As we welcome a new year, let’s take a look ahead and anticipate the trends that will shape SaaS ecosystems in 2025. What challenges will businesses need to overcome? What opportunities will they seize to secure and manage their data?

To help shed some light on questions like these, Keepit’s Jakob Østergaard (CTO), Michael Amsinck (CPTO), and Kim Larsen (CISO) have shared five predictions for 2025 ranging from data protection and compliance to cloud infrastructure, AI innovation, and scalability challenges. 

Prediction 1: Data protection — finally a non-negotiable priority 

By Michael Amsinck, CPTO at Keepit

Data protection goes mainstream

In 2025, businesses will move beyond seeing SaaS data protection as optional and embrace it as a non-negotiable priority. The increasing frequency of cyberattacks and the devastating consequences of data breaches will make organizations take proactive steps to safeguard their digital assets, such as SaaS data, filling a critical need in shared responsibility models.

This means not just adopting backup solutions but ensuring they’re vendor-independent and truly resilient. Companies will demand solutions that not only secure their data but also guarantee accessibility under any circumstances. The market is ready for exponential growth, fueled by this heightened awareness and demand. 

Prediction 2: Data sovereignty — know where your data lives 

By Kim Larsen, CISO at Keepit 

Data sovereignty takes center stage
As global regulatory landscapes evolve, businesses will prioritize knowing precisely where their data resides and under whose jurisdiction it falls. Customers, too, are becoming savvier, demanding transparency about how and where their data is managed.

By 2025, data sovereignty won’t just be a legal obligation — it will be a strategic advantage. Smart businesses will give their data a clear “address,” ensuring compliance while boosting customer trust. This isn’t about borders — it’s about accountability and control. 

Prediction 3: Cloud services — supply chain under the microscope 

By Jakob Østergaard, CTO at Keepit 

Trust, but verify.
The geopolitical turbulence of recent years has exposed vulnerabilities in supply chains, including digital services. By 2025, organizations will scrutinize their cloud service providers with the same rigor they apply to physical supply chains.

Compliance, vendor relationships, and security protocols will come under the microscope. While integration and collaboration are essential, the days of blind trust are over. Businesses will learn to balance innovation with caution — understanding that while partnerships are key, not all vendors are allies.  

Prediction 4: AI — the year of truth 

By Jakob Østergaard, CTO at Keepit  

AI hits reality check
2025 will mark the end of AI hype cycles. Unsustainable projects will collapse, and only truly functional, value-adding solutions will remain. Businesses will embrace AI for practical purposes: analyzing large datasets, identifying patterns, and enhancing decision-making.

The market will mature, with clear winners emerging as the dust settles. Much like past technological fads, the glamour will fade, leaving behind only what works. Companies that harness AI wisely — focusing on utility rather than novelty — will reap the rewards. 

Prediction 5: Scalability — APIs as the breaking point 

By Jakob Østergaard, CTO at Keepit 

APIs must grow up.
APIs are the backbone of modern SaaS ecosystems, but by 2025, their limitations will become a critical bottleneck. Throttling, slow responses, and intermittent failures are stalling progress, undermining the promise of seamless integrations. For the digital economy to thrive, APIs must evolve to handle higher volumes and deliver consistently.

Engineering robust, scalable solutions isn’t glamorous, but it’s essential. The message is clear: slow down to build better. In the long run, well-designed APIs will separate market leaders from the also-rans. 

Conclusion 

The predictions for 2025 reflect a shared focus on SaaS resilience, accountability, recovery, and adaptability. Businesses must prioritize intelligent and robust systems that address data protection, transparency, and technological evolution to navigate the challenges ahead.

By embracing these shifts proactively, organizations can transform uncertainty into opportunity, ensuring they remain competitive and secure. After all, recovery can only happen if you have a backup proactively in place. 

Data backup and recovery in SaaS environments can be complex, but at Keepit, we’re continually simplifying the process. With our Data Protection Dashboard, we’re delivering real-time insights via one centralized hub, providing the visibility needed to help enterprises manage their backups across SaaS applications like Microsoft 365 and Salesforce with confidence.

Our mission with this project is pretty simple: We want to give our users a centralized hub for all application dashboards, thereby simplifying monitoring, license usage, and anomaly detection to enhance cyber resilience and security.

