Jacob Riff is most useful for explaining SOC 2 preparation to founders at small software companies.
Best for
Co-authored expert content for SOC 2 audit, compliance advisory, or security-testing brands reaching 2-to-50-person software founders.
Not for
A competing GRC or compliance-automation platform seeking paid sponsorship or product co-marketing.
Key takeaways
Compliance is a sales problem, not a security one.
The SOC 2 calendar cannot be bought down.
A spreadsheet and shared drive can work; a platform is optional.
Check first: Confirm media-partnership route, terms, and audience engagement data before paid placement.
Main ideas
Compliance is a sales problem, not a security one · The SOC 2 calendar cannot be bought down · Riff argues the case against buying a compliance platform
Jacob Riff writes about how small companies can prepare for SOC 2 and says they build Klaay, a platform for managing compliance work.
Their posts explain what the process involves, why buyers ask for an attestation, and why starting late can block a deal.
They offer founders a practical account of the work and its limits—not just a pitch for software.
Riff connects compliance details to the decisions founders face, turning the process into concrete steps—from vendor checks and policies to controls, evidence, and the audit.
They explain why a Type II observation period cannot be rushed and make room for counterarguments: a spreadsheet and shared drive can work, a platform is optional, and an independent auditor—not Klaay—issues the attestation.
This mix of operational detail, business consequences, and candid limits helps readers judge what to do rather than simply being told to buy a product.
Riff's public writing makes one sustained argument about who SOC 2 is really for and what it costs a small company.
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The recurring claims: the report is a revenue gate rather than a security checkbox; the timeline is fixed and cannot be bought down; the work is a long tail of small tasks that tends to land on one overloaded person; and the fix they sell—plain published pricing, self-serve onboarding and a system that remembers what a founder would otherwise carry in their head—is offered only after conceding the case for doing it without a platform at all.
Compliance is a sales problem, not a security one
Riff argues that the function asking for a SOC 2 report has changed.
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It is no longer just the security review: procurement asks before signing, and without a report, there is no signature, however good the product is.
That moves compliance out of the IT budget and into the go-to-market stack, next to the CRM and billing system: revenue infrastructure rather than a security line item.
The report gates revenue and, for a small company, can be the single thing standing between it and a first enterprise customer.
The post frames compliance as a shift: it "used to live in the IT bucket" and now sits in the go-to-market stack. Riff notes that for a large company it is just a line item, but for a 2-to-50 person startup it can be the one thing standing between the company and its first enterprise logo.
A companion post extends the point beyond visible losses: the cost also includes deals a founder never enters. Knowing a buyer requires SOC 2 can mean quietly not bidding, a loss that never shows up anywhere.
A Type II report covers an observation window of three to six months, and almost everything that will be audited must already be in place before that window opens, not built during it.
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Riff's point is that urgency does not shorten the work: whatever a company spends, the timeline holds. They distinguish the engagement letter, which can be obtained quickly and often keeps a deal conversation alive, from the attestation itself, and warn that nobody should present the letter as the attestation.
In a post about founders starting after a deal stalls, Riff says the honest answer to a buyer asking today is that the report cannot arrive this quarter. The companies that never face the problem, they add, are the ones that started when nothing was on fire.
Riff argues the case against buying a compliance platform
Rather than deflecting the objection to the product they sell, Riff states its strongest version: a founder does not need a platform, this one or anyone's; hundreds of companies get a SOC 2 attestation every week with an AI and a Google Drive; the report is point-in-time and does not promise nothing breaks next week; and Klaay is an additional line item.
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What the objection misses, they argue, is the shape of the work: readiness and maintenance arrive as a hundred small tasks rather than one block. They land on the same person building the product, closing deals and answering support, taking time away from shipping.
Riff concedes that the work can be done without a platform if it sits with a founder who is not going to leave and has the time. Then they name who the product is for: "you, at night, after the kid is asleep, trying to work out what your auditor actually needs."
The argument for a system is less about passing an audit than about what happens to knowledge.
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Where evidence is kept, why a control was scoped a certain way and what an auditor accepted last time: if all of that lives in one person's head, it leaves when they do, and the next audit starts from nothing.
Riff frames the platform's job as holding everything that has to be in place before an independent firm issues the attestation, and remembering it afterwards.
They are explicit that the platform does not provide the attestation.
Riff's line on the risk: "A system holds that. A person walks out with it."
The process walkthrough states the same priority as an ordering rule: the goal is not to pass the audit but to structure the company so it complies naturally, with the audit serving as validation of what is already done.
