Rock IT
First Focus is an Australian managed service provider delivering outsourced IT, security, cloud, and AI-enabled managed services to mid-market organisations with 20-200 staff across Australia and New Zealand, supporting 35,000+ end users.
- Company typePrivate
- Founded2003
- HeadquartersCollingwood, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Rock IT does
First Focus (operating under the 'Rock IT' data label) is an Australian-headquartered managed service provider serving mid-market organisations with 20-200 staff across multiple locations in Australia and New Zealand. The firm operates as a full outsourced IT department, delivering 24/7 IT support, managed security aligned to the ACSC Essential 8 and NIST frameworks, managed cloud (private, public, hybrid) with backup and disaster recovery, and SharePoint/Microsoft 365 collaboration services. The customer base includes mid-market accounts and a small number of enterprise references such as Australia Post FDS, with named logos spanning spirits and beverages, healthcare, logistics, electrical wholesale, hospitality, professional services, energy, and education.
The technology stack centres on two proprietary components: F-Connect, a client-facing portal providing full visibility into IT support tickets and service performance, and CORE Intelligent Managed Services, an AI-powered management layer combining artificial intelligence, automation, security, IT support, and cloud management into a single unified service. Adjacent modules include AI Consulting, Software Development, Virtual CIO, Power BI, Cloud Migration, and Cybersecurity Risk Assessment, plus an AI multi-model access platform branded Hatz launched in 2026. The firm holds ISO 27001, ISO 14001, and ISO 9001 certifications and is ranked Australia's #1 MSP for nine consecutive years by Cloudtango and among the Top 150 MSPs globally.
The business model is a mix of recurring managed IT services contracts billed on monthly or annual subscription cadences and project-based professional services for cloud migration, IT infrastructure projects, and digital transformation. Go-to-market is sales-led and consultative, with direct outreach, account management, thought leadership content, and case studies targeting buyers in the 20-200 staff band. Delivery is supported by offices across eight Australian cities (Sydney, Melbourne, Brisbane, Adelaide, Perth, Newcastle, Canberra, Gold Coast) and an offshore operations hub in Manila, Philippines. The firm has pursued inorganic expansion into New Zealand via the 2026 acquisitions of OneHQ and Optimus Systems, and supports 35,000+ end users across client organisations.
Rock IT firmographics
Firmographics- Name
- Rock IT
- Legal name
- First Focus
- Website
- https://rockit.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- First Focus is an Australian managed service provider delivering outsourced IT, security, cloud, and AI-enabled managed services to mid-market organisations with 20-200 staff across Australia and New Zealand, supporting 35,000+ end users.
- Ownership category
- akta.pro rank
Rock IT industry classification
Industry- Product category
- Managed IT Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computer Systems Design Services (541512), Other Scientific and Technical Consulting Services (54169)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Service Desk & ITSM Outsourcing (BPAEAMAF)
- akta.pro secondary industries
- ITSM Reporting, SLA/XLA & Service Performance Management (BPAEAJAL), Managed IT Services & On‑Site Field Support (Helpdesk, Break/Fix, IMAC) (EDAEAHAJ)
Keywords
Where Rock IT is headquartered
LocationHeadquarters
- HQ city
- Collingwood
- HQ country
- Australia
- HQ region
- Oceania
Offices9 records
Markets served
Rock IT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Managed IT Services: Recurring managed IT service contracts providing organisations with a complete outsourced IT department including support desk, security, cloud, and infrastructure management. Revenue is generated through monthly or annual contract subscriptions tailored to organisation size and scope of services.
- Professional Services: Project-based professional services including IT consulting, IT infrastructure projects, cloud migration, software development, and digital transformation engagements. These one-time or scoped engagements complement recurring managed services revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom managed IT packages tailored to organisation size and service requirements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Rock IT product offering
Product offeringCore offering
Rock IT (First Focus) is an Australian managed service provider that delivers a complete outsourced IT department for organisations with 20-200 staff operating across multiple locations in Australia and New Zealand. Its flagship offering, CORE Intelligent Managed Services, combines AI, automation, security, IT support, and cloud management into a unified managed service, supported by dedicated service lines for managed security (aligned to Essential 8 and NIST), managed cloud, managed SharePoint, and 24/7 IT support with Same Day SLAs accessible through the proprietary F-Connect client portal.
Product overview
First Focus operates as a managed service provider offering a unified platform of IT services for organizations with 20-200 staff. The core offering is CORE – Intelligent Managed Services, which combines AI, automation, security, and IT support into a single service. Surrounding this core are specialized modules including IT Support Services (24/7 service desk with Same Day SLAs), Managed Security Services (aligned to Essential 8 and NIST frameworks), Managed Cloud Services (private, public, and hybrid), and Managed SharePoint Services. Additional services include AI Consulting, Software Development, Connectivity, Unified Communications, Automation, Cybersecurity Risk Assessment, Cloud Backup and Disaster Recovery, Virtual CIO, IT Strategy, Digital Transformation, Microsoft 365 Consulting, SharePoint Consulting, and Power BI Services. The company also offers IT Consulting, Data Services, IT Infrastructure Projects, IT Procurement, Business Continuity Planning, Cloud Migration Services, End User Computing, and Offshore Staff Outsourcing (BPO). Clients access services through the F-Connect portal for ticket visibility. First Focus is ISO certified across Information Security, Environment, and Quality standards.
