08 / 15Market expansion · B2C
Injexion Shield
Injexion is fundamentally a B2B company. Shield is the one product built for individual consumers — a distinct market-expansion motion because a B2C business is genuinely different from selling red-team engagements.
Why B2C, why now
- · Personal cyber risk is mainstream: credential stuffing, ATO and phishing target individuals.
- · Injexion's offensive-security credibility differentiates against generic consumer antivirus.
- · B2C wedge diversifies revenue and gives the brand a public-facing product.
- · Shares the threat-intel pipeline the company needs anyway — marginal build cost.
What Shield does
- · Personal attack-surface monitoring: exposed accounts, leaked credentials and breach notifications tied to email and phone.
- · Phishing and scam detection with plain-language guidance, not raw technical alerts.
- · Guided remediation: step-by-step account recovery and hardening.
- · Family / multi-device plans as the primary upsell path from a free tier.
—Motion
How the B2C business runs
| Dimension | B2C approach |
|---|---|
| Distribution | App Store and Google Play as primary channels; direct web signup. No enterprise sales motion. |
| Pricing | Freemium (basic breach alerts) → paid monthly or annual (illustrative $4–9/month); family plans main upsell. |
| Acquisition | Content/SEO, ASO, affiliates and creators, brand halo from Injexion's public speaking and research. |
| Support | Self-serve help center and in-app chat — explicitly not senior consultant time. |
| Relationship to core | No client-confidential crossover; shares threat-intel pipeline; brand-awareness channel feeding enterprise pipeline. |
—Scenarios
Illustrative Shield ARR
Scenarios · $M ARR
Conservative, base and upside B2C adoption, 2027–2032 · illustrative, additive to the group model
| Year | Conservative | Base | Upside |
|---|---|---|---|
| 2027 | $0.0M | $0.0M | $0.0M |
| 2028 | $0.1M | $0.2M | $0.2M |
| 2029 | $0.3M | $0.9M | $1.2M |
| 2030 | $0.7M | $2.4M | $5.2M |
| 2031 | $1.6M | $5.1M | $12.8M |
| 2032 | $2.8M | $9.0M | $24.0M |
Consumer apps are a different game: CAC, churn and installed-base scale matter. Even the base case is a small fraction of group revenue through 2032 — Shield should be run as a brand-and-optionality play first and a standalone revenue line second.