This article is based on the recent Family Business webinar, “Digital Exposure: The Hidden Security Threat to Family Businesses.” Watch the replay here.
In an era when 93% of executives have their home addresses exposed online, the line between digital vulnerability and physical danger is thinner than ever. During a recent webinar hosted by Family Business Magazine Publishing Director David Shaw spoke with Matt Polak, founder and CEO of VanishID, about the growing risks facing family businesses — and how proactive data removal can prevent serious threats.
The Visibility Paradox
Polak grew up in a family-owned boat business, which was later sold to the Pritzker family. After working alongside the intelligence community, he became aware of how easily publicly available information can be weaponized.
The core challenge, he explains, is the visibility paradox: leaders must maintain a public presence while hiding private details that expose them to risk.
From Hard Security to Digital Protection
Traditional executive protection relies on physical security. But modern threats begin online, long before any physical encounter. Digital executive protection focuses on removing personal data that attackers use to identify and target executives.
When Digital Becomes Physical
Polak shared examples where online exposure escalated into real-world danger—ransomware attackers threatening a CEO’s children, scammers redirecting executives’ retirement checks, and a delusional hospital employee threatening an executive at home.
The Family Unit Is the Attack Surface
Executives’ online exposure is often mirrored through spouses and children. Public social media profiles frequently reveal daily routines, travel, and locations.
The Real Risk: The First Page of Google
Contrary to popular belief, the dark web is not the primary threat. Data broker websites accessible through a simple Google search expose home addresses and sensitive personal information.
AI: Accelerating the Threat
AI enables attackers to create flawless phishing emails, personalized scams, and deepfake audio and video. At the same time, companies like VanishID are leveraging AI defensively to identify and remove exposed data.
What Family Businesses Can Do Now
Polak recommends immediate steps:
Freeze your credit
Use a password manager
Turn on two-factor authentication
Install endpoint protection
Separate work emails
Lock down social media privacy settings
A Simple First Step
Changing your LinkedIn location from a specific city to a broader region significantly reduces exposure while maintaining professional visibility.
Polak and his team offer free digital footprint scans to help family businesses understand their current exposure.