Inbay
Inbay, operating as Uptime, is a UK-based channel-only outsourcing firm that delivers white-label 24/7 helpdesk, NOC, staff augmentation, project, and RMM services exclusively to Managed Service Providers across five continents.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Inbay does
Inbay Uptime Limited, operating commercially as Uptime, is a UK-incorporated channel-only outsourcing provider that delivers white-label 24/7 helpdesk, staff augmentation, Network Operations Centre (NOC), project, and Remote Monitoring and Management (RMM) services exclusively to Managed Service Providers (MSPs). Founded in 2009 and headquartered in London (Gatwick), the firm maintains a deliberate non-competition policy: founders state they do not take customers direct and have no MSP businesses of their own, positioning the company as a pure back-office partner for the MSP channel.
The service is delivered through a five-region follow-the-sun model spanning the UK, USA (Florida), New Zealand (Auckland), Sri Lanka (Colombo, NOC), and South Africa (staff augmentation), giving partner MSPs native-English coverage in three regions combined with cost-arbitrage delivery in two. The technology stack is integrations-led rather than platform-led: Uptime connects into partner PSA tools, and primary documentation platforms ITGlue and Hudu, while delivering all services under the partner MSP's own brand. The firm holds ISO 27001, ISO 9001, and Cyber Essentials Plus certifications, supporting enterprise-grade procurement requirements. The offering is fundamentally human-delivered services with no disclosed AI/ML automation, proprietary platform, or API surface.
The business model is a sales-led, quote-based managed services and professional services engagement, with custom pricing tailored to each MSP partner and no publicly disclosed rates. Go-to-market is direct-to-MSP via Apollo.io-integrated booked calls supplemented by content marketing on a blog, YouTube, LinkedIn, Facebook, and peer communities such as Tech Tribe and Reddit. Customer base is concentrated in a single segment (MSPs), with no named logos disclosed and no public revenue, funding, or M&A history, indicating a privately held, founder-controlled, bootstrapped business of 51–100 employees.
Inbay firmographics
Firmographics- Name
- Inbay
- Legal name
- Inbay Uptime Limited
- Website
- https://inbay.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Inbay, operating as Uptime, is a UK-based channel-only outsourcing firm that delivers white-label 24/7 helpdesk, NOC, staff augmentation, project, and RMM services exclusively to Managed Service Providers across five continents.
- Ownership category
- akta.pro rank
Inbay industry classification
Industry- Product category
- MSP Outsourcing Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Management Services (8741), Services-Help Supply Services (7363)
- akta.pro primary industry
- ITSM Managed Services (Run/Operate/Optimize) (BPAEAJAN)
- akta.pro secondary industries
- Helpdesk & End-User Support Services (BPAEABAB), Service Desk & ITSM Outsourcing (BPAEAMAF)
Keywords
Where Inbay is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Inbay business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- White-Label Helpdesk Services: 24/7 white-label helpdesk services delivered exclusively to MSPs, allowing them to resell support under their own brand. Revenue generated through service contracts with MSP partners.
- Staff Augmentation: Providing skilled IT personnel to MSPs on flexible basis. Enables MSPs to scale their teams with right talent at right time.
- NOC Services: Network Operations Centre services providing 24/7 monitoring and management of client IT infrastructure.
- Project Services: Project management and implementation services for MSPs without in-house project capabilities.
- RMM Services: Remote Monitoring and Management services to optimize MSP operations, reduce costs and improve automation.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Inbay product offering
Product offeringCore offering
Inbay (operating as Uptime) delivers white-label 24/7 Helpdesk, Staff Augmentation, Network Operations Centre (NOC), Project Services, and RMM Services exclusively to Managed Service Providers (MSPs). All services are delivered under the partner MSP's brand via a follow-the-sun model spanning the UK, US, New Zealand, Sri Lanka, and South Africa, enabling MSPs to scale operations without building in-house capacity.
