Cello
- Company typePrivate
- Founded2021
- HeadquartersWellington, New Zealand
- Headcount101–250
- GTM typeB2B
- OfferingServices
Cello firmographics
Firmographics- Name
- Cello
- Legal name
- Cello Group Limited
- Website
- https://cello.co.nz
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Cello industry classification
Industry- Product category
- Enterprise Network Services
- NAICS
- Wired Telecommunications Carriers (517111), Computer Systems Design and Related Services (54151)
- SIC
- Communications Services, Nec (4899), Computer Communications Equipment (3576)
- akta.pro primary industry
- Business/Enterprise Fixed Connectivity Providers (SME/Enterprise Broadband) (HDAIABAI)
Keywords
Where Cello is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Cello business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Managed Network Services: Recurring managed services for wide-area networking, LAN management, internet connectivity, cloud connectivity, and security. Services delivered with service excellence commitment including design, deployment, and ongoing operations.
- Managed Internet Services: Enterprise-grade internet connectivity with built-in redundancy, proactive monitoring, and local support. Offered in Standard, Professional, and Enterprise tiers.
- IT Procurement Services: Hardware procurement (networking, security, Dell Technologies), license procurement, lifecycle management, staging and configuration. Includes flexible commercial models (CAPEX, OPEX, leasing).
- Dell Technologies Sourcing: Procurement of Dell business PCs, laptops, workstations, servers, storage, edge platforms. Includes PC-as-a-Service and Dell APEX flexible consumption models.
- Microsoft Licensing Service: FinOps-aligned service for Microsoft 365 and Azure licensing optimization. Advisory, optimization, procurement, and renewals. Helps clients reduce Azure and M365 costs by 20-40% within six months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Managed Firewall Standard - Enterprise firewall with monitoring and support |
| Subscription | Monthly | Managed Firewall Professional - Enhanced security with priority response |
| Subscription | Monthly | Managed Firewall Enterprise - Maximum protection with dedicated management |
| Subscription | Monthly | Managed Internet Standard - Enterprise internet with monitoring and support |
| Subscription | Monthly | Managed Internet Professional - Enhanced redundancy with priority support |
| Subscription | Monthly | Managed Internet Enterprise - Maximum resilience with dedicated management |
| Subscription | Monthly | SmartLAN Essentials - Managed wireless and switching for standard environments |
| Subscription | Monthly | SmartLAN Professional - Enhanced features for demanding environments |
| Subscription | Monthly | SmartLAN Enterprise - Full-featured solution with dedicated support |
| Subscription | Monthly | SmartWAN Essentials - SD-WAN with dual-carrier resilience for branch offices |
| Subscription | Monthly | SmartWAN Enterprise - Full resilience with dedicated account management |
| Subscription | Monthly | PC-as-a-Service - Standardise, deploy and support fleets on predictable subscription |
| Subscription | Monthly | Lifecycle Management - Track warranties, plan refreshes and manage assets |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Cello product offering
Product offeringCore offering
Cello provides managed enterprise network services to New Zealand organisations, including managed SD-WAN (SmartWAN), managed LAN (SmartLAN), managed internet, direct cloud connectivity (Cloud Connect to AWS, Azure, Google Cloud and Microsoft 365), managed firewall, and managed Zscaler SASE/Zero Trust. The offering is delivered over Cello's own 2,000+ km business-only network backbone with a 24/7 local Network Operations Centre and is complemented by hardware procurement, lifecycle management and Microsoft licensing optimisation services.
Product overview
Cello is New Zealand's largest specialist enterprise network provider offering a portfolio of managed network services. The core offering consists of SmartWAN (SD-WAN), SmartLAN (enterprise wireless/switching), Managed Internet, Cloud Connect (direct cloud connectivity), Managed Firewall, and Zscaler Management. These are complemented by Tailored Solutions for custom requirements and procurement services including Hardware Procurement, Lifecycle Management, Staging and Configuration, Dell Technologies Sourcing, and Microsoft Licensing Service. The company operates a business-only infrastructure backbone spanning 2,000+ km, with 24/7 NOC support and local engineering teams.
Differentiator
Problem solved
Functional benefit
Products and services
- SmartWAN Managed SD-WAN service for enterprise and corporate organisations running multi-site operations in New Zealand, combining software-defined networking intelligence with Cello's business-only infrastructure.
