GenerAtion IT
GenerAtion IT (trading as Auxaura) is a private, multi-jurisdiction managed IT services group founded in 2021, delivering managed IT, RaaS staffing, 24/7 support, cloud/cyber transformation and licensing to regulated, security-conscious businesses across the UK, South Africa and UAE.
- Company typePrivate
- Founded2021
- HeadquartersPretoria, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingServices
What GenerAtion IT does
GenerAtion IT, operating under the trading name Auxaura, is a privately held multi-jurisdiction managed IT services group established in 2021 with headquarters-style presence in London, a Centre of Excellence in Pretoria, and a UAE regional entity (Auxaura FZCO) in Dubai Silicon Oasis. The firm delivers managed IT, Resource As A Service (RaaS) embedded staffing, 24/7 white-labelled end-user support, cloud/cyber/digital transformation projects, software/hardware/licensing procurement, and IT consultancy. Its target customers are regulated, security-conscious businesses — legal, financial services, recruitment, manufacturing, agencies, IT service providers, and growth-stage organisations up to 5,000 users — across the UK, South Africa and UAE, with named clients including Biscuit Pet Care, Gemco, and Tata.
Underlying delivery relies on a multi-cloud architecture spanning Microsoft Azure, AWS and Google Cloud, with partner-integrated tooling from Microsoft (including Copilot), Acronis, Citrix and Egnyte, and an AI-enabled service delivery layer applied to monitoring, routing and proactive issue prevention. The firm differentiates on Experience Level Agreements (XLAs) that measure user sentiment rather than response-time-only SLAs, and on a globally optimised model that pairs UK governance and compliance with cost-effective South African engineering execution. Revenue is generated primarily through recurring managed services contracts, supplemented by usage-based (PAYG) engagements, project-based professional services for cloud and transformation work, and licensing pass-through; pricing is quote-based and not publicly disclosed. GTM is consultative and enterprise-leaning, combining a UK-led field sales motion with an inside-sales pipeline and partner-driven referrals from hyperscaler ecosystems. Ownership appears founder/management-controlled with no institutional investors disclosed, and senior leadership listed is Carl Schulze, Group CTO and Founder.
GenerAtion IT firmographics
Firmographics- Name
- GenerAtion IT
- Legal name
- Generation IT Group Pty Ltd (South Africa) and Generation IT Group Ltd (United Kingdom)
- Website
- https://genait.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GenerAtion IT (trading as Auxaura) is a private, multi-jurisdiction managed IT services group founded in 2021, delivering managed IT, RaaS staffing, 24/7 support, cloud/cyber transformation and licensing to regulated, security-conscious businesses across the UK, South Africa and UAE.
- Ownership category
- akta.pro rank
GenerAtion IT industry classification
Industry- Product category
- Managed IT Services
- NAICS
- Computer Systems Design and Related Services (5415), Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Service Desk & ITSM Outsourcing (BPAEAMAF)
- akta.pro secondary industries
- IT Service Desk & End-User Support (L1/L2) (BPAAACAA), ITIL/ITSM Process Consulting & Implementation (BPAEAJAB), Enterprise Application Modernization (Monolith-to-Modules, Domain Modernization) (BPAEAFAG), IT Procurement & Sourcing Services (Hardware/Software) (BPAEAOAG), Employee Experience (EX) & Digital Experience Monitoring Support (BPAEAJAO)
Keywords
Where GenerAtion IT is headquartered
LocationHeadquarters
- HQ city
- Pretoria
- HQ country
- South Africa
- HQ region
- Africa
Offices3 records
Markets served
GenerAtion IT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Managed IT Services: End-to-end IT management with proactive support, security and strategic oversight. Recurring revenue model providing continuous IT infrastructure management.
- Resource As A Service (RaaS): Skilled IT, QA and development professionals embedded into client teams without hiring risk. Flexible engagement model.
- Dedicated End User Support: 24/7 white-labelled technical support that scales with client platforms and users.
