Moorup

What Moorup does

Moorup is a privately held technology recommerce company headquartered in Melbourne, Australia, founded in 2018 by telecommunications industry veterans. The company operates a B2B platform that buys back, refurbishes, recycles, and resells consumer smart devices (smartphones, tablets, laptops, and ICT equipment) on behalf of telcos, retailers, corporates, government agencies, and OEMs across Australia and New Zealand. Its core technology stack integrates Blancco's government-grade data erasure (ISO 27001, ISO 14000, NIST 800-88 compliant) with MobileMuster's R2-Standard recycling pipeline, supported by a two-question device assessment model and rigorous post-refurbishment testing backed by a 30-day satisfaction guarantee and 12-month warranty.

The company monetizes through four interrelated revenue streams: fixed-price business trade-in with end-to-end collection, data erasure, and recycling (margin on refurbishment resale); white-label and integrated retail trade-in solutions for telcos and retailers (transaction/service fees); wholesale and bulk sale of refurbished devices to telcos, retailers, and corporate buyers; and a consumer-facing self-serve trade-in portal. Moorup also operates an embedded donation program routing refurbished devices to charities including Good360, DV Safe Phone, and Friends with Dignity. The company is B Corp certified (Impact Score 86) and carbon neutral, positioning its compliance and ESG credentials as primary competitive differentiators for enterprise and government procurement.

Moorup's go-to-market is multi-modal: direct enterprise field sales for >10-device trade-ins, channel partnerships with major retailers and telcos (Officeworks, JB Hi Fi Business, Telestar, Mobile Network, OPPO, 2degrees, Noel Lemming, Betta, Bing Lee), and embedded white-label sites or shopping cart plug-ins on partner e-commerce platforms. With a team of 11-50 employees serving hundreds of businesses and government agencies, the company is bootstrapped (no disclosed funding rounds), operates profitably, and is expanding both geographically into New Zealand and vertically into financial services (Commonwealth Bank).

Name

Moorup

Legal name

Moorup Technology Pty Ltd

Website

https://moorup.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Moorup is a Melbourne-based B2B technology recommerce company founded in 2018 that buys back, refurbishes, and resells consumer smart devices for telcos, retailers, corporates, and government agencies across Australia and New Zealand, combining ISO-certified data erasure, R2-Standard recycling, and B Corp-credentialed ESG positioning.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Business Trade-In Services: Moorup provides end-to-end trade-in solutions for businesses and government agencies, offering fixed pricing on devices with collection, data erasure, recycling, and customer assessment included. Revenue is generated through the margin between device trade-in value and resale value of refurbished devices.
2. Retail Trade-In Solutions: Moorup enables telcos, retailers, and service providers to offer trade-in services through white-label sites and integrated e-commerce solutions. Revenue comes from service fees and margin on device processing.
3. Wholesale Device Sales: Sale of refurbished, pre-owned electronic devices to telcos, retailers, and businesses through white-label sites, bulk buying arrangements, and integrated e-commerce platforms. Revenue generated from device sales with warranties and guarantees.
4. Consumer Trade-In: Consumer-facing trade-in platform where individuals can trade devices for cash or gift card credit. Revenue generated through device margin and processing fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Moorup provides end-to-end recommerce services for consumer electronics (smartphones, tablets, laptops, ICT equipment), buying devices from businesses, government agencies, telcos and retailers, performing certified secure data erasure, refurbishing usable devices, and reselling them wholesale or via white-label partner platforms. It also operates a self-serve consumer trade-in portal where individuals can trade devices for cash or gift card credit. All flows are underpinned by ISO 27001/NIST 800-88-compliant erasure and recycling through MobileMuster.

Product overview

Moorup is a technology recommerce company offering three core integrated solutions: Business Trade-In (enterprise device buyback with data erasure and recycling), Retail Trade-In Solutions (white-label trade-in for telcos and retailers), and Wholesale Sales (pre-owned device resale with white-label e-commerce options). The company also operates a Consumer Trade-In Portal for individual sellers. All solutions are unified by a shared focus on circular economy principles, B Corp sustainability standards, and device lifecycle management from trade-in through refurbishment and resale to recycling.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Trade-In End-to-end trade-in service for businesses and government agencies covering smartphones, tablets, laptops and ICT equipment. Offers fixed device pricing, free collection from any location across Australia and New Zealand, government-grade secure data erasure certified to ISO 27001, ISO 14000 and NIST 800-88 with tamper-proof certificates, and free recycling through MobileMuster for devices beyond economic repair. Operates as a three-step process (quote, organise collection, payment via credit).
• Retail Trade-In Solutions Fully managed trade-in service for telcos, retailers, marketplaces and service providers, delivered through white-label sites managed by Moorup and integrated website add-ons (e-commerce shopping-cart plug-ins). Enables consumer trade-in via a two-question device assessment, free device shipping, and payment as immediate cash or gift card usable within the retail channel. Deployed without partner inventory risk.
• Wholesale Sales of Refurbished Devices Resale platform offering white-label sites managed by Moorup and bulk buying arrangements, supplying refurbished, rigorously tested devices from popular brands with warranties. Devices are verified 100% fully-functioning, ship with free express shipping, and carry a 30-day satisfaction guarantee and 12-month warranty. Targets telcos, retailers and businesses purchasing pre-owned devices in bulk for resale or corporate use.
• Consumer Trade-In Portal Self-serve online portal (tradein.moorup.com.au) that lets individual consumers and small businesses with fewer than 10 devices assess device value via a two-question model and trade in devices for cash or gift card credit. Moorup handles collection and payment processing.

