Why Startup Ecosystems Need More Optimism: Lessons from Futurae and the Swiss National Startup Team
07.07.2026 13:00 Roberto Sikora
07.07.2026 13:00 Roberto Sikora
Nine years ago, Futurae entered a cybersecurity market dominated by large international players. For many startups, that might have been a reason to think small. For Sandra Tobler, Co-Founder and Chairwoman of Futurae, and her co-founders, it was exactly the opposite. From day one, they knew they would need to compete globally, build an international team and win customers far beyond Switzerland's borders. Venture Leaders became one of the milestones that helped turn that ambition into reality by connecting the team with new markets, investors and fellow entrepreneurs along the way.
When Futurae was founded nearly nine years ago, there was no guarantee that the idea would become a company. Tobler recalls the early days as a period filled with uncertainty. Together with her co-founders, who had worked on cryptography projects during their PhD studies at ETH Zurich, she decided to test whether the market was ready for a new approach to cybersecurity.
The timing turned out to be right. Regulatory changes, particularly in banking and payments, were increasing demand for strong authentication and fraud prevention solutions. The founders gave themselves six months to validate the opportunity, attract investor interest and reach key milestones before committing fully to the venture.
Those early signals quickly confirmed the potential. The company secured a first customer and gained momentum. Yet from the very beginning, the founders knew they were not building for Switzerland alone.
As a software company operating in cybersecurity, Futurae was competing against large international players from day one. Some of its earliest customers were already operating across borders, and the company adopted English as its working language from the outset. Today, Futurae's team represents more than 20 nationalities, reflecting the international mindset that has shaped the business since its inception.
"Listen to your instinct, be bold and brave, and keep doing what you think is best."
For Tobler, one of the most valuable aspects of Venture Leaders was the opportunity to build relationships beyond Switzerland. The intensive roadshow format provided direct access to investors, entrepreneurs and industry leaders while offering an immersive introduction to new markets.
"I honestly love these roadshows," she says. "It's a very cool community."
What stands out most is not only the exposure to investors but also the diversity of people participating. Founders at different stages, corporate innovators and industry experts come together for a concentrated week of meetings and discussions. These interactions often become the starting point for long-term relationships that continue long after the roadshow ends.
The experience also reinforced Futurae's international strategy. Whether in New York or Barcelona, the company was able to build connections that supported future market expansion and helped the team better understand how different ecosystems operate.
For a company targeting global markets, these networks became increasingly valuable. Rather than entering new regions alone, Futurae learned to leverage partnerships with payment providers, technology platforms and international organisations. This approach allowed the company to integrate its cybersecurity solutions into larger ecosystems and reach customers around the world.
Interestingly, Tobler believes one of Switzerland's biggest opportunities lies in adopting more of the collaborative mindset she experienced abroad.
Before founding Futurae, Tobler spent time in the United States, an experience that fundamentally shaped how she thinks about entrepreneurship.
In her view, one of the biggest differences between startup ecosystems is the way people react to new ideas. In the US, founders are often met with encouragement, introductions and suggestions for how to make an idea bigger. People actively help connect entrepreneurs to customers, investors and partners.
In Switzerland, she believes the conversation sometimes starts from a different place. Instead of asking how an idea could succeed, people often focus first on why it might fail.
Tobler has seen significant progress over the years and believes the Swiss startup ecosystem has become much stronger. The growing founder community and organisations such as Venture Leaders have played an important role in creating a more supportive environment. Yet she still believes there is room for more optimism, more introductions and more founders helping each other succeed.
That mindset has also helped Futurae navigate the challenges of international growth. Over the past decade, the company has continuously adapted to changing circumstances. The pandemic forced the team to replace in-person relationship building with virtual interactions. New regions required new partnership models. Expanding into markets across Europe, the Middle East, Latin America and Southeast Asia demanded flexibility and resilience.
Rather than one defining challenge, Tobler sees international growth as a constant process of adaptation. Every market brings new realities, and successful companies learn to evolve alongside them.
As Futurae approaches its tenth anniversary, the company remains focused on growth. Additional customers, strategic partnerships and a new funding round are all part of the next chapter. Yet when asked what advice she would give the next generation of founders, her answer remains remarkably simple: trust yourself, stay courageous and keep moving forward.
For Tobler, entrepreneurship has always been about building something that does not exist yet. The willingness to think bigger, learn from others and support those around you is what ultimately turns an idea into a global company.
Futurae Technologies Team
Explore two decades of Venture Leaders, the evolution of the Swiss National Startup Team, and how Swiss startups built global ambition through international roadshows, investor access, and global ecosystems. Download now