Riff treats plain public information as a distribution decision, not just a marketing one.
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Founders look up what SOC 2 costs and how long it takes at eleven at night on the day a customer asks for a report.
Riff credits Klaay's traffic growth to laying that information out plainly, with pricing on the website and sign-up without a sales call.
The pricing claim attached to the argument is an entry point of $149 per month, framed as making an early start a strategy decision rather than a budgeting decision.
Klaay placed 17th among the 25 fastest-growing Danish AI companies by website traffic and in the top 250 overall out of 1,249 companies in the 2026 AI Report Denmark. Riff attributes the results to the three choices above.
The audit market is splitting, and the startup segment is the larger one
Riff argues that the SOC 2 audit market is splitting between a legacy CPA model built for a 50-to-100 person company with a security officer on staff—quotes from $25,000 to $50,000, multiple scoping calls and a dedicated partner on the engagement—and a small-startup buyer who wants a quote in two emails, a scope matching its actual surface area and an auditor who treats it like a small business rather than a small enterprise.
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A handful of firms have adapted, Riff says, by publishing pricing, scoping Type 1 and Type 2 on a predictable cadence, and accepting platform-collected evidence without re-interviewing the founder for hours. Those firms are quietly taking a segment most of their competition has not noticed.
Riff calls the segment "enormous": there are vastly more 5-to-30 person SaaS companies facing a first SOC 2 than enterprise buyers, and firms that win these startups early tend to keep them as ISO 27001 or HIPAA work follows.
Answers the question a founder asks right after a buyer requests a SOC 2 report: what does this involve, and do I need to buy a platform?
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Riff walks through the full sequence: adding vendors and doing due diligence on each, writing roughly 20 policies and having employees acknowledge them, implementing around 100 to 150 controls, running a risk assessment, getting a penetration test if needed, then choosing Type I or Type II.
The post states plainly that a platform is not required—'Hundreds of companies go through a SOC 2 audit every week with an AI and a Google Drive'—and explains what a platform adds: templates for policies, controls, and risk scenarios built to work together, plus evidence collection that fits them.
It also distinguishes an engagement letter, which can keep a deal moving, from the attestation itself, which nobody should mistake the letter for.
For brands planning a campaign
A compliance platform or GRC vendor can use this as an honest, process-first asset.
The admission that platforms are optional but useful builds credibility.
A co-marketing piece could pair the walkthrough with a build-it-yourself versus platform comparison for founders deciding how to start.
Answers why SOC 2 cannot be rushed and what a founder can realistically do when a buyer asks before any compliance work has started.
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Riff explains that a Type II report needs a three-to-six-month observation window, and almost everything audited must already be in place before that window opens, not during it.
An engagement letter can show a buyer progress, but it is not an attestation.
The post names a second cost that is easy to miss: if a company knows a buyer's process requires SOC 2, it quietly does not bid, so the loss never shows up anywhere.
Klaay pricing begins at $149 per month, making an early start a strategy decision rather than a budgeting one.
For brands planning a campaign
For a GRC platform, this post is a natural hook for a campaign about planning instead of panic: a timeline calculator, a guide to the engagement-letter stage, or a founder-facing explainer on the real cost of waiting.
Answers why a non-security buyer, such as procurement or a sales team, now cares about a compliance report.
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Riff argues that procurement asks for the report before signing, so no report means no signature, regardless of product quality. Compliance used to sit in the IT bucket; now they place it in the go-to-market stack next to the CRM and billing system, calling it 'revenue infrastructure.' For a large company this is a line item, but for a 2-to-50-person startup it can be the one thing between them and a first enterprise logo.
For brands planning a campaign
A platform can use this framing to reach sales and revenue leaders, not just security teams. A co-marketing angle: compliance as a deal-enabler, with content aimed at founders who have lost or avoided a deal because they lacked a report.
Answers why SOC 2 pricing and process vary so much from one audit firm to the next, and why first-time startup buyers are a distinct segment.
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Riff contrasts the legacy CPA model—quotes starting at $25–50K, multiple scoping calls, a dedicated partner, and an assumption of a 50-to-100-person org with someone on staff—with a handful of firms that publish pricing, scope Type 1 and Type 2 with predictable cadence, and accept pre-packaged evidence from platforms such as Klaay, Drata, and Vanta without re-interviewing the founder for hours. The post calls the small-startup segment enormous, notes that firms winning these startups early tend to keep them for ISO 27001 or HIPAA, and asks founders what decided their auditor choice.
