AAG
AAG IT Services is a UK-based managed IT service provider delivering outsourced IT support, cybersecurity, cloud, and Microsoft 365 services to 100+ business clients across multiple sectors, with AI-driven service delivery and regional offices covering the Midlands and northern England.
- Company typePrivate
- Founded2009
- HeadquartersBarlborough, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AAG does
AAG IT Services Ltd. is a UK-based managed IT service provider (MSP) founded in 2009 (with operating history described as 15+ years) and headquartered in Barlborough, Chesterfield. The company delivers outsourced IT support, cybersecurity, cloud solutions, Microsoft 365 services, backup and disaster recovery, AI and automation, digital transformation, and infrastructure/telecoms/hardware services to over 100 business clients across manufacturing, legal, financial services, healthcare, hospitality, automotive, logistics, and retail sectors.
The company's technology stack is built around an AI-driven service delivery platform featuring automated ticket triage with intelligent routing (yielding a reported 90% first-time resolution rate), automated user onboarding and laptop provisioning, proactive remote monitoring and anomaly detection, and a self-service portal. These capabilities are tightly integrated with the Microsoft 365 and Azure ecosystems, which AAG implements, licenses, trains, and supports for clients, including Microsoft Copilot readiness assessments and Copilot Studio implementations. Supporting technologies include Veeam (Silver Partner) for backup, Datto for business continuity, SonicWall and Barracuda for security, and KnowBe4 for security awareness training.
AAG operates a sales-led go-to-market combining direct enterprise sales, inside sales through the service desk, and a self-service web funnel for SMBs, with regional offices in Chesterfield, London, Leicester, Hull, and Lincoln providing on-site response in 10-30 minutes. The revenue model is predominantly subscription-based, charging from £21.50 per device per month for managed IT support, supplemented by project-based professional services for implementations, migrations, cloud deployments, and SharePoint/Azure DevOps projects. The company is privately held under UK jurisdiction (Companies House registration 08501614), founder/management-owned with no disclosed institutional investment, and led by CEO Alexa Greaves and Director of Technology and Innovation Charlie Griffiths.
AAG firmographics
Firmographics- Name
- AAG
- Legal name
- AAG IT Services Ltd.
- Website
- https://aag-it.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AAG IT Services is a UK-based managed IT service provider delivering outsourced IT support, cybersecurity, cloud, and Microsoft 365 services to 100+ business clients across multiple sectors, with AI-driven service delivery and regional offices covering the Midlands and northern England.
- Ownership category
- akta.pro rank
AAG industry classification
Industry- Product category
- Managed IT Services
- NAICS
- Computer Systems Design and Related Services (5415), Computer Facilities Management Services (541513)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Cloud Managed Services (M365/Azure/AWS/GCP) (BPAEABAE)
- akta.pro secondary industries
- Endpoint & Device Management (UEM/MDM) Services (BPAEABAF), Cloud Operations Outsourcing (Cloud Managed Operations) (BPAEAMAC), Service Catalog, Request Fulfillment & Self-Service Portals (BPAEAJAI)
Keywords
Where AAG is headquartered
LocationHeadquarters
- HQ city
- Barlborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
AAG business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- Managed IT Support Services: Recurring monthly fees for ongoing IT support, monitoring, and management services delivered as a subscription model. Services include helpdesk support, infrastructure management, security services, and strategic consulting.
- Project-based Professional Services: One-time fees for IT projects including implementations, migrations, cloud solutions deployment, SharePoint implementation, and Azure DevOps support.
- Device-based Pricing: Per-device monthly pricing model starting from £21.50 per device, allowing scalable costs based on organisation size.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Managed IT Support starting from £21.50 per device per month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
AAG product offering
Product offeringCore offering
AAG IT Services is a UK-based managed IT service provider (MSP) delivering outsourced IT support, cybersecurity, cloud solutions, and Microsoft 365 services to businesses. Core deliverables include 24/7 helpdesk support, proactive remote monitoring, AI-driven ticket triage, backup and disaster recovery, cloud cost optimisation, and strategic IT consulting across the Microsoft and Azure ecosystem.
Product overview
AAG is a managed IT services provider offering a comprehensive portfolio of technology services built around Microsoft 365 and Azure ecosystems. The core offering combines Managed IT Support with specialised services including Cyber Security Services (Cyber Essentials, Cyber Essentials Plus, dark web monitoring, penetration testing, vulnerability assessment), Backup & Disaster Recovery, Cloud Solutions (including The Cloud Cost Cutter), and Digital Transformation Services. The Microsoft 365 Services pillar provides implementation, training, licensing, and SharePoint/Teams/Copilot integration services. Additional offerings include AI and Automation Services, Infrastructure as a Service, Business Telecoms Solutions, and Hardware Services (HaaS, IT Procurement, Managed Print). The portfolio is structured as a unified managed services approach rather than discrete software products, with AI-powered automation and cybersecurity embedded across the service delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Managed IT Support Outsourced IT support package providing ongoing helpdesk, IT engineering, IT project design, IT project management, IT consulting, IT strategy, and pay-as-you-go support for UK businesses across multiple sectors.
- Cyber Security Services Full suite of cybersecurity services including Cyber Essentials certification, Cyber Essentials Plus certification, dark web monitoring, penetration testing, and vulnerability assessment for organisations needing baseline or enhanced security assurance.
- Backup & Disaster Recovery Backup as a Service (BaaS) and Disaster Recovery Services including telecoms disaster recovery, providing business continuity and resilience for client organisations.
- Cloud Solutions Cloud consulting, design, implementation, and ongoing support across Microsoft Azure, including cost optimisation, Azure DevOps support, and The Cloud Cost Cutter savings service.
