We made the small-business tier free because the maths of who gets hurt kept bothering us. The sole trader, the one-van firm, the family shop: these are the people an attacker finds easiest and a loss hurts hardest. They are also the people least likely to have a spare budget line labelled “cyber-security”, and least likely to spend it there when the roof needs doing.

There is a version of this business that treats worry as a product. Frighten a small operator enough and they will pay for something, whether or not it helps. We are not interested in that. The honest truth is that most of what protects a small business is free or nearly free, and the hard part is knowing which few things actually matter and doing them.

So the free tier does the unglamorous work: a plain look at how you sign in, where your backups are, what happens if a phone goes missing. No jargon, no fear, no upsell disguised as a report. If there is nothing worth paying for, we would rather tell you that and keep the goodwill than invent a problem.

We can afford to do this because the businesses that do grow, and do need more, tend to remember who was straight with them when they had nothing. That is a slower way to build a company, and we think it is the right one. Trust earned cheaply is worth more than a sale made by scaring someone.

There is a bit of south-Wales stubbornness in it too, if we are honest. The people we grew up around do not take kindly to being sold fear, and they can smell it a mile off. Better to be useful first and let the rest follow.