1 min

Ideem CEO Toby Rush on Startup Timing, Identity, and the Future of Authentication

In this episode of Smart Friends, Toby Rush shares the rollercoaster journey behind four startups and a nine-figure exit. From childhood influences to strategic sabbaticals, the conversation dives deep into the motivations behind serial entrepreneurship. Toby also unpacks the thinking behind his newest venture, Ideem, and how it’s aiming to make 2FA obsolete by bringing passkey-level security to payments and identity verification—without friction.

Written by

Maranda Manning

Published on

November 26, 2025

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In this episode of Smart Friends, Toby Rush shares the rollercoaster journey behind four startups and a nine-figure exit. From childhood influences to strategic sabbaticals, the conversation dives deep into the motivations behind serial entrepreneurship. Toby also unpacks the thinking behind his newest venture, Ideem, and how it’s aiming to make 2FA obsolete by bringing passkey-level security to payments and identity verification—without friction.

The episode is packed with personal insight and hard-earned lessons about building, timing, and starting again. Worth a listen for any founder or product leader thinking about what’s next.

Watch Here: https://www.youtube.com/watch?v=xxbAYHylHTc

Link to the Podcast Here: https://kite.link/smartfriends88g

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