For brands planning a campaign
For an audit firm or platform partner, this is a call to serve first-time SOC 2 buyers. A campaign could compare auditor fit for small teams, host a founder survey on selection criteria, or create a guide to choosing an auditor that understands startup surface area.
Answers whether a platform is necessary, in the creator's own words, including the strongest version of the opposing argument.
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Riff opens by conceding a critic's point: you can get a SOC 2 attestation without Klaay, Vanta, or Thoropass; a spreadsheet and a shared drive will get you there; the report is point-in-time; and the platform is an additional line item.
They then describe what does not get counted: the hundred small tasks of getting ready and staying compliant—working out who still has admin access, writing and updating policies, capturing evidence, doing it again next quarter—and the risk of all that knowledge living in one person's head.
Klaay does not give the attestation; an independent firm does.
The platform holds what has to be in place before the firm will attest, plus a system that remembers it afterward.
For brands planning a campaign
This is an unusually honest asset for a vendor. A platform or consultancy could repurpose its structure—concede the alternative, then explain the hidden ongoing costs and the risk of a single point of failure—for a comparison page, a webinar with a skeptical CTO, or a sales enablement document.
Answers what growth choices Riff says worked for Klaay and why transparent, founder-facing content matters in the compliance market.
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Riff reports that Klaay placed 17th among the 25 fastest-growing Danish AI companies by website traffic and in the top 250 overall, out of 1,249 companies, in a report from RankmyAI with Aalborg University Business School and AI Denmark.
They credit three choices: publishing pricing on the website, letting founders sign up and try the product without a sales call, and writing plainly about what SOC 2 actually costs and how long it takes.
The post notes that founders go looking for that information at eleven at night, the day a customer asks them for a report.
For brands planning a campaign
A marketing partner can use this as a case study in self-serve, content-led growth for a compliance product. It supports a campaign about transparent pricing and founder-facing education, or a co-marketing piece on why clear public information about cost and timeline drives qualified sign-ups.
Compliance as revenue infrastructure, not an IT line item2
Arguing against the product category2
Pricing transparency and self-serve buying2
Timing, urgency, and the uncompressible calendar2
The audit market's economics and divide1
SOC 2 process explainers for small teams
Jacob Riff's most detailed posts walk a founder through the SOC 2 process end to end at small-company scale: roughly 20 written policies, usually 100 to 150 controls, vendor due diligence and a risk assessment, a penetration test in most but not all cases, and the difference between a Type I report covering a single day and a Type II report with a three-to-six month observation window the company has to live through.
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The writing is ordered and concrete — one example describes proving a control by photographing a locked office door every two weeks — and targets someone who has never run an audit before.
Plain numbered walkthroughs that name the artifacts a founder has to produce, the order they arrive in, and what an auditor actually examines, rather than relying on abstract compliance language.
For brands planning a campaign
A compliance platform, audit firm, or GRC vendor can sponsor or co-author this kind of process guide without making it read like an advertisement: the format explains the process before naming a product.
Riff argues the SOC 2 audit market is dividing between a legacy CPA model built for a 50-to-100 person company with a security officer — quotes starting at $25,000 to $50,000, multiple scoping calls, a dedicated partner on the engagement — and a small-startup segment that wants a quote in two emails, a scope matching its actual surface area, and an auditor who treats it like a small business.
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They note that a handful of firms now publish pricing, scope Type 1 and Type 2 with predictable cadence, and accept platform-collected evidence without re-interviewing the founder. Those firms are quietly taking the small-startup segment while most competitors have not noticed.
For brands planning a campaign
Relevant for an audit firm or compliance marketplace positioning itself on transparent pricing and speed. The comparative argument gives a partner a specific market claim — the small-startup segment is large and sticky — to align with or challenge.
Compliance as revenue infrastructure, not an IT line item
Riff's central reframe is that SOC 2 stopped being a security decision and became a sales one: procurement asks for the report before signing, and no report means no signature, no matter how good the product is.
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They place compliance in the go-to-market stack next to the CRM and billing system, call it revenue infrastructure, and frame the attestation as the one thing between a 2-to-50 person startup and its first enterprise logo. A related post counts a second cost that never appears as a loss: the deals a founder quietly does not bid on because they know the buyer's process requires SOC 2.
For brands planning a campaign
Strong material for a platform or agency selling to go-to-market and sales leadership rather than security teams. The reframe gives a partner a messaging angle that shifts the budget conversation away from IT.
