Crossing the Valley Ep. 61: Hidden Level CEO Jeff Cole
About Jeff Cole
Jeff Cole is the CEO and co-founder of Hidden Level, bringing 20 years of experience developing radar and sensing technology for defense, intelligence, and commercial customers. Before founding Hidden Level, Jeff worked at Saab and SRC (a not-for-profit defense company), where he developed cutting-edge systems for customers including the Army, FAA, and NASA. He also collaborated with commercial giants like Google, Apple, Disney, and Amazon on early drone delivery initiatives, working directly with Astro Teller and Sergei Brin on what would become Wing.
Born and raised in Syracuse, New York—an epicenter for radar and electronic warfare technology—Jeff built his expertise in an ecosystem surrounded by companies like Lockheed Martin, Raytheon, and Saab. This background gave him rare insight into both the technical challenges of advanced sensing systems and the procurement realities of government customers. At SRC, he co-founded Griffin Sensors, a wholly-owned subsidiary focused on commercial applications, which shaped his vision for a commercial-first defense company.
Jeff’s approach combines technical depth with an entrepreneurial mindset learned from working with fast-moving commercial partners. His guiding principle: “If it wasn’t hard, it wouldn’t be worth doing.”
About Hidden Level
Hidden Level provides airspace awareness through passive radar and RF sensing technology that detects objects ranging from small, non-emitting drones to fighter jets and balloons. The company’s vertically integrated approach means they design and build everything in-house—software, firmware, phased arrays, and mechanical systems—using a modular “Lego” architecture that enables rapid deployment and reconfiguration.
Founded with a commercial-first strategy, Hidden Level initially focused on enabling safe drone delivery and urban air mobility through subscription-based airspace monitoring services. Early customers included NASA, Joby Aviation (formerly Uber Elevate), and commercial enterprises. This commercial foundation proved critical when transitioning to defense applications, as the technology was designed from the start for exportability, interoperability, and rapid scaling.
The company’s breakout moment came through a partnership with the U.S. Army. After starting with small SBIR contracts, Hidden Level progressed through an IDIQ vehicle with Booz Allen Hamilton as lead systems integrator, won APFIT funding in May 2023, and achieved program of record status under urgent capabilities in January 2024—just 18 months from initial prototype to fielded production systems. During the December 2024 drone crisis in New York, Hidden Level deployed sensors at Stewart International Guard Base in under 24 hours, enabling the apprehension of unauthorized drone operators within minutes.
The company has raised over $100 million from investors including Quest Ventures, DFJ, Costanoa Ventyres, Washington Harbor, Lockheed Martin Ventures, and Booz Allen Ventures. With 130+ employees and growing, Hidden Level is scaling both commercial infrastructure deployments across U.S. cities and defense applications globally.
Key Takeaways
1. Commercial-first beats defense-to-commercial for dual-use companies
Hidden Level’s approach didn’t take defense technology and try to commercialize it; instead, they built with commercial intent from day one and then adapt to defense needs. Hidden Level designed for subscription models, exportability, and interoperability—requirements that made government adoption easier, not harder. The modular architecture that enables rapid deployment in commercial settings (like the 24-hour Stewart AFB installation) directly translated to defense value. This approach avoids the vendor lock-in and compliance baggage that makes defense-to-commercial transitions so difficult.
2. Reputation and relationships create momentum that capital alone cannot
Before Hidden Level existed, Jeff and his team had delivered advanced radar systems to demanding customers for two decades. This track record meant NASA, Joby, and Army customers believed in their ability to execute even when working from a basement. When first investor Tom Moss tripled his commitment within 48 hours and introduced Jeff to other VCs, it wasn’t just about the technology—it was about backing a team with proven delivery capability. For defense tech founders, past performance and domain expertise can be more valuable than a perfect pitch deck.
3. APFIT and other bridge funds are really important to bridge the valley of death
Hidden Level used small SBIR awards to maintain customer relationships, moved to an IDIQ through partnership with Booz Allen Hamilton, then leveraged APFIT funding to procure systems when the Army customer had validated demand but lacked budget. This represents a careful understanding of which funding mechanisms match which stage of technical maturity and customer pull. APFIT worked because Hidden Level had already proven the technology and had an evangelizing customer; it wouldn’t have worked two years earlier.
4. Partnerships with primes require clear-eyed understanding of incentives and terms
Jeff’s advice on working with integrators like Booz Allen Hamilton and strategic investors like Lockheed Martin is notably nuanced. These relationships can be powerful but require understanding contractual vehicles (FAR parts 12 vs. 15), IP ownership, colors of money, and compliance requirements upfront. The relationship with Booz Allen worked because roles were clear—they were the lead systems integrator doing C2, Hidden Level provided sensors and integrated into their architecture. Going in eyes-wide-open about what the partnership actually entails prevents later frustration about doors not opening or unexpected IP constraints.
5. Intentional product architecture enables speed at scale
Hidden Level’s “Lego modular” design philosophy is a strategic choice that enabled their 18-month prototype-to-production timeline and 24-hour deployment capability. Components designed for one product line work across different applications, reducing development time for new variants when the Army wanted a vehicle-mounted system half the original size. This modularity also supports the dual-use model: the same core technology serves commercial airspace monitoring subscriptions and military counter-drone applications. Speed in defense tech isn’t about cutting corners—it’s about making architectural choices that create optionality and reduce integration friction from the start.
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