- Cloud, Cyber & Digital Transformation: Structured projects delivering secure cloud platforms, compliance and modern IT infrastructure transformation.
- Software, Hardware & Licensing: Simplified procurement, licensing and hosting services—fully managed.
- PAYG (Pay As You Go): Flexible pay-as-you-go engagement model for clients preferring usage-based billing.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
GenerAtion IT product offering
Product offeringCore offering
GenerAtion IT (trading as Auxaura) provides end-to-end managed IT services, 24/7 dedicated end-user support, cloud/cyber/digital transformation projects, software and hardware licensing procurement, and IT consultancy. Services are delivered through a globally optimised model combining UK governance with a South African Centre of Excellence, leveraging AI-enabled service delivery and Experience Level Agreements (XLAs) that measure user sentiment rather than response times alone.
Product overview
GenerAtion IT (trading as Auxaura) is a Modern IT Partner (MIP) that offers a portfolio of complementary IT services organized as modular offerings. The core portfolio includes Managed IT Services (end-to-end IT management with proactive support and security), Resource As A Service (skilled professionals embedded into client teams), Dedicated End User Support (24/7 white-labelled technical support), Cloud, Cyber & Digital Transformation (structured projects for secure cloud platforms and compliance), Software, Hardware & Licensing (managed procurement and hosting), and IT Consultancy (technology strategy and roadmap planning). These services are delivered through a globally optimised model combining UK governance with a South African Centre of Excellence, supporting organisations across the UK, South Africa, and UAE.
Differentiator
Problem solved
Functional benefit
Products and services
- Managed IT Services End-to-end IT management with proactive support, security and strategic oversight, delivered through UK governance and a South African Centre of Excellence for organisations seeking a strategic IT partner.
- Resource As A Service (RaaS) Skilled IT, QA and development professionals embedded into client teams without hiring risk, providing flexible access to specialised talent on demand.
- Dedicated End User Support 24/7 white-labelled technical support that scales with client platforms and users, handling an average of 1,700+ support tickets per month with rapid first-response times.
- Cloud, Cyber & Digital Transformation Structured projects delivering secure cloud platforms, compliance, modern IT infrastructure and cyber security transformation, leveraging multi-cloud partnerships with Microsoft Azure, AWS, and Google Cloud.
- Software, Hardware & Licensing Fully managed procurement, licensing and hosting service for software and hardware, simplifying technology acquisition and lifecycle management for clients.
- IT Consultancy Technology strategy, roadmap planning and digital transformation guidance delivered as consulting engagements to align IT with client business goals.
Quantifiable outcome
- 93% improvement in first-response time for supported clients
- +2 more outcomes
Companies that use GenerAtion IT
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
GenerAtion IT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
GenerAtion IT partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Microsoft (Azure, Microsoft 365, Teams, Copilot)coreCore technology partnership providing cloud infrastructure (Azure), productivity tools (Microsoft 365, Teams), and AI capabilities (Copilot) as foundational elements of service delivery to clients.
- Amazon Web Services (AWS)coreCloud infrastructure partnership providing AWS cloud platform services as part of multi-cloud delivery model for client workloads.
- Google CloudcoreCloud platform partnership completing multi-cloud strategy alongside Azure and AWS, offering Google Cloud services to clients requiring GCP capabilities.
- AcroniscoreCyber protection and backup partnership providing Acronis cyber protection solutions as part of security and data protection services.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
GenerAtion IT competitors and assessment
Company assessmentDirect peers
- Datacentrix: South African-headquartered IT managed services and infrastructure provider offering end-to-end managed IT, cloud, and security to enterprise and mid-market clients. Highly comparable to Auxaura in service portfolio and target verticals, and a direct local competitor in the South African Centre of Excellence footprint.
