Crane NXT recently announced the launch of a new brand identity: Crane Authentication. This unified brand consolidates the strengths of recently acquired De La Rue Authentication, the Smart Packaging assets of TruTag Technologies, and OpSec Security (purchased last year). Crane NXT now comprises two segments: Security and Authentication Technologies (which includes Crane Currency and Crane Authentication) and Crane Payment Innovations.
Sam Keayes
In a candid and wide-ranging conversation, Sam Keayes, Senior Vice President of Security and Authentication Technologies, spoke to Authentication & Brand News™ about Crane's recent strategic moves, including its high-profile acquisitions and vision for the future.
Q: Let's begin with the big picture. What inspired Crane NXT's recent acquisitions, and how do they align with your long-term vision?
A: Our objective is to become a $3 billion revenue technology company by the end of 2028. We aim to achieve this by focusing on three priorities: driving mid-single-digit organic growth across our existing businesses, investing in innovation through internal startups and external partnerships, and using free cash flow to acquire businesses in fast-growing markets.
This strategy supports our broader focus on technologies that secure, detect and authenticate. Our recent acquisitions now form the foundation of Crane Authentication. We see the authentication market growing strongly in the years ahead, and Crane Authentication is well-positioned to lead in this market.
To date we have built a business of more than 1,200 people across about 20 sites globally. That gives us the scale to support customers around the clock. Our solutions span secure tax stamps, ID documents, physical authentication, digital brand protection, and more.
What our customers see is that no-one else in the industry has this breadth in technology, in solutions, in customer base, in global footprint, or in global talent.
Q: Many legacy players struggle with brand overlap after mergers. How are you nurturing internal innovation while honouring the DNA legacy of your acquired brands?
A: OpSec brings nearly 40 years of expertise in anticounterfeiting and 25 years in online brand protection. De La Rue Authentication contributes around 35 years of experience in government revenue, personal identity, and brand security. Together, they bring unmatched depth to our portfolio.
In terms of merging cultures and values, we are guided by the Crane Business System (CBS) – our operational framework focused on performance, process, and people. CBS helps teams from acquired brands to rapidly adopt consistent ways of working while fostering innovation.
Combining our acquired brands under the unified identity of Crane Authentication reflects our approach of presenting a single brand to our customers that communicates who we are and the full scope of what we offer. Internally, it also helps our teams rally behind one vision, one team, one Crane Authentication.
Q: Crane has long been known for physical security. How are you evolving to meet modern threats?
A: Certainly, we will continue to invest in a wide range of physical security technologies. We now have solutions ranging from micro-optics to holograms, digital tax stamps, high-security films and foils, and polycarbonate passport data pages.
Undoubtedly, our PROFOUND™ portfolio, the version of micro-optics we reserve for authentication customers, will be part of the mix. Still, there will be customers who prefer holograms or other optically variable devices for different reasons.
Much of our innovation is now in detection and image recognition. Our AI-enabled solutions can authenticate our proprietary covert features using standard smartphones and deliver real-time, cloud-based insights.
However, we're not about pushing tech into new markets, but rather listening to our customers’ challenges and supporting them with a broad portfolio of solutions – overt, covert, and digital.
Our work with the US National Football League (NFL) is a great example: blending physical and digital solutions to fight counterfeiting online and in stores around the world.
Q: Is there a product in your pipeline that could disrupt the market?
A: I won't reveal our complete product roadmap, but I can share one exciting innovation: InsightPulse™, which we launched at the IACC Annual Conference in the US this month.
InsightPulse leverages Crane Authentication’s patented particle marking technology, which can be discreetly encoded onto products and packaging. Invisible under normal lighting, the marking can be scanned and instantly verified using a standard smartphone camera equipped with Crane Authentication’s specialised app, to deliver enhanced supply chain security and real-time insights into counterfeit activity across global markets.
On the digital side, our AI tools detect and remove fake listings, websites, and social media posts. The same tech also protects high-profile personal brands, and we're seeing strong growth in this market in particular.