- Microsoft 365 Services Microsoft 365 implementation, training, licence management, SharePoint implementation, Windows Virtual Desktop, Teams support, and Microsoft Copilot integration services for organisations adopting the Microsoft productivity suite.
- AI and Automation Services Consulting and implementation services to identify manual bottlenecks, deploy AI-powered smart solutions, and streamline daily workflows including support for Microsoft Copilot for Office 365 and Microsoft Copilot Studio.
- Digital Transformation Services Strategic consulting and implementation services that align IT setup with business goals and transform organisational performance through technology roadmaps.
- Infrastructure as a Service (IaaS) Managed infrastructure services providing scalable computing resources without capital expenditure, supporting hybrid and cloud-first environments.
- Business Telecoms Solutions Telecommunications solutions including telecoms disaster recovery to maintain business communications across voice and unified communications environments.
- Hardware Services Hardware as a Service (HaaS), IT procurement, and managed print services providing flexible hardware acquisition and lifecycle management without upfront capital investment.
Quantifiable outcome
- 90% of tickets resolved first time
- +3 more outcomes
Companies that use AAG
Customer profileNamed customers27 records
Segments7 records
Ideal customer profiles4 records
AAG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability10 records
Feature5 records
AAG partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- DebarminorNew partnership providing IT support services for Debar's manufacturing business in Bradford. AAG will support day-to-day operations while improving security posture and technology infrastructure with a long-term proactive strategy. Debar is a specialist manufacturer of bi-fold door components.
- MicrosoftcoreMicrosoft Solutions Partner providing access to Microsoft 365, Azure, Copilot, and related Microsoft technologies. AAG delivers implementation, training, and managed services across the Microsoft ecosystem.
- VeeamcoreVeeam Silver Partner status for backup and disaster recovery solutions. AAG implements and manages Veeam backup services for clients.
- SonicWallcoreTechnology partnership for cybersecurity solutions including firewall and network security services.
- DattocoreDatto partner for business continuity, disaster recovery, and managed backup services.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
AAG competitors and assessment
Company assessmentDirect peers
- Phoenix Software: UK-based IT services and managed services provider with Microsoft and security expertise serving mid-market customers — directly comparable in service portfolio and customer profile to AAG.
- Air IT: UK managed IT services provider serving SMB and mid-market with Microsoft 365, cloud, security, and strategic IT support — directly comparable regional MSP model with similar vertical mix.
- Trustmarque: UK managed services and IT solutions provider offering outsourced IT support, cloud services, and Microsoft 365 expertise to public sector and mid-market — directly comparable MSP offering and customer segment.
- Aspire Technology Solutions: UK-based managed IT services and cloud provider serving SMB and mid-market with Microsoft-centric services, security, and connectivity — comparable regional MSP model with similar customer base.
- Littlefish: UK-based managed IT services provider of comparable size, offering outsourced IT support, service desk, and Microsoft 365 services to SMB and mid-market customers across multiple UK regions — directly overlaps with AAG's core MSP offering.
- ANS Group: UK managed services and cloud provider with strong Microsoft Azure and M365 focus, serving mid-market customers with similar service portfolio including cloud managed services, security, and digital transformation — closely comparable to AAG.
Regional players
- Bytes Technology Group: UK-focused IT software licensing and services provider; overlaps with AAG's Microsoft licensing and managed services motion for UK customers, though Bytes is more weighted to software reselling.
Broad incumbents
- SCC (Specialist Computer Centres): Large UK and European IT solutions and managed services provider offering a broad portfolio that includes managed IT support, cloud, and security — overlaps with AAG but operates at much greater scale across multiple geographies.
- Six Degrees Group: UK managed services, cloud, and connectivity provider with Microsoft alignment serving mid-market and enterprise — broader incumbent operating at greater scale than AAG in similar service categories.
- Softcat: Major UK IT infrastructure provider and Microsoft partner offering managed services, licensing, and advisory across a much wider customer base — a broad incumbent against which AAG competes for mid-market accounts.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
AAG social profiles
Digital presenceAAG compliance and trust
Trust signalCompliance10 records
AAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
AAG leadership team
Management profileNumber of profiles
Profiles3 records
AAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AAG 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 AAG
What does AAG do?
AAG IT Services is a UK-based managed IT service provider (MSP) delivering outsourced IT support, cybersecurity, cloud solutions, and Microsoft 365 services to businesses. Core deliverables include 24/7 helpdesk support, proactive remote monitoring, AI-driven ticket triage, backup and disaster recovery, cloud cost optimisation, and strategic IT consulting across the Microsoft and Azure ecosystem.
Is AAG a public or private company?
AAG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AAG founded?
AAG was founded in 2009. It employs 11 to 50 people.
Where is AAG based?
AAG is headquartered in Barlborough, United Kingdom, in the Europe region.
How does AAG make money?
Three revenue lines are on record. Managed IT Support Services are the primary driver. The others are project-based Professional Services and device-based Pricing.
Who are AAG's main competitors?
Direct peers on record are Phoenix Software, Air IT, Trustmarque, Aspire Technology Solutions, Littlefish and ANS Group. Bytes Technology Group is listed as a regional player. Broad incumbents are SCC (Specialist Computer Centres), Six Degrees Group and Softcat.
Does AAG have an API?
No public API is recorded for AAG.
What industry is AAG in?
AAG's product category is Managed IT Services. Its primary akta.pro industry code is BPAEABAE, Cloud Managed Services (M365/Azure/AWS/GCP), with a secondary code of BPAEABAF, Endpoint & Device Management (UEM/MDM) Services. Its NAICS code is 5415 and its SIC code is 7370.