ImpersonAlly - helping brands detect, scope and stop fraud
Over 70% of brands today are facing impersonation fraud, losing millions in revenue and exposing data to serious risks. We sit down with Founder Shlomi Beer to discuss their innovative solution.

Welcome to NEXUS Startup Diaries, the number one place to discover the hottest and most inspiring startups and founders.
Today we're excited to meet Shlomi Beer of ImpersonAlly...
So Shlomi, tell us more about ImpersonAlly
Over 70% of brands today are facing impersonation fraud, losing millions in revenue and exposing customer and employee’s data to serious risks. AI is making these scams more advanced; brands are under attack like never before.
We help brands detect, scope and stop fraud done using their brand and name across the web before it harms their business.
How did you come up with the business idea and what problem are you looking to solve?
The rise of generative AI has led to a dramatic increase in online fraud. With the advent of AI technologies and deepfakes, it's becoming increasingly difficult to trust anything we see online.
I was personally targeted by an online scam (which I can share images of in the blog post), and despite being a savvy user with a PhD in Computer Science, I still fell victim. This experience highlighted that no one is immune to these threats, and it became a driving force behind the creation of ImpersonAlly.
As we realized that it would soon be nearly impossible to trust anything on the internet, we began asking: who is best positioned to tackle this issue? That's when we decided to focus on helping brands, as their reputation and name are used in over 90% of scams.

What made you want to start your own business?
Starting my own business was something that’s always been in my DNA. This is actually my second startup—my first being Search Machines.
From a young age, I’ve always had a passion for experimenting, building new things, and innovating. I’ve always been drawn to the adrenaline of creating something from scratch, seeing an idea take shape, and turning it into a real, tangible product.
There's something exhilarating about the early stages, when everything is new and uncharted. Dreaming big has always been part of my mindset, and I’ve carried that energy with me since I was a kid.
What stage is your business currently at?
Our business is currently in initial growth phase, with strong sales from our initial product offering. We’re experiencing rapid growth and are focused on maintaining that momentum.
At the same time, we’re putting significant effort into expanding our platform to address new types of fraud and emerging methods. We have an ambitious development roadmap ahead, with a clear vision to continuously evolve and scale our solution to meet the growing demands of our market.
Right now, balancing growth with innovation is our top priority.

What do you love most about being an entrepreneur?
What I love most about being an entrepreneur is the constant challenge and the opportunity to create something from nothing.
The difference between success and failure is often razor-thin, and that keeps me on my toes. I like to draw parallels between entrepreneurship and tennis—where, as an amateur player, I’ve learned that one point can make all the difference between victory and defeat.
What is the number one business tip you've learned that you'd like to share with fellow budding entrepreneurs?
Keep pushing and fighting, even when everything seems to be going wrong (and will).
There will always be tough times, but staying active, consistently moving, and generating new opportunities can—and hopefully will—pay off in the long run.
Who are your startup heroes?
I don’t have a specific startup hero, but I have immense respect and admiration for anyone who has successfully built a company that creates real value for its customers.
Is there a favourite podcast, book or series you'd like to share with the world?
The Hard Thing About Hard Things... and The Mom Test.
Is there anything else you'd like to share with the world?
If you or your company have been or are a victim of online impersonation, phishing, or misinformation, we encourage you to share your experience with me.
Your story can help others learn and protect themselves. If you'd like, we’re also here to offer support and advice to help navigate these challenges.
Where can people find you online?
Please add me on LinkedIn to carry on the conversation.
It's been really great to chat today Shlomi! Good luck in the future with your business and we look forward to catching up with you soon.
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