From Teenage Hacker to CEO: How Allure Security’s Origin Story Shaped Their Product Strategy

From Teenage Hacker to CEO: How Allure Security’s Origin Story Shaped Their Product Strategy

The knock on the door wasn’t unexpected. It had happened before.

Inside his parents’ bedroom, a teenage Josh Shaul was doing what he did best—probing systems, finding vulnerabilities, testing boundaries. Outside, law enforcement was once again asking him to stop.

“I was the teenage hacker in my parents bedroom where the police were, like, knocking on the door, telling me to cut it out,” Josh recalled in a recent episode of Category Visionaries.

Most cybersecurity CEOs studied attackers from the outside. Josh Shaul, CEO of Allure Security, learned to think like one from the inside. That perspective—understanding not just what attackers do, but why they do it and how they make money—became the foundation for a product strategy that targets criminal economics rather than just technical vulnerabilities.

The Compulsion That Started Everything

Josh’s path wasn’t chosen—it was hardwired. “I think I’m the type of person that just has never been able to walk into a room without figuring out how to steal everything from that room,” he explained.

This isn’t the romanticized “curious mind” narrative most founder stories offer. It’s something more primal: an inability to see a system without immediately understanding how to break it. When Josh looks at security, he doesn’t see walls to build higher. He sees the gaps between the walls, the economics of climbing them, and whether the effort is worth the reward.

That teenage hacker didn’t disappear when Josh became a CEO. He just redirected the same impulse. “I was just growing up at the right time where sort of computers and the Internet and those things were just being born as I was at the right age to become involved there. So I think I was just inexorably drawn to it,” he said.

The pattern showed early. “Electronics were coming out when I was a kid and I was the kid that was, like, tearing apart the electronics that my parents got me as a gift and just sort of went on from there.”

But computers offered something physical electronics didn’t: a relatively safe playground. “The computer security world has given me an opportunity to do that and sort of have a playground where I could push buttons and pull wires and try different things and do that in a way that’s relatively safe from blowing yourself up and like, getting thrown in jail.”

That last phrase carries weight. Those police visits taught boundaries. More importantly, they taught Josh that his instinct for finding system weaknesses could either destroy value or protect it.

From Breaking Systems to Understanding Them

Josh describes himself simply: “Career cybersecurity person. I spent my whole life honestly just fascinated by computer security and how computer security can be bypassed.”

Notice the framing—not “how to secure systems” but “how computer security can be bypassed.” That’s the hacker perspective maintained throughout a legitimate career. Josh spent years “helping organizations to figure out how to protect themselves and their communications and then how to protect their websites and their customers from various different types of thefts and scams.”

But he never stopped thinking like an attacker. This dual perspective revealed something most security companies miss: “It’s all about always and always will be about the same kind of things. Generally, it’s about money.”

The attackers want money. The defenders are protecting money. Strip away the technical complexity and cybersecurity is economic warfare with an illegal business on one side and a legal one on the other. “And folks are out there trying to make money, we’re trying to make money running the cybersecurity business here at Allure Security. And there’s other folks who are on the sort of on the hacker fraudster side that are trying to make money running their own business, albeit illegal on that side,” Josh explained.

This understanding—that cybercriminals are business operators, not ideological hackers—directly shaped Allure Security’s product strategy.

The Chess Match Mentality

For several years, Josh focused specifically on fraud prevention. The draw wasn’t just the technical challenge. “It gives me the opportunity to constantly engage in what feels like an ongoing chess match with the folks on the other side that are dedicated to making the fraud happen,” he said.

Chess is the perfect metaphor for how Josh approaches security. It’s not about building impenetrable defenses—those don’t exist. It’s about anticipating moves, forcing mistakes, and making the game economically unwinnable for the opponent.

This mindset manifests in Allure Security’s core product strategy. When they detect a phishing site impersonating a client’s brand, they don’t just report it for takedown. They poison it.

“If somebody wants usernames and passwords, if somebody wants credit cards, our software knows how to generate those things and give them to the attacker. So we fill their bucket with data. Data that looks like what they want, data that feels like what they want. But brother, it’s not the data that they want,” Josh explained.

This is pure economic warfare. Every fake credential a scammer collects increases their cost per valid credential. Every hour spent sorting real data from synthetic data is an hour not spent scaling operations. “The idea there is we just want to make their life miserable. We want to break the business model, we want to make it more expensive by far to attack a client that’s protected by Allure Security than to attack a brand that’s not.”

A traditional cybersecurity executive thinks about detection rates and response times. Josh thinks about attacker ROI and operational efficiency. That’s the teenage hacker mindset applied to enterprise security.

Understanding the Criminal Supply Chain

Josh’s perspective also shaped how Allure Security understands their competition. Most security companies analyze attack techniques. Josh analyzes attacker business models.

“You’ve got criminals all the way up the stack from people that are building tools to help you host a scam website to people that are helping you get traffic into your scam website. They all operate as a supply chain just like any other industry would,” he explained.

He sees details others miss. “A lot of these the toolkits that you’ll buy to host like a phishing website, they come with 24 x seven customer support.” These aren’t lone hackers—they’re SaaS companies with customer success teams, product development, and growth optimization. They just happen to be illegal.

This understanding informs Allure Security’s entire defensive posture. You’re not outsmarting individuals. You’re competing against organizations with product-market fit and continuous iteration. Your defense needs equivalent sophistication.

The Evolution Insight

Josh’s career spans the entire modern internet era, giving him perspective few founders possess. “It’s changed so dramatically, even though our mission hasn’t changed, like, one iota, but the tactics and the techniques and the level of sophistication of the attackers on the other side has just evolved nonstop since I’ve gotten into the industry in the beginning,” he observed.

More importantly, he recognized the pattern: “It’s been amazing to see the innovation and techniques and it’s also stunning to see how every change in the business landscape, every new technology, every new consumer trend also turns into a new security trend. Like the explosion of cryptocurrency turned into an explosion of crypto security related issues. It never gets boring.”

This shapes Allure Security’s product roadmap. They’re not building for today’s attacks—they’re building for the reality that wherever money flows, criminals follow. The attack surface morphs with market trends, so defensive strategies must evolve just as quickly.

The Honest Positioning

Perhaps most importantly, Josh’s background taught him what’s actually possible versus what vendors promise. When Allure Security entered the market, competitors were promising complete elimination of brand impersonation threats.

Josh refused to make that claim. “You just can’t stop people from putting things on the Internet, so the ability to completely eliminate the problem just isn’t there,” he acknowledged.

Instead, Allure Security promises to “dramatically reduce the impact of scams on a business to the point that those scams aren’t having a meaningful business impact.” It’s a claim grounded in reality—one that someone who spent years understanding both sides of the equation knows is actually achievable.

The Unfair Advantage

Most founders study their customers. Josh spent his formative years thinking like the criminals his company now fights. He understands their economics, their supply chains, their decision-making calculus. He knows what makes an attack worth attempting and what makes it too expensive to continue.

That teenage hacker getting police visits didn’t become a cautionary tale. He became a CEO whose product strategy is built on deeply understanding both sides of an economic war. The police aren’t knocking anymore. Now the criminals are the ones who should worry.