Product overview
Inbay operates as Uptime, a channel-only outsourcing platform exclusively for MSPs (Managed Service Providers). The company offers a unified portfolio of five core services designed to help MSPs scale operations without building in-house capacity: a 24/7 White-Label Helpdesk (providing follow-the-sun coverage from Florida, London, and New Zealand), Staff Augmentation (with teams in Sri Lanka and South Africa), Network Operations Centre/NOC services (based in Colombo, Sri Lanka), Project Services (for MSPs lacking in-house project management), and RMM Services (Remote Monitoring and Management). All services are white-label, enabling MSPs to maintain their brand identity while outsourcing day-to-day operations. The company also integrates with PSA tools and documentation platforms like ITGlue and Hudu to ensure seamless workflow integration.
Differentiator
Problem solved
Functional benefit
Products and services
- White-Label Helpdesk
Companies that use Inbay
Customer profileSegments1 record
Ideal customer profiles1 record
Inbay technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Inbay partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Inbay competitors and assessment
Company assessmentBroad incumbents
- ConnectWise: ConnectWise is a large MSP platform vendor that acquired Continuum (a direct white-label NOC and helpdesk provider). It overlaps with Inbay through its NOC-as-a-service and helpdesk offerings, but operates at far greater scale and across a much broader product portfolio including PSA, RMM, and security.
- Pax8: Pax8 is a leading cloud distribution platform for MSPs, increasingly bundling partner enablement and operational services. It is a broad incumbent in the MSP channel, competing for partner mindshare and wallet even though it is not a direct helpdesk/NOC outsourcing peer.
- Kaseya: Kaseya is a broad MSP platform incumbent offering RMM, PSA, security, and integrated IT services (including Datto). It competes with Inbay indirectly as MSPs adopt platform-bundled services rather than best-of-breed outsourced support.
- ServiceNow: ServiceNow is a leading enterprise ITSM and workflow platform. It is a broad incumbent in the ITSM category Inbay operates in, though it is software-led rather than human-delivered services, and competes most directly where enterprises or large MSPs insource rather than outsource helpdesk and NOC functions.
Regional players
- Netstar: Netstar is a UK-based IT support and managed services provider offering helpdesk, NOC, and IT outsourcing. It is a comparable regional player operating in Inbay's home UK market with overlapping service lines, though its primary focus is direct end-customer IT rather than white-label MSP-only delivery.
Direct peers
- Sherweb: Sherweb provides white-label cloud and managed services for MSPs, including helpdesk and cloud infrastructure outsourcing. It is a direct competitor to Inbay in the white-label MSP services space, particularly across North America and Europe.
Emerging players
- Freshworks: Freshworks provides cloud-based helpdesk and ITSM software (Freshservice) increasingly used by MSPs and IT teams. It is an emerging platform competitor in the same ITSM/helpdesk category Inbay serves via outsourced delivery, representing the technology-led alternative to Inbay's services model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Inbay social profiles
Digital presenceInbay compliance and trust
Trust signalCompliance3 records
Inbay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Inbay leadership team
Management profileNumber of profiles
Inbay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Inbay 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 Inbay
What does Inbay do?
Inbay (operating as Uptime) delivers white-label 24/7 Helpdesk, Staff Augmentation, Network Operations Centre (NOC), Project Services, and RMM Services exclusively to Managed Service Providers (MSPs). All services are delivered under the partner MSP's brand via a follow-the-sun model spanning the UK, US, New Zealand, Sri Lanka, and South Africa, enabling MSPs to scale operations without building in-house capacity.
Is Inbay a public or private company?
Inbay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Inbay founded?
Inbay was founded in 2009. It employs 51 to 100 people.
Where is Inbay based?
Inbay is headquartered in London, United Kingdom, in the Europe region.
How does Inbay make money?
Five revenue lines are on record. White-Label Helpdesk Services are the primary driver. The others are staff Augmentation, NOC Services, project Services and RMM Services.
Who are Inbay's main competitors?
Broad incumbents on record are ConnectWise, Pax8, Kaseya and ServiceNow. Netstar is listed as a regional player. Sherweb is listed as a direct peer. Freshworks is listed as an emerging player.
Does Inbay have an API?
No public API is recorded for Inbay.
What industry is Inbay in?
Inbay's product category is MSP Outsourcing Services. Its primary akta.pro industry code is BPAEAJAN, ITSM Managed Services (Run/Operate/Optimize), with a secondary code of BPAEABAB, Helpdesk & End-User Support Services. Its NAICS code is 518 and its SIC code is 8741.