenges facing businesses across the United States and Europe, Barishev argued that organizations are still struggling to make full use of identity technologies they already have, leaving important security gaps unaddressed.
“95% plus of all breaches happen because we fail at the basics,” Barishev said. “It’s not something novel. It’s not something exotic.”
The issue, according to Barishev, is not necessarily a shortage of cybersecurity products. Rather, enterprises often struggle with the practical work of implementing identity controls consistently across their environments.
Why Identity Security Remains Unfinished Business
Way Security, founded in 2025, works with Fortune 500 companies, healthcare organizations, and financial institutions to integrate identity tools across their applications. These include technologies such as single sign-on and multi-factor authentication, which help organizations manage access and verify user identities.
Although these capabilities are widely recognized as essential, getting them deployed across an entire enterprise is another matter.
“There are literally zero enterprises on the planet that have fully utilized their identity provider,” Barishev said during the CNBC segment.
He pointed to several reasons behind this implementation gap. Legacy applications can be difficult to adapt to modern identity providers, while other projects stall because business units are not sufficiently engaged in bringing their applications under the security team’s oversight.
The result is a familiar enterprise problem: organizations invest in sophisticated identity platforms but cannot extend their capabilities everywhere they are needed. Security teams are then left managing exceptions, coordinating integrations, and pursuing implementation projects that can take considerable time and resources.
The Problem Is Bigger Than Technology
Barishev’s argument challenges the assumption that stronger identity security simply requires purchasing better software. In many cases, the technology is already available. What is missing is the execution needed to make it work across the organization.
“The beauty of identity security is everyone needs it. Everyone probably underachieves in it,” he said.
This distinction matters for enterprises managing increasingly complex application environments. Every application that remains outside an organization’s identity framework can introduce additional work for IT and security teams. Bringing those systems into compliance requires coordination between technical personnel and business stakeholders, particularly when legacy infrastructure is involved.
Way Security takes on that legwork, helping customers address integration obstacles and get more value from their existing identity providers. Its model focuses on the outcome of implementation rather than simply adding another tool to an already crowded security stack.
Way Security Wants to Change the Delivery Model
During the interview, Barishev described a larger vision for the company that goes beyond helping customers complete individual identity projects.
“We want to be the world’s first platform in identity security to really help our customers cross the finish line properly,” he said.
The distinction is in how that outcome is delivered. Traditional implementations can require organizations to dedicate employees to managing projects, coordinating vendors, and ensuring that purchased technologies are properly operationalized. For enterprises with large application portfolios, this can become an ongoing operational responsibility rather than a one-time deployment exercise.
Barishev wants Way Security to eliminate much of that burden.
“Instead of dealing with assigning people on the job, making sure they operationalize the tool, We want to become the one all end all solution.”
It is an ambitious proposition in a market where identity and access management (IAM) has traditionally involved multiple technologies, integrations, and implementation partners. Way Security is betting that enterprises want a more consolidated approach, with a platform that helps them move from having identity tools to actually achieving comprehensive identity security coverage.
An Industry Ready for a Different Approach
Barishev has also been vocal about the limitations of existing IAM implementations. He described an industry where organizations have been subjected to costly, prolonged implementation cycles that frequently fail to deliver the intended results.
That frustration highlights an opportunity for companies focused on the operational side of cybersecurity. As enterprises continue expanding their application ecosystems, identity security cannot depend solely on the capabilities of individual products. It also requires a reliable way to ensure those products are deployed effectively and consistently.
Way Security’s approach is centered on that last mile. By taking responsibility for the implementation work and helping organizations maximize their existing identity infrastructure, the company aims to address a problem that has persisted despite years of investment in IAM technology.
For Barishev, the objective is straightforward: enterprises should not have to spend years trying to get their identity security programs where they were supposed to be in the first place.
