Avert IT Distribution
Avert IT Distribution is a South Africa-based value-added distributor of cybersecurity, remote access, backup, and network security software, serving approximately 800 active resellers across 12 African countries and the Middle East since 2004.
- Company typePrivate
- Founded2004
- HeadquartersJohannesburg, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Avert IT Distribution does
Avert IT Distribution (Avert ITD) is a value-added software and security appliance distributor serving the African continent since 2004. The company does not develop proprietary technology; instead, it acts as an authorised bridge between global software vendors and African resellers, distributing cybersecurity, remote access, backup, and network security solutions from brands including Avast, AVG, Norton, AnyDesk, Macrium, EaseUS, Barracuda, and WatchGuard, alongside complementary products such as IP Warden host intrusion prevention, SSL certificates, and EZ-rate customer satisfaction tooling. The product portfolio spans consumer antivirus (Avast, AVG, Norton Consumer), small business security (Norton Small Business, AVG Business Cloud Management Console), remote access (AnyDesk in four tiers from Solo to Ultimate), backup and recovery (Macrium, EaseUS Data Recovery Wizard, Todo Backup, Partition Master), email and network security (Barracuda, WatchGuard), and supporting utilities.
The company operates from offices in Johannesburg and Cape Town, South Africa, with distribution territories covering 12 African countries (South Africa, Mozambique, Nigeria, Ghana, Namibia, Rwanda, Morocco, Egypt, Kenya, Zimbabwe, Malawi, Mauritius) plus the Middle East. It serves a network of approximately 800 active resellers, managed service providers, value-added resellers, and IT consultants across the region, with no direct consumer sales. End customers include SMBs, enterprises, and home users who purchase through the reseller channel.
Revenue is generated primarily through volume-based software licence and subscription resale, with margins earned on the spread between vendor pricing and partner pricing. The company operates a formal partner programme offering a partner portal, lead referrals, technical enablement, certification programmes, and sales and marketing assets. Terms are C.O.D. with a standard 20% distributor discount; pricing is quote-based, subject to Rand/Dollar exchange rate fluctuations, and includes promotional incentives such as multi-year discounts and switch-from-competitor offers. The business model is therefore a distributed B2B channel with high reseller fragmentation and limited enterprise anchor dependency.
Avert IT Distribution firmographics
Firmographics- Name
- Avert IT Distribution
- Legal name
- Avert IT Distribution
- Website
- https://avertitd.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Avert IT Distribution is a South Africa-based value-added distributor of cybersecurity, remote access, backup, and network security software, serving approximately 800 active resellers across 12 African countries and the Middle East since 2004.
- Ownership category
- akta.pro rank
Avert IT Distribution industry classification
Industry- Product category
- IT Software Distribution
- NAICS
- Security Systems Services (except Locksmiths) (561621), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Integrated Systems Design (7373), Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Secure Access Service Edge (SASE) & SSE (HDADABAB)
- akta.pro secondary industries
- Endpoint Security Managed Services (EDR/XDR) (BPAEADAH), Managed Detection & Response (MDR) & SOC Services (HDADAGAG)
Keywords
Where Avert IT Distribution is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
Avert IT Distribution business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Software Distribution and Resale: Avert ITD generates revenue primarily as a value-added distributor by reselling software licences and subscriptions from vendor partners (Avast, AVG, Norton, AnyDesk, Macrium, EaseUS, Barracuda, WatchGuard) to a network of ~800 active resellers across Africa. The company earns margins on volume purchases and benefits from special vendor pricing agreements that allow competitive resale pricing. Revenue is derived from both one-time licence sales and recurring subscription renewals for products such as AnyDesk, Avast Business, Norton, and Macrium.
- Value-Added Services and Support: The company provides technical support, training, and certification programmes to its reseller partners as part of its value-added distribution model. These services help resellers close sales and retain customers, indirectly driving revenue through increased purchase volumes from vendors.
- Volume Discounts and Promotional Offers: Avert ITD negotiates special pricing agreements with vendors and passes volume discounts to partners, earning margins on the spread. Promotional campaigns (e.g., AnyDesk Africa promotions with additional discounts on multi-year agreements) stimulate higher order volumes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | AnyDesk Solo – for freelancers and individual professionals |
| Subscription | Annual | AnyDesk Standard – for growing businesses |
| Subscription | Annual | AnyDesk Advanced – for IT departments and MSPs |
| Subscription | Annual | AnyDesk Ultimate – enterprise-grade remote access |
| Subscription | Pay-as-you-go | Partner programme terms for all products |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Avert IT Distribution product offering
Product offeringCore offering
Avert IT Distribution is a value-added distributor (VAD) of third-party software and security appliances serving the African continent. The company holds authorised distribution rights for cybersecurity (Avast, AVG, Norton, Barracuda, WatchGuard), remote access (AnyDesk), backup and recovery (Macrium, EaseUS), SSL certificates, and server security tools (IP Warden, EZ-rate), and resells these solutions to a network of approximately 800 active resellers, MSPs, VARs, and sub-distributors.