In government, our tax revenue systems process terabytes of data daily. The real value for government and brand customers lies in securing and analysing that data for actionable insights. That's where disruption happens – not just in detection, but in supporting more thoughtful, better informed decision-making by our customers. Our belief is that only when our customers are successful, can we succeed.
Q: How is Crane addressing the growing demand for physical-digital convergence?
A: If we look further ahead, beyond the immediate innovations, we see a bigger opportunity.
Considering the full range of capabilities we've discussed and the growing need from regulators and brand owners for full product traceability across the supply chain, we're in a strong position to integrated physical and digital solutions.
As markets mature, there's a clear shift toward full traceability – whether in the form of a digital product passport, circular economy compliance, or advanced supply chain tracking.
We have all the components – physical technologies, digital infrastructure, data analytics – and can tailor solutions across different verticals to give our customers unique insights.
Q: Counterfeiting is a trillion-dollar issue, yet brand protection feels underdeveloped. What's your take?
A: It’s true. A recent report from the International Trademark Association estimated that 60% of brands don't use any authentication technologies. That's puzzling—but also a huge opportunity.
We show our clients clear metrics: the revenue they're losing and what they could gain through robust brand protection. Crane Authentication can truly make a difference here, with a broad technology suite, global reach, and data-driven insights.
One recent example: a luxury brand discovered large-scale counterfeiting in Latin America, where they had no official presence. That insight led them to launch both online and physical retail channels in the region. We didn't just protect the brand; we helped uncover new market potential.
Even traditional technologies like holograms offer value beyond security. Take the NFL, for example; the hologram on a cap isn't just for authenticity – it's a badge of identity, even a fashion item. And that's what we aim for: helping brands to grow, not just to defend themselves.
Q: Where are you seeing the strongest demand, and are new sectors on the horizon?
A: Government revenue protection remains a strong market. There's also fast growth in brand protection and online IP enforcement, especially among companies and individuals concerned about digital reputation.
One area we're watching closely is identity. Passport demand has surged post-COVID, and we support many large-scale identity programmes worldwide.
More broadly, the move toward hybrid 'phygital' solutions – combining physical and digital – is accelerating, and many brands don't want to manage this in-house. A sportswear company wants to design and deliver fantastic apparel, not spend time learning how to fight piracy. That's where we step in – as a trusted partner with end-to-end solutions.
Here's an example: we work with a sportswear brand that licenses the distribution of its brand by region. Our data showed products meant for Asia were showing up in Latin America, thereby violating licensing terms. That insight helped the brand to rectify its distribution arrangement, protect its IP, and ensure contractual compliance. That's real value.
Another case involved a major US sports league. We used to protect their replica jerseys, but now there's a booming market for game-worn jerseys, auctioned for $10,000-$30,000 per article of clothing. We developed a fully automated solution embedding covert tech into shirts, linking them to GPS and game data. The buyer gets not just the jersey, but the story, the moment, the memory.
That's not just protecting value – it's creating it.
Q: What’s your most ambitious goal by 2028? If we revisit this conversation, what milestones would you hope to reflect on?
A: I'll be happy to meet with you annually to track milestones. As I said, from a Crane NXT perspective, we want to be a $3 billion revenue company by the end of 2028.
For Crane Authentication, this means staying true to our core: a technology-led business that protects, enhances and secures what matters, supporting Crane NXT's top-line growth goal.
We'll grow through innovation, new products, new verticals, and strategic acquisitions. But growth for us is also about our people, customers, shareholders, and communities.
Our largest shareholder, the philanthropic Crane Fund, channels millions into community projects annually. Every site receives funds and volunteer time for local causes. Businesses need to stay rooted in the community.
And if by 2028, Crane Authentication is globally recognised as a trusted leader in our field, then we'll know we've succeeded. If someone I've mentored leads the business by then, even better. Though truthfully, I'll probably still be here.
Q: Will we see more acquisitions by Crane NXT in the coming year?
A: Absolutely. We've publicly stated that we have a strong acquisition pipeline. We expect to pursue further deals as part of our growth strategy, specifically in the ‘secure, detect, and authenticate’ space. We'll see which part of Crane NXT the next acquisition will support, but mergers and acquisitions are certainly a key part of our path to the $3 billion sales goal.
