How A Small AWS Startup Is Winning Global Enterprise Customers

‘We sold into some very well-known Fortune 100 and Fortune 200 companies in the U.S. with no boots on the ground in North America until very recently,’ says DataMasque CEO Grant de Leeuw.

To say DataMasque is punching above its weight is an understatement.

The data security and AI startup is only four years old and is winning enterprise customers from across the globe such as ADP, the Victoria state government, New York Life and hospitality behemoth Best Western Hotels and Resorts.

The small New Zealand-based AWS partner is driving millions in enterprise sales in regions where the startup didn’t even have boots on the ground. The answer to “how” is simple: the AWS Marketplace.

“Marketplace allowed us to not need to have an LLC in America and not to have a bank account,” said DataMasque co-founder and CEO Grant de Leeuw.

“It has allowed us to actually sell globally from day one,” he said. “We sold into some very well-known Fortune 100 and Fortune 200 companies in the U.S. with no boots on the ground in North America until very recently.”

[Related: AWS Marketplace ‘Is The Wave Of The Future;’ Deloitte And Presidio Talk New Marketplace Innovation]

The AWS Marketplace is a global online store where thousands of businesses are discovering and buying any tech solution listed on the Marketplace every day, which includes many of DataMasque’s AI and data protection offerings.

“We can now find and put people behind those customer opportunities without us actually having to grow first into those regions at an expense,” said DataMasque’s CEO.

“We get customers first, and then we put boots on the ground behind,” he said.

AWS Marketplace ‘Is Allowing Us To Not Be Restricted By Geography’

Founded in 2021, the startup has been growing rapidly from a small company into now having employees in five countries thanks to the AWS Marketplace.

“We’ve got the team in the U.S. that is the second largest behind New Zealand now. So we’ve been able to fill the team behind the customers as they come on,” de Leeuw said.

“It is allowing us to not be restricted by geography,” he added.

DataMasque is now finding customer opportunities from all over the world, including new customers in South America and Europe, as the Marketplace lets businesses find and buy its listed solutions.

“We were a small, bootstrapped organization. We thought that Marketplace was a cost-effective way for us to go to market,” said DataMasque’s CEO. “We got a case study from one of our customers, and then we started getting contacted through our Marketplace listing.”

DataMasque currently works with global enterprise organizations in industries such as financial services, government, insurance and telecommunications.

DataMasque On The AWS Marketplace

Customers are using the AWS Marketplace to easily discover, buy and deploy agentic AI solutions, including DataMasque’s data masking software offerings that drive agentic workflow development.

DataMasque helps customers protect sensitive data, accelerate development and secure AI innovation without compromising data quality. By delivering synthetically identical, de-identified datasets at scale, DataMasque lets businesses leverage data safely across development, testing, analytics and model training.

In addition, DataMasque is one of the only approved de-identification AWS partners for Amazon HealthLake.

With centralized purchasing on the Marketplace, customers maintain visibility and control over licensing, payments and access through AWS.

“Marketplace has just been such a huge opportunity for DataMasque,” said de Leeuw.

AWS Revamped Marketplace At re:Invent 2025

AWS is a $132 billion AI giant and the largest cloud computing company in the world.

At AWS re:Invent 2025, the Seattle-based company revamped its online Marketplace with new AI features, pricing models and product packages to accelerate customer deals and partner revenue.

The cloud company launched a new capability that allows partners like DataMasque to combine their own software and services with ISV and Amazon products—as well as with channel partner offerings—in a single, packaged offer.

AWS also launched its own agentic AI technology inside Marketplace to drive better search and discovery results for customers. Agent Mode is a new conversational discovery experience that’s purpose-built for software procurement.

For DataMasque, the AWS Marketplace upgrades will only fuel enterprise sales and opportunities.

“We’re happy with all of the new features and capabilities inside Marketplace,” DataMasque’s CEO said. “We’ve been very fortunate to be able to sell into financial services, insurance, health care in North America and in the U.S.—and that’s all through Marketplace.”