What HardSoft Computers does

HardSoft Computers is a UK-based IT leasing and Device as a Service (DaaS) provider founded in 1983 by brothers Philip and Andrew Morgan in Sawbridgeworth, operating as HardSoft Ltd (Company Reg No. 05938604). The company offers three core leasing products — Flexi (flexible ownership with £1 buyout), Pure (long-term rental up to 30% cheaper than Flexi), and Devices for Teams (DaaS for 50+ device fleets with Switch/Add/Return after 12 months) — covering Apple, Microsoft, Dell, HP, and Lenovo hardware on 3- to 5-year terms. Revenue is generated through a combination of recurring lease payments, tiered support subscriptions (Silver £10, Gold £20, Platinum from £30 per device per month), optional SafeGuard device insurance, software licensing attach (Microsoft 365, Google Workspace, Adobe, Sophos), and ancillary services including trade-ins, recycling, short-term hire, and carbon offsetting.

The platform is differentiated by a captive finance subsidiary — HardSoft Leasing Ltd, FCA-registered (FRN NO - 716391) — which enables a stated 98% approval rate for new clients within 24 hours. HardSoft bundles proprietary operational tooling into its leases: Shepherd MDM (cloud-based mobile device management for MacOS/iOS integrating with Apple Business Manager and Microsoft Intune), Boomerang (device lifecycle collection/wipe/reconfigure), Flying Squirrel (cloud backup for Microsoft 365, Google Workspace, Windows Servers, QNAP NAS), Locate Plus (geofencing and remote lock/wipe), and the Dave self-service portal for lease and ticket management.

HardSoft serves over 5,000 customers across the UK via a hybrid GTM model: dedicated enterprise field sales (Key Account Managers and a Devices for Teams DaaS team), inside phone sales, online self-serve quoting with eSign, and Apple/Microsoft/HP/Lenovo/Dell authorized channel partnerships. Named enterprise customers include LG, Levi's, Omoda, Lyst, MedExpress, ECHO by LloydsPharmacy, Rated People, and Lima, alongside SMB and startup segments reached through promotional 5-device bundles. The company holds ISO 27001 certification, Apple Authorized Reseller and Apple Consultants Network status, Finance and Leasing Association membership, and Carbon Neutral Britain certification, and operates exclusively from UK with no disclosed international expansion.

Name

HardSoft Computers

Legal name

HardSoft Ltd

Website

https://hardsoftcomputers.co.uk

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

HardSoft Computers is a UK-based IT leasing and Device as a Service provider founded in 1983, serving over 5,000 UK SMB, scaleup, and enterprise customers with three core lease products (Flexi, Pure, Devices for Teams) backed by an FCA-registered captive finance subsidiary and proprietary MDM and lifecycle tooling.

Ownership category

akta.pro rank

Product category

IT Equipment Leasing and Device as a Service

NAICS

Office Machinery and Equipment Rental and Leasing (53242), Office Machinery and Equipment Rental and Leasing (532420), Computer Systems Design and Related Services (5415)

SIC

Services-Computer Rental & Leasing (7377), Computer & Office Equipment (3570), Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Endpoint & Mobile Asset Management (UEM/MDM Asset Controls) (BPAEAOAI)

akta.pro secondary industries

Hardware & Device Support (PC, Mobile, Peripherals) (BPAAACAB), Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI), Hardware Deployment, Break/Fix & Spare Parts Logistics (HDABANAL)

Keywords

• IT equipment leasing
• Device as a service
• Business computer leasing
• Mobile device management
• Managed IT support

Headquarters

HQ city

Sawbridgeworth

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. Device Leasing: Core revenue from leasing Apple MacBooks, iMacs, iPads, iPhones, Windows devices (Surface, Dell, Lenovo, HP), smartphones, and accessories on 3-year or 5-year terms. Three main products: Flexi (flexible ownership with £1 buyout), Pure (affordable rental), Devices for Teams (DaaS for larger businesses).
2. Support Plans: Tiered support packages included with leases: Silver (£10/month per device), Gold (£20/month), Platinum (from £30/month). Includes warranty, loan devices, remote support, and SLA response times.
3. SafeGuard Insurance: Optional device protection against theft, damage, and loss added to lease agreements.
4. Software and Services: Additional revenue from software licensing (Microsoft 365, Google Workspace, Adobe, Sophos security), carbon offsetting (3% premium), and configuration services.
5. Trade-ins and Recycling: Trade-in valuations for old devices with instant quotes. Recycling services for devices (free for 15+ devices within 55 miles).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

HardSoft Computers is a UK-based IT leasing company that provides device leasing and Device as a Service (DaaS) solutