Upgrade

What Upgrade does

Upgrade Options Limited is a UK-based B2B IT reseller founded in 1996, headquartered in Tilford, Surrey, operating as a multi-vendor distributor of enterprise IT hardware, software, and services. The company offers access to approximately 175,000 products from its UK supply chain, sourced from international vendors on a daily basis and delivered next-day, covering server and storage infrastructure, networking, client devices, components, and software licensing from vendors including Dell (Gold Partner), HP, Lenovo, Microsoft, VMware, NetApp, Veeam, Intel, Citrix, and Juniper. Beyond hardware resale, Upgrade delivers professional and managed services including installation, imaging and configuration, site surveys, virtualisation assessments, managed networks, health checks, disaster recovery planning, UPS capacity planning, cyber security services, and asset management, alongside extended maintenance warranties (with stated savings up to 40% versus manufacturer packages) and WEEE-compliant recycling.

The business targets three primary segments: private enterprise organisations with 250-1,000 IT users, corporate clients exceeding 1,000 IT users, and public sector bodies (Central Government, Defence, Homeland Security, Health, Transport, Local Government, Nuclear and Scientific services). Sales are conducted exclusively through direct, account-managed relationships — no self-serve, marketplace, or e-commerce channels — with personal account managers supported by dedicated sales personnel for major accounts and via Outsource Partnerships in the public sector. Pricing is quote-based and not publicly disclosed; financing is offered in partnership with Dell Financial Services.

The company is privately held with no disclosed venture capital, private equity, or institutional investment, has been organically grown since founding, and discloses sales figures of £135-147 million. It holds ISO 9001:2015, Cyber Essentials, PCI compliance, UK WEEE and WEEE Ireland registrations, is a signatory of the Armed Forces Corporate Covenant, and operates as an official Centenary Partner of the Royal British Legion. Headcount is stated as 11-50 employees, consistent with a thin, high-leverage reseller model where most cost-of-goods is pass-through hardware spend.

Name

Upgrade

Legal name

Upgrade Options Limited

Website

https://upgrade.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Upgrade Options Limited is a privately-held UK B2B IT reseller, founded 1996, selling multi-vendor hardware, software, and managed services to enterprise, mid-market, and public sector customers through direct account management.

Ownership category

akta.pro rank

Product category

IT Reseller and Managed Services

NAICS

Computer Systems Design and Related Services (5415), Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Sales Financing (52222)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF)

akta.pro secondary industries

Continuity for SaaS & Cloud Apps (M365/Salesforce Backup) (HDABAIAK), Repowering, Life Extension & Upgrades (Retrofits, Controls/Software, Uprates) (EUAMAGAN), Enterprise Application Modernization & Upgrades (incl. S/4HANA, cloud migrations) (BPAEAGAG)

Keywords

• B2B IT reseller
• Enterprise hardware supply
• IT infrastructure solutions
• Managed IT services
• IT maintenance warranties

Headquarters

HQ city

Farnham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Product Sales: Sale of IT hardware including servers, storage, networking equipment, client devices, and components from vendors such as Dell, HP, Lenovo, and others. One-time transactional sales with margin-based pricing.
2. Software Sales: Sale of software including operating systems, utilities, and applications software delivered either incorporated with hardware or separately supplied. Software is licensed to customers under applicable license agreements.
3. Professional Services: Services including installation, imaging and configuration, managed networks, site surveys, disaster recovery, virtualisation assessments, UPS capacity planning, and leasing finance advisory. Provided under separate terms and conditions from product sales.
4. Managed Services: Remote monitoring services at various service levels, managed networks, and health check solutions tailored to customer requirements.
5. Extended Maintenance Warranties: Extended maintenance warranty products tailored to customer needs, covering any vendor, original or third-party. Claims savings of up to 40% over manufacturer packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Upgrade Options Limited is a UK-based B2B IT reseller supplying enterprise server, storage, networking and client hardware from vendors such as Dell, HP, and Lenovo, alongside software licensing and a portfolio of professional and managed services including installation, cyber security, virtualisation, cloud, disaster recovery, and extended maintenance warranties. The company operates direct sales with personal account managers serving private enterprise, corporate clients, and the UK public sector.

Product overview

Upgrade is a B2B IT reseller offering a comprehensive portfolio of hardware, software, and services for enterprise customers. The company operates as a multi-vendor reseller offering over 175,000 products across server and storage infrastructure, virtualisation solutions (including server VDI and hyper-converged infrastructure), cybersecurity services, cloud solutions (Baas, IaaS, SaaS), and managed services. Key offerings include QoreStor by Quest for deduplication, Circular Computing remanufactured laptops, extended maintenance warranties, disaster recovery planning, installation and configuration services, and WEEE recycling. The company serves private enterprise (250-1000 IT users), corporate clients (1000+ IT users), and public sector organizations including central government, defense, and healthcare.

