My experience with startups lately is if it’s a greenfield project that started within the past 3 years then they’ll do everything by the book: sometimes even down to storing email addresses as hashes in the database, requiring a user to login first for the software system - and the company - to know their email address).

Older systems which depend on having PII and even financial information as cleartext in the database are the problem - and its essentially technical debt with far-reaching consequences, so no-one will fix a system that uses tenants’ customers’ SSNs as a primary-key (yup).