https://techcrunch.com/2022/08/09/privya-helps-companies-protect-data-at-code-level-before-it-goes-into-production/

As data privacy laws proliferate, it’s becoming increasingly important for companies to protect sensitive data in their applications. Privya was born with the idea that privacy protection should happen at the code level in development before the code goes into production.

One of the founders, CEO Uzy Hadad, was working a company called VisualDNA, which was later acquired by Nielsen. As he watched the amount of data the company was collecting, storing and monetizing, he came up with the notion of a data privacy startup that would become Privya.