Real news, real insights – for small businesses who want to understand what’s happening and why it matters.
By Vicky Sidler | Published 1 August 2025
If you’ve ever handed your email to a business and thought, “What’s the worst that could happen?”—well, here’s the worst: Every minute in Q2 2025, another South African user account was leaked.
That’s according to recent findings from cybersecurity firm Surfshark, which reported 369,600 breached accounts across South Africa in just the first half of 2025. It’s a big number—but here’s the kicker: it’s actually 23% lower than the previous quarter.
So... good news? Not quite.
369,600 South African accounts were breached so far in 2025
Q2 saw 161,100 leaks—down from Q1, but still one every minute
53% of leaked accounts included passwords, opening the door to identity theft
66 out of 100 South Africans have already been breached since 2004
Most breaches happen through businesses collecting everyday data—like emails and phone numbers
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Surfshark’s data shows that every breached email came with an average of 2.9 additional data points. That’s your password, phone number, maybe even your physical address—floating around out there like confetti at a hacker’s intention-reveal party.
And it’s not just tech companies or shady websites. The biggest threats are the everyday ones. Your favorite takeaway joint. Your dentist. That place you booked a haircut once in 2021.
As Surfshark’s product manager Sarunas Sereika puts it:
“There is no guarantee that businesses are keeping crucial information safe and secure... In the wrong hands, this data can be used to commit identity theft, via social media, for targeted scams or sold on the dark web.”
So while you’re thinking, “I just run a small business, why would anyone come after me?”—the answer is: they already are, and it’s because you’re not taking this seriously.
Most small businesses don’t think they’re a target, which is exactly why they are. Here’s what I see often:
Weak passwords stored in spreadsheets
No formal data policy
Customer data handled like it’s a birthday RSVP list
Zero backups, zero alerts, zero shame
And let’s be honest—if you’re using the same password for your banking app and your Canva login... we need to talk.
If you think cybersecurity is IT’s problem, let me remind you of one thing: trust is your brand.
StoryBrand principle #1: if you confuse, you lose. But here’s the extension: if you leak, you lose faster.
Breaches don’t just expose data. They expose gaps in your systems, in your communication, and in the trust you’re asking customers to place in you.
You can’t run a “we care about our clients” ad campaign while their email is being auctioned off on the dark web.
As a Duct Tape Marketing Strategist, I’m all about systems that protect your reputation. Start with these:
If you don’t need a customer’s birthday, pet’s name, and mother’s maiden name—don’t ask. Simplify your forms. Reduce your liability.
If something goes wrong, say so. Fast. A short, clear apology with helpful next steps beats silence every time.
Update passwords quarterly
Use a password manager
Review who has access to what
Store lead magnet downloads securely (Google Sheets does not count as secure)
These are boring. I know. But they’re like brushing your teeth—skip them long enough, and you’re in for a world of pain (and cost).
When someone lands on your site, fills out your form, or buys your product, they’re trusting you with more than their email.
They’re trusting that you have your stuff together.
Want to build trust? It starts with clear communication. That means your homepage, your lead magnets, and yes—even your data policies—should feel consistent, secure, and intentional.
If you can’t explain what you do in one clear sentence, you’ve got bigger problems than a leaky database.
That’s why I created the 5-Minute Marketing Fix—a free tool that helps you nail your one-liner, so you can build credibility fast.
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Because the best way to stay out of the headlines? Be the kind of business people trust—on the page and behind the scenes.
Created with clarity (and coffee)