What is observability, and why does it matter?

In the context of data protection, observability refers to the ability to gain deep visibility into operations, enabling teams to detect, diagnose, and address issues quickly and effectively. This is especially important for ensuring the reliability and effectiveness of backup and restore processes in complex SaaS environments. With enhanced observability, enterprises can maintain confidence in their data protection strategies and stay resilient against potential disruptions.

This focus on observability is what drives Keepit’s latest innovation: The Data Protection Dashboard. By providing real-time insights into backup and restore operations, the dashboard delivers centralized visibility, helping enterprises manage their backups across SaaS applications like Microsoft 365 and Salesforce with ease and confidence. Moreover, Keepit ensures a seamless user experience by supporting flexible transitions between different types of dashboards, tailored to the specific focus of a task at hand.

What is Keepit’s Data Protection Dashboard?

The Data Protection Dashboard is a workload-based tool designed to simplify and centralize the monitoring of all backups across SaaS environments. As a key aspect of observability, it provides real-time visibility into backup health, coverage, and integrity, offering actionable insights in one place. This centralized view enables users to monitor and manage backup and restore operations with ease, reducing complexity and enhancing operational efficiency.

A standout feature of the dashboard is its ability to support seamless transitions between different types of dashboards. This ensures a smooth user experience, allowing users to focus on specific tasks — whether it’s troubleshooting, compliance reporting, or scaling data protection efforts — without losing context or accessibility.

This flexibility reduces the need for users to switch between multiple tools or interfaces, ensuring their workflow remains uninterrupted while managing various tasks like compliance reporting or troubleshooting.

By tailoring the experience to the needs of the task at hand, Keepit ensures flexibility while maintaining comprehensive observability.

Why is a centralized hub for monitoring important?

Today, users are juggling multiple dashboards, each tied to a specific connector. While these dashboards provide some insights, they rarely offer the comprehensive, centralized visibility needed to make informed decisions — particularly at scale — and this brings challenges to visibility and difficulties in managing more complex integrations. For enterprises, this approach is simply not scalable nor sustainable, and ultimately, it leads to uncertainty.

By consolidating backup monitoring into one unified view, our Data Protection Dashboard provides a clear picture of backup operations across connectors and applications, enabling teams to stay on top of their data protection strategies.

This dashboard is part of Keepit’s ongoing effort to make observability more accessible and intuitive for our users, which ultimately strengthens data security and supports business continuity.

Key features of Keepit’s Data Protection Dashboard

1. Backup status overview

Gain quick insights into the operational state of your backups with a comprehensive status overview:

• Connector health status: Visual indicators highlight any critical issues.
• Snapshot activity insights: View the time of the latest snapshot, the number of snapshots created in the past 48 hours, and the total backup size.
• Recommended actions: Quickly identify and resolve issues at the connector level.

These insights ensure that your backup strategy stays on track, maintaining the resilience, compliance, and security of your data.

2. Backup coverage overview

This feature helps users identify potential gaps in their backup coverage, offering a granular view of data protection, and with historic insights:

• Workload division within applications: Displays selected workloads, such as Exchange or SharePoint, divided into individual areas within applications such as Microsoft 365 and Google Workspace.
• Coverage comparison: Highlights the number of units selected for backup versus those successfully covered, i.e., users can easily check if the coverage of the top-level SharePoint sites matches the selection. In this context, a “unit” refers to a specific entity, such as a top-level SharePoint site, while the “individual area” represents the overall SharePoint workload.
• Data size metrics: Provides details on the total size of each workload area.

This comparison ensures that enterprises can address any inconsistencies and maintain comprehensive data protection.

A note on retroactive data: The Data Protection Dashboard applies to backups created after its release date. Data backed up before the launch isn’t included in these new insights. 

3. Backup integrity monitoring (coming soon)

Aimed at reducing vulnerabilities, this upcoming feature monitors items that are recurrently skipped during backups:

• Skipped items list: Identify and download a detailed list of consistently skipped items.
• Proactive insights: Pinpoint potential vulnerabilities and share findings with support teams if needed.

This feature is especially valuable for enterprises aiming to refine their backup strategies and ensure maximum data integrity.

