Privacy and Data Protection Brazilian Startup Grows During the Pandemic and Targets Customers Abroad

Innovation, agility, and resilience. These attributes are based on the DNA of successful startups and have made even more difference in the face of the new coronavirus pandemic. A new category of startups that have been attracting the attention of investors and companies worldwide are “Privacytechs”, dedicated exclusively to offering solutions for the protection of personal data and ensuring the privacy of individuals in their relations with companies.

Highlighted in Brazil, the startup PrivacyTools grew during the crisis by supporting several companies in customized privacy and data protection projects. The privacy platform of the Brazilian “privacytech”, one of the pioneers in Latin America, has been widely used by large companies, media groups, banks, and consultants in several segments, including law firms through partnership plans. The startup is accelerated by OBr.global, an international accelerator that aims to transform business on a global scale.

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According to Gartner, global spending on tools that guarantee data privacy will reach $ 8 billion by 2022. “Privacy laws, such as General Data Protection Regulation (GDPR), presented a compelling business case for privacy compliance and inspired many other jurisdictions worldwide to follow” says Bart Willemsen, Vice President of Research at Gartner¹.

In a world affected by a historic event that will have consequences and profound changes in modern society, privacy becomes the protagonist and priority of companies. Consumer expectations start to consider different aspects than just cost and quality, but also trust, social commitment, culture, and privacy. People start wanting relationships with brands that respect new and different characteristics and this is already affecting the business.

The CEO of OBr.global, Robert Janssen, who directly participates in the acceleration and internationalization process of the startup PrivacyTools, says that the post COVID world will undoubtedly be much more digital, where part of the business and personal life will spend more time on the network. Consequently, data protection for organizations and individuals will become more important, as well as compliance with the regulatory environment. “The PrivacyTools, anticipating that reality has pioneered and built the best option to “protect” the entire spectrum inviolability and integrity of private data” says Janssen.

“Our goal is to be a global reference in privacy platforms,” said Aline Deparis, CEO of PrivacyTools. After ample growth in the first half of 2020, the startup already established product sales channels in Uruguay, Italy, Portugal, and the USA. “The North American market is very promising, especially in products that support the areas of marketing, e-commerce, and help companies to enhance their business while respecting the privacy of consumers. We can find good initiatives in Africa landscape too like Nigeria and Angola.”, adds the CEO.

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Launch of DataMapping 1.0

After months of development, the startup announced in May the launch of its Data Mapping platform that supports the day-to-day life of organizations for managing the life cycle of personal data. “The DataMapping was created in an agnostic way, configurable, pluggable and ready to meet both companies that need to comply with several regulatory frameworks as consultants who need the tool in their compliance projects ” says Marison Souza, CTO and responsible for product architecture.

The GDPR (General Data Protection Regulation) in force for more than two years has brought the data protection theme to a greater extent. According to the Gartner assessment, through 2022, privacy-driven spending on compliance tooling will rise to $8 billion worldwide. Gartner expects privacy spending to impact connected stakeholders purchasing strategies, including those of CIOs, CDOs, and CMOs. Today’s post-GDPR era demands a wide array of technological capabilities, well beyond the standard Excel spreadsheets of the past².

In the USA, several states have now followed the example of the CCPA (California Consumer Privacy Act) and are now using similar laws to protect personal data.

In Brazil, the LGPD (General Law for the Protection of Personal Data), deeply inspired by European law, should come into force between August 2020 and August 2021, still depending on decisions and votes on complementary bills to safeguard the rights individuals concerning to their data.

Currently, more than 80 countries have data protection laws, some with more effective action, others in the process of education, and the creation of a culture of privacy.

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