Differentiator
Problem solved
Functional benefit
Brands
- CORE: CORE Intelligent Managed Services - the future of managed IT combining AI, automation, security, IT support, and more in one service.
- F-Connect
Products and services
- CORE Intelligent Managed Services
- Managed IT Services
- IT Support Services
- Managed Security Services
- Managed Cloud Services
- Managed SharePoint Services
- AI Consulting Services
- Software Development
- Connectivity
- Unified Communications
- IT Consulting
- Virtual CIO
- IT Infrastructure Projects
- IT Procurement
- Cloud Migration Services
- End User Computing
- Automation Services
- Offshore Staff Outsourcing (BPO)
- Hatz: One Platform for Every AI Model
Quantifiable outcome
- 35,000+ supported end users across client organisations
- +2 more outcomes
Companies that use Rock IT
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
Rock IT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Rock IT partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- OneHQcoreFirst Focus acquired OneHQ to expand its managed AI and IT services presence in New Zealand. This acquisition strengthens First Focus's regional footprint in NZ and adds capabilities to its managed services portfolio.
- Optimus SystemscoreFirst Focus acquired Optimus Systems to expand its managed AI and IT services capabilities in New Zealand. This acquisition adds expertise and client relationships to First Focus's growing NZ operations.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Rock IT competitors and assessment
Company assessmentBroad incumbents
- CGI Federal / CGI Australia: Global IT and business consulting services firm with Australian operations providing managed IT, cloud and cybersecurity services; competes for outsourced IT and digital transformation deals in the mid-market and enterprise.
- Unisys Australia: Global IT services and managed services incumbent with ANZ operations offering workplace, cloud and security managed services to enterprise and government; competes for the same enterprise managed services contracts.
- Fujitsu Australia: Global IT services provider with a substantial Australian managed services, workplace and security portfolio; competes for the same mid-market and enterprise managed services opportunities, particularly Microsoft-stack engagements.
- DXC Technology Australia: Global IT services incumbent with significant ANZ managed services, cloud and security practices; overlaps with First Focus's outsourced IT department model but operates at much larger scale across multiple geographies.
Direct peers
- Data#3: ASX-listed Australian IT services provider focused on managed services, cloud, security and Microsoft-centric consulting; comparable target customer base and recurring managed services revenue model.
- Atturra: ASX-listed Australian managed services and IT consulting firm offering outsourced IT, cloud and Microsoft 365 services to mid-market customers; directly comparable in size, geography and service mix.
- Logicalis Australia: Global MSP with strong ANZ presence offering managed IT, cloud, collaboration (Microsoft) and security services to mid-market organisations; closely comparable service portfolio and go-to-market.
- Datacom: Large Australia/NZ-headquartered managed IT services and cloud provider with comparable outsourced-IT, service desk, security and cloud offerings to mid-market and enterprise clients; directly competes with First Focus in ANZ MSP market.
Emerging players
- CyberCX: Australia-founded cybersecurity-focused managed services provider with growing managed SOC and security offerings; overlaps with First Focus's managed security, Essential 8 and NIST-aligned services, particularly in regulated mid-market.
Others
- KPMG Australia (Powered Enterprise / IT Advisory): Big-4 advisory firm offering IT managed services, cybersecurity and digital transformation consulting to Australian enterprises; adjacently competes for IT outsourcing and vCIO/strategy mandates relevant to First Focus's mid-market clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rock IT social profiles
Digital presenceRock IT compliance and trust
Trust signalCompliance3 records
Rock IT financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rock IT leadership team
Management profileNumber of profiles
Rock IT subsidiaries and ownership
Company hierarchySubsidiaries2 records
Rock IT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rock IT 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 Rock IT
What does Rock IT do?
Rock IT (First Focus) is an Australian managed service provider that delivers a complete outsourced IT department for organisations with 20-200 staff operating across multiple locations in Australia and New Zealand. Its flagship offering, CORE Intelligent Managed Services, combines AI, automation, security, IT support, and cloud management into a unified managed service, supported by dedicated service lines for managed security (aligned to Essential 8 and NIST), managed cloud, managed SharePoint, and 24/7 IT support with Same Day SLAs accessible through the proprietary F-Connect client portal.
Is Rock IT a public or private company?
Rock IT is a private company. It is classified as unknown and is currently operating.
When was Rock IT founded?
Rock IT was founded in 2003. It employs 11 to 50 people.
Where is Rock IT based?
Rock IT is headquartered in Collingwood, Australia, in the Oceania region.
How does Rock IT make money?
Two revenue lines are on record. Managed IT Services are the primary driver. The others are professional Services.
Who are Rock IT's main competitors?
Broad incumbents on record are CGI Federal / CGI Australia, Unisys Australia, Fujitsu Australia and DXC Technology Australia. Direct peers are Data#3, Atturra, Logicalis Australia and Datacom. CyberCX is listed as an emerging player. KPMG Australia (Powered Enterprise / IT Advisory) is listed as an others.
Does Rock IT have an API?
No public API is recorded for Rock IT.
What industry is Rock IT in?
Rock IT's product category is Managed IT Services. Its primary akta.pro industry code is BPAEAMAF, Service Desk & ITSM Outsourcing, with a secondary code of BPAEAJAL, ITSM Reporting, SLA/XLA & Service Performance Management. Its NAICS code is 51821 and its SIC code is 7370.