Benefits: Why accessible data insights matter

For enterprises managing complex SaaS environments, time is critical, and risks are high. Accessible and intuitive insights are not just convenient — they’re essential to effective SaaS data protection. The insights from Keepit’s Data Protection Dashboard:

• Enable faster action: Provide real-time visibility into backup health and coverage so teams can respond to issues before they escalate into larger problems.
• Bridge the gap between complexity and usability: Simplify the management of SaaS environments with complex configurations, including role-based access controls, compliance requirements, and varied workloads, making it easier to monitor backup health, spot vulnerabilities, and ensure compliance.
• Support the shared responsibility model: Help SaaS customers take ownership of their data protection responsibilities by providing the tools they need to secure and recover data effectively.
• Align observability with resilience: Ensure users can quickly identify and resolve issues, maintaining the integrity of their data protection strategy and facilitating faster recovery.
• Reduce risk: Minimize the chances of missed backups, incomplete coverage, or skipped items that could result in data loss.
• Boost compliance: Provide clear metrics and reports to make demonstrating adherence to regulatory standards and internal policies easier.
• Simplify scaling: Keep monitoring manageable as the number of workloads and connectors grows, enabling data protection to scale without adding complexity.

Ultimately, accessible insights give enterprises the confidence to protect their data, recover quickly, and maintain compliance in even the most complex SaaS environments.

Building a foundation for resilience

With the Data Protection Dashboard, Keepit is addressing a key challenge for modern enterprises: How to gain real-time, actionable insights into backup operations while managing complex SaaS environments. By providing a centralized hub, we’re helping organizations move away from fragmented dashboards toward a more unified and reliable approach to data protection.

The new dashboard is not just a feature; it’s a reflection of our commitment to improving observability and empowering enterprises to safeguard their critical data with confidence. As we continue to refine and expand its capabilities, our users will have even more tools to strengthen their backup strategies and ensure business continuity.

Stay tuned for updates as we roll out additional features and enhancements to the Data Protection Dashboard.

New funding will fuel Keepit’s global expansion and product innovation

Copenhagen, Denmark – December 16, 2024 – Keepit, the world’s only independent, cloud-native data protection and backup provider, today announced a $50 million funding round, led by existing investor One Peak , and EIFO, the Export and Investment Fund of Denmark. This funding round marks the company’s third equity investment in the past four years, bringing total funds raised to approximately $90 million.

The latest investment underscores Keepit’s rapid growth and solidifies its position as a leader in SaaS data protection. The new investment will be directed towards expanding the company’s go-to-market efforts and fueling continued product innovation.

Keepit’s mission to provide a vendor-independent, dedicated infrastructure for SaaS data protection has resonated with a broad range of enterprise customers as its solutions already support 5 million users globally. With its latest funding, Keepit is poised to accelerate its global expansion strategy, prioritizing key markets like the US, Europe, and other high-growth regions, while bolstering Keepit’s network of partners.

Simultaneously, Keepit plans to intensify its focus on product innovation, advancing its cutting edge, cloud native solutions to empower organizations in safeguarding their SaaS data effectively and reliably. This will include broader workload coverage and additional data management and intelligence capabilities for the enterprise.

“Our commitment to innovation and solving our customers’ most pressing data protection challenges is what drives us forward,” said Morten Felsvang, Keepit Co-founder and Chief Executive Officer and Frederik Schouboe, Keepit Co-founder and Chief Vision Officer. “This new funding will allow us to expand our reach and continue innovating the most advanced SaaS data protection solutions on the market. We’re thrilled to see such strong support from our investors, who understand our mission and share our vision for the future.”

David Klein, Co-founder and Managing Partner at One Peak, commented on the investment:
“We have been continually impressed by Keepit’s leadership and their unwavering ability to deliver on their vision. In a time when the need for secure, independent SaaS data protection is more critical than ever, Keepit stands out as a leader with its innovative platform. We are thrilled to continue supporting the Keepit team in this exciting next chapter of their growth journey.”

Jacob Bratting Pedersen, Managing Director, Partner & Head of Tech & Industry at EIFO, commented:
“Keepit’s focus on cloud-native, vendor-independent data protection is what sets them apart. This investment is not just a financial decision for us—it’s about supporting a company that is revolutionizing the way organizations think about data security. We believe in their long-term vision and look forward to contributing to their continued success.”