Riff repeatedly concedes the case against buying a compliance platform.
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They state plainly that a founder does not need a platform, that hundreds of companies go through a SOC 2 audit every week with an AI and a Google Drive, that the report is point-in-time and does not promise nothing will break next week, and that Klaay is an additional line item. They then name what the objection leaves out: readiness and maintenance work arriving as a hundred small tasks rather than one block; the founder doing them at night after a child is asleep; and the risk of evidence locations, control scoping, and prior auditor decisions living in one person's head, with that person able to leave.
State the objection in the reader's own words, agree with what is true, then redirect to the costs the objection does not count.
The concession is genuine rather than a rhetorical setup. In one post, Riff concludes that a founder who is not going to walk out and has the time can do SOC 2 without a platform.
For brands planning a campaign
A brand that wants its claims stress-tested rather than repeated may find this valuable. It is a poor fit for a partner expecting uncritical endorsement or fear-based messaging.
Riff attributes Klaay's traffic growth to publishing pricing on the website, letting founders sign up and try the product without a sales call, and writing plainly about what SOC 2 actually costs and how long it takes.
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They report that the company placed 17th among the 25 fastest-growing Danish AI companies by website traffic in a 2026 report from a research initiative run with two university business schools and AI Denmark.
Founders, they say, look for cost and timeline information at eleven at night on the day a customer asks them for a report.
Klaay's entry price is $149 per month.
For brands planning a campaign
Signals a distribution approach a partner could co-invest in — pricing-transparent, self-serve, search-driven content aimed at the moment a deal creates urgency — and offers a concrete, checkable claim about what that approach is said to produce.
Riff argues founders start SOC 2 the same way — a deal stops moving and suddenly it is urgent — but the process does not respond to urgency.
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Because a Type II report needs a three-to-six month observation window and almost everything audited has to be in place before that window opens, the timeline cannot be shortened at any spend.
The honest answer to a buyer asking today is that the report cannot arrive this quarter.
They note that an engagement letter can be obtained quickly, shows work has started, and is often enough to keep a conversation alive, while making clear it is not an attestation.
The companies that never have this problem started when nothing was on fire.
For brands planning a campaign
Content aimed at early-stage founders and the investors, advisors, or fractional operators who push them. A natural slot for an auditor or platform sponsoring an always-on readiness program instead of a deal-driven scramble.
The LinkedIn posts are long-form, typically several hundred words, built from short declarative paragraphs.
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Most open with a specific moment — a question that comes up in meetings, something someone said this week, a deal that stopped moving — and place the product mention at the end, tied to the argument rather than introduced as a pitch. One post closes with an open question to founders who have been through an audit, inviting replies; another closes with a direct invitation to book a meeting.
For brands planning a campaign
The format suits a partner who wants a named expert to build an argument in public and let the product follow from it, rather than a sponsor looking for product-forward placements or short promotional units.
Jacob Riff's posts center on Klaay, the SOC 2 compliance platform they describe building and pricing.
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Vanta, Drata, and Thoropass appear as alternatives a small team could use instead of Klaay, not as partners. The posts state no sponsorship, affiliate, client, or investment relationship.
Klaay
Owned business
Riff writes about Klaay in the first person plural and describes business decisions, not just product use: “We built Klaay so small teams can get that attestation without it costing a quarter of runway,” “We priced Klaay beginning at $149/month,” and “that is who we built Klaay for.”
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The posts say the platform is meant for founders collecting compliance evidence at night, and credit the company's growth to publishing pricing and letting founders sign up without a sales call. They do not state a title or ownership stake; ask directly if either matters.
Riff credits the AI Report Denmark 2026 to RankmyAI, a research initiative at Amsterdam University of Applied Sciences, working with Aalborg University Business School and AI Denmark.
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The report placed Klaay 17th among the 25 fastest-growing Danish AI companies by website traffic and inside the top 250 overall. The post reports the result but does not state whether there was a commercial arrangement with RankmyAI; ask if that matters.
Jacob Riff writes in public about one subject and in depth: what a SOC 2 attestation actually takes for a small company, what it costs, and why the market for audits is changing.
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To explore the work, start with the long process walkthrough, which takes a founder from policies and controls through vendor due diligence, a risk assessment, and the difference between a Type I report covering a single day and a Type II report with a three-to-six month observation window.
From there, the pieces on timing and the audit market's split explain why the calendar cannot be bought down and why compliance has moved from the IT budget into the go-to-market stack.