Differentiator

Problem solved

Functional benefit

Products and services

• Cyber Security Solutions Complete suite of cyber security services including penetration testing, full security reviews, ISO accreditations, digital forensics, and incident response, for enterprise and public sector customers.
• Installation, Imaging and Configuration Services Minor to major installation services from single site to mass deployments, with engineers holding security clearance, CSCS cards, or IPAF certification.
• Managed Networks and Health Check Remote monitoring service at various service levels from basic up/down monitoring to granular CPU usage observations, plus bespoke health check solutions.
• Disaster Recovery Services Expertise in designing, recommending, and implementing disaster recovery platforms and solutions aligned with customer-specific requirements.
• Virtualisation and Readiness Assessment End-to-end physical to virtual environment assessments and recommendations using certified engineers and industry-recognized platforms and methodologies.
• Extended Maintenance Warranty Coverage for critical IT assets with original manufacturer packages or third-party service products offering savings of up to 40% over manufacturer packages, billed annually.
• Leasing Services IT financing solutions in partnership with Dell Financial Services, providing products, finance, software, services, and solutions packages.
• WEEE and Recycling Services Accredited WEEE disposals agent services supporting the Distributor Take Back Scheme for environmentally friendly equipment recycling.
• Cloud Solutions (BaaS, IaaS, SaaS) Cloud computing services including Backup as a Service, Infrastructure as a Service, and Software as a Service, plus hybrid cloud solutions.
• QoreStor by Quest Smart backup solution providing compression and deduplication software that reduces onsite/cloud storage by up to 93%, with 20:1 storage reduction, reduced recovery time, and accelerated backups with 10-15x smaller replication windows.
• Circular Computing Remanufactured Laptops BSI Kitemark-certified remanufactured Dell Latitude, HP Elitebook, and Lenovo Thinkpad laptops with up to 40% savings over new models, 360-point stage process, 1-3 year warranty, and carbon-neutral processes with 5 trees planted per laptop.
• Server Virtualisation Solutions Virtualized server environments using hypervisor technology enabling reduced physical servers, less space and energy consumption, lower operating costs, and high availability features.
• Virtual Desktop Infrastructure (VDI) Solutions Centrally operable end-user computing environment for typically 50+ users offering increased desktop security, faster patch rollouts, reduced costs through thin clients, and scaled access including BYOD.
• Data Storage Solutions Capacity planning and workload assessments for optimal storage solutions including SAN for virtualized environments, NAS for file storage, direct attached storage, SDDC, and SDN technologies.
• Converged Infrastructure Solutions Virtualized network in a box incorporating server, networking, and storage into a single hardware offering requiring only a suitable hypervisor, with easy management and low energy use.
• Hyper-converged Infrastructure Solutions Software-defined storage utilizing existing internal local physical storage across server hosts to deliver enhanced scalability, resilience, functionality, and performance without traditional SAN.
• Unified Communications Solutions Unified Communications products and services portfolio including hardware and software solutions from vendors such as RingCentral, 8x8, Mitel, and Jabra.
• Enterprise Server and Storage Hardware Server, client, network, and SAN infrastructure from top vendors including Dell EMC, IBM, HP, Lenovo, and legacy products.

Quantifiable outcome

• Savings of up to 40% over original manufacturer packages on extended maintenance warranties
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core, major and standard.