Product overview
Avert IT Distribution is a value-added software and security appliance distributor serving the African continent since 2004. The company offers a portfolio of cybersecurity, remote access, data protection, and network security solutions through a network of nearly 800 active resellers across Africa, the Middle East, and South Africa. The product portfolio includes Avast and AVG antivirus solutions (offering AI-powered threat detection across Windows, macOS, Android, and iOS), Norton Small Business and Norton Consumer cybersecurity products, AnyDesk remote access software (available in Solo, Standard, Advanced, and Ultimate tiers for individuals to enterprise organizations), Barracuda email security solutions protecting against 13 threat types, Macrium backup and disaster recovery software with deployment tools, EaseUS data management solutions (Data Recovery Wizard, Todo Backup, Partition Master), WatchGuard network firewalls, IP Warden host intrusion prevention, SSL certificates, and the AVG Business Cloud Management Console for centralized device security management. The company operates through distribution territories including South Africa, Mozambique, Nigeria, Ghana, Namibia, Rwanda, Morocco, Egypt, Kenya, Zimbabwe, Malawi, and Mauritius.
Differentiator
Problem solved
Functional benefit
Products and services
- Avast AI-powered antivirus and cybersecurity solution with real-time threat detection for Windows, macOS, Android, and iOS, distributed to African resellers for resale to consumers and businesses.
- AVG Cybersecurity solution providing real-time defense against online threats with cross-platform security, VPN, and data breach monitoring, distributed to African resellers.
- AnyDesk Remote Access Enterprise-grade remote desktop and remote support software offered in multiple tiers for freelancers through large enterprises, with on-premises deployment options, distributed to African resellers.
- Norton Small Business Layered cybersecurity for small businesses protecting data, devices, and networks against malware, ransomware, phishing, and AI-driven scams.
- Norton Consumer Cybersecurity for home users and families protecting personal devices and digital identities from malware, ransomware, phishing, and scams.
- Barracuda Email Security Cloud-based email security protecting against malware, phishing, spam, ransomware, and spear phishing attacks, sold to African VARs and IT consultants.
- Macrium Reflect Backup and disaster recovery software with disk imaging capabilities, including enterprise edition for cross-environment protection.
- EaseUS Software Data recovery, backup, partition management, and utility software suite from a vendor with over 530 million users across 180 countries, distributed to African resellers.
- WatchGuard Network Security Enterprise-grade network firewall security solutions for business networks and infrastructure.
- IP Warden Host intrusion prevention tool that monitors Windows Event logs for unauthorised login attempts and dynamically blocks offending IP addresses via Windows Firewall integration.
- SSL Certificates Digital certificates providing encrypted connections and authentication for websites and online services.
- EZ-rate Customer satisfaction feedback tool with customisable email signatures, live dashboards, and multi-department rating capabilities for tracking service quality.
Quantifiable outcome
- Nearly 800 active resellers served across Africa
- +2 more outcomes
Companies that use Avert IT Distribution
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles1 record
Avert IT Distribution technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Avert IT Distribution partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- AnyDeskcoreAvert ITD is an official AnyDesk distributor for South Africa and the broader African continent, providing secure and reliable remote desktop and remote support solutions. The partnership includes promotional offers across Africa (additional discounts on two-year and three-year agreements, two months free for organisations switching from competing solutions). Avert ITD provides official AnyDesk licensing, on-premises deployment options, and technical support to partners and businesses throughout Africa.
- EaseUScoreAvert ITD became an official distributor of the full EaseUS product line in August 2025. EaseUS is a globally trusted provider of data recovery, backup, partition management, and utility software with over 530 million users across 180 countries. Products include EaseUS Data Recovery Wizard, Todo Backup, Partition Master, RecExperts, and enterprise technician/server editions.
- Barracuda MSPcoreAvert ITD signed a distribution/referral partner agreement with Barracuda MSP in October 2022 for Southern Africa. Through this partnership, Avert ITD sells Barracuda MSP's portfolio of cybersecurity and data protection solutions (including email security, web application firewall, DDoS protection, and backup) to its network of value-added resellers and IT consultants.
- Avast and AVG (Gen)coreAvert ITD is the official authorised distributor of Avast and AVG cybersecurity solutions in Africa, offering comprehensive antivirus, endpoint protection, and business security products. Both brands offer AI-powered threat detection and real-time updates protecting Windows, macOS, Android, and iOS devices. Local support, competitive pricing, and enterprise solutions are provided.
- Norton (Gen)coreAvert ITD is an authorised Norton distributor for both consumer and business products in Africa. Norton Small Business and Norton Consumer products are distributed across South Africa and the broader African market, providing layered security for personal devices, families, and small businesses against malware, ransomware, phishing, and AI-driven scams.
- MacriumcoreAvert ITD is an authorised Macrium distributor in Africa, providing Macrium Reflect backup and disaster recovery software solutions. Products include Macrium Reflect deployment kits for imaging and rapid PC deployment, and Macrium Reflect X for enterprise backup and disaster recovery across the African market.
- WatchGuardminorAvert ITD is an authorised WatchGuard distributor for network firewall solutions in Africa, offering enterprise-grade network security products through its reseller channel.
