Shahar Peled

Shahar Peled is co-founder and CEO of Terra Security, a company that sells continuous AI penetration testing for web applications, networks, and AI systems. He started it in 2024 with Gal Malachi, the chief technology officer. Each Terra report is reviewed by a certified human pentester.

A gap seen at Jit

Peled saw the problem while working at Jit, an application security company. He argues that AI made the gap worse on both sides. “When Gen AI came to play, the first people who became more efficient are engineers. They write more code. You introduce more vulnerabilities,” he said on The PMF Show. “And adversaries, the bad guys, it's much easier for them to adopt AI native tools.”

Asking what buyers would pay

Before building, Peled and his team held more than 100 conversations with potential customers. He pushed past whether they liked the idea. “I think asking these people, would you buy this or would you use this, is too easy of a question,” he said. “My question was, how much would you pay for it.” Terra's six design partners all became paying customers.

His own test for product fit is blunt. “When you turn the solution off, how long is it going to take people to call you,” he said.