Ori Eisen is the founder and CEO of Trusona, the first company in the world to offer a cloud identity suite. Trusona guarantees the true persona behind every online transaction with touch ID, TruScan, remote identity proofing, and other features.
What part of Arizona do you call home?
I currently reside in Scottsdale, AZ.
How did you get started in the tech industry?
I began my career in 1991 working at a plastics factory, where I automated their pricing tools. After my stint there, I moved on to the banking industry in 1996, where I was charged with calculating the compensation plans for broker dealers. In 1999 I started ewiremoney.com, a first-of-its-kind website (that preceded PayPal) which allowed people to wire and transfer money online using credit and bank accounts.
What did you study in school, if you attended?
I majored in marketing and MIS at Montclair State University in New Jersey.
What sparked an initial interest in tech?
As a kid, I was always fascinated by video games and was intrigued by how they were designed.
What was your very first entrepreneurial venture?
My first entrepreneurial venture was the invention of cable organizers—a Velcro strap to wrap around wires and keep them organized.
How did you come up with the idea for your current business?
Trusona emerged after I founded my first online fraud prevention company, 41st Parameter (acquired by Experian in 2013). The 41st Parameter’s identity management and fraud prevention solution provided over 99 percent identity certainty—strong enough for the e-commerce vendors who made up much of its customer base. After the acquisition of 41st Parameter, I knew it was time to solve the last mile of Internet security. I knew there was a need for a stronger form of authentication for instances when “you truly need to know,” i.e. when nothing less than 100 percent identity certainty will suffice—and thus, the idea for Trusona was born.
What is your favorite part about running a business?
The best part about running your own business is that you get to do a little bit of everything.
What was the biggest challenge in executing this idea?
Like any business, getting people to believe in your ideas is sometimes the most challenging part. Helping people believe that true online security is possible is what has helped shape and transform Trusona into the company it is today.
How long have you lived or worked in Arizona?
I have lived and worked in Arizona for 14 years. Over the past decade, I have seen more and more cybersecurity companies get their start here. As this was happening, I knew I wanted to help foster the local development of the growing industries and businesses by retaining and recruiting talented individuals. So, in 2015, Joe Loomis, Sean Moshir, Kyle Starkey and myself decided to take on the challenge of finding and attracting highly educated talent to staff the increasing number of cybersecurity positions in Arizona. Our solution? We founded Security Canyon, Arizona’s first coalition devoted to the growth of the state’s private cybersecurity industry. We set out with a mission for Security Canyon to promote economic development in our own backyard by encouraging new cybersecurity organizations to open offices in Arizona and to entice new graduates to seek employment here.
If you could only describe your city with one word, which word would it be?
Fantabulous.
What’s your favorite thing about living in Arizona?
Just one thing? Weather. Sunsets. No traffic.
What’s your least favorite thing about living in Arizona?
The worst part about living in Arizona is the fact that I have to fly everywhere and that there is no ocean.
In what area do you think Arizona still has a long way to go?
Arizona is a region known for its hotels, spas, and golf resorts. Although we are already on our way there, I believe that we need to become more future-ready and take the lead in high-tech job creation.
The foodie scene is growing bigger and bigger by the day here in Arizona. What is your favorite place to get breakfast in your city?
What’s your favorite place to grab lunch?
Blanco Tacos.
What’s your favorite dinner spot?
Pomo.
What’s your favorite place to work in your city aside from your office?
Altitude Coffee Lab on Hayden & Via de Ventura. They have amazing coffee and a great location.
Best place for a meeting over drinks?
Altitude Coffee Lab. See above.
What is your favorite memory from Arizona?
My daughter being born at Scottsdale Shea Hospital.
What is something about living in Arizona that only a local would know of?
The MIM Museum is absolutely amazing, as well as the banks of the beautiful Oak Creek in Sedona, AZ.
Any tips for new Arizona residents?
Check out the MIM Museum and go visit Sedona.
