IT BY DESIGN
IT By Design is an operating partner for Managed Service Providers, delivering global delivery teams, 24x7 NOC/SOC operations, AI automation services, and TeamGPS performance management SaaS to 400+ growth-stage MSPs.
- Company typePrivate
- Founded2004
- HeadquartersJersey City, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What IT BY DESIGN does
IT By Design is a privately held operating partner for Managed Service Providers (MSPs), founded in 2004 by Sunny Kaila and headquartered in Freehold, New Jersey, with delivery operations across India (Delhi, Noida, Chandigarh) and the Philippines (Manila). The company positions itself as an operating partner rather than a staffing agency, delivering integrated MSP infrastructure that includes dedicated delivery teams (L1/L2/L3 engineers under co-managed or self-managed models), 24x7 Network and Security Operations Center services, AI and automation services under the AI By Design brand, and TeamGPS, a proprietary AI-enabled performance management SaaS platform with 300+ MSPs onboarded.
The company's technology stack centers on TeamGPS, which combines goal cascading, performance tracking, structured 1:1s, predictive analytics, and AI-driven coaching to convert team performance into profitability metrics. Supporting capabilities include the Digital Dispatcher for AI-powered ticket triage (99.2% routing accuracy, sub-4-minute average triage), custom GPT and Copilot-style AI Agents deployed in client environments, and integration with PSA/RMM platforms through Rewst-based workflow automation. All delivery operates within SOC 2 Type II certified facilities with no work-from-home policy.
Revenue is generated across four streams: managed services from global delivery teams and NOC/SOC infrastructure operations; subscription/recurring revenue from TeamGPS; professional services from AI By Design, AI Advisory, and Fractional Leadership engagements; and education/community revenue from Build IT LIVE conferences, AI Accelerator cohort training, and Build IT University. The company serves 400+ growth-stage MSPs globally and supports a community ecosystem of 5,000+ MSP founders and executives. Distribution is direct enterprise field sales to mid-market MSPs; there is no consumer or SMB self-serve channel. No external private equity or venture capital investment has been disclosed, and the company remains founder-led.
IT BY DESIGN firmographics
Firmographics- Name
- IT BY DESIGN
- Legal name
- IT By Design, Inc.
- Website
- https://itbd.net
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- IT By Design is an operating partner for Managed Service Providers, delivering global delivery teams, 24x7 NOC/SOC operations, AI automation services, and TeamGPS performance management SaaS to 400+ growth-stage MSPs.
- Ownership category
- akta.pro rank
IT BY DESIGN industry classification
Industry- Product category
- Managed IT Services for MSPs
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Helpdesk & End-User Support Services (BPAEABAB)
- akta.pro secondary industries
- Managed Security Services (MSSP) & 24/7 SOC Operations (BPAKAHAA), Network Management (LAN/WAN/Wi‑Fi) Services (BPAEABAD), Onsite/Managed Staffing Programs (MSP-lite) (BPACACAD)
Keywords
Where IT BY DESIGN is headquartered
LocationHeadquarters
- HQ city
- Jersey City
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
IT BY DESIGN business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Managed Delivery Teams: Co-managed and self-managed engineer teams delivered from India and Philippines. Revenue based on team size and engagement model. Co-managed includes full oversight and management layers; self-managed is recruitment, training, and support.
- Infrastructure Operations (NOC/SOC): 24x7 network and security operations center services. Full operations center running MSP playbooks with SLA-bound service delivery.
- AI By Design Services: Four AI service lines: AI Agents (custom GPT/Copilot systems), AI Automation (PSA/RMM workflow automation), AI Platforms (unified intelligence), and AI Advisory/Fractional Leadership. Includes Digital Dispatcher and Rewst consulting.
- TeamGPS Platform: AI-enabled performance management SaaS platform with subscription model. 300+ MSPs onboarded. Includes goal cascading, performance tracking, 1:1 meetings, and analytics.