- Rackspace Technology: Global multi-cloud managed services specialist across AWS, Azure, and Google Cloud. Directly comparable on multi-cloud managed service delivery, AI-enabled operations, and white-labelled end-user support — and a relevant benchmark for Auxaura's 'Modern IT Partner' positioning.
- Softcat: UK-focused IT infrastructure and services provider serving mid-market and enterprise customers. Highly comparable on customer profile, licensing/hardware adjacency, and growing managed services practice, with strong overlap in the UK enterprise market Auxaura targets.
- Bytes Technology Group: UK-listed IT services and software licensing distributor with growing managed services practice. Closely comparable on the software/hardware licensing and managed services mix, and overlaps with Auxaura's UK mid-market and enterprise target customers.
- Claranet: UK- and EMEA-headquartered managed cloud and IT services provider serving mid-market and enterprise clients. Comparable on multi-cloud managed services, 24/7 support model, and cross-border (UK + continental Europe) delivery — a direct model peer for Auxaura's MIP positioning.
Broad incumbents
- Computacenter: Large UK-listed enterprise IT infrastructure and managed services provider with global delivery. Comparable service portfolio (managed services, cloud, cyber, licensing) but operates at materially greater scale and breadth, making it a broad incumbent rather than a like-sized competitor.
- Sopra Steria: European IT services and digital transformation provider with strong UK and regulated-vertical presence. Comparable on cloud, cyber, and managed services delivery to enterprise clients in legal and financial services — Auxaura's primary regulated vertical.
- NTT Data: Global IT services and managed services incumbent with deep presence in EMEA and Africa (via Dimension Data heritage). Overlaps Auxaura on managed services, cloud transformation, and regulated-vertical delivery, but operates at enterprise scale across many more geographies.
- Insight Enterprises: Global solutions integrator and managed services provider with significant UK and EMEA operations. Comparable on multi-cloud, licensing, and managed services, and a relevant competitor for Auxaura's UK enterprise and mid-market deals at larger scale.
Regional players
- Altron Group: South African-listed IT services and technology group with managed services, cloud, and security capabilities. Comparable on managed services and South African delivery footprint, with significantly greater scale and a broader product portfolio than Auxaura.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
GenerAtion IT social profiles
Digital presenceGenerAtion IT compliance and trust
Trust signalCompliance1 record
GenerAtion IT financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenerAtion IT leadership team
Management profileNumber of profiles
Profiles1 record
GenerAtion IT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenerAtion 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 GenerAtion IT
What does GenerAtion IT do?
GenerAtion IT (trading as Auxaura) provides end-to-end managed IT services, 24/7 dedicated end-user support, cloud/cyber/digital transformation projects, software and hardware licensing procurement, and IT consultancy. Services are delivered through a globally optimised model combining UK governance with a South African Centre of Excellence, leveraging AI-enabled service delivery and Experience Level Agreements (XLAs) that measure user sentiment rather than response times alone.
Is GenerAtion IT a public or private company?
GenerAtion IT is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GenerAtion IT founded?
GenerAtion IT was founded in 2021. It employs 11 to 50 people.
Where is GenerAtion IT based?
GenerAtion IT is headquartered in Pretoria, South Africa, in the Africa region.
How does GenerAtion IT make money?
Six revenue lines are on record. Managed IT Services are the primary driver. The others are resource As A Service (RaaS), dedicated End User Support, cloud, Cyber & Digital Transformation, software, Hardware & Licensing and PAYG (Pay As You Go).
Who are GenerAtion IT's main competitors?
Direct peers on record are Datacentrix, Rackspace Technology, Softcat, Bytes Technology Group and Claranet. Broad incumbents are Computacenter, Sopra Steria, NTT Data and Insight Enterprises. Altron Group is listed as a regional player.
Does GenerAtion IT have an API?
No public API is recorded for GenerAtion IT.
What industry is GenerAtion IT in?
GenerAtion 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 BPAAACAA, IT Service Desk & End-User Support (L1/L2). Its NAICS code is 5415 and its SIC code is 7370.