Safestate
Stockholm-listed identity-theft protection and white-label security suite for consumers and SMBs, formerly known as Eyeonid Group, rebranded twice in under two years to Safestate.
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Safestate (formerly Eyeonid Group, briefly renamed Eye World in 2025) is a Stockholm-listed cybersecurity platform selling identity-theft protection and a broader white-label security suite, including dark web monitoring, VPN, password management, phishing testing, website vulnerability scanning, and cyber insurance, to consumers and small businesses. Rather than selling directly, the company primarily distributes through more than 70 resell partners in hosting, telecom, and insurance, reporting roughly 1.1 million subscribers across its Eye.World platform and AppStore.
Incorporated in 2015 and headquartered in Stockholm, Sweden, the company has been listed on the Nordic Growth Market since its Eyeonid days. In under two years it changed its name twice: from Eyeon Group to Eye World in 2025, then from Eye World to Safestate Group in February 2026, unifying what had been several separately-branded acquired entities into one consolidated go-to-market brand.
The subscriber and partner-count figures are a real distribution signal, but the repeated rebranding in a short window is a caution flag worth naming plainly: it suggests a company still consolidating multiple acquired businesses into a coherent identity, and the underlying detection and monitoring technology across its ten-plus white-label products is not independently benchmarked in the sources reviewed. The core identity-protection and dark-web-monitoring category itself is also a well-served, largely undifferentiated consumer security market.
Innovation Matrix Assessment
Two name changes and a brand consolidation in under 18 months (Eyeonid to Eye World to Safestate) reflect corporate restructuring rather than product-level innovation velocity.
Offers a ten-plus product white-label suite (VPN, dark web monitoring, password manager, phishing testing, cyber insurance) distributed through more than 70 resell partners, a genuinely broad but largely aggregated offering.
Roughly 1.1 million subscribers and 70+ resell partners across hosting, telecom, and insurance sectors are a real distribution signal, though the frequent rebranding suggests the underlying business is still consolidating.
Consumer identity-theft protection and white-label security bundles are a crowded, largely undifferentiated category; Safestate competes primarily on distribution partnerships rather than novel detection technology.
Subscriber and partner counts are self-reported by the company; no independent third-party testing of the underlying identity-monitoring or dark-web-scanning technology was found.
Addresses a genuine gap in consumer and small-business identity protection, though the thin technical documentation limits its relevance to enterprise CISOs specifically.
Why CISOs Should Care
Most relevant to insurance, telecom, and hosting partners looking to white-label a consumer/SMB identity-protection bundle for their own customer base, rather than to enterprise security teams directly.
What Makes It Different
Distributes its security suite through more than 70 resell partners in hosting, telecom, and insurance rather than selling direct-to-consumer, giving it reach through existing customer relationships those partners already hold.
The Matrix Verdict
43/100 — EMERGING / UNRANKED
A real, publicly listed consumer/SMB security distribution business with meaningful subscriber scale, but the rapid sequential rebranding and thin independent technical evidence warrant a cautious rather than strongly positive read.
Editorial Note: Claims vs. Verified Findings
Subscriber count (1.1 million) and partner count (70+) are self-reported by the company in its own investor and marketing materials and were not independently corroborated. The sequence of name changes (Eyeonid Group to Eye World to Safestate Group) is independently confirmed via NGM market notices and press releases.
Sources
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