Smart Computers

What Smart Computers does

Smart Computers Ltd. is a privately held UK managed IT services provider headquartered at 22 Enterprise Way, Cheltenham Trade Park, founded in 1996. The company organizes its offering around five branded service pillars: Smart Rental (laptops, desktops, servers, Apple Macs, projectors, and iPads rented from one day to three-plus years, with deployment, configuration, data wiping, and asset management handled in-house), Smart Cloud (Office 365, Office 365 mailbox backup, hosted Exchange, website hosting, email filtering, and cloud data backup), Smart Protect (antivirus via ESET, data encryption, email filtering, IT monitoring, and disaster recovery), Smart Support (remote and onsite IT support, computer/laptop repair, office moves, network cabling, phone systems, and internet connections), and Smart Refurb (refurbished hardware sales). Technology is built on industry-standard hardware from HP, Acer, and Apple, combined with Microsoft, ESET, Altaro, and Netgear vendor partnerships; the proprietary surface is limited to integrated service bundles and the SmartMax ProActive Monitoring service for Windows-based PCs and servers.

The business is operated on a sales-led, direct-distribution model: customers contact Smart Computers by phone (01242 580654), via the website, or in person at the Cheltenham depot, with account managers handling ongoing relationships and referrals driving a meaningful share of new business. Revenue is generated from recurring monthly subscriptions (e.g., £15+VAT per user per month for unlimited remote IT support), rental fees that vary by equipment and duration, quote-based security and managed-services contracts, and refurbished hardware sales. The primary customer segment is small and medium UK businesses, with secondary demand from education (schools, universities), festivals and events (Glastonbury, Cheltenham Festivals), TV and film production (BBC Earth), and professional services firms (insurance, recruitment). The company operates under no external investors or parent entity and is led by founder/Sales Director Tim Potts and Managing Director Will Rendell (joined 1998, Technical Director since 2006).

Name

Smart Computers

Legal name

Smart Computers Limited

Website

https://smart.uk.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Smart Computers is a Cheltenham-based UK managed IT services provider delivering IT equipment rental, IT support, cloud, cybersecurity, and refurbished hardware to small and medium businesses and select enterprise clients nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. IT Equipment Rental: Short-term and long-term rental of laptops, computers, servers, Apple Mac devices, projectors, and iPads. Rental periods range from one day to three years or more.
2. IT Support Services: Remote IT support, onsite IT support, computer and laptop repair, network cabling, phone systems, and internet connection services.
3. Cloud Services: Office 365 for home or business, hosted exchange, website hosting, and cloud data backup services.
4. Smart Protect Security Services: IT security consultancy, antivirus packages for business and home, data encryption, email filtering, and disaster recovery services.
5. Smart Refurb: Refurbished IT equipment sales and processing returned rental equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Smart Computers is a UK-based managed IT services provider operating from Cheltenham since 1996, delivering five core service lines: Smart Rental (short- and long-term IT equipment rental of laptops, servers, Apple Macs, projectors and iPads), Smart Cloud (Office 365, hosted Exchange, website hosting, email filtering and data backup), Smart Protect (antivirus, data encryption, email filtering, monitoring and disaster recovery), Smart Support (remote and onsite IT support, repairs, office moves, network cabling and internet/phone systems), and Smart Refurb (refurbished IT equipment sales).

Product overview

Smart Computers is an IT services company offering a portfolio of managed services centered around five core pillars: Smart Rental (IT equipment rental for short and long-term needs), Smart Cloud (cloud solutions including Office 365, hosted Exchange, email, and website hosting), Smart Protect (cybersecurity and data protection services), Smart Support (remote, onsite, and managed IT support), and Smart Refurb (refurbished equipment sales). The company provides businesses with a comprehensive 'one-stop shop' for IT needs, from equipment rental and setup to ongoing support, security, and cloud services, all delivered from their Cheltenham base with UK-wide coverage.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Customers report 10-20+ year relationships demonstrating long-term value delivery
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, secondary and minor.

• MicrosoftcoreTechnology or IntegrationMicrosoft Silver Small and Midmarket Cloud Solutions Partner. Provides Office 365, Azure, and other Microsoft cloud solutions to customers. Certified partner status indicating expertise in Microsoft technologies.
• HPcoreTechnology or IntegrationHP Partner providing HP hardware including laptops, computers, and servers for rental and sale. Logo displayed prominently on website indicating preferred vendor status.
• AcersecondaryTechnology or IntegrationAcer Partner providing Acer hardware for rental and sale. Alternative brand option to HP for customer equipment needs.
• ESETcoreTechnology or IntegrationESET Silver Partner providing antivirus and security solutions. ESET currently detects 99% of variations of major malware. Recommended antivirus provider.
• AltarosecondaryTechnology or IntegrationAltaro Silver Partner providing backup and disaster recovery solutions. Used as part of Smart Protect security bundle.
• NetgearsecondaryTechnology or IntegrationNetgear Partner providing networking equipment including routers, switches, and network attached storage (NAS) solutions.
• CCP (Cheltenham Community Partnership)minorOthersCorporate charity partner. Supported CCP Easter Egg appeal donating 3,991 Easter Eggs to disadvantaged children and families in Gloucestershire.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Focus Group: UK-based provider of IT support, cloud, telecoms, and managed services to SMBs. Closest direct peer in the UK managed services space, with a comparable five-pillar service portfolio and similar customer segment focus.
• Stone Group: UK IT services and managed services provider offering equipment supply, support, cloud, and security to public and private sector customers. Comparable in service breadth and UK regional service delivery model.
• Hire Intelligence: UK IT equipment rental specialist offering laptops, desktops, AV, and servers on short-term and long-term rental. Direct peer for Smart Computers' Smart Rental division with overlapping event, training, and corporate rental use cases.

Broad incumbents

• Softcat: Large UK IT reseller and infrastructure provider serving SMB through enterprise customers. Overlaps with Smart Computers' cloud, licensing, and equipment supply offerings but at significantly larger scale.
• Bytes Technology Group: UK-based IT solutions provider offering software licensing, security, and managed services. Comparable in vendor-partner-led IT services delivery to mid-market customers, though at a much larger scale.
• SCC: Major European IT services and solutions provider with UK operations offering managed services, cloud, and infrastructure. Comparable in full-stack IT services delivery but operates at enterprise scale.
• Redcentric: UK managed services provider offering cloud, connectivity, and managed IT to mid-market and public sector. Overlaps with Smart Computers' Smart Cloud and managed support offerings at larger scale.
• Phoenix Software: UK IT software and services reseller with managed service capabilities. Comparable in vendor-partner-led IT services delivery but with broader enterprise reach.

Regional players

• Six Degrees Group: UK-focused managed cloud, connectivity, and IT services provider. Comparable in delivering recurring managed IT services to UK mid-market customers, with overlap in cloud hosting and security.
• Daisy Communications: UK-based IT, telecoms, and cloud services provider serving SMB and mid-market. Comparable in providing integrated IT, connectivity, and cloud services to UK businesses of similar size to Smart Computers' customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/smartcompltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Smart Computers