The most distinctive thread is where Riff argues against the product they sell, conceding that a founder can reach an attestation with an AI and a Google Drive before explaining what that approach leaves out.
Posts are long-form and built from short declarative paragraphs, usually opening on a specific moment — a question that comes up in meetings, something someone said that week, a deal that stopped moving — with the product mention arriving at the end, tied to the argument.
Spehar writes about the same underlying problem Riff returns to: proving that a system did what it claimed, with evidence someone outside the team can check.
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Spehar's framing — that AI trust should be a record rather than a feeling, showing how an agent behaved, when it was measured, and against which rules, on a standing cadence — is the attestation idea Riff applies to SOC 2, moved to AI agents. Readers who follow Riff for the argument that the record matters more than the promise will find the same argument here in a different domain.
Spehar's subject is AI governance and runtime behavioral attestation for agents already operating in a CRM, codebase, or pipeline, and the audience is teams deploying those agents.
Riff focuses on SOC 2 for small software companies and writes for founders facing a blocked deal.
Spehar also writes in shorter, more abstract units, while Riff works through concrete process steps and named artifacts.
Fine works through SOC 2 audit questions in public with the same appetite for method Riff brings to process explainers — how a Type 1 and Type 2 can be sequenced, what can be reused from earlier testing, and what the standards permit.
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Fine's question about whether referral fees from a single GRC tool can create an independence threat touches the same commercial layer Riff describes in discussing which audit firms are winning the small-startup segment.
Fine writes for auditors and CPA firms, posing open questions about professional ethics and examination methodology, and assumes a reader who already knows the framework.
Riff writes for founders who have never run an audit, explaining the steps and naming the artifacts.
Fine also takes a question-and-discussion form, inviting peers to a consensus, while Riff builds a case and closes with a product.
Holmgren documents his own company's SOC 2 work from the inside at the same scale Riff writes about: a two-person bootstrapped team, policies written from scratch, an auditor search that ran into the Delve compliance scandal, and the conclusion that what matters is who certified you.
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Readers who want the founder's-eye account of the process Riff explains will get it here, including what the search for an affordable auditor actually looks like.
Holmgren's subject is Fibbler, the ad-attribution product, and its growth — revenue, marketing spend, hiring, channel expansion — with SOC 2 as one episode in that story.
Riff focuses on compliance itself and advises other people on it.
Holmgren reports what happened to the company; Riff generalizes into guidance.
This section helps a compliance or GRC buyer assess Jacob Riff for co-marketing or expert content by distinguishing the posts’ target audience from what is measured about readers.
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The target is clear: six LinkedIn posts speak to founders and small teams when SOC 2 blocks a deal — procurement asking for the report, a founder working out at night what an auditor needs, and the choice between a spreadsheet and a compliance platform.
The posts match the needs of founders and small teams facing SOC 2, and use a voice that feels familiar to founders rather than vendor marketing.
The measured audience is less clear.
The only figure is a LinkedIn follower count of roughly 3,242, observed 8 October 2026.
It establishes scale on one channel, but not followers’ age, geography, job title, employer, or company size.
There are no visible engagement or reach numbers or video performance summary, so performance is difficult to assess.
Topic alignment is the strongest signal; follower count is a baseline, not proof that followers are SOC 2 buyers.
Before committing budget, ask them for recent results on posts about SOC 2 preparation and audit selection — impressions, comments, and profile or site clicks — plus any audience survey, newsletter, or platform demographic information.
YouTube-style demographic information covers geography, age, and gender, but does not verify employer, occupation, or seniority.
Ask whether survey results show that readers are founders, finance or ops leads, or compliance owners at small software companies, and at what company size.
A small sponsored or co-authored test on one crowded topic, retaining the founder-facing framing, is a useful first step before scaling to a broader partnership.
LinkedIn followers
3,242
LinkedIn profile snapshot of the linked account · 2026-10-08
Jacob Riff's posts describe no sponsorship program, rate card, or partnership inquiry route.
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Their commercial offer is Klaay, the compliance platform they say they built, with published pricing starting at $149 a month, self-serve sign-up, and no sales call.
A SOC 2 walkthrough offers readers a meeting for more detail, but that is product help, not a media-partnership channel.
For a GRC or compliance software buyer, there is no published format to plan around, and they sell an overlapping product, so co-marketing would amplify a competing platform.
Their stated advantages—website pricing and plain writing about what SOC 2 costs and how long it takes—could give a partner material to link to or quote, but do not establish a partnership offer.
Ask them directly for a partnership route and terms before assessing fit.
