Venice Raises $20M to Replace CyberArk With Non-Human Identity Management

Venice startup non-human identity management AI agents credentials

The Non-Human Identity Problem

The internet today has a permissions problem. As AI agents, chatbots, and automated systems have proliferated, so has the need to provide them with credentials, permissions, and identities. That's why identity and access management (IAM) startups focused on this "non-human" workforce are attracting serious venture capital.

Enter Venice

Israeli-American startup Venice has emerged from stealth with a bold claim: it's already replacing CyberArk and Okta at Fortune 500 companies. The 35-person company raised a $20 million Series A in December 2024, led by IVP with participation from Index Ventures.

Founded just over two years ago, Venice tackles both cloud-based and on-premises environments — a harder technical path that positions it to win large enterprises still running legacy systems alongside modern cloud infrastructure.

The Founder

At its helm sits Rotem Lurie, 31, whose path to entrepreneurship ticks every VC checklist. The daughter of two programmer parents in Israel, she spent years as a product manager at Microsoft before founding Venice with a mission to solve the credential chaos that comes with a world full of AI agents.

The Competition

Venice faces well-funded rivals including Persona ($200M Series D), Veza ($108M Series D), and GitGuardian ($50M). But its dual cloud/on-premises approach carves out a differentiated position — and its early Fortune 500 wins are a credible proof point for a company of this size.

The Bottom Line

A 31-year-old ex-Microsoft PM says she can unseat CyberArk in 18 months. That's a bold claim. But the non-human identity market is real, growing fast, and Fortune 500 logos lend credibility. $20M from IVP and Index Ventures says investors believe her.