LAS VEGAS – Everpure co-Founder John Colgrove, better known as "Coz," cast the vendor's recent rebrand from Pure Storage as an evolutionary step on a journey it has “always been on,” rather than a change that needed defending.

Speaking at the company’s Accelerate event in Las Vegas, Colgrove, who serves as the company’s chief visionary officer, stressed the vendor was not about to “abandon what got us here” with its pivot to data management, instead seeing it look to augment further across the stack.

“We started out at the infrastructure layer, and we're just continuing to go higher and higher up to help you build the best infrastructure possible and to make your lives as simple as possible and as easy as possible,” Colgrove said.

Everpure’s shift sees it betting on a Data Intelligence platform that provides customers with a cross‑environment contextual layer to help customers curate secure "AI-ready" data.

Despite the change in direction, Colgrove presented the rebrand as a natural, ongoing step in the company’s ongoing odyssey.

“We started out with an incredible focus on making one array, one storage product really simple and easy to use,” Colgrove explained. “Now we're focused with the enterprise data cloud and with fusion on fleets and trying to make those as simple and easy as possible.”

Colgrove leaned on a disarmingly homespun analogy, contrasting the effortless certainty of flipping a light switch at home with the fumbling complexity of conference-room audio-video (AV) equipment to explain how Everpure wants managing storage fleets to feel.

“Think of how many meetings you go into where people spend the first five minutes trying to get the AV set up right, and you never do that at home because you know your system, and it's simple. That's what we're trying to do with your fleets, trying to let you manage the entire thing simply, easily, with surety of knowledge," Colgrove explained.

The launch of Everpure’s Enterprise Data Cloud solution last year and Data Intelligence at the 2026 Accelerate event won’t see it slowing, with Colgrove promising more to fuel its newfound data direction.

“You're going to see a lot more about the Enterprise Data Cloud, a lot more about data management, a lot more about Data Intelligence, because it's a journey that you know will take us five, 10 years to get to where we consider it done, and then we won't even consider it done, we'll still go on and improve it," Colgrove said.

The exec explained the goal of Everpure’s shift sees it wanting to give customers non-disruptive tools they need to evenly balance their loads.

Central to achieving that vision is the company's increasing reliance on AI, Colgrove said, stating: “One of the things that really attracted us to 1Touch was getting away from the army of programmers you needed to understand every application and every piece of data in order to make that happen, because then you're always behind the curve.

“We can now use tools like AI to help us do this, and that's why now is the time that we can finally make the real benefits of data intelligence and data management happen, and you know that's going to be our main focus for the next several years," Colgrove said.