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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Special Episode: CloudFest 2024

I’ve checked the agenda and picked 8 must-see talks. If you’re going to CloudFest, these are the sessions you don’t want to miss!

1. Hosting WordPress in 2025 – what’s next?

Speaker: Andrei Kugaevskii (WebPros)

What it’s about: WordPress remains the world’s most popular CMS, powering millions of websites. But hosting it is getting more complex. This talk will dive into the latest trends, challenges, and innovations in WordPress hosting. Topics include performance optimization, security improvements, and automation tools that make managing WordPress easier for hosting providers and users. Andrei Kugaevskii, an expert in WordPress hosting solutions, will share insights on how the hosting industry is adapting to these changes.

As someone who works with WordPress every day, I’m excited to see what’s coming next and how to stay ahead of the competition. With growing security threats and higher user expectations, knowing the best hosting strategies is a must.

2. Hosting as a product, not just a service

Speaker: Aaron Campbell (A2 Hosting), Marcel Bootsman (Kinsta), Jonathan Wold (Guildenberg, Inc)

What it’s about: Web hosting has traditionally been seen as a basic service, focusing on uptime and support. But today, the industry is shifting. Hosting companies are turning their offerings into full-featured products, bundling in advanced tools, security features, and better user experiences. This panel discussion will explore how providers can differentiate themselves, increase customer retention, and create hosting solutions that go beyond just selling space on a server.

This is a topic that really interests me. With so many hosting providers out there, standing out is getting harder. I want to hear how industry leaders are adapting and what strategies actually work in today’s competitive market.

3. Liquid cooling in data centers

Speaker: John Donovan (Lenovo)

What it’s about: As demand for data processing and cloud computing grows, so does the need for efficient cooling in data centers. Traditional air cooling systems are struggling to keep up with increasing power usage, and liquid cooling is emerging as a more effective, sustainable alternative. This session will cover how liquid cooling works, its benefits for energy efficiency and cost reduction, and why it’s gaining traction in both enterprise and hyperscale data centers.

This is a fascinating shift in the industry. Liquid cooling has been used in high-performance computing for years, but now it’s entering mainstream data centers. I want to learn how companies are implementing it and if it could become the new standard for hosting providers.

4. How data centers are changing for AI

Speaker: Jerome Evans (firstcolo GmbH)

What it’s about: AI is revolutionizing industries, but it also requires huge amounts of computing power. This means data centers need to adapt to new demands, from handling higher rack densities to using more efficient cooling and power management strategies. This session will explore how AI is shaping the future of infrastructure, including sustainability challenges and investment trends in AI-ready data centers.

AI is growing faster than ever, and hosting companies need to be prepared. I’m really interested in how data centers are dealing with power constraints, hardware requirements, and the rising costs of AI-driven workloads.

5. How small businesses build their online presence

Speaker: Eb Keshavarz (Verisign)

What it’s about: For many small businesses, getting online is a confusing process. This talk presents research on how small business owners choose domains, websites, and hosting solutions. It will discuss why some businesses still hesitate to go online, the role of custom websites vs. social media, and how hosting providers can better serve this market.

This is a key topic for the hosting industry. Small businesses are the foundation of the online world, but many still struggle to understand hosting and domains. I want to hear how providers can make it easier for them to get started.

6. The future of Internet Privacy – a talk with Tor’s founder

Speaker: Roger Dingledine (Tor Project)

What it’s about: The internet is becoming less private, with governments and companies tracking more of our online activities. Tor has been a leader in internet privacy and censorship resistance for years. In this session, Roger Dingledine will discuss the future of online anonymity, the challenges Tor is facing, and how cloud providers can support a more private and secure internet.

Privacy is a growing concern, and hosting providers play a big role in protecting it. I’m curious to see how Tor plans to evolve and what it means for the future of web hosting.

7. Ethical hosting: a better way to compete

Speaker: Christian Dawson (i2Coalition), Aleksander Kuczek (Contabo), David Snead (Secure Hosting Alliance)

What it’s about: The web hosting industry has been stuck in a race to lower prices, often at the cost of security, privacy, and quality service. But is there a better way to succeed? This talk will focus on how prioritizing security, ethical practices, and transparency can actually be a profitable business model. The Secure Hosting Alliance (SHA) is working on new standards, like the SHA Trust Seal, to help customers identify ethical and secure hosting providers.

This is something I strongly believe in. Cheap hosting often means cutting corners, which can lead to poor security and bad customer experience. I want to see if ethical hosting can truly be a competitive advantage.

8. The future of cloud services

Speaker: Peter Roybal (Sectigo), Marcel Bootsman (Kinsta), Alona Borzhemska (WebPros), Christian Dawson (i2Coalition)

What it’s about: The cloud industry is changing fast. This panel will discuss the biggest shifts in hosting and cloud services, including new business models, security challenges, and how providers can adapt to stay competitive. The session will also touch on customer expectations, automation, and the role of trust in the hosting industry.

With so many changes happening, it’s important to stay ahead. I want to hear what the experts think about where cloud hosting is heading and how companies can prepare for the next big trends.

See you at CloudFest!

CloudFest 2025 is packed with exciting sessions, but these eight talks stand out as some of the most important ones to watch. Whether you care about hosting, AI, privacy, or business trends, these sessions will give you valuable insights. If you’re attending CloudFest, make sure to add these to your schedule!

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