MindYourPass
More reach from same research and landing in national press
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Tags: IT, Security, Rebranding
Company: MindYourPass
Challenge: The benchmark data was there. What was missing was a way to turn it into visibility. MindYourPass wanted to bring its 2025 research to market more seriously: a more professional report, more media coverage and a wider public reach.
Result: Within a few months came coverage in NRC and de Volkskrant, followed by pieces in Computable, ICT Magazine and Binnenlands Bestuur. Reach on LinkedIn was high too. The research even prompted questions in parliament.
The challenges
Although MindYourPass is best known for its password manager, they have a second product that’s at least as interesting: a measurement tool. That tool started life as a supporting product, a way to gauge whether the password manager was actually being used effectively. Is the password manager being used? Are people choosing stronger passwords? Are employees breaking the habit of saving passwords in their browser?
What began as a way to demonstrate the product’s own value grew into a rich data source in its own right. MindYourPass collects anonymised login data from employees at hundreds of organisations, many of them municipalities, giving it visibility into patterns that most organisations can’t see for themselves. Sometimes MindYourPass barely realises how much it knows. They use the data for client reports and annual benchmark publications. The ambition to turn it into broader visibility was there, but a concrete approach was missing.
When Beyond Products started working with MindYourPass, two concrete challenges were in play:
1. Limited reach with the previous benchmark
In 2025, MindYourPass published a first benchmark on password security at municipalities. The company was still relatively unknown in the market at that point, and distribution through a single journalist and one trade-media piece was a solid result for that stage and something they were rightly proud of.
The data was relevant, the research was strong, and MindYourPass was growing. That growth called for a more professional approach: one that did justice to the quality of the research and matched the company MindYourPass was becoming. Anyone looking for the 2024 benchmark today will barely be able to find it.
2. A richer edition without a distribution plan
For the 2026 edition, Merijn de Jonge, founder of MindYourPass, had more in hand than password data alone. It occurred to him that the login data also said something about cloud sovereignty: an application’s IP addresses let you trace where data is actually hosted. Against the backdrop of the growing debate over dependence on US cloud providers, that was a relevant insight. MindYourPass, as it turned out, was part of that 60% itself. That gave them a strong story, the question was how best to distribute it.
The approach
The central question: how do we make sure this research doesn’t disappear into a drawer?
1. Breaking the report up into news moments
One piece of research doesn’t have to mean one moment of publication. The full report was still in development, but the sovereignty debate was in full swing at the time. That was reason enough to release the cloud sovereignty story as a standalone publication straight away, without waiting for the rest. That way we capitalised on the news cycle, and Merijn had a concrete moment to build the story around on LinkedIn.
2. A press release that gives journalists something to work with
We wrote the press release as a self-contained news story, hung on the most striking finding. The release itself stayed businesslike and data-driven: the numbers took centre stage, not the story behind them. That story was something Merijn shared via LinkedIn. There he told it honestly, from the start: how he analysed his own data, discovered that MindYourPass was itself part of that 60%, and decided to share that. The combination, a tight press release for editors and a personal LinkedIn story for the wider public, made each part stronger.
3. Personal contact instead of a blast
Together with MindYourPass we drew up a press list and helped them pitch the research to individual journalists. So no mass emails went out, only short messages tailored to the journalist and the outlet. MindYourPass sent those messages themselves, to keep the contact authentic.
4. LinkedIn as an extension of the research
Alongside the media rollout, we worked with Merijn on LinkedIn posts that made the story personal. Rather than repeating the data, he told it honestly as the founder: what he’d discovered himself and how it made him feel. The post in which he revealed that MindYourPass itself also runs on US cloud became the most-read of the series.
Image 1: The LinkedIn posts published about the research, and the engagement they generated.
The results
The media response was immediate and wide-ranging. In a short time, coverage followed in both national newspapers and specialist trade publications, including:
Image 2: An overview of the media coverage generated by the press release.
The research also generated significant engagement on LinkedIn:
| 5+ national press and magazines | 134 likes on beste LinkedIn-post | 42 comments on beste LinkedIn-post |
About MindYourPass
MindYourPass is a Dutch cybersecurity company that helps organisations make digital access secure and manageable. With solutions for monitoring, password and passkey management, and central control, organisations gain insight into risks, can enforce security policies, and work towards modern, passwordless authentication step by step. MindYourPass serves organisations across a wide range of sectors, including government, healthcare, education and commercial businesses.
