Genuity
Genuity is a Chicago-based SaaS platform combining an integrated IT management suite (help desk, asset, contract, telecom, network monitoring) with a community-empowered IT purchasing marketplace, serving SMB and mid-market IT professionals at thousands of companies with $4.5B+ in aggregated spend.
- Company typePrivate
- Founded2017
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Genuity does
Genuity (legal entity NuLodgic, LLC) is a Chicago-area B2B SaaS company founded in 2017 that operates a two-sided platform combining IT management software with a community purchasing marketplace. The Genuity IT Admin Suite bundles six modules — IT Help Desk, IT Asset Management, SaaS & Vendor Management, Contract Management, Telecom Expense Management, and Network Monitoring — on a cloud-based, AWS-hosted architecture designed for IT administrators and business leadership at small and mid-sized companies. Complementing the admin suite is the Genuity IT Marketplace, which aggregates demand from 10,000+ IT professionals across thousands of companies (referenced as $4.5B+ in combined IT spend) to deliver enterprise-tier pricing on software, telecom, and hardware from vendors including Microsoft, Sophos, KnowBe4, CrowdStrike, SentinelOne, Proofpoint, Veeam, and Cisco Umbrella. The company's G2 profile shows 4.7-4.8 star ratings and multiple 2024 Leader badges across Enterprise IT Management, SaaS Spend Management, Contract Management, and Vendor Management categories.
The business model rests on three monetization layers. First, tiered subscription plans at $39.99-$124.99/month per company (unlimited users and unlimited usage) cover direct SaaS access. Second, a freemium Community Plan offers the full platform at no additional cost to any member purchasing Microsoft licenses, SaaS apps, or security services through Genuity — a structural tie that converts the marketplace into a customer acquisition channel for the admin suite. Third, transactional and licensing revenue flows from facilitating software, telecom, and hardware purchases through the marketplace, supplemented by The Wingman Experience (ITaaS) managed services bundle covering ITaaS, Telecom/VoIP, Business Software, Cyber Security, and Cloud Solutions. Distribution combines a product-led growth motion (30-day free trial, no credit card required) with a sales-assisted enterprise motion (Request a Demo, 30-minute web calls) for larger deployments.
Genuity is a privately held, venture-backed Delaware LLC. Investors include Y Combinator, 10x Value Partners, Cathexis Ventures, GFC (Global Founders Capital), and Counterpart Ventures. Reported customer outcomes include $50+ million in cumulative community savings through the platform. The company maintains its registered headquarters in Glen Ellyn, Illinois with a Chicago metro presence, and employs 11-50 people as of the firmographic snapshot.
Genuity firmographics
Firmographics- Name
- Genuity
- Legal name
- NuLodgic, LLC
- Website
- https://gogenuity.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Genuity is a Chicago-based SaaS platform combining an integrated IT management suite (help desk, asset, contract, telecom, network monitoring) with a community-empowered IT purchasing marketplace, serving SMB and mid-market IT professionals at thousands of companies with $4.5B+ in aggregated spend.
- Ownership category
- akta.pro rank
Genuity industry classification
Industry- Product category
- IT Management Software
- NAICS
- Software Publishers (513210), Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372), Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Cloud FinOps & SaaS Spend Management (BPAEAOAH)
- akta.pro secondary industries
- IT Asset Management (ITAM) Platforms (HDAEALAD), IT Procurement & Sourcing Services (Hardware/Software) (BPAEAOAG)
Keywords
Where Genuity is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Genuity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Plans: Tiered subscription model offering IT Help Desk ($99.99/month), Asset Management ($39.99/month), and Full Platform ($124.99/month). All plans include unlimited users and usage when paid yearly.
- Community Plan (Freemium): Free platform access for members who purchase Microsoft licenses, SaaS apps, or security services through Genuity. Zero additional cost to access all Genuity tools.
