A new name, a bigger mission

The decision to rebrand from BotGuard to Blackwall wasn’t just cosmetic — it was about redefining the company’s identity and future direction. While BotGuard made sense in the early days, when the focus was mostly on bot mitigation, the team realized that their goals had expanded.

“We rebranded from BotGuard to BlackWall to reflect more extended mission of ours,” explains Shoko Nagao. “We’re now providing comprehensive security solutions beyond bot mitigation.”

The new name, Blackwall, evokes a broader kind of digital defense — an entire wall of protection, rather than a guard for a specific threat. The company’s offerings now go far beyond blocking bots, embracing a more holistic view of web traffic protection.

Defense before the server

What sets Blackwall apart in a market flooded with security providers is their approach to traffic filtering. Instead of reacting to threats after they’ve breached the server, Blackwall intercepts malicious traffic at the landing point — before it ever reaches a client’s infrastructure.

“We block all the threats before they hit the servers,” says Nagao. “Which I think is really important.”

This kind of proactive strategy doesn’t just improve security — it reduces server load and improves performance. The system is designed to be user-friendly for both hosting providers and domain owners, allowing them to visualize and control incoming traffic with ease. Blackwall’s interface is accessible even to those without technical expertise, making it an ideal choice for small and mid-sized hosting companies looking to improve their security offering without overwhelming their teams.

“Even if you’re not tech-savvy, you can definitely use [our dashboard],” she adds.

Hosting providers as strategic partners

For web hosting companies, Blackwall offers more than protection — it offers a business opportunity. By bundling Blackwall’s services with their hosting packages, providers can create a new revenue stream and differentiate themselves in a highly competitive market.

Nagao points out that the pricing model is particularly designed with hosting providers in mind. It’s scalable, flexible, and aligns with the economics of the hosting business.

“This can be a new revenue scheme… by adding it as additional value and a way to differentiate from other providers,” she explains.

At a time when hosting companies are looking for ways to stand out without drastically increasing costs, Blackwall’s model offers an attractive proposition.

Global vision fueled by fresh investment

With new funding secured, Blackwall is gearing up for international growth. The company already has a solid footprint in Europe, but plans are now in motion to expand into North America, Latin America, and the Asia-Pacific region.

“We want to go big and we want to go more global,” says Nagao. “As we speak, we’re expanding the sales team so we can reach more providers in each region.”

The investment is also being directed toward product development. The roadmap includes adding new features and enhancing the platform’s usability, ensuring Blackwall remains at the forefront of website security innovation.

“With this funding, we’re going to put a lot of investment in the product development… so we can serve the client better,” Nagao confirms.

Looking ahead

With Shoko Nagao helping lead the charge, Blackwall is not just rebranding — it’s evolving. By combining ease of use, early-stage protection, and a business-friendly model for hosting companies, the company is carving out a unique space in the cybersecurity landscape. Their focus on growth, both in features and in reach, signals that Blackwall isn’t just reacting to threats — it’s building a future where online safety starts before a single packet reaches the server.

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What exactly is the Secure Hosting Alliance?

The Secure Hosting Alliance brings together hosting companies aiming to improve the level of responsibility within the industry by setting clear operational standards and addressing various abuses. This ensures hosting customers can rely on providers that maintain clean and secure infrastructure. David Snead explains the idea behind SHA simply:

“The Secure Hosting Alliance is a group of hosting companies and people who provide services for hosting. These people work together to make the hosting industry more responsible.”

How are the operational standards set within SHA?

The standards that hosting companies commit to are established by SHA members themselves during meetings and discussions. Initially, they focus on solving the most common issues, such as spam, malware, and other types of internet abuse. Companies participating in the initiative commit to promptly addressing reports of these abuses to minimize their negative impact on internet users. David Snead elaborates:

“Companies agreeing to these standards promise, for example, to respond to spam complaints within three days.”

What benefits do companies gain from SHA membership?

Companies that comply with established standards receive SHA certification, clearly signaling to customers that a hosting provider maintains high-quality and secure services. This certification distinguishes responsible companies from other providers and allows them to actively contribute to combating online issues. David Snead emphasizes that the SHA certification is not just a symbol of quality but also a concrete action towards a better internet:

“If the standard is that you must have a spam policy and respond quickly to complaints, hosting companies who agree to follow this rule will become certified members. They contribute by keeping the internet cleaner and safer.”

What is the primary goal of the Secure Hosting Alliance?

The primary goal of SHA is to help customers identify responsible hosting providers more easily. Thanks to SHA certification, customers can readily find companies that ensure high-quality services. David Snead provides a practical example:

“Imagine you’re a WordPress developer looking for hosting. If you search online, you’ll get hundreds of results. It’s impossible to know who’s reliable. But if you see the Secure Hosting Alliance certification, you know that company follows specific good practices. It also means your website is less likely to have problems, like being blocked due to spam.”

Who is David Snead, and what is his role in SHA?

David Snead serves as the director of the Secure Hosting Alliance, which is part of a larger organization, the Internet Infrastructure Coalition (I2 Coalition). He co-founded the I2 Coalition with Christian Dawson about 13 years ago. Snead explains how SHA differs from the I2 Coalition:

“Our goal with the Secure Hosting Alliance is to offer practical help to hosting providers. Unlike the I2 Coalition, which deals mostly with laws and policy, the Secure Hosting Alliance is focused entirely on helping hosting businesses directly.”

Through the Secure Hosting Alliance, hosting companies can continuously enhance their service quality while providing greater security for their customers online.

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