00:00 Hi everybody, welcome to DEMO, the show where companies come in and they show us their products and services. Today I’m joined by Ameesh Divatia, he is the co-founder and CEO at Baffle. Welcome to the show, Amesh. 00:10Thank you, Keith. Happy to be here. 00:12So tell me a little bit about Baffle, and then tell me about what you’re going to show here today. 00:016Absolutely. So Baffle is what we call the easiest way to protect data. What we do is protect data all the way at the field level, so that the cloud service provider or somebody that’s managing the infrastructure never sees sensitive data. So that’s the crux of what we do. We do it with a with a no-code model, we make sure that there are no application changes needed for masking, tokenization, encryption of data. 00:39Who within the company is going to benefit most from using Baffle, is it the CIO level? Is it someone who’s trying to access data, or are you preventing certain people from not seeing data? 00:51Well, the main benefit is for data scientists, they want to analyze data, and they’re prevented from doing so if that data is sensitive. So there’s lots of rules and regulations around it, compliance requirements that security typically sets. So security is usually the one that finds us, but it’s a data scientist that we benefit the most. 01:10So in the problem you’re solving, as far as I can tell, and you can tell me if I’m right or wrong on this is that it allows certain people to see data that’s encrypted, and you’re not unencrypting it or decrypting it, right? So you can still see it, and that just that blows my mind. That’s just like magic wand to me at this point. So again, why should people care about this? Like, what problems are people having when you’ve got people trying to look at encrypted data? 01:34The two main problems, the first one is data breaches, right? Everybody is inundated with, we all get these requests all the time from companies that have shared our data inadvertently, and they’re trying to make make up for it. So data breaches continue to happen. They’re proliferating, which means that the existing data protection solutions don’t necessarily work. What is very interesting, though, is in the past five plus years since GDPR went into effect, there’s a plethora of regulations that are coming into effect for preventing exactly this problem, which is that individuals, just you and I, should not be losing their data just because we share it with somebody that we trust. 02:12So if a company didn’t have something like Baffle on their system in order for someone to look at the data, you would have to decrypt it, and then keep your fingers crossed that that data doesn’t then get breached or stolen or somewhere sitting on a server somewhere unencrypted. 02:26Actually, the problem is worse, because when the data is still on their systems as it’s being processed, it can be exfiltrated. It can be breached. Especially if the database admins credentials are compromised. So you know, at the highest level, we have our phones and we have our messages, iMessages or WhatsApp messages are end to end encrypted. Enterprise applications are not. 02:51So there’s data out there that could be unprotected at this point. 02:55Exactly. So we have protected data at rest. We’ve protected data in transit, but we don’t protect data in use. 03:00So you’ve got some cool things to show me on the demo here. Let’s jump right into it and show me the cool features. 03:07All right, so the animation, the right sort of captures exactly what we do. If you look at the flow of data, it’s coming in from, usually from clear text from an on-prem database, or even if it’s in cloud, it’s the one where the data is clear text, then it goes into this particular protected data, usually in the cloud. So we transform the data all the way down at the field level. So you’re seeing these credit cards. These credit cards are now being transformed into something that’s still readable. It still looks at the credit card, but it’s not the original credit card, and then depending on the persona and the credentials that anybody who has access to the data can get, they can get views of that data. So that’s what you’re seeing in the second half of the animation. Okay, that sort of captures what we do in 30 seconds. So now let’s dive into this. This is our console. This is Baffle Manager. And there’s a few things that are going on, on the left. First of all, what we do, as you could see, there is the application, there is the database, and there is something in the middle, which is what Baffle is. So first things first, what we do is we enroll a database. So this is the database itself that’s been enrolled. It’s a Postgres database that has sensitive data. So step one is actually to figure out exactly what kind of data protection policy that you’re going to have, because, again, we’re going all the way down to the field level. So let’s first start with the data source, which means that you have different sources of information that’s coming in. I’m going to create one just for kicks, because it makes it fun to see. I’m going to see what we can do with this particular database, and what you’re able to do with this is to go all the way down to this particular table and see what is in there and be able to pick which column to encrypt. So now what we’re going to do is we’re going to go into the Postgres database. We’re going to go into the specific table that we’re going to protect. It’s called transactions, and you see all of these things in there. I’m going to make it very simple, just protect one particular field.