Is it possible to use the free market to drive the right incentives for organisations to appropriately prioritise cybersecurity? Many of the discussions, held under Chatham House Rule, were relevant to the development of the 2023–2030 Australian Cyber Security Strategy’s second horizon, which aims to scale Australia’s cyber maturity across the economy. Market incentives can play a major part in developing two of the strategy’s priorities or ‘shields’: strong businesses and citizens, and safe technology. Participants agreed that market incentives were important, but the approach needed to be tailored for different audiences. Ultimately, it was generally agreed that market incentives had a role but could only go so far.