# Your page scores 58 out of 100 for sameness against the 4 competitors you named.

Parts of your page are genuinely your own — but what you say you do and who it's for is where you and Proofpoint start to sound the same.

- **Your page:** https://www.knowbe4.com/
- **Compared against:** Fable Security (fablesecurity.com), Frame (framesecurity.com), Hoxhunt (hoxhunt.com), Proofpoint (proofpoint.com)
- **Sameness Index:** 58 — Half shared
- **Ownable share:** 0% (of 27% distinctive)
- **Report:** https://grader.wynter.com/c/knowbe4-com-N-KWIWo

**How you compare · vs 366 SaaS sites** — 2 points more same than the average SaaS site. The average SaaS site scores 56; you scored 58. You are less same than 161 of the 366 SaaS sites. The best-differentiated site in the set is at 6.
_A single check can move several points between runs; the benchmark averages up to eight sites per category._

## 1. Sameness Index

| Category | Weight | Score | What it means |
| --- | --- | --- | --- |
| Messaging | 30% | 84 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
| Claims | 30% | not measured | Not enough on either page to compare. |
| Features | 15% | 53 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
| Proof | 10% | 27 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
| Structure | 10% | 28 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
| Visual | 5% | 45 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |

**Half shared** — About half your claims are also on competitor pages.

## 2. Closest competitors

| Competitor | Same | Band |
| --- | --- | --- |
| Proofpoint | 70 | Mostly the same |
| Fable Security | 61 | Mostly the same |
| Frame | 61 | Mostly the same |
| Hoxhunt | 47 | Half shared |

_Measured from your side: how much of what YOU say each competitor also says, weighted by where you put it._

## 3. Ownable share

**The share of your own page's claim space that is yours to keep.** This is not the inverse of the Sameness Index — it is measured on your claims alone, so the two do not add up to 100 and are not meant to.

27% of your prominent page space is spent on claims no competitor makes — and none of it is ownable, because those claims are either not what buyers decide on or trivially copyable. Unique is not the same as differentiated.

- **Distinctive message share:** 27% — prominent space spent on claims no competitor makes.
- **Ownable share:** 0% — the part of that which is also relevant to how buyers choose and hard to copy.

## 4. Where you sound like everyone else

Most of your set makes each of these and you are spending prominent space on them, ranked by how much. **These are not necessarily lines to delete** — some of what a page has to say is unavoidably shared, and claims about what kind of product you are were left out of this list for exactly that reason. The question each one raises is whether it has earned its space.

- **large customer base and named customers** (Hero, 100% of the set) — also on Fable Security, Frame, Hoxhunt, Proofpoint
  - _"15+ years of behavior data and 70,000 global customers"_
- **measurably reduces risky behavior** (Section, 100% of the set) — also on Fable Security, Frame, Hoxhunt, Proofpoint
  - _"Change behavior. Build resilience."_
- **measurably reduces risky behavior** (Section, 100% of the set) — also on Fable Security, Frame, Hoxhunt, Proofpoint
  - _"The continuous decline in our Phish-prone Percentage demonstrates a successful cultural shift towards cybersecurity awareness."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **measurably reduces risky behavior** (Section, 100% of the set) — also on Fable Security, Frame, Hoxhunt, Proofpoint
  - _"Spot human risk before it strikes."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **risk visibility, dashboards and reporting** (Section, 75% of the set) — also on Fable Security, Frame, Proofpoint
  - _"Leverage behavior-based intelligence and real-time insights to detect risky actions — and stop them cold with Agentic AI defense responses."_
- **audit trail and compliance evidence** (Section, 75% of the set) — also on Fable Security, Frame, Proofpoint
  - _"My HR department doesn't have to worry about coming up with content or worrying about state specific laws for their training programs."_
- **real-time coaching in the moment of risk** (Body, 100% of the set) — also on Fable Security, Frame, Hoxhunt, Proofpoint
  - _"Empower users with real-time coaching to reduce helpdesk tickets and downtime."_
- **audit trail and compliance evidence** (Body, 75% of the set) — also on Fable Security, Frame, Proofpoint
  - _"Automate policy acknowledgment, reporting, and audit-readiness workflows."_

## 5. Buried gold

Unique, relevant, and sitting in body copy. The cheapest wins here — you already have the differentiation and the page hides it.

- **Fast guided setup of a training program** (Body, 0% of the set)
  - _"Answer 7 questions to build a custom security roadmap and training schedule in minutes."_
- **Reduces regulatory fines and reputational risk** (Body, 0% of the set)
  - _"Reduce risk of fines, reputational damage, and non-compliance incidents."_

## 6. Claim inventory

| Claim | Type | Placement | Common | Sayability | Relevant | Ownership |
| --- | --- | --- | --- | --- | --- | --- |
| Agentic AI automation reduces admin burden | outcome | Hero | 75% | anyone | yes | Commodity |
| AI-powered human risk platform | category | Hero | 75% | anyone | yes | Commodity |
| Large installed base and customer counts | proof | Hero | 75% | structural | yes | Commodity |
| Unified platform covering all human risk needs | category | Hero | 75% | anyone | yes | Commodity |
| Category leader per analyst and review rankings | proof | Hero | 50% | some | yes | Contested |
| Number of production security agents shipped | proof | Hero | 0% | some | no | Unique and owned |
| Most breaches start with human error | proof | Hero | 0% | anyone | yes | Unique for now |
| Measurable behavior change proven with data | outcome | Section | 75% | anyone | yes | Commodity |
| Customers praise product as central to training | proof | Section | 50% | anyone | no | Contested |
| Builds a positive security culture without friction | proof | Section | 0% | anyone | yes | Unique for now |
| Spots human risk before incidents occur | outcome | Section | 0% | anyone | yes | Unique for now |
| Live per-employee risk view from multiple signals | capability | Section | 75% | some | yes | Commodity |
| Compliance training kept current with regulations | proof | Section | 25% | anyone | yes | Contested |
| Personalized training tailored to each employee | capability | Section | 50% | anyone | yes | Contested |
| Secures AI agents and agentic workforce | category | Section | 25% | some | yes | Contested |
| Blocks phishing and email threats pre-inbox | outcome | Section | 25% | anyone | yes | Contested |
| Real-time coaching at the moment of risky behavior | outcome | Body | 100% | anyone | yes | Commodity |
| Audit evidence mapped to compliance frameworks | capability | Body | 25% | some | yes | Contested |
| Large content library of training modules | capability | Body | 25% | anyone | yes | Contested |
| Fast guided setup of a training program | capability | Body | 0% | anyone | yes | Unique for now |
| Reduces regulatory fines and reputational risk | outcome | Body | 0% | anyone | yes | Unique for now |

## What we compared

- **KnowBe4** (your page) — https://www.knowbe4.com/
- **Fable Security** — https://fablesecurity.com/
- **Frame** — https://framesecurity.com/
- **Hoxhunt** — https://hoxhunt.com/
- **Proofpoint** — https://www.proofpoint.com/us

## What this does and does not tell you

An AI read each page and wrote down the claims it makes, then grouped the claims that say the same thing. **No score in this report was written by a model** — every number is computed from those groupings in our own code, with the weights shown above.

## The only way to know if it matters

This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.

[Test it with real buyers](https://wynter.com)