Gene Reich from Traceless joins me live at Pax8 Beyond to walk through a fresh way MSPs can protect identity, data, and high‑risk business communications from modern phishing and social engineering attacks. We talk tools, workflows, and the realities of building a security product that respects the MSP business model instead of competing with it. This conversation starts with a simple question every MSP wrestles with: how do I really know who’s calling my helpdesk and how do I safely share passwords and sensitive details without leaving them in tickets, chat threads, or inboxes forever? From there, Gene breaks down how Traceless grew from that pain point into a broader mission of protecting business communication—beyond just email security—by layering identity verification, secure data exchange, and contextual AI on top of the tools we already use. === Chapters 00:00 Introduction from Pax8 Beyond 01:43 Gene Reich's MSP background 03:48 What Traceless does for MSPs 04:48 Traceless Verify and identity checks 06:10 Traceless Data and secure file sharing 08:08 AI-driven contextual DLP explained 10:32 Social engineering and risky workflow examples 12:17 How the idea for Traceless took shape 14:37 MSP channel strategy and market positioning 17:20 Pricing evolution and product growth 18:29 PitchIT, branding, and booth strategy 21:38 Where to find Traceless and closing thoughts === Guest: Gene Reich, Traceless Website: https://traceless.com LinkedIn: https://www.linkedin.com/in/genereich/ === Shout-outs Name: Rob Rae: https://www.linkedin.com/in/robtrae/ Name: Eric Anthony: https://www.linkedin.com/in/esanthony/ Name: Arnie: https://www.linkedin.com/in/arniebellini/ === Companies / Vendors / Products / Events / Organizations Pax8: https://www.pax8.com Pax8 Beyond (conference): https://www.pax8.com/beyond Apple Certified Consulting Network: https://consultants.apple.com ACES (MSP conference): https://acesconf.com CrowdStrike: https://www.crowdstrike.com PitchIT (contest): https://itnation.connectwise.com/pitchit Salesforce: https://www.salesforce.com Ultimate Frisbee (sport, used for swag context): https://usaultimate.org === SPONSORS: Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/ Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready === SHOW MUSIC: Item Title: Upbeat & Fun Sports Rock Logo Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET Author Username: AlexanderRufire Item License Code: 7X9F52DNM === Connect with Uncle Marv🌐 Website: https://www.itbusinesspodcast.com/🎙 Host: Marvin Bee🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ☕ Support the show: https://ko-fi.com/itbusinesspodcastIf you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.

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