Introducing the New PlainID Brand
PlainID is unveiling a new brand identity and strategic positioning, built around one idea: Go Beyond Who Gets In.
For the last decade, identity security focused on the front door: verifying the user, enforcing MFA, and granting access through SSO. Once inside, authorization was left to static roles (RBAC) or hardcoded relationship graphs (ReBAC). But static rules can't govern modern enterprise complexity. Authentication is only the starting line: every action that follows - every database record queried, every API endpoint called, every transaction initiated, and every task executed by an AI agent - is a dynamic access decision.
In most enterprises, those post-login decisions are still bound to legacy access controls. This leaves organizations vulnerable to a new identity crisis as AI agents and sprawling workflows outpace them. Static permissions create bottlenecks. Runtime authorization removes them and drives business value. PlainID was built to enable enterprises to scale AI with confidence, reduce operational risk, and enforce global policy changes in under 60 seconds. That's the mission at the heart of our new brand.
Built From the Inside Out
PlainID was founded on a crucial realization: the cybersecurity industry had become very good at deciding who gets in, but almost no one was governing what happens next.
Our co-founders experienced that challenge firsthand. Oren Ohayon Harel was Deputy CISO at Israel's largest bank, and Gal Helemski was a leading security consultant. Together, they watched organizations invest heavily in login screens, while what identities could actually do once inside was left to hardcoded logic, static roles, and fragmented entitlements.
They built PlainID to close that gap. For years, we operated as "The Authorization Company," building the industry's most mature Policy-Based Access Control (PBAC) engine: a single, centralized authorization platform capable of serving every line of business and technology stack.
The Shift
Then the landscape fundamentally changed. Digital transformation multiplied the apps, APIs, and data every enterprise must protect. AI moved from experimental pilots into core business operations, bringing a new kind of identity with it: agents that act autonomously, at machine speed, on behalf of users and systems.
In an agentic world, traditional authentication tools are completely blind. A verified AI agent with valid credentials can still reach sensitive data it shouldn't, chain tools in unexpected ways, or execute unauthorized transactions.
The question security teams have to answer is no longer just "Who are you?" It’s "What should you be allowed to access, do, and expose right now, in this context?" Runtime Authorization has become the core enterprise security control plane.
What "Go Beyond Who Gets In" Means
Our new brand captures that shift.
In practice, going beyond who gets in means three things. Every access decision is made in real time, based on who or what is acting, what they're trying to do, the data involved, and the surrounding context, whether the actor is an employee, a customer, a partner, or an AI agent. Zero Standing Privileges are enforced continuously, not granted once and revisited at the next quarterly access review. And security teams get one place to define, see, and audit what every identity can do across the enterprise.
This is Runtime Authorization, and it's the foundation of our new positioning: PlainID is the Identity Leader for the AI Era, and Runtime Authorization is the enterprise security control plane.
Why a New Brand, and Why Now
We've spent more than a decade solving this problem. In that time, PlainID has grown from an authorization vendor into a platform Fortune 500 enterprises run in production, and expanded to cover the agentic era end to end.
And if we're being honest, the product matured faster than the brand around it. Our customers were already using PlainID to govern AI agents, secure APIs, and enforce policy across their entire stack. Our story needed to evolve too.
That’s why the timing matters. Alongside the new brand, PlainID is announcing AI-Ready Gateway Enforcement, which extends our enterprise runtime authorization platform to organizational API, AI, and MCP gateways. This new capability transforms existing shared traffic control points into identity-aware, agent-aware, and intent-aware enforcement points, enabling organizations to secure agentic AI workflows without code modifications or development effort.
The new brand reflects the market leadership our platform has already achieved: the identity leader built for the AI era and the only enterprise Runtime Authorization Platform that controls what every identity - human or non human - can access, do, and expose.
Who gets in was never the whole story. Now our brand says so.