- Marketplace Transactions: Revenue from facilitating software, telecom, and hardware purchases through the marketplace, leveraging collective buying power of over $4.5B in IT spend.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Community Plan - Free access with marketplace purchases |
| Subscription | Monthly | IT Help Desk Plan - $99.99/month |
| Subscription | Monthly | Asset Management Plan - $39.99/month |
| Subscription | Monthly | Full Platform Plan - $124.99/month |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Genuity product offering
Product offeringCore offering
Genuity sells a cloud-based IT management SaaS platform (the Genuity IT Admin Suite) that bundles IT Help Desk, Asset Management, SaaS & Vendor Management, Contract Management, Telecom Expense Management, and Network Monitoring for SMB and mid-market IT teams. It also operates a B2B IT Marketplace that aggregates community purchasing power to deliver enterprise pricing on third-party software, telecom, and hardware, plus managed IT services (ITaaS) and licensing for Microsoft and security vendors.
Product overview
Genuity is a SaaS platform that combines IT management tools with a purchasing marketplace. The core offering consists of the Genuity IT Admin Suite, a unified platform bundling six modules: IT Help Desk, Asset Management, SaaS & Vendor Management, Contract Management, Telecom Management, and Network Monitoring. Complementing the management platform is the Genuity IT Marketplace, which enables businesses to purchase software, telecom services, and hardware at wholesale prices through community-empowered buying power. The company also offers specialized Microsoft Solutions (licensing for Cloud, Copilot, Windows Server, SQL Server) and Security Solutions (endpoint, email, MDR, backup, SASE). Pricing is flexible with individual module plans ($39.99-$99.99/month), a full platform plan ($124.99/month), and a free Community Plan for users who purchase through the marketplace.
Differentiator
Problem solved
Functional benefit
Products and services
- Genuity IT Admin Suite A comprehensive cloud-based IT management platform bundling six enterprise-grade tools: IT Help Desk, Asset Management, SaaS & Vendor Management, Contract Management, Telecom Management, and Network Monitoring, designed for IT teams at SMB and mid-market companies to gain visibility and identify IT savings.
- Genuity IT Marketplace An online B2B purchasing marketplace where third-party software, telecom, and hardware vendors list products and Genuity members access enterprise-level pricing through collective buying power.
- Microsoft Solutions Microsoft licensing solutions including Cloud Overview, Copilot for M365, M365 Feature Matrix, Microsoft Virtual Desktop, Microsoft Windows Server, Microsoft SQL Server, and Premier Support.
- Security Solutions Security offerings including Device Posture & Compliance, Email Security & Protection, Endpoint Protection (Antivirus), Security Awareness Training, Managed Detection & Response, Backup & Retention, and SASE (Zero Trust).
- The Wingman Experience (ITaaS) Managed services offering including IT-as-a-Service (ITaaS), Telecom/VoIP, Business Software, Cyber Security, and Cloud Solutions, providing an outsourced IT partner for businesses.
Quantifiable outcome
- $50+ million saved by IT community through Genuity platform
- +2 more outcomes
Companies that use Genuity
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles2 records
Genuity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Genuity partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core.
- MicrosoftcoreMicrosoft solutions partner offering Microsoft 365, Copilot, Azure, SQL Server, Windows Server, Intune, and Defender through Genuity's marketplace and licensing platform.
- SophoscoreSecurity vendor offering endpoint protection, anti-ransomware, and Managed Detection & Response (MDR) services available through Genuity marketplace.
- KnowBe4coreSecurity awareness training vendor available through Genuity marketplace for employee cybersecurity education.
- Kaseya VSAcoreIT management solution vendor offering remote monitoring and management capabilities available through Genuity.
- SentinelOnecoreAI-driven endpoint protection platform vendor available through Genuity marketplace.
- CrowdStrikecoreCloud-delivered endpoint protection vendor offering EDR capabilities available through Genuity.
- AvanancoreEmail and collaboration security vendor integrated with Office 365 and Google Workspace available through Genuity.
- ProofpointcoreEmail security vendor offering advanced threat protection and DLP available through Genuity.
- BarracudacoreEmail protection vendor offering spam, malware protection, encryption, and archiving available through Genuity.
- MimecastcoreEmail security, archiving, and continuity vendor available through Genuity marketplace.
- VeeamcoreBackup and replication vendor offering image-level backups for virtual, physical, and cloud machines available through Genuity.
- SpanningcoreCloud-to-cloud backup solution for Office 365 and Google Workspace available through Genuity.
