Midlink
- Company typePrivate
- Founded2000
- HeadquartersRamat Gan, Israel
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Midlink does
MidLink Ltd, operating under the Peax cloud brand, is an Israel-based AWS Advanced Consulting Partner headquartered in Ramat Gan that delivers end-to-end cloud migration, modernization, and managed services to mid-market and enterprise customers. The company was founded in 2000 and has operated as a wholly-owned subsidiary of EMET Technologies (E&M Computing Ltd.) since 2017. Its service portfolio spans six lines: Migrations and Modernizations, DevOps, Data & Analytics, FinOps Cost Optimization, Cloud Partnerships / AWS Marketplace, and AWS Well-Architected Framework Review. The underlying technology stack is AWS-centric, leveraging EKS, Lambda, RDS, S3, EC2, VPC, CloudFormation, Graviton instances, and managed services, with Infrastructure as Code via Terraform and CloudFormation and CI/CD pipelines built on GitHub Actions, ArgoCD, and Jenkins. The company holds multiple AWS competencies including DevOps, AI Services, Data & Analytics, Public Sector, Migration, and AWS Marketplace, plus the AWS Graviton Service Delivery certification.
MidLink generates revenue through three streams: professional services engagements (project-based or time-and-materials consulting for migration, DevOps, and data initiatives), managed cloud services (ongoing infrastructure, security, and operational support for AWS environments), and AWS Marketplace resale (cloud consumption and ISV SaaS distributed via private offers with unified invoicing). Go-to-market is enterprise field sales supported by AWS Sales Account Executives and Cloud Solutions Architects, with funding leverage from AWS programs such as MAP, EDP, and POA. Documented customers include REE (Nasdaq-listed EV platform), Vibrant Gastro (healthcare), CampusIL (national education platform serving 1.2 million learners), L1ght (online safety), and Seenity (digital marketing). Notable recent capability additions include an AWS Bedrock-based AI-assisted analytics offering, which is in production at CampusIL and Vibrant Gastro.
Midlink firmographics
Firmographics- Name
- Midlink
- Legal name
- MidLink Ltd
- Website
- https://midlink.co.il
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Midlink industry classification
Industry- Product category
- Cloud Consulting Services
- NAICS
- Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Computer Facilities Management Services (541513), Other Computer Related Services (541519)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Cloud Consulting & Migration (BPAHAEAE)
- akta.pro secondary industries
- Cloud Architecture & Migration Integration (BPAEAAAH), Hybrid Cloud Migration, Modernization & Integration (HDABAMAH), Hybrid Cloud Management, Monitoring & FinOps (HDABAMAD), Cloud Data Platforms & Analytics Migration (BPAEACAI)
Keywords
Where Midlink is headquartered
LocationHeadquarters
- HQ city
- Ramat Gan
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Midlink business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Services: Consulting and implementation services for cloud migration, DevOps, data & analytics, and well-architected reviews. Billed through project-based engagements or time and materials.
- Managed Cloud Services: Ongoing cloud management including infrastructure maintenance, monitoring, security, and operational support for AWS environments.
- AWS Cloud Resale: Resale of AWS cloud consumption (EC2, RDS, S3, and other AWS services) through AWS Marketplace with private offers, extending financial benefits and providing unified invoicing.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Midlink product offering
Product offeringCore offering
MidLink (operating as Peax cloud) is an AWS Advanced Consulting Partner that delivers end-to-end cloud migration, modernization, and managed services on AWS for mid-market and enterprise organizations. Its portfolio includes six service lines: Migrations and Modernizations, DevOps automation, Data & Analytics, FinOps Cost Optimization, Cloud Partnerships via AWS Marketplace, and AWS Well-Architected Framework Reviews. The company also resells AWS cloud consumption through AWS Marketplace and provides AI-assisted analytics solutions built on AWS Bedrock.
Product overview
Peax Cloud (MidLink) is an AWS Advanced Consulting Partner operating as a one-stop-shop for cloud migration and modernization needs. The portfolio consists of a core managed services platform (Peax Cloud) supplemented by six specialized professional service lines: Migrations and Modernizations (lead journey to cloud from on-prem/other clouds), DevOps (CI/CD, IaC, Shift-Left automation), Data & Analytics (Cloud DataLake, ML/AI, visualization), FinOps Cost Optimization (cloud spend management), Cloud Partnerships/AWS Marketplace (SaaS integration, private offers), and AWS Well-Architected Framework Review (architecture assessment across six pillars). The company also offers AI-assisted analytics capabilities powered by AWS Bedrock for generative AI and knowledge retrieval. Peax Cloud is a subsidiary of EMET Technologies.
Differentiator
Problem solved
Functional benefit
Products and services
- Peax Cloud (MidLink) End-to-end AWS Advanced Consulting Partner platform providing cloud migration, modernization, and managed services for mid-market and enterprise organizations, encompassing assessment, architecture design, environment building, workload migration, and Day-2 operational support.
- Migrations and Modernizations Guides clients from migration assessment through cloud architecture design, environment building, and workload migration from on-premises or other cloud platforms to AWS, covering security, networking, logging, monitoring, and Day-2 operational needs.
- DevOps Adopts a Cloud DevOps culture by managing cloud infrastructure and DevOps tasks, including cloud service implementation, security, CI/CD pipeline automation with Shift-Left methodologies, architecture modernization, Infrastructure as Code (Terraform/CloudFormation), monitoring, and logging.
- Data & Analytics Unlocks data value using AWS Cloud Data services, including modernizing data pipelines, ingestion, relational, no-SQL and purpose-built managed databases, building Cloud DataLake and DWH strategies, and implementing data visualization, analytics, and ML/AI.
