Organizations are heavily investing in zero trust, a security framework that requires strict verification and ongoing monitoring of every user, device, and application. As of 2025, the size of the zero trust market is estimated at $38.37 billion USD and is projected to grow to $86.57 billion USD by 2030. Investmentsinclude not only tools but also organizational transformation, policy overhaul, and long-term architectural changes. When combined with strong, phishing-resistant multi-factor authentication (MFA) and AI-powered threat detection, a move toward zero trust will significantly enhance cybersecurity. However, help desks often lack robust identity verification, creating a critical vulnerability.