- Gen (Avast and NortonLifeLock merged entity)coreAvert ITD distributes products from Gen, the parent company formed from the merger of Avast and NortonLifeLock in September 2022. Gen produces Avast, AVG, and Norton cybersecurity solutions. Avert ITD references Gen's Q1/2025 Cyber Threat Report as part of its thought leadership content, demonstrating a close vendor relationship.
Scale indicators5 records
Recent moves4 records
Expansion highlights4 records
Avert IT Distribution competitors and assessment
Company assessmentBroad incumbents
- Ingram Micro: World's largest IT distributor with broad product coverage including cybersecurity and a growing presence in Africa. Broader and more diversified than Avert ITD but competes for the same vendor distribution mandates and reseller relationships in the region.
- ALSO Group: European-headquartered IT distribution group with cybersecurity and cloud vendor offerings and an expanding presence in African markets. Comparable to Avert ITD in distribution model but at meaningfully greater scale and broader geographic footprint.
- Arrow Electronics (ECS): Global value-added IT distributor with significant enterprise security and infrastructure vendor portfolio. Larger and broader than Avert ITD but competes for cybersecurity distribution mandates and serves enterprise resellers across Africa through regional offices.
- Datatec: JSE-listed South African technology group that owns Westcon-Comstor and has historically held Tarsus Distribution. A broader incumbent whose subsidiary distributors directly overlap with Avert ITD's cybersecurity VAD offering across Africa.
Direct peers
- Westcon-Comstor: Global value-added distributor of cybersecurity, collaboration, and networking technologies with a strong African footprint (offices in South Africa, Kenya, Nigeria, Egypt, Morocco). Directly comparable to Avert ITD in carrying enterprise security vendors (Cisco, Palo Alto, Fortinet) to a channel of resellers across Africa and the Middle East.
- Rectron: South African distributor of enterprise software, security, and infrastructure products with pan-African channel reach. Directly comparable to Avert ITD as a fellow South Africa-headquartered VAD serving resellers with a similar mix of cybersecurity and infrastructure vendors.
- Axiz: South African value-added IT distributor covering enterprise software, networking, and security products across sub-Saharan Africa. Directly comparable to Avert ITD as a regional VAD operating in Johannesburg with a similar cybersecurity and infrastructure vendor portfolio.
- Exclusive Networks: Global cybersecurity-focused value-added distributor with established operations in Africa. Directly comparable to Avert ITD as a specialist VAD carrying tier-one security and infrastructure vendors (e.g., Palo Alto, Fortinet, SentinelOne) through a channel partner model serving resellers across multiple continents.
- Tarsus Distribution: South African IT value-added distributor (subsidiary of Datatec) distributing enterprise software, networking, and security solutions across Africa. Directly comparable to Avert ITD in business model, geographic focus, and vendor mix serving resellers and MSPs.
Emerging players
- Pax8: Cloud-focused distributor serving MSPs with security, infrastructure, and SaaS products; expanding into EMEA/Africa. Adjacent comparable to Avert ITD's MSP-focused distribution model but differentiated by cloud-native orientation rather than on-premises security software.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Avert IT Distribution social profiles
Digital presenceAvert IT Distribution financial estimates
Financial estimateRevenue estimate
Valuation estimate
Avert IT Distribution leadership team
Management profileNumber of profiles
Profiles1 record
Avert IT Distribution funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Avert IT Distribution 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 Avert IT Distribution
What does Avert IT Distribution do?
Avert IT Distribution is a value-added distributor (VAD) of third-party software and security appliances serving the African continent. The company holds authorised distribution rights for cybersecurity (Avast, AVG, Norton, Barracuda, WatchGuard), remote access (AnyDesk), backup and recovery (Macrium, EaseUS), SSL certificates, and server security tools (IP Warden, EZ-rate), and resells these solutions to a network of approximately 800 active resellers, MSPs, VARs, and sub-distributors.
Is Avert IT Distribution a public or private company?
Avert IT Distribution is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Avert IT Distribution founded?
Avert IT Distribution was founded in 2004. It employs 11 to 50 people.
Where is Avert IT Distribution based?
Avert IT Distribution is headquartered in Johannesburg, South Africa, in the Africa region.
How does Avert IT Distribution make money?
Three revenue lines are on record. Software Distribution and Resale is the primary driver. The others are value-Added Services and Support and volume Discounts and Promotional Offers.
Who are Avert IT Distribution's main competitors?
Broad incumbents on record are Ingram Micro, ALSO Group, Arrow Electronics (ECS) and Datatec. Direct peers are Westcon-Comstor, Rectron, Axiz, Exclusive Networks and Tarsus Distribution. Pax8 is listed as an emerging player.
Does Avert IT Distribution have an API?
No public API is recorded for Avert IT Distribution.
What industry is Avert IT Distribution in?
Avert IT Distribution's product category is IT Software Distribution. Its primary akta.pro industry code is HDADABAB, Secure Access Service Edge (SASE) & SSE, with a secondary code of BPAEADAH, Endpoint Security Managed Services (EDR/XDR). Its NAICS code is 561621 and its SIC code is 7373.