- FinOps - Cost Optimization Implements personalized cloud cost management aligned with business growth, including cost visibility using advanced tools, periodical optimization reviews, monitoring, alerting, budget controls, and technical and business cost optimization strategies, supported by a dedicated FinOps expert.
- Cloud Partnerships - AWS Marketplace Cloud-First one-stop-shop defining architectures with AWS native services and best-of-breed SaaS offerings across Security, Observability, Cost Optimization, Data, DevOps, and Storage, extending financial benefits through AWS Marketplace private offers with local technical assistance and unified invoicing.
- AWS Well-Architected Framework Review Structured review evaluating cloud architectures across six pillars (Operational Excellence, Security, Reliability, Performance Efficiency, Cost Optimization, Sustainability), delivered as a repeatable mechanism for continuous cloud practice improvement from development to production.
Quantifiable outcome
- 25% performance improvement and 17% per-node cost reduction for EKS workloads migrated to Graviton
- +2 more outcomes
Companies that use Midlink
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Midlink technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
Midlink partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- Control MonkeycoreGlobal partner program launched in Tel Aviv for Terraform and Infrastructure as Code services. MidLink participates as a technology partner offering cloud automation solutions through this ecosystem.
- AWScoreAWS Advanced Consulting Partner with multiple service competencies including DevOps Services, AI Services, Data & Analytics, Public Sector Solution Provider, Migration, and Marketplace. Enables access to AWS programs including MAP, EDP, and POA for customer funding and migrations.
- SnowflakecoreTechnology partner for data analytics and cloud data platform integration, supporting customer data modernization initiatives.
- EMET TechnologiesflagshipParent company (subsidiary relationship). Benefits from the strength and investment of one of the largest technology integrators in Israel, specializing in both on-prem and cloud IT technologies along with comprehensive professional services and software development. E&M Computing Ltd. is the operating entity.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Midlink competitors and assessment
Company assessmentBroad incumbents
- Accenture: Global SI with extensive AWS partnership and large-scale cloud transformation, data, and AI practices—competes for the largest AWS migration and modernization engagements MidLink targets.
- Slalom: Large global consulting firm with a dedicated AWS practice delivering cloud migration, data, and analytics services to enterprise—broader scope and bench than MidLink but competing for the same AWS co-sell deals.
- Rackspace Technology: Multi-cloud managed services and cloud-native development provider offering AWS managed services, FinOps, and modernization—overlaps MidLink's managed services and migration lines at much larger scale.
Emerging players
- Lemongrass Consulting: AWS Premier Partner focused on SAP on AWS migrations and managed services; competes in regulated workload migrations with similar AWS Advanced-level partner positioning.
- DoiT International: Cloud cost optimization and managed services specialist for AWS and GCP; overlaps MidLink's FinOps/Cost Optimization practice and sells to mid-market customers similarly to MidLink.
Direct peers
- Trek10: AWS Premier Tier Partner specializing in cloud migration, serverless, data, and managed cloud services for mid-market and enterprise, with an overlapping services portfolio to MidLink.
- Caylent: AWS Premier Tier Services Partner focused on cloud migration, modernization, data analytics, and GenAI—just like MidLink, it sells project-based AWS engagements to mid-market and enterprise customers via AWS co-sell programs.
- ClearScale: AWS Premier Tier Partner offering cloud migration, application modernization, data engineering, and managed services with similar focus on DevOps automation and FinOps—directly competitive on the same AWS-led service portfolio.
- Onix (a Datacom company): AWS Premier Consulting Partner providing cloud migration, data analytics, and managed AWS services; one of the more direct AWS-only competitors to MidLink with similar competency breadth.
Regional players
- AllCloud: AWS Premier Tier Partner and Snowflake partner operating cloud transformation and FinOps services; comparable portfolio and has an Israeli/EMEA presence that overlaps MidLink's regional focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Midlink social profiles
Digital presenceMidlink financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midlink leadership team
Management profileNumber of profiles
Profiles4 records
Midlink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midlink 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 Midlink
What does Midlink do?
MidLink (operating as Peax cloud) is an AWS Advanced Consulting Partner that delivers end-to-end cloud migration, modernization, and managed services on AWS for mid-market and enterprise organizations. Its portfolio includes six service lines: Migrations and Modernizations, DevOps automation, Data & Analytics, FinOps Cost Optimization, Cloud Partnerships via AWS Marketplace, and AWS Well-Architected Framework Reviews. The company also resells AWS cloud consumption through AWS Marketplace and provides AI-assisted analytics solutions built on AWS Bedrock.
Is Midlink a public or private company?
Midlink is a private company. It is classified as corporate owned and is currently operating.
When was Midlink founded?
Midlink was founded in 2000. It employs 11 to 50 people.
Where is Midlink based?
Midlink is headquartered in Ramat Gan, Israel, in the Middle East region.
How does Midlink make money?
Three revenue lines are on record. Professional Services are the primary driver. The others are managed Cloud Services and AWS Cloud Resale.
Who are Midlink's main competitors?
Broad incumbents on record are Accenture, Slalom and Rackspace Technology. Emerging players are Lemongrass Consulting and DoiT International. Direct peers are Trek10, Caylent, ClearScale and Onix (a Datacom company). AllCloud is listed as a regional player.
Does Midlink have an API?
No public API is recorded for Midlink.
What industry is Midlink in?
Midlink's product category is Cloud Consulting Services. Its primary akta.pro industry code is BPAHAEAE, Cloud Consulting & Migration, with a secondary code of BPAEAAAH, Cloud Architecture & Migration Integration. Its NAICS code is 54151 and its SIC code is 7373.