November 13, 2017

Meet Ed Wall of NETSHIELD Corporation in Nashua, NH

Local Stories

Today we’d like to introduce you to Ed Wall.

Ed, please share your story with us. How did you get to where you are today?
SnoopWall was established as an LLC in 2013 and became a Delaware “C” Corporation in 2015. We started in the mobile applications space and then in 2015 reacquired technology and patents that the company sold previously. That led to the development of our NETSHIELD suite of Network Access Control appliances that are now sold through our 148 channel partners across the globe. We operate in 41 countries and are expanding quickly. Recently, we worked with Assurant Insurance in developing an application that will allow our customers to automatically obtain Cyber Breach Insurance, which we cover the cost of, after implementing our product’s protection capabilities.

The founder and former CEO left the company in June of 2017 after advising the Board of Directors that he had taken the company as far as he personally could. That’s when the Chairman of the Board, Wayne Presby of Littleton, NH contacted me about coming in. I have known Wayne for about 30 years and he knew my leadership skill set. I spent 32 years in law enforcement and public safety. I was a police officer in Meriden CT., a New Hampshire State Trooper and then moved to my wife’s home state of Wisconsin where I joined the Division of Criminal Investigation as a Special Agent. I rose through the ranks to head that agency and was subsequently asked to serve in two gubernatorial appointments, by a Democrat to run the Division of Emergency Management and by a Republican to be Secretary of the Department of Corrections, where I oversaw the state’s largest cabinet agency with over 10,000 employees and a biennial budget over $2.5 billion dollars.

I hold a Bachelors Degree in Business Administration and graduated from the year long Executive Leadership Program at the US Naval Postgraduate School. Throughout my public service career I was very active in promoting computer based enforcement programs and preparing my agencies for cyber-attacks. I served on the Governor’s homeland Security Council for 9 years, holding a Tier 3 Secret Level national security clearance. During that time I served on the Cyber-Security Working Group, where we planned for the protection of state operating systems and critical infrastructure. Additionally, I was responsible for establishing the state’s Intelligence Fusion Center and creating or expanding units in Cyber and Computer Crime, Internet Crimes Against Children, Computer Forensics, Counter Terrorism and Criminal Intelligence.

Although this is my first experience in the private sector, the leadership skills needed are very similar to what I have been doing for over 30 years. Whether it was a call for a SWAT team, natural disaster response, or prison riots, you identify the problem, delineate the solution and execute the plan to achieve success. Our company is blessed with incredibly hard working people who produce an affordable answer to the explosive threat of cyber-attacks. Like all of my previous positions, this one is rewarding because we exist to help others.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Startups are not usually smooth roads, and ours was no different. Our first line of products provided a solution to shortcomings in mobile operating systems. Eventually, the manufacturers overcame those issues and our state of the art technology became less relevant over time.
Fortunately, the company had the opportunity to buy back patented technology that the founder had sold prior to launching the company. That allowed us to create the NETSHIELD suite of appliances that has become the centerpiece of our success. We’ve grown to where our systems are now operating in 41 countries and sold through a channel network of 148 partners.

Like most startups, funding has been challenging at times. To date, we have been backed by a network of angel investors. We are just now looking at Series A funding to take the next logical step in expanding our markets and products.

SnoopWall – what should we know? What do you guys do best? What sets you apart from the competition?
Our company manufactures patented cyber security hardware and software that is unique in this exponentially growing market. We operate in what is called Layer 2, where it is very difficult to hide. Our agent-less (fully automated) systems establish a “trusted LAN” in identifying all assets on a network. Once all assets are identified and approved or removed, it leaves the “authorized” operators within the network. Anything that attempts to enter into that trusted LAN is instantly interrogated and if it is not authorized. it is blocked and isolated through our patented blocking engine in nanoseconds.

We have established a very faithful following across the globe as evidenced by our customers in 41 different countries. What we do is not sexy, but it works extremely well. Often times when we first plug one of our units into a new network, the IT people have a moment of despair as they see the number of devices actively inside the network they thought was secure. Once those issues are addressed, they appreciate what our products bring to the table; piece of mind that they actually do know who is in their network.

Many companies invest heavily in perimeter security, such as firewalls, anti-malware, anti-phishing, virus protection, etc. Those are all good things, but they are Reactionary to things that get past them. In other words, they rush to try and limit the damage that has gotten around them.

Our products look at the inside of the network and monitor the entry points. Bad guys may be able to piggyback in on things that other perimeter security might allow as being safe. However, NETSHIELD immediately identifies anything trying to enter and if it is not a known asset, it is stopped in its tracks. We offer Proactive security that asks a simple question; “Who goes there?” If we don’t know you, the door doesn’t get unbolted.

What moment in your career do you look back most fondly on?
Having served in so many public safety roles, there are too many to count. Delivering babies, carrying people from burning buildings, arresting horrific criminals, saving lives, etc., were all just part of the job I was trained for.

In the private sector, it would be the opportunity to lead this company to the next level. There were so many other people who had better computer or cyber backgrounds that could have been called upon when this company was in need. Facing financial challenges, increasing demands, global expansion, quickly evolving threats and a host of other issues, the Chairman of the Board picked me because he knew my leadership style and dogged determination to succeed.

From a personal standpoint, that was flattering. But what I’m more proud of are the people of this company that have persevered through good times and challenges because they believe in what we do and the products we make. They are the reason I come back in every day with fresh wind in my sails; they are inspiring.

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