We are a practitioner-led software company that eliminates IT data uncertainty
We’re solving the challenges we experienced while in your seat
Our Values
Core value 001
Quality everywhere
Whether it be our software or our hoodies, we’re quality first and always.
Core value 002
Our users are our priority
We build useful things that solve real problems.
Core value 003
Integrity above all else
We exercise intentional integrity. Whether that be in our external communications, internal meetings, or addressing customer challenges while overcoming our own.
Core value 004
Slow is smooth, smooth is fast
Security is already complicated. Our objective is to simplify and streamline at all costs.


Meet the Team
Our fearless leaders that lead things in ways that only leaders can lead.

Joe Schreiber
Co-Founder and Chief Executive Officer
Joe started in IT and security in the days of dial-up, has led the SOC of the world’s largest MSSP, and worked at several notable cybersecurity software providers from startups to enterprises. Joe attended the Georgia Institute of Technology after applying over Telnet, but was self-taught from age of fifteen on both offensive and defensive IT security. His IT security experience only pales in comparison to his knowledge of single origin coffee and methods to brew.

Ethan Smart
Co-Founder and Chief Solutions Architect
Not everyone has had the duty to guard the secret sauce recipe of McDonalds, but that’s exactly Ethan’s first security job in the SOC. Ethan has worked to support multiple organizations while in the Ciphertechs SOC, and implemented complex security programs as a consultant at McAfee. A respected solutions architect at Tufin, a reputed basketball player at Trinity Christian College, he is now an entrepreneur and donkey herdsman.

Dan Rheault
Head of Strategy and Operations
Dan has worked across various roles in IT and security companies since what he refers to as the naughty auties. Dan cut his cybersecurity teeth at Core Security working alongside penetration testing teams, led Dynamo Software’s marketing through acquisition, and successfully launched Tufin’s lucrative integrated cybersecurity solution marketplace. A graduate of Skidmore College and former fishmonger, he is happiest when he can hear waves in the background.

Nate Rodd
Head of Engineering
Nate is a modern day renaissance man of IT and networking having worked across helpdesk, network engineering and architecture, and software development. Prior to appNovi Nate worked at Progressive Insurance, Windstream, and Tufin with a track record of promotion and leadership. A double graduate of Malone University, Nate is a man of the land and savant of the code, and herdsman of 2 cows and 27 chickens (give or take).

Kent Friesen
Lead Developer
Kent authors both excellent code and words, making him an indelible asset to implementing innovative features in appNovi. California-raised and recently returned, Kent has aspirations to have his own olive grove as the perfect setting to ponder how he’d write his own operating system. Dedicated to his local community and a passionate collaborator, Kent is both able and excited to help solve complex problems.
Meet Our Trusty Advisors

Dan Schoenbaum
Dan is a seasoned executive with expertise in cybersecurity go-to-market. Previously, he was a CEO and COO at high-growth companies such as Tripwire and RiskIQ where he led significant shifts in go-to-market leading to dramatic improvements in growth, resulting in an IPO filing and sizable exits.

Kurt John
Kurt leverages Cybersecurity to drive an innovative and effective business environment that enables a focus on objectives and outcomes. Kurt currently serves as the Global Chief Security Officer at Expedia Group and serves on several boards focusing on mentorship and innovation in cybersecurity.

Josh Stephens
Josh has been in the technology sector for over 25 years and has helped lead some very successful companies through hyper growth, IPOs, and other meaningful exits. He is deeply passionate about helping companies to maximize their potential and enable the people he works with to achieve their own vision of success.

Eldon Sprickerhoff
Eldon is an active entrepreneur and company builder: active as an executive, investor, mentor, advisory and board member at the intersections of information security, computer science, machine learning, SaaS, and finance. In cybersecurity, Eldon is best known for founding eSentire (a leading cybersecurity Managed Detection and Response company).