A new Polish startup is trying to solve one of the least glamorous but most expensive problems in B2B software sales: the moment a promising deal slows down because a prospective customer asks for security documents, compliance proof and a long list of follow-up questions.
That startup is Marta, and its pitch is simple. Instead of sending scattered PDFs, forwarding policies over email and manually answering the same requests over and over again, companies can publish a branded Trust Center that gives buyers one structured place to review the most important security and compliance information.
In practical terms, Marta is positioning itself as a buyer-facing trust layer for startups, mid-market companies and enterprise teams that need to move through security reviews faster. At a time when more software vendors are being evaluated not just on product quality but on security maturity, that positioning is well timed.
What Marta actually does
On its public site, Marta presents itself as a platform for building a live Trust Center in minutes. The product is built around the materials buyers typically ask for during late-stage procurement and security review processes.
That includes:
- certifications and framework mapping,
- security policies and controls,
- subprocessor disclosures,
- documents that can be shared publicly or gated behind access requests,
- request-access workflows for sensitive material,
- branding tools such as logo, colors and custom domain support.
The value proposition is less about abstract compliance language and more about operational speed. Marta promises a single link a company can send to prospects, auditors or partners, rather than relying on long email chains and one-off document hunts.
Why that matters now
Security reviews have become a standard part of B2B buying, especially in SaaS. Even relatively small vendors are now expected to show a credible security posture before a contract is signed. The problem is that many teams still manage this process in an improvised way: a PDF here, a spreadsheet there, a folder somewhere else, and a lot of manual explanation in between.
Marta is clearly built around the idea that trust should be easier to package and easier to review. Its messaging focuses on reducing buyer friction, speeding up deal cycles and keeping information current instead of letting old files circulate for months.
That is an important distinction. In many organizations, the bottleneck is not the absence of security work. It is the absence of a clean presentation layer for that work.
Where Marta could stand out against bigger platforms like Vanta
Marta is entering a market where companies such as Vanta already have strong brand recognition. But the comparison is interesting precisely because Marta does not appear to be trying to replicate the entire Vanta stack.
Vanta today spans a much broader compliance and trust platform, including audit automation, personnel and access controls, risk management, third-party risk management, questionnaire automation and its own Trust Center layer. Marta, by contrast, appears to be taking a narrower and more focused route.
That focus may be its biggest advantage.
For teams that do not want a heavyweight all-in-one compliance operating system from day one, Marta’s approach could feel simpler, faster and more direct. If the immediate problem is “we need to show buyers our security posture in a clean, branded and controlled way,” a specialized product can sometimes beat a broader one on speed, clarity and ease of rollout.
There are at least four areas where Marta could win attention:
- Faster time to value: the product is framed around launching a Trust Center in minutes, not weeks.
- Buyer-first structure: certifications, policies, controls, subprocessors and documents are organized around what a prospect wants to review.
- Less operational friction: request-access workflows let companies gate sensitive files without slowing everything down.
- Cleaner brand experience: custom domains and visual branding help trust content feel native instead of bolted on.
In other words, Marta’s opportunity is not necessarily to out-Vanta Vanta. It is to offer a more focused trust-center experience for teams that care first about deal velocity and buyer confidence.
A product designed around trust, not just compliance
Another notable part of Marta’s positioning is the language it uses. Instead of leading with audit pain, it leads with buyer trust. That may sound like a small branding choice, but it matters. Compliance software is often sold as internal process infrastructure. Marta is trying to frame the same problem as an external, revenue-facing experience.
That means the product is not just about storing evidence. It is about presenting trust in a way that is current, navigable and credible. The platform highlights live updates, controlled access and a branded portal rather than simply a repository of attachments.
For founders and commercial teams, that framing is easier to understand: security transparency is not just a checkbox, it is part of winning the deal.
What comes next
Marta is still early, and like many young startups it will need to prove that focused positioning can translate into sustained product adoption. But the underlying problem is real, the workflow is familiar to nearly every B2B software team, and the company has chosen a part of the market where clarity can matter more than feature sprawl.
If it executes well, Marta could carve out a strong place among companies that want to look more credible to buyers without adopting a broader enterprise compliance stack from the start.
For a new Polish startup, that is a sharp place to begin: not by promising everything, but by solving a specific trust bottleneck better than the old PDF-and-email routine.
