Company: ImpersonAlly
Co-Founders: Shlomi Beer (CEO) and Matan Avidor (CTO)
Website: https://impersonally.io/
About ImpersonAlly
ImpersonAlly is an AI native cybersecurity company pioneering protection against User and AI Agent Journey Hijacking, an emerging class of cyber threats in which attackers manipulate how people and autonomous AI agents discover, trust and interact with brands.
Founded in the United Kingdom and commercially launched in 2024 by Dr Shlomi Beer, CEO, and Matan Avidor, COO, ImpersonAlly was created to address a critical blind spot in cybersecurity: protecting the journey to a trusted digital destination, not just the destination itself. Shlomi holds a PhD in Computer Science from the Technion and previously led data operations at Agoda and Start.io. Matan previously led global operations at Start.io, following security and data roles at the US Department of State.
Cybercriminals increasingly target the moments when users and AI agents search, discover, compare and decide which digital services to trust. Rather than attacking a brand directly, fraudsters exploit the surrounding digital ecosystem, including search and social advertising, malicious domains, browser extensions, adware, affiliate networks and AI-generated answers.
These attacks deceive users, manipulate AI assisted recommendations, redirect legitimate traffic, steal credentials, facilitate fraudulent payments and divert revenue. Some operations even redirect customers to genuine brand websites while secretly injecting affiliate identifiers to monetize stolen journeys.
As autonomous AI agents increasingly search, recommend and transact on behalf of consumers, this attack surface becomes even more significant. Attackers influence not only where people click, but also which sources AI agents trust and which actions they recommend or initiate.
Traditional cybersecurity tools focus on protecting infrastructure, endpoints and malicious destinations. ImpersonAlly addresses the largely unprotected layer where digital trust is first established and where customer decisions can be manipulated before users ever reach the legitimate brand.
One of the greatest challenges ImpersonAlly has overcome is the relentless evolution of cybercriminal tactics. Fraudsters continuously develop new ways to deceive users and evade detection, from sophisticated cloaking techniques and hyper targeted campaigns to ultra fast attacks that appear and disappear within minutes.
Attackers increasingly tailor their operations to specific geographies, devices, audiences that can be extremely narrow to almost individual users. Some campaigns operate for only a few minutes, making traditional monitoring and manual investigations ineffective. By the time a threat is discovered, the attackers already moved to new domains, identities or distribution channels.
The platform also automates investigation, evidence collection and remediation. Through direct relationships with major platforms, including Google and Bing, takedown processes that traditionally require two weeks can often be reduced to hours.
Today, ImpersonAlly protects more than 20 global enterprises, including Booking.com, Agoda, Pandora, Calvin Klein, Viator and FlixBus. Its technology has enabled customers to identify up to three times more fraudulent activity than traditional solutions, reduce investigation time by 75 percent and recover millions per brand.
The company has also received international recognition, including selection among the Top 10 startups at Web Summit 2024 (more than 3,000 applicants), winning the European Seedup at the Phocuswright Global Startup 2025 and the Peoples Choice Award at the TravelTech Show Trailblazer Awards 2026.
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