Quantifiable outcome

• 88% reduction in CO2 emissions and 68,000 litres water saved per refurbished smartphone
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• Mobile MustercoreStrategic or Co-development PartnerMobile Muster is Moorup's recycling partner for devices beyond economic repair. They responsibly and securely recycle devices at no cost, with 89% of materials recovered and recycled to the R2 Responsible Recycling Standard. When Moorup recycles with MobileMuster, it is 100% carbon neutral.
• BlanccocoreTechnology or IntegrationBlancco provides government-grade data erasure technology used by Moorup for secure device data destruction. Their tools support ISO 27001 and ISO 14000, NIST 800-88 (Clear and Purge) compliant erasure processes.
• OfficeworksflagshipChannel Partner/ Reseller/ DistributorOfficeworks partners with Moorup for device trade-in services, allowing customers to trade in old devices when purchasing new technology at Officeworks stores.
• JB Hi Fi BusinessflagshipChannel Partner/ Reseller/ DistributorJB Hi Fi Business offers Moorup's technology buyback program, enabling business customers to trade in devices when purchasing new technology.
• Commonwealth BankcoreChannel Partner/ Reseller/ DistributorCommonwealth Bank offers Moorup trade-in services to their employees and potentially customers for sustainable device disposal.
• Noel LemmingcoreChannel Partner/ Reseller/ DistributorNew Zealand retailer Noel Lemming partners with Moorup for trade-in services, enabling customers to trade in devices at their stores.
• BettaminorChannel Partner/ Reseller/ DistributorBetta stores partner with Moorup to offer device trade-in services to their customers.
• Bing LeeminorChannel Partner/ Reseller/ DistributorBing Lee partners with Moorup to provide trade-in services for customer device upgrades.
• 2degreescoreChannel Partner/ Reseller/ DistributorNew Zealand telecommunications provider 2degrees partners with Moorup for trade-in services, allowing customers to trade in devices when upgrading.
• TelestarminorChannel Partner/ Reseller/ DistributorTelestar partners with Moorup for telecommunications device trade-in solutions.
• Mobile NetworkminorChannel Partner/ Reseller/ DistributorMobile Network partners with Moorup for device trade-in services.
• OPP0minorChannel Partner/ Reseller/ DistributorOPPO partners with Moorup for device trade-in and recycling solutions.
• PhonenomenaminorChannel Partner/ Reseller/ DistributorPhonenomena partners with Moorup for device trade-in services.
• Star 21minorChannel Partner/ Reseller/ DistributorStar 21 partners with Moorup for device trade-in solutions.
• Good360coreStrategic or Co-development PartnerGood360's mission is to connect charities, schools and societies most vulnerable with businesses willing to donate unsold or surplus goods. Moorup helps Good360 Australia bridge this divide so Australians in need can access basic digital skills and tools.
• Friends with DignitycoreStrategic or Co-development PartnerFriends with Dignity is a volunteer-based not-for-profit registered charity providing practical programs to assist survivors of domestic violence. Moorup donates devices to support their programs.
• DV Safe PhonecoreStrategic or Co-development PartnerDV Safe Phone is a not-for-profit registered charity that provides mobile phones to domestic violence survivors through over 300 Domestic Violence and Law Enforcement Agencies, Safe Houses and Hospitals Australia-wide.
• 4 VoicesminorStrategic or Co-development Partner4 Voices is a registered charity working to foster connections for girls and women at risk of social isolation, domestic and family violence, homelessness and digital exclusion. Moorup donates technology to support their mission.
• North Australian Aboriginal Justice AgencyminorStrategic or Co-development PartnerNAAJA is a not-for-profit legal service providing legal and support services to Aboriginal people and their families across the Northern Territory of Australia. Moorup supports their work through device donations.
• AMES AustraliaminorStrategic or Co-development PartnerAMES Australia provides employment services, community engagement and settlement support to migrants, refugees and humanitarian entrants. Moorup supports through technology donations.
• Fostering Hope AustraliaminorStrategic or Co-development PartnerFostering Hope Australia provides foster and other social programs to support children in out-of-home care in Western Australia. Moorup donates devices to support their programs.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moorup