Payne declined to name Code42's primary competitor by name, saying he did not want to give the rival any press coverage. He acknowledged that at least one competitor actively targets Code42's existing customers, offering to replicate the product at lower prices, which Payne described as a predictable consequence of being the market leader.
Payne positioned Code42 against the broader data loss prevention market, arguing that legacy DLP products are widely disliked by security teams, are not actually used despite significant spending, and fail to solve the insider threat problem. He described that market as ripe for disruption, which was the original thesis behind building the Insider product. All characterizations of competitors and the DLP market reflect Payne's stated views and are not independently confirmed figures.