Before: “vague security claims”
What a security-fatigued buyer tunes out
Fraud, Decoded.
A promise of understanding, not magic
~$300bn
a yearlost to payment fraud, the problem UrbanFox stops with AI
Could the buyer defend it to their own boss?
Every claim has to pass that test. No invented metrics, no guarantees the business cannot stand behind.
Where it stands.
February 2024
Joined as fractional CMO
Rebrand
Led and completed
March 2026
Named in ThinkBusiness’s Ireland’s hottest start-ups to watch in 2026
Now
Rebuilding the narrative around Fraud, Decoded