A good fit is a co-authored expert-content campaign from a SOC 2 audit firm, compliance advisory, or security-testing provider seeking to reach founders at 2-to-50-person software companies before they buy a platform.
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Jacob Riff's posts are already the asset: they explain the process in order, name the artifacts (about 20 policies, 100 to 150 controls, vendor due diligence, a risk assessment, and a penetration test where needed), distinguish an engagement letter from an attestation, and explain the Type II observation window.
The audience section points to a LinkedIn following of about 3,242 and a clear founder-facing tone.
Ask for a breakdown by role and company size, which the posts do not provide.
A partner can work with Riff as a named expert on a readiness guide or founder Q&A, with Klaay disclosed as their platform.
This is an expert-content route, not a sponsorship rate-card buy; it trades on the practical detail in the posts.
When to choose a specialist
A poor fit is a paid sponsorship or product co-marketing request from a competing GRC or compliance-automation platform.
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Riff's commercial route is Klaay, a compliance platform with published pricing starting at $149 a month and self-serve sign-up.
A competing platform would ask them to amplify a direct competitor, or require terms their posts do not state.
The audience data is also thin for this kind of spend: only a LinkedIn follower count is stated, with no job title, employer, company size, geography, or post-level engagement.
Before considering a paid placement, ask Riff to confirm a media-partnership route and terms, and request audience and engagement data.
A worked campaign example
For a campaign aimed at founders whose deal is already asking for SOC 2, a worked angle is 'SOC 2 when the deal is already asking.' The partner supplies the audit-firm or advisory expertise; Riff supplies the founder-facing framing and distribution.
Core asset: a co-authored 1,200-word explainer that opens with the moment a procurement request arrives, states plainly that a Type II report cannot arrive this quarter because the observation window runs three to six months and the controls have to be in place before it opens, explains what an engagement letter can and cannot do, and gives a one-page timeline worksheet.
Campaign pieces: one LinkedIn post from Riff using the same opening as their posts; one live founder Q&A or webinar; one gated worksheet.
The offer is an audit-readiness conversation, not a product trial.
Measurement: qualified founder meetings booked and worksheet completions, not impressions.
Disclosure: identify Klaay as their platform and keep the partner's audit or advisory service distinct from Klaay's software.
If the partner is a platform rather than an audit firm, do not run this as a co-marketing campaign until the competing-product conflict is resolved in writing.
For a campaign about AI governance, agent assurance, or proving how AI systems behaved, Greg Spehar is the better choice.
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The posts argue that AI trust should be a record, not a feeling, and describe independent runtime behavioral attestation on a standing cadence, so a record is already available when someone asks. That serves a different buyer task from helping a small software company prepare for a SOC 2 audit.
Greg Spehar is a narrower fit for a founder-facing SOC 2 readiness campaign.
The posts do not cover SOC 2 scoping, policies, controls, observation windows, or audit-firm selection.
A compliance platform or GRC partner targeting founders preparing for SOC 2 would get AI-assurance language rather than the practical process detail Jacob Riff supplies.
Ask for content that addresses the SOC 2 process directly.
For a campaign aimed at CPA firms, audit partners, or compliance advisors debating independence and examination methodology, Troy Fine is the better choice.
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The posts examine whether referral fees from a single GRC tool can create an independence threat under the AICPA Code, and ask whether a firm can use Type 1 conclusions to reduce Type 2 control testing. That speaks directly to audit practitioners making professional and methodological decisions.
The audience is a mismatch for founder-facing demand generation.
Troy Fine writes for auditors and compliance professionals, not founders at 2-to-50-person companies trying to understand what SOC 2 will take.
The posts raise contested questions rather than offer a founder readiness guide, so a co-marketing campaign aimed at founders would need a different translation layer.
For a campaign that needs a founder peer story about going through SOC 2 at a small bootstrapped company, Adam Holmgren is the better choice.
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The posts describe Fibbler's path to SOC 2 Type 1 with two employees: writing policy documents, finding an auditor, reacting to the Delve compliance scandal, choosing Sensiba, and starting the journey to Type 2.
They also connect compliance to customers, growth, and vendor trust.
That firsthand perspective can be more persuasive to founders than an explainer.
Two posts trace one company's compliance journey; they are not a broad teaching body.
Adam Holmgren's commercial route is Fibbler, an ad-attribution product, so the compliance content sits within a product-growth narrative.
A compliance platform or GRC partner should check whether the founder story conflicts with its own product positioning and whether it needs a disclosure.