- Build IT Education & Training: AI Accelerator Training (cohort-based), AI Masterminds peer groups, Build IT LIVE conference, and Build IT University on-demand learning platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Single Occupancy Partner Retreat 2026 |
| One time/ perpetual license | Multi-year contract | Couple (Shared Room) Partner Retreat 2026 |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels8 records
IT BY DESIGN product offering
Product offeringCore offering
IT By Design is an operating partner for Managed Service Providers (MSPs) that builds and runs global delivery teams, 24x7 Network Operations Center (NOC) and Security Operations Center (SOC) services, AI automation workflows, and performance management through the proprietary TeamGPS platform. The company serves 400+ growth-stage MSPs with co-managed and self-managed engineer teams trained specifically for MSP service delivery across India and Philippines.
Product overview
IT By Design operates as an operating partner for MSPs offering a unified model combining delivery teams, 24x7 NOC/SOC operations, AI automation, and performance management. The core proprietary platform is TeamGPS, an AI-enabled performance management system that measures, coaches, and improves MSP teams through goal cascading, performance tracking, structured 1:1s, early warning flags, rewards and recognition, and leadership dashboards. Supporting the platform are dedicated delivery team services (Global Teams, Co-managed Engineers, Self-managed Engineers), infrastructure operations (NOC, SOC, IMS), and the Build IT Community ecosystem (Build IT LIVE conferences, AI Accelerator Training, AI Peer Groups, Communities of Practice, Corporate Training, Build IT University). AI services include AI Agents (custom GPT/Copilot systems), AI Professional Services (workflow automation), and AI Dedicated Engineers. The company also offers AI Advisory and Fractional Leadership for ongoing strategy and governance.
Differentiator
Problem solved
Functional benefit
Brands
- TeamGPS: AI-enabled performance management platform built for MSPs that measures, coaches, and improves teams. Includes goal cascading, performance tracking, structured 1:1s, early warning flags, rewards and recognition, and leadership dashboards.
- AI By Design
- Build IT
Products and services
- TeamGPS AI-enabled performance management SaaS platform built for MSPs that measures, coaches, and improves teams through goal cascading, performance tracking, structured 1:1s, early warning flags, rewards and recognition, and leadership dashboards. 300+ MSPs onboarded.
- Global Teams Dedicated delivery teams across engineering (L1, L2, L3), service desk, and shared services, trained specifically for MSP delivery with local management in India and Philippines. Offered as co-managed or self-managed models. 900+ engineers in network.
- Co-managed Engineers ITBD-managed delivery teams with oversight, training, management layers, and delivery reinforcement, designed for MSPs scaling delivery without adding management overhead.
- Self-managed Engineers ITBD-recruited and trained teams reporting directly to MSP leadership, integrated into existing workflows, tools, and culture. Best for MSPs with strong leadership ready to extend their bench.
- Infrastructure Managed Services (IMS) Full infrastructure management including 24x7 NOC and SOC operations, helpdesk support, RMM, and professional services for MSPs.
- NOC (Network Operations Center) 24x7 Network Operations Center providing triage, ticket management, and routing with <4 min average triage and 99.2% routing accuracy.
- SOC (Security Operations Center) 24x7 Security Operations Center providing security monitoring and operations as part of the integrated NOC/SOC model.
- AI Agents Custom GPT and Copilot-style AI agent systems built for MSP operations, deployed as production systems inside client environments.
- AI Professional Services AI implementation and consulting services including PSA/RMM workflow automation, AI platform deployment, and ongoing AI strategy and governance.
- AI Dedicated Engineers Dedicated AI engineers embedded within MSP operations to build, deploy, and maintain AI automation workflows.
- Build IT Community Peer community of 5,000+ MSP founders and executives offering programs across conferences, peer groups, AI training, and regional events.
- Build IT LIVE Annual 3-day education-focused conference for MSP leaders, featuring AI Accelerator Training, mastermind sessions, and peer networking.
- AI Accelerator Training Cohort-based, in-person AI implementation training program facilitated by Sunny Kaila, with a 90-day structured implementation framework for building AI into MSP operations.
- Build IT University Self-paced, on-demand learning platform with 6 content tracks: Leadership, Service, Sales, Finance, Culture, Security. Includes templates, recorded sessions, and curated learning paths.
Quantifiable outcome
- 20-70% Labor Cost Savings through global delivery team model
- +5 more outcomes
Companies that use IT BY DESIGN
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
IT BY DESIGN technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature5 records
IT BY DESIGN partnerships and signals
Strategic signalScale indicators10 records
Recent moves6 records
Expansion highlights6 records
IT BY DESIGN competitors and assessment
Company assessmentEmerging players
- Rewst: Rewst is a PSA/RMM workflow automation platform purpose-built for MSPs and is also an existing ITBD integration partner. It is an emerging competitor in MSP AI automation that overlaps with ITBD's AI By Design and Digital Dispatcher offerings.
