Global cybersecurity exports: How Protexxa navigated cultural nuances

Cybercrime has become one of the world’s fastest‑growing threats—quadrupling since the global pandemic—affecting everyone from individuals and small businesses to global enterprises.

In this episode of the Export Impact Podcast, host Bruce Croxon sits down with Claudette McGowan, CEO of Protexxa, a Canadian cybersecurity innovator that helps de-risk the digital world by using artificial intelligence (AI) to “rapidly identify, evaluate, predict and resolve cyber issues.”

From AI‑powered human‑risk assessments to global market expansion strategies, McGowan shares how Protexxa is exporting cybersecurity technology from Canada, scaling across the United States, the Caribbean and the Middle East and breaking barriers as a Black female tech founder.

Tune in to the Export Impact Podcast and find out how Protexxa overcame challenges to scale globally. Follow us on your favourite streaming platforms, so you never miss an episode. New episodes are released on the last Thursday of each month.

With the continuous rise of Internet users, it ‘s crucial to find effective cybersecurity solutions.

“Five billion of us are using the Internet and surprise, surprise: More than 50% of us have already been hacked, compromised, or breached,” says McGowan. Her goal is to help online users stay safe, emphasizing that 90% of cyberattacks start with human error.

To prevent this, Protexxa analyzes an individual’s digital footprint to assess their online behaviours, exposure and vulnerabilities—and ways they can reduce and avoid the risks of cyberattacks.

“Cybercrime wasn’t anywhere it is today; since the pandemic, it has quadrupled,” says McGowan of the surge of attacks at the hands of increasingly sophisticated criminal networks.

“I don’t remember speaking at my dinner table 10 years ago about cybercrime, but today, no matter where I go, no matter what room I walk in, everybody wants to talk about the latest hack and how to protect themselves,” she says.

To help protect a company’s reputation, confidential records, or online devices, Protexxa invests in AI-driven cybersecurity tools, focusing on predictive threat detection, reverse-image search for rapid online removal and continuously improving response speed.

This commitment to innovation positions Protexxa as a standout among cybersecurity startups in Canada, supporting the country’s growing presence in global cybersecurity exports.

The evolving threat landscape and Canada’s technology leadership highlight why Canadian cybersecurity technology is increasingly sought after worldwide.

Protexxa’s global expansion began almost immediately after the company launched in 2021.

“The first customer was Canadian and the second, third and fourth were not,” says McGowan. Organizations outside Canada were struggling with rising cyber threats and urgently needed AI-driven cybersecurity tools that could strengthen their human-risk defences, she explains.

As part of its growing footprint across global markets, Protexxa expanded into the United States, the Caribbean and Middle East, where the company quickly secured new contracts—including a sizable customer in Qatar.

Exporting cybersecurity solutions from Canada requires strong financial support, protection against global payment risk and expert guidance to navigate complex regulatory environments. For Protexxa, EDC played a pivotal role in enabling safe, confident global expansion.

McGowan emphasizes how transformative EDC’s investments were to scale Protexxa. “I didn't know there was an equity arm of EDC,” she shares. She adds that while EDC’s process is highly rigorous, the long-term relationship is well worth the effort.

Beyond investment, EDC provided hands-on market entry support to help Protexxa establish its presence in priority markets, like the U.S., Caribbean and Middle East.

“They roll up their sleeves and get involved,” McGowan says. “I don't think there’s a week that goes by that I’m not speaking to someone where they’re just kind of checking in or validating.”

To help the company reduce international risk, EDC also offered guidance on payment terms and insurance solutions, which are essential for selling cybersecurity services abroad.

“EDC is great with helping with payment terms and just making sure that you’ve got the right person to speak in those areas,” McGowan explains.

EDC’s support empowered Protexxa to accelerate its growth and strengthen its position as a trusted leader in global cybersecurity exports.

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Accessing venture capital (VC) funding—the investment provided by firms or individuals to back early-stage, high-growth companies in exchange for equity—remains a major challenge for Black female tech founders in Canada.

“If you’re a woman, you have less than a 2% chance of being VC-backed and if you’re a Black woman, you have less than a 1% chance of being VC-backed,” explains McGowan.

Despite the odds, Protexxa successfully raised $15 million over two rounds, making McGowan the record holder for the most capital raised by a Black woman in Canada. Several factors helped Protexxa attract investors, including:

• A massive global problem worth solving, aligning with fast-growing demand for Canadian cybersecurity innovations
• A high-performing team with experience across major tech companies and law-enforcement agencies
• Investors who “respect the green” and focus on returns
• Rigorous due diligence from EDC’s equity investment arm, which ultimately became a strategic partner supporting Protexxa’s growth and global expansion

Export Development Canada (EDC) is committed to supporting Black exporters in their economic and export growth and helping Women in Trade  improve access to financing tools, business support and international opportunities.

For Canadian cybersecurity startups looking to scale internationally—especially those navigating fast-growing global cybersecurity markets and rising cybercrime threats—McGowan offers these practical tips:

1. Think globally from Day 1: Cybersecurity is a borderless industry and demand can emerge quickly across continents. As McGowan mentioned, many of their first customers were outside of Canada.
2. Partner with local experts in each market: International growth requires strong local insight. McGowan emphasizes understanding cultural norms, regulatory environments and in-market expectations—approaching global expansion with “a little more listening than speaking.”
3. Leverage Canadian support programs for exporters: EDC played a key role in Protexxa’s global expansion—from introducing new partners to providing investment, co-investment, payment-risk protection and on-the-ground market insights.
4. Make cybersecurity “built‑in” not “bolt‑on”: To help small- to medium-sized enterprises (SMEs) strengthen their defences, Protexxa delivers education programs and workshops that teach low-cost, high-impact cyber-hygiene tactics. McGowan points to simple cybersecurity tools—like external email banners, privacy setting best practices and multifactor authentication—as critical for building a security-first mindset.

Canadian cybersecurity firms, like Protexxa, are proving how Canada’s cybersecurity innovations can scale globally by addressing urgent cybercrime challenges with AI-powered, people-first protection. The company’s rapid international traction highlights why Canadian cybersecurity solutions are increasingly in demand worldwide—and how Canadian entrepreneurs can leverage homegrown expertise, strong support programs and global-ready technology to compete on the world stage.

Ready to learn more? Listen to the Export Impact Podcast on edc.ca, or subscribe on Spotify, Apple, or Amazon Music and start turning your international business goals into reality.

This content was created using generative artificial intelligence (Gen AI).