AURI free to seed developer adoption

Making AURI free is a distribution move, not a monetization move. Endor is putting its security engine inside the moment code gets written, which lets it build habit with individual engineers before a security team starts a formal buying process. That matters because enterprise AppSec tools are usually adopted after code is already in GitHub or CI, while AURI shows problems inline on the laptop and can later pull teams into broader paid modules for SCA, SAST, SBOMs, and remediation.

• This mirrors the classic developer tool pattern of free at the individual layer, paid at the team layer. Endor sells enterprise subscriptions by deployment scope and coverage, and its 166% net revenue retention shows the real money comes from expansion after the initial foothold, not from the first use case.
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• The closest proof point is Snyk. Snyk built a large business by getting close to developers in IDEs and pull requests, and Snyk Code alone reached about $100M ARR as enterprises scanned much more code after adopting AI coding tools. The lesson is that workflow proximity can become a major revenue wedge.
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• The competitive race is shifting left from repo scanning to code creation. DryRun reviews pull requests before merge, GitHub bundles security into the repo itself, and Endor is pushing one step earlier onto the developer machine. Earlier placement means more influence over what gets fixed before it becomes security backlog.
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This points toward a split market where free developer sidecars become the lead generator and paid platforms capture the budget. If AURI becomes a standard companion to Cursor, Claude, Copilot, and VS Code, Endor can turn everyday developer usage into pipeline for broader enterprise security consolidation.