- Perimeter 81coreSASE platform vendor offering zero trust network access and secure web gateway available through Genuity.
- Cisco UmbrellacoreSASE solution vendor combining secure web gateway, cloud firewall, and zero trust access available through Genuity.
- JamfcoreApple device management vendor specializing in deployment, management, and security of Apple devices available through Genuity.
- KandjicoreApple device management solution vendor with automated deployment and compliance templates available through Genuity.
- MosylecoreApple device management vendor for education and enterprise environments available through Genuity.
- HuntresscoreMDR platform focused on SMB threat detection and response available through Genuity.
- RocketCybercoreMDR services vendor for MSPs with real-time monitoring available through Genuity.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Genuity competitors and assessment
Company assessmentDirect peers
- Atera: All-in-one IT management platform for SMBs and MSPs combining RMM, help desk, ticketing, and asset management. Closest direct competitor to Genuity's IT Admin Suite at the SMB price point.
- Zylo: Enterprise SaaS management and spend optimization platform. Direct competitor to Genuity's SaaS & Vendor Management and Contract Management modules.
- Productiv: SaaS spend management and engagement analytics platform aimed at IT and procurement teams. Overlaps directly with Genuity's SaaS/Vendor Spend module.
- Torii: SaaS management platform for discovering, optimizing, and automating SaaS spend. Directly comparable to Genuity's SaaS spend management offering.
- Zluri: SaaS management and identity governance platform focused on IT and finance teams. Competes in the same SaaS spend optimization category as Genuity.
Broad incumbents
- Freshservice: ITSM and IT asset management suite from Freshworks used by mid-market IT teams. Competes with Genuity's Help Desk, Asset Management, and broader IT Admin Suite modules at scale.
- Kaseya: IT management platform for MSPs and IT departments (RMM, PSA, security). Overlaps with Genuity's IT management suite and is also a partner through Genuity's marketplace.
- ConnectWise: IT management and automation platform for MSPs covering RMM, PSA, cybersecurity, and billing. Broad incumbent serving the same SMB/mid-market IT buyer as Genuity.
- ServiceNow: Enterprise IT service management and digital workflow platform. Competes upstream in ITSM/ITAM with Genuity's suite and represents the upmarket ceiling Genuity would need to credibly attack.
- SHI International: Large IT reseller and procurement services provider offering hardware, software, and licensing at scale. Direct competitive overlap with Genuity's marketplace procurement value proposition.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights5 records
Customer concentration
Genuity social profiles
Digital presenceGenuity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genuity leadership team
Management profileNumber of profiles
Profiles2 records
Genuity funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genuity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Genuity
What does Genuity do?
Genuity sells a cloud-based IT management SaaS platform (the Genuity IT Admin Suite) that bundles IT Help Desk, Asset Management, SaaS & Vendor Management, Contract Management, Telecom Expense Management, and Network Monitoring for SMB and mid-market IT teams. It also operates a B2B IT Marketplace that aggregates community purchasing power to deliver enterprise pricing on third-party software, telecom, and hardware, plus managed IT services (ITaaS) and licensing for Microsoft and security vendors.
Is Genuity a public or private company?
Genuity is a private company. It is classified as venture growth investor backed and is currently operating.
When was Genuity founded?
Genuity was founded in 2017. It employs 11 to 50 people.
Where is Genuity based?
Genuity is headquartered in Chicago, United States, in the North America region.
How does Genuity make money?
Three revenue lines are on record. Subscription Plans are the primary driver. The others are community Plan (Freemium) and marketplace Transactions.
Who are Genuity's main competitors?
Direct peers on record are Atera, Zylo, Productiv, Torii and Zluri. Broad incumbents are Freshservice, Kaseya, ConnectWise, ServiceNow and SHI International.
Does Genuity have an API?
No public API is recorded for Genuity.
What industry is Genuity in?
Genuity's product category is IT Management Software. Its primary akta.pro industry code is BPAEAOAH, Cloud FinOps & SaaS Spend Management, with a secondary code of HDAEALAD, IT Asset Management (ITAM) Platforms. Its NAICS code is 513210 and its SIC code is 7372.