- SmartLAN Fully managed enterprise wireless and switching infrastructure for organisations requiring high-density Wi-Fi, VLAN/QoS, segmentation and lifecycle management across sites.
- Managed Internet Enterprise-grade managed internet connectivity with redundant uplinks, proactive monitoring and local NOC support, offered in Standard, Professional and Enterprise tiers.
- Cloud Connect Direct private connectivity to AWS Direct Connect, Azure ExpressRoute, Google Cloud Interconnect and Microsoft 365 peering for organisations moving production workloads to public cloud.
- Managed Firewall Enterprise-grade managed perimeter security with 24/7 monitoring, IDS/IPS, sandboxing, layer 7 firewalling, web anti-virus, malware protection, DNS security and deep packet inspection, offered in Standard, Professional and Enterprise tiers.
- Zscaler Management Managed Zscaler Internet Access (ZIA) and Zscaler Private Access (ZPA) deployment and ongoing management for organisations adopting cloud-native SASE and Zero Trust architectures.
- Tailored Solutions Bespoke network engineering service for organisations with compliance, complex redundancy, legacy integration or other requirements not addressed by Cello's standard offerings.
- Hardware Procurement Enterprise-grade networking and security hardware sourcing from Cisco, Fortinet, HPE Aruba and other vendors, with lifecycle management and staging/configure-to-order options.
- Dell Technologies Sourcing Procurement of Dell business PCs, laptops, workstations, servers, storage and edge platforms as a Dell Technologies Authorized Partner, including PC-as-a-Service and Dell APEX consumption models.
- Microsoft Licensing Service FinOps-aligned advisory and procurement service for Microsoft 365 and Azure licensing, including usage insights, right-sizing, reserved instance management and renewal planning.
Quantifiable outcome
- 3+ years of zero network outages for Metro Performance Glass across manufacturing plants and distribution centres
- +7 more outcomes
Companies that use Cello
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
Cello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature8 records
Cello partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- CiscocoreCisco Customer Experience Specialised Partner with direct access to vendor resources and expertise for routing, switching, wireless and collaboration solutions. Provides priority access when supply is constrained and direct escalation paths.
- Cisco MerakicoreCloud-managed networking partnership providing dashboard visibility, zero-touch deployment and ongoing management for organisations valuing simplicity without sacrificing capability.
- FortinetcoreNext-generation security partnership delivering firewall through advanced threat protection. Provides competitive pricing and direct escalation when complex issues arise.
- HPE ArubacoreEnterprise wireless and switching partnership for environments where Aruba's capabilities fit best. Includes site surveys, deployment and ongoing management by Cello specialists.
- ZscalercoreCloud-native security partnership for SASE and Zero Trust architectures. Zscaler-certified specialists handle policy configuration, user onboarding, troubleshooting and optimisation.
- MicrosoftcoreMicrosoft Cloud Solution Provider partnership for M365 and Azure connectivity and integration expertise. Includes Microsoft Licensing Service for FinOps-aligned optimisation.
- Dell TechnologiescoreDell Technologies Authorized Partner for modern devices and infrastructure. Provides validated configurations, managed lead times and logistics, and equipment arriving fit for purpose with aligned warranties.
Scale indicators8 records
Recent moves6 records
Cello competitors and assessment
Company assessmentBroad incumbents
- Spark New Zealand: Spark NZ is New Zealand's largest telecommunications and digital services company, offering enterprise SD-WAN, managed LAN, fiber, mobile and cloud connectivity products that directly overlap with Cello's portfolio. It competes across every segment Cello serves but as a broad incumbent across consumer, mobile and enterprise rather than as a specialist. Cello's Chief of Strategy, Guy Inglis, previously held senior leadership at Spark.
- 2degrees: 2degrees is a major New Zealand mobile and fixed-line carrier with an enterprise and wholesale division serving business connectivity, SD-WAN and voice. As one of NZ's three principal carriers it is a frequent competitor for enterprise connectivity RFPs where Cello bids, and it counts infrastructure investors like Infratil among its backers — making it a well-capitalised broad incumbent peer.
- Telstra: Telstra is Australia's incumbent telecommunications carrier with significant enterprise and government network services across ANZ, including managed SD-WAN, cloud connectivity, security and unified communications. For large ANZ enterprise customers (and any cross-Tasman customers Cello serves via the Salvation Army-style Pacific footprint), Telstra is the regional broad incumbent alternative to Cello's specialist positioning.