• Dell (Gold Partner)coreChannel Partner/ Reseller/ DistributorDell Gold Partner with over two decades experience covering the entire range of Dell and Dell EMC products, services, and legacy products. Dell Partner with special relationship as primary vendor partner.
• HPcoreChannel Partner/ Reseller/ DistributorHP products available including servers, client devices, and peripherals through partner status.
• LenovocoreChannel Partner/ Reseller/ DistributorLenovo partner offering ThinkPad laptops and server products alongside new and refurbished options.
• Microsoft (Registered Member)majorTechnology or IntegrationMicrosoft Registered Member for software and licensing solutions including operating systems and productivity software.
• VMware (Connect Partner)majorTechnology or IntegrationVMware Connect Partner for virtualisation solutions including vSphere, vSAN, and hyperconverged infrastructure.
• NetApp (Silver Partner)majorTechnology or IntegrationNetApp Silver Partner for storage solutions including SAN, NAS, and data management.
• Veeam (Silver Pro Partner)majorTechnology or IntegrationVeeam Silver Pro Partner for backup and disaster recovery software solutions.
• Intel (Gold Partner)majorTechnology or IntegrationIntel Gold Partner for processor technology and enterprise computing components.
• APC by Schneider Electric (Select Partner)majorTechnology or IntegrationAPC Select Partner for UPS power protection and data centre infrastructure.
• Juniper (J-Partner Reseller)standardChannel Partner/ Reseller/ DistributorJuniper J-Partner Reseller for networking equipment including switches, routers, and security appliances.
• Citrix (Authorised Solution Advisor)majorTechnology or IntegrationCitrix Authorised Citrix Solution Advisor for virtual desktop infrastructure (VDI) and application delivery solutions.
• Poly (Registered Partner)standardChannel Partner/ Reseller/ DistributorPoly (formerly Plantronics and Polycom) Registered Partner for audio and video conferencing equipment.
• SecureworksmajorTechnology or IntegrationSecureworks partnership for cyber security services including managed detection and response.
• ReliaquestmajorTechnology or IntegrationReliaquest partnership for security operations and SIEM solutions.
• Acer (Connect Partner)standardChannel Partner/ Reseller/ DistributorAcer Connect Partner for commercial laptops, desktops, and monitors.
• Allied Telesis (Recognised Reseller Partner)standardChannel Partner/ Reseller/ DistributorAllied Telesis Recognised Reseller Partner for networking switches and wireless solutions.
• Brother (Alliance Partner)standardChannel Partner/ Reseller/ DistributorBrother Alliance Partner for printers and multifunction devices.
• Symantec (Bronze Partner)standardTechnology or IntegrationSymantec Bronze Partner for endpoint protection and security software.
• Canon (Authorised Partner)standardChannel Partner/ Reseller/ DistributorCanon Authorised Partner for imaging and printing solutions.
• Datastore365standardTechnology or IntegrationDatastore365 Cloud Services Partner for cloud infrastructure and managed services.
• CreststandardTechnology or IntegrationCrest membership for cyber security research and standards.
• Seagate (Partner Program)standardChannel Partner/ Reseller/ DistributorSeagate Partner Program for hard disk drives and storage solutions.
• Kingston (Partner)standardChannel Partner/ Reseller/ DistributorKingston Partner for memory, SSDs, and flash storage solutions.
• Netgear (Powershift Partner)standardChannel Partner/ Reseller/ DistributorNetgear Powershift Partner for networking equipment including switches, access points, and storage.
• ZyXEL (Ally Partner)standardChannel Partner/ Reseller/ DistributorZyXEL Ally Partner for networking solutions including routers, switches, and security appliances.
• Circular ComputingmajorStrategic or Co-development PartnerStrategic partnership offering BSI Kitemark certified remanufactured laptops (Dell Latitudes, HP Elitebooks, Lenovo ThinkPads) with up to 40% savings over latest models. Carbon-neutral processes with 5 trees planted per laptop.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SCC: European B2B IT solutions provider reselling enterprise hardware, software and services with a similar mix of vendor partnerships (Dell, HP, Cisco, Microsoft) and a UK public-sector presence. Directly competes with Upgrade on enterprise infrastructure deals in the UK.
• Softcat: UK-based B2B IT reseller of hardware, software and services to private enterprise and public sector customers. Most direct comparable in business model, customer segments, and multi-vendor reseller approach, though significantly larger and publicly listed.
• Phoenix Software: UK-focused IT reseller and Microsoft Licensing Solutions Partner (LSP) selling enterprise software licences, cloud and hardware across public sector and enterprise. Directly competes in software licensing and UK public sector framework business.
• Trustmarque: UK-based IT reseller and managed services provider serving enterprise and public sector organisations. Closely comparable in vendor partnership strategy, public-sector focus, and service-portfolio breadth; competes for similar mid-market and corporate deals.
• Centerprise International: UK IT solutions provider with hardware reselling, managed services and public sector contracts (including MoD). Most comparable UK-headquartered multi-vendor enterprise IT reseller at a similar size band, competing in defence and enterprise infrastructure deals.

Broad incumbents

• CDW UK: UK arm of CDW, a global multi-vendor IT reseller serving enterprise, mid-market and public sector. Competes for the same enterprise infrastructure and services business with broader product range and larger scale.
• Computacenter: Large UK-headquartered IT infrastructure provider and reseller serving enterprise and public sector clients across Europe. Overlapping in core enterprise hardware reselling and managed services, but materially larger and more international in footprint.
• Insight Enterprises: Global solutions integrator and IT reseller covering hardware, software, cloud and services for mid-market and enterprise. Comparable product breadth and channel partnerships; competes with Upgrade in the UK market at the larger end.
• Bechtle: European IT systems integrator and reseller with extensive hardware, software and managed services portfolio. Comparable multi-vendor reseller model and customer segment; broader geographic presence and larger scale than Upgrade.

Emerging players

• Northdoor: UK-based IT solutions provider focused on enterprise infrastructure, cyber security and managed services. Overlaps on enterprise server, storage and security business, but smaller and more focused than Upgrade.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/upgradeoptions
• Facebookfacebook.com/upgradeoptions
• LinkedInlinkedin.com/company/upgrade-options-ltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Upgrade