TPG Capital acquired Thycotic and Centrify in early 2021.

Edward Gately, Senior News Editor

February 1, 2022

2 Min Read
Rebranding
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ThycoticCentrify, which formed when TPG Capital acquired Thycotic and Centrify in 2021, has rebranded as Delinea.

Delinea provides privileged access management (PAM) solutions. Delinea says the new brand identity underscores its significant progress as a combined company. It caters to any size of business.

Chris Smith is Delinea‘s chief marketing officer.

Smith-Chris_Delinea.jpg

Delinea’s Chris Smith

“The new brand messaging succinctly conveys to partners and our mutual customers the Delinea vision and clearly states exactly what we do, which is providing PAM solutions that deliver seamless security for modern, hybrid enterprises,” he said. “The value proposition that partners will want to get behind is that Delinea offers a seamless solution and is designed to be invisible to the user while being easy for IT teams to own and operate.”

The “aggressive” investment in worldwide brand awareness will drive end-user demand, Smith said, resulting in sales via Delinea’s channel partners.

Delinea’s go-to market approach is backed by additional investment in resources specific to partner enablement, he said.

ThycoticCentrify Always Meant to Be Temporary

Both legacy brands served Centrify and Thycotic well for years, Smith said. However, ThycoticCentrify was always intended to be a temporary, interim brand.

“After the merger last year, we saw an opportunity to rebrand with a name that the combined company could conceive, own and grow as our new identity emerged,” he said.

Many people have emotional ties to the legacy brands, Smith said. However, the company is confident its customers, partners and employees will be “passionate about our new brand and identity.”

The rebrand itself may not offer an increase in competitive advantage, Smith said. However, it will help put a finer point on “what we think are competitive advantages.” Those center around ease of use, its comprehensive suite of solutions, its cloud platform and more.

“So far, the feedback from our partners has been overwhelmingly positive,” he said. “Our partners feel the brand name and design system is very contemporary and presents an innovative, fast-paced technology leader. They also appreciate the clarity of our brand story and positioning with powerful messages that, when underpinned by our strong product portfolio, will help them engage in more conversations with organizations looking to solve modern privileged access challenges.”

Tim Millikin is a partner at TPG Capital.

“One year ago, in partnership with the Thycotic and Centrify teams, we set out to build a dynamic identity security platform that delivers one of the most comprehensive product suites in the market,” he said. “Today’s brand launch marks the next exciting milestone in this journey.”

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Edward Gately or connect with him on LinkedIn.

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About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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