I feel like it's Nord who's trying to be Proton but worse, no? Nord had just the VPN until recently, unlike Proton which was already trying to build an ecosystem (although they did speed up the new product drops significantly in the past few years). And unlike Nord, at least Proton actually has proper zero-access encryption and stuff, and they seem to know what they're talking about rather than just relying on influencer marketing.

Proton is doing influencer marketing now too btw. Parallels are uncanny. All this while claiming to fight Google/big tech, but essentially offering the same products that store the same personal data.