History is filled with examples of clear threats ignored. The most recent example was the US housing bubble of 2008, which severely impacted local and global markets when it burst, despite warnings from numerous financial experts. Within the digital landscape, identity attacks are the new housing bubble. In 2018, attacks reached an all time high, affecting 16.7 million US consumers—an 8% increase from 2017. Added to that, 81% of all data breaches were focused on compromising user credentials. As we move into a new decade, with companies moving more of their systems and applications to the cloud, these breaches are also increasing in sophistication, with the likes of rotating IP addresses and new signatures (proxy anonymizers, app or device spoofing, etc.) enabling malicious actors to avoid discovery by traditional tracking solutions. Despite the clear threat to their internal and external users and their identities, companies are only putting 4.8%.