Veeam has been named a Leader in Gartner’s inaugural Magic Quadrant for Privacy UX, a recognition the data protection vendor says reflects growing demand for privacy controls across production and backup environments and creates new opportunities for channel partners to expand security and compliance services.
“You can’t protect what you don’t understand, and you can’t promise privacy you can’t prove,” said Anand Eswaran, CEO at Veeam. “Privacy is a commitment that has to survive across every copy of their data in production and in backup. Veeam is the first to unify data security, governance, privacy, compliance, and resilience together, and that’s why we lead this market worldwide.”
In an interview with Channel Insider, Dave Russell, SVP and Head of Strategy at Veeam, discussed how growing data privacy requirements are shaping Veeam’s strategy, creating opportunities for channel partners, and driving closer alignment between data protection, security, compliance, and AI governance.
Gartner recognition reflects growing demand for data privacy
Russell said that the new Privacy UX recognition reflects growing customer and organizational concerns about privacy, as well as the need for tools to address those concerns.
He emphasized that Gartner’s decision to introduce an inaugural Magic Quadrant for Privacy UX formally recognizes an ongoing market need rather than an emerging concept that may or may not develop into a larger market.
“It’s a fairly significant statement when Gartner goes forward with a new Magic Quadrant, and, in this case, the inaugural one of Privacy UX, because it’s really a sustained view that there’s an overall market trend,” said Russell. “Gartner is essentially legitimizing an ongoing need for greater privacy controls.”
Veeam combines privacy and backup data capabilities
Backup copies have historically posed challenges for privacy and compliance. Russell identified organizational silos, the relative newness of privacy UX, and technical complexity as key challenges in this area.
Different teams, budgets, and purchasing groups have traditionally managed resilience and business continuity separately from production environments and their security. As a result, organizations may lack a centralized team or a dedicated budget to address privacy across both environments.
Russell explained that examining production environments can be difficult because organizations must avoid disrupting services or interfering with customer experiences. Extending that process to large volumes of backup data adds another layer of complexity.
Veeam’s approach is to use a single data graph that incorporates information from production and backup environments, allowing organizations to use the same underlying data for multiple purposes without introducing additional tools.
Russell notes that this approach will develop over time as Veeam incorporates more information from both environments.
Securiti AI acquisition shapes Veeam’s privacy strategy
Following the acquisition of Securiti AI and the launch of the Data and AI Command Platform, Russell explained that Veeam is working to combine insights from production environments with its backup and protection capabilities.
Russell points to the general availability of a new offering focused on Microsoft 365 as an example of that strategy. The solution combines production-environment discovery and insights associated with Securiti AI with Veeam’s M365 backup capabilities.
“We’re looking to rapidly unite these technologies, and the first brand new solution became generally available [Oct. 15],” said Russell. “If I could say one word and repeat it as to why we think one plus one could equal three – it’s energy.”
The broader strategy centers on re-using metadata collected through a single scan to support multiple functions, including privacy, availability, and agent security. Russell said this approach could create efficiencies by allowing organizations to inspect existing information without repeatedly collecting it.
Privacy services create new opportunities for channel partners
Russell told Channel Insider that Veeam is seeing enterprise transactions driven by specific privacy requests, including in regulated industries such as transportation, financial services, and healthcare. According to Russell, organizations in these sectors face pressing needs to demonstrate how they respond to privacy requirements.
For channel partners, this creates an opportunity to establish privacy-focused services or practices and connect them with existing offerings in data resilience, cyber resilience, and AI agent oversight. Russell encourages partners to follow market demand and seek opportunities to combine these areas into solutions that address customers’ needs.
Russell emphasized that Veeam’s modular approach allows partners to address specific customer requirements without having to deploy an entire solution set. With Veeam’s M365 protection offering, some customers initially engaged with Veeam for a single capability rather than its broader portfolio.
Russell adds that deeper integration is possible with Veeam’s own data resilience solutions. In those cases, the company can help identify recovery points associated with specific users, workloads, or AI agent behaviors, with the aim of restoring data while minimizing data movement.
For partners, this broader perspective can create opportunities to support customers across the data lifecycle, from creation through preservation and resilience. Russell explains that partners can offer a more complete stack when appropriate, but they can also deploy individual modules to address specific needs – such as a cyber issue or a privacy requirement.
Russell stresses that customers do not need to commit to an entire portfolio immediately. Instead, individual capabilities can be introduced as needed and potentially combined into a broader framework over time, creating additional synergies.
“You have to think more horizontally. It’s not as siloed or specific. It’s more of an end-to-end view, and that’s where the power comes from,” said Russell. “If I’m a channel partner, that excites me, right? Because I go from data creation through data preservation, data resilience, end-to-end, and off a complete stack.”