About One Peak

One Peak is a leading specialist growth equity firm with $2.0 billion in assets under management that invests in technology companies in the scale-up phase. One Peak provides growth capital, operating expertise, and access to its extensive network to exceptional entrepreneurs, with a view to help transform innovative and rapidly growing businesses into lasting, category-defining leaders. In addition to Keepit, One Peak’s investments include Akur8, Ardoq, Coro, Cymulate, Deepki, Docplanner, Lucca, Neo4J, Pandadoc, Spryker, and many more.

To learn more, visit www.onepeak.tech.

About EIFO, the Export and Investment Fund of Denmark

EIFO is the national promotional bank and export credit agency of Denmark combined in one financial institution. Active in over 100 countries, and with a total business volume of more than EUR 20 billion, EIFO provides financial solutions for Danish companies and their global partners, while also investing in startups and funds. We exist to open doors for Danish global business, accelerate the green transition, promote new technologies and develop the Danish defense industry. With our willingness to take risks in financing, EIFO paves the way for those who dare to think bigger.

Keepit was honored in three categories: Cloud Security, Data Loss Prevention and Disaster Recovery/Business Continuity.

COPENHAGEN, DENMARK, December 13, 2024 – Keepit, a global provider of a comprehensive cloud backup and recovery platform, is proud to announce it has been recognized at the prestigious 2024 Security Today CyberSecured Awards. The company secured top honors in three categories: Cloud Security, Data Loss Prevention and Disaster Recovery/Business Continuity.

·       WINNER #1 in the category: Data Loss Prevention

·       WINNER #2 in the category: Disaster Recovery/Business Continuity

·       WINNER #3 in the category: Cloud Security (Tie)

Security Today, a leading source for security professionals, unveiled the winners in a press release, recognizing Keepit’s outstanding contributions to the cybersecurity landscape. The CyberSecured Awards celebrate innovation and excellence in cybersecurity solutions.

“The Keepit platform helps companies future-proof their businesses against ever-increasing cyberthreats. With our industry-leading backup and recovery capabilities, companies can rely on continued access to business-critical data, even if they’re targeted by cyberattacks. We’re honored that the Keepit platform was recognized by Security Today’s CyberSecured Awards”,” says Michele Hayes, CMO at Keepit.

Keepit’s commitment to innovation, security, and reliability has positioned the company as a leader in the cybersecurity industry. The Keepit platform was recognized in four categories at the Top Infosec Innovator 2024 Awards, including “Cutting Edge Cloud Backup”, “Most Innovative Cyber Resilience”, “Hot Company Data Security Platform” and “Hot Company Ransomware Protection of SaaS Data”.

Keepit has been awarded “Best Green Initiative” by the Business Awards UK, 2024 Corporate Sustainability Awards.

Copenhagen, Denmark – November 29, 2024 – Keepit, a global provider of a comprehensive cloud backup and recovery platform, today announced it has been awarded “Best Green Initiative” by the Business Awards UK, 2024 Corporate Sustainability Awards. Keepit’s data centers in the Americas and EMEA have been powered by 100% renewable energy since 2023.

Headquartered in Copenhagen, Denmark, with offices in the US, Germany, and the UK, Keepit counts The National Gallery and Oxford University Innovation Ltd among its UK customers.

“Keepit prides itself in having built its whole operation efficiently, with sustainability in mind. Providing our customers with the ability to secure their data on our platform, knowing we’re also doing our part to reduce environmental impact, is important to us as a company”, says Michele Hayes, CMO at Keepit.

Keepit’s continuing commitment to sustainability

Since 2023, all Keepit’s data centers in the Americas and EMEA have been powered by 100% renewable energy. Keepit reached this important green energy milestone ahead of other cloud-based backup vendors.

Keepit constructed its technology stack from the ground up, specifically designing it to efficiently address data storage challenges. This approach reflects a commitment to optimizing resource utilization and delivering a service that is not only effective but also resource efficient. Read more about Keepit’s commitment to sustainability.

Keepit platform was also named “Best Cybersecurity Backup Service” by Business Awards UK, 2024 Cybersecurity and Resilience Awards.