- Liongard: Liongard provides automated IT documentation and change management for MSPs and is an existing ITBD technology partner. It is an emerging player in MSP operations tooling that competes with adjacent layers of ITBD's platform.
Broad incumbents
- Pax8: Pax8 is a cloud distributor serving MSPs with procurement, security, and AI-enabled operations tooling. It overlaps with ITBD's channel positioning and increasingly competes in MSP operational enablement.
- NinjaOne: NinjaOne provides endpoint management, RMM, and automation software for MSPs and IT teams. It is a broad incumbent competing with ITBD's infrastructure managed services and AI-enabled operations for the same MSP buyer.
- ConnectWise: ConnectWise is a broad incumbent in the MSP software and services market, offering PSA, RMM, cybersecurity, and a partner ecosystem that competes with both ITBD's infrastructure managed services and AI By Design offerings.
- Kaseya: Kaseya is a leading MSP platform with PSA, RMM, security, and automation (including Datto) that competes with ITBD's NOC/SOC, helpdesk, and AI automation capabilities across the same MSP customer base.
- Sherweb: Sherweb is a North American cloud distributor and managed services provider serving MSPs. Its partner-focused model and white-labeled services are comparable to ITBD's operating-partner approach for the MSP channel.
Direct peers
- SupportNinja: SupportNinja provides outsourced customer support, technical support, and back-office services with global delivery teams. It is a direct competitor to ITBD's white-labeled helpdesk and delivery team offerings, serving a similar B2B buyer profile with a comparable offshore delivery model.
- Net2Source: Net2Source is a global IT staffing and consulting firm providing offshore engineering and managed delivery resources. It is comparable to ITBD's global delivery teams and offshore-staffing GTM aimed at enterprise and channel buyers.
- 1840 & Company: 1840 & Company specializes in offshore and nearshore staffing solutions for IT providers, including MSPs. It overlaps directly with ITBD's co-managed and self-managed engineer offerings and competes for the same MSP partner accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
IT BY DESIGN social profiles
Digital presenceIT BY DESIGN compliance and trust
Trust signalCompliance2 records
IT BY DESIGN financial estimates
Financial estimateRevenue estimate
Valuation estimate
IT BY DESIGN leadership team
Management profileNumber of profiles
Profiles4 records
IT BY DESIGN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IT BY DESIGN 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 IT BY DESIGN
What does IT BY DESIGN do?
IT By Design is an operating partner for Managed Service Providers (MSPs) that builds and runs global delivery teams, 24x7 Network Operations Center (NOC) and Security Operations Center (SOC) services, AI automation workflows, and performance management through the proprietary TeamGPS platform. The company serves 400+ growth-stage MSPs with co-managed and self-managed engineer teams trained specifically for MSP service delivery across India and Philippines.
Is IT BY DESIGN a public or private company?
IT BY DESIGN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was IT BY DESIGN founded?
IT BY DESIGN was founded in 2004. It employs 501 to 1,000 people.
Where is IT BY DESIGN based?
IT BY DESIGN is headquartered in Jersey City, United States, in the North America region.
How does IT BY DESIGN make money?
Five revenue lines are on record. Managed Delivery Teams are the primary driver. The others are infrastructure Operations (NOC/SOC), AI By Design Services, teamGPS Platform and build IT Education & Training.
Who are IT BY DESIGN's main competitors?
Emerging players on record are Rewst and Liongard. Broad incumbents are Pax8, NinjaOne, ConnectWise, Kaseya and Sherweb. Direct peers are SupportNinja, Net2Source and 1840 & Company.
Does IT BY DESIGN have an API?
No public API is recorded for IT BY DESIGN.
What industry is IT BY DESIGN in?
IT BY DESIGN's product category is Managed IT Services for MSPs. Its primary akta.pro industry code is BPAEABAB, Helpdesk & End-User Support Services, with a secondary code of BPAKAHAA, Managed Security Services (MSSP) & 24/7 SOC Operations. Its NAICS code is 541511 and its SIC code is 7370.