LaunchKey - Next gen identity & access management

Interesting product. I really like the security space at the moment. A lot of great concepts emerging. A difficult part of the job of these startups is to really educate the market and explain to companies / users why they should use a security solution. It's pretty hard to communicate well the benefits of these solutions and I think it's a bit the case for Launchkey. Lots of keywords for "specialists" (" Next gen identity & access management. Passwordless, multifactor, anonymous, mobile"). As a company I want to be convinced by the benefits and not so much the "sec features"