We live in a world held hostage by the threat of ransomware. Every business, regardless of industry or category, exists under the weight of the potential consequences of an attack. As such, cyber resilience has become an enormous business. In 2025 alone the TAM is expected to reach $300 billion dollars, growing at an annual rate of up to 13%. That’s just how big the problem, and the opportunity is.

Yet, today, the definition of cyber resilience is shaped (and limited) by an architectural approach that has not fundamentally changed since the days of server rooms, tape drives and physical networks. This outmoded thinking not only creates an enormous cost and complexity for the customer, it limits their ability to affordably and effectively bounce back from a breach.

Why? Because today the enterprise is cloud-first. Over 70% of enterprise IT spend is focused on cloud-based workloads and third party SaaS platforms. Everything is abstracted in the cloud (including on prem environments) and even the mainframe can be virtualized.

Still, our category continues to bump along—offering big promises and kludged together solutions rather than doing the hard work of reinventing resilience to meet the needs of the cloud-first enterprise. This lack of vision and ambition comes at the expense of the customer and the vulnerability of their business. It’s a decision to stay the profitable, legacy course because of the belief that the effort outweighs the reward.

The truth is, rethinking cyber resilience to meet the needs of the cloud-first world not only transforms the cost, complexity, and control customers can expect in protecting their entire enterprise. It also opens up amazing new opportunities by taking best advantage of what’s possible in these modern virtualized environments.

In short, by continuing to innovate and embrace solutions built for the modern, cloud-first enterprise, we’ve pushed past the current definition of cyber resilience to enable continuous business.

What is Continuous Business?

Like other shift-left capabilities born of modern cloud computing, such as continuous security and continuous delivery, Continuous Business creates a new state of always-on business availability and resilience for the modern, cloud-first enterprise. It centers on four key areas:

Continuous security
Continuous readiness
Continuous recovery
Continuous rebalance

The business and its data can now operate on a timeline, or continuum, that ensures a constant state of security and readiness, along with the ability to literally rewind the business to the point before the breach; recovering everything intelligently—not just the raw data, but the application control and metadata enabling business to recover rapidly, ultimately rendering ransomware irrelevant.

This is more than a new product feature or offering. It represents an entirely new technical approach—a vision for the next decade and beyond.

Continuous Business is the new standard for cyber resilience in a cloud-first world.