One of the questions I frequently ask startup founders is how much they’re spending on security. Unsurprisingly, everyone has a different answer.

Startups and small companies are invariably faced with the prospect that they’re either not spending enough or are spending too much on something that’s hard to quantify in terms of value. It’s a tough sell to sink money into an effort to stop something that might one day happen, particularly for bootstrapped startups that must make every cent count — yet we’re told security is a crucial investment for a company’s future.

Sorry to break it to you, but there is no easy answer.

The reality is that each company is different and there is no single recommended dollar amount to spend. But it’s absolutely certain that some investment is required. We know because we see a lot of security incidents here at TechCrunch — hacks, breaches and especially data exposures, often a result of human error.

We spoke to three security experts — a head of security, a security entrepreneur and a cybersecurity fellow — to understand the questions facing startups.

Every company has a different threat model — by that, we mean identifying risks and possible ways of attack before they happen. Companies that store tons of user data may be a greater target than companies that don’t. Each firm needs to evaluate which kind of risks they face and identify weaknesses.