Startups take center stage: SIA’s ISC East experience signals refresh

NEW YORK—The inaugural SIA Startups Experience at ISC East signaled a clear trend - the security industry is in the midst of a technology refresh, and emerging companies are leading the charge.  

This first-ever program gathered innovative startups, scale-ups and industry leaders shaping the future of security technology to share their stories, go-to-market strategies, funding, hiring and more during the daylong symposium.   

“Startups bring fresh thinking and innovation,” said Geoff Kohl, SIA’s senior director of marketing. “If we can help them grow, we help the entire industry.” 

The SIA Startups Experience took place less than a year after SIA launched its Startups in Security program in February 2025. This community is designed to help founders navigate funding challenges, forge partnerships and gain exposure at major industry events like ISC East. 

Why the timing is right 

Kohl believes the stars have aligned for startups in security to emerge.  

“We’re in a major technology refresh cycle,” he explained. “AI and automation are creating efficiency, and cybersecurity concerns are driving upgrades to operational technology devices.” 

He added that not only is there a macro refresh happening, but also the industry is changing to a more frequent technology refresh cycle in general. 

“Right now, we're in this model where we see all the value that these new technologies can bring,” Kohl said. 

Collaboration is key 

The security industry is rarely a go-to-market-alone business, Kohl emphasized. 

“Startups with OEM (Original Equipment Manufacturer) technologies and solutions often partner with resellers, integrators, and consultants,” he said. 

To foster these connections, SIA hosted strategy review sessions during the inaugural Startups Experience at ISC East - pairing founders with seasoned advisors for candid guidance. “The feedback was incredible - people left energized and connected,” Kohl said. 

Exposure matters, too. At ISC East, startups were given microphone time to introduce themselves to integrators, manufacturers and investors. “That kind of exposure is huge,” Kohl said. 

Advice for founders 

Kohl noted the importance of startups seeking out associations to make connections. 

“No matter how great your solution is, if you don’t tell anyone about it, you plateau,” he said. “Startups recognize they need to associate and connect - and SIA is a natural fit.” 

Kohl’s guidance for startups is simple: try it. “There’s no barrier to entry,” he said. “We welcome all types - hardware, software, cloud, consulting. The more you show up and engage, the more value you’ll get.” 

The SIA Startups community has grown to roughly 200 individuals, supported by virtual meetings, in-person events, and an active Slack channel to keep collaboration flowing between shows. 

“We recognize that if we help sustain these companies, they’ll become part of our larger community,” Kohl said.  

What’s next 

Over the next two years, SIA plans to expand investment guidance resources, launch a startup-focused mentoring model and create small-group masterminds for peer learning. 

“I hope a company entering the industry immediately recognizes that this community will unlock doors for them,” Kohl said. “If we can sustain them and help them grow, we make the industry stronger.”