Entrust Datacard Rebrands as Entrust

Entrust Datacard is shortening its name and rebranding as Entrust. The decision reflects the company’s growing interest in digital security. The company is best known as a provider of physical credentials, but it has steadily expanded its portfolio through acquisitions and internal research and development in the past few years. It now offers data protection software and digital certificate and signing solutions in addition to credentialing services.

Some of Entrust’s recent acquisitions include SMS Passcode, the PKI specialists Trustis and Safelayer, and the HSM provider nCipher. The company has already leveraged those resources to release its own PKI and passwordless authentication solutions, and expects the demand for those technologies to grow as more organizations embark on their digital transformations.

“As consumers, we depend on digital technologies and security to do more than ever, whether it’s making purchases, crossing borders, accessing government services or logging into corporate networks,” said Entrust CEO Todd Wilkinson. “Making Entrust the foundation of our brand reflects how our technology and innovation are securing this ever-evolving world.”

While it is dropping Datacard from the company name, Entrust will continue to use Datacard as the product name of its high-volume card issuance line. The same is true for the nShield HSM product line, though the nCipher name will gradually transition to Entrust over time.

“Trust enables the resiliency and scale needed to make our digital lives possible,” added IDC Cybersecurity Products VP Frank Dickson. “Centering the brand on Entrust helps the market see the common thread that carries through all of its identity, payment and data protection solutions.”

The original Datacard Corporation was founded in 1969, and became Entrust Datacard after acquiring Entrust in 2013. The company currently generates nearly $800 million in annual revenue, and its 2,500 employees provide service to customers in 150 countries out of 50 offices located all over the world.

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September 14, 2020 – by Eric Weiss