- One New Zealand (formerly Vodafone NZ): One NZ is one of New Zealand's largest mobile and fixed telecom operators, providing enterprise connectivity, SD-WAN, cloud and managed security across NZ. It is a broad incumbent whose enterprise division competes head-to-head with Cello for large corporate and government network mandates, but its offering sits inside a much wider mobile/consumer portfolio rather than a specialist enterprise focus.
Direct peers
- Kordia: Kordia is a New Zealand telecommunications and network services specialist serving enterprise and government customers with connectivity, managed WAN, cloud and broadcast-grade networking. It is among the closest direct peers to Cello, sharing the specialist enterprise/government focus, NZ-only footprint and emphasis on service levels rather than consumer scale.
- Datacom: Datacom is one of New Zealand and Australia's largest IT services companies, providing managed network, cloud, security and workplace services to enterprise and government. Its managed network services and systems integration business is a direct competitor to Cello's managed SD-WAN, managed firewall and procurement offerings, and it shares the 'specialist' positioning for NZ-based enterprise IT outsourcing.
- FX Networks: FX Networks is a New Zealand wholesale and enterprise fiber and network operator providing high-capacity connectivity, cloud on-ramps and managed WAN services. It overlaps directly with the infrastructure layer that underpins Cello's SmartWAN and Managed Internet products, and is staffed by executives who previously led FX Networks (CIO Falko Weber), making it both a competitor and a feeder of talent into the same niche.
- Vocus New Zealand: Vocus operates significant wholesale and enterprise fiber infrastructure in New Zealand (including Orcon and Slingshot retail brands) and offers enterprise connectivity, cloud connectivity and managed network services. It is a direct peer on infrastructure-led enterprise connectivity, competing with Cello's SmartWAN, Managed Internet and Cloud Connect offerings across NZ enterprise accounts.
Emerging players
- Cato Networks: Cato Networks is a global cloud-native SASE/SD-WAN platform that competes at the underlying technology layer of Cello's SmartWAN and Zscaler offerings. While Cello wraps third-party SASE vendors (Zscaler) around its managed service, Cato offers a directly consumable managed SD-WAN/SASE product to enterprise customers, representing an emerging alternative that could disintermediate the managed-service wrapper.
- Aryaka: Aryaka is a global managed SD-WAN and SASE provider delivering a fully managed network-as-a-service to mid-market and enterprise customers. Its 'managed' delivery model and global private backbone closely mirror Cello's SmartWAN-plus-NOC architecture, making it a strong emerging international peer, though it lacks Cello's NZ-specific business-only fiber and local regulatory positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Cello social profiles
Digital presenceCello compliance and trust
Trust signalCompliance1 record
Cello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cello leadership team
Management profileNumber of profiles
Profiles6 records
Cello funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cello M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cello
What does Cello do?
Cello provides managed enterprise network services to New Zealand organisations, including managed SD-WAN (SmartWAN), managed LAN (SmartLAN), managed internet, direct cloud connectivity (Cloud Connect to AWS, Azure, Google Cloud and Microsoft 365), managed firewall, and managed Zscaler SASE/Zero Trust. The offering is delivered over Cello's own 2,000+ km business-only network backbone with a 24/7 local Network Operations Centre and is complemented by hardware procurement, lifecycle management and Microsoft licensing optimisation services.
Is Cello a public or private company?
Cello is a private company. It is classified as management employee owned and is currently operating.
When was Cello founded?
Cello was founded in 2021. It employs 101 to 250 people.
Where is Cello based?
Cello is headquartered in Wellington, New Zealand, in the Oceania region.
How does Cello make money?
Five revenue lines are on record. Managed Network Services are the primary driver. The others are managed Internet Services, IT Procurement Services, dell Technologies Sourcing and microsoft Licensing Service.
Who are Cello's main competitors?
Broad incumbents on record are Spark New Zealand, 2degrees, Telstra and One New Zealand (formerly Vodafone NZ). Direct peers are Kordia, Datacom, FX Networks and Vocus New Zealand. Emerging players are Cato Networks and Aryaka.
Does Cello have an API?
No public API is recorded for Cello.
What industry is Cello in?
Cello's product category is Enterprise Network Services. Its primary akta.pro industry code is HDAIABAI, Business/Enterprise Fixed Connectivity Providers (SME/Enterprise Broadband). Its NAICS code is 517111 and its SIC code is 4899.