Nestled among the unusually snow-free Swiss Alps, Proton’s Geneva HQ shines in front of me on a glorious, sunny October day.

I’m here alongside journalists from the UK, France, and Germany to learn more about how the privacy-first company is creating an alternative to Google — its number one rival. After a quick tour of the office, we make a pit-stop in the kitchen to grab a coffee before starting a long day of presentations. Some Proton staff are finishing the generous daily breakfast offered by the company, while others are perusing the lunch menu.

Proton’s Founder and CEO, Andy Yen, is the first to speak, kicking off by telling us how everything started back in May 2014 with a simple idea: building an encrypted email service. Proton VPN came next. Now, twelve years later, the company offers 11 different products, including its privacy-first AI chatbot, Lumo.

As Yen speaks, it becomes clear that Proton is no longer just focused on individual tools — it is trying to build a complete alternative to Google, OpenAI, and Silicon Valley’s model of surveillance capitalism. But can a privacy-first company really take on Big Tech across AI, web browsers, and state surveillance without stretching itself too thin?