Embodiments herein describe segmenting a Wi-Fi network into different groups. The embodiments herein assign a user, a client device, or a traffic flow originating from a client device to a group. For example, all the client devices for a particular user can be assigned to the same group tag, or each traffic flow in the client device may be assigned to different groups. Each group corresponds to a group key which can be transmitted to the client device when the device associates to an access point (AP). As such, within the same service set identifier (SSID), there can be multiple groups, and thus, client devices can use different group keys to communicate with other client devices associated to the same SSID. Put differently, rather than all devices connected the same SSID being assigned to the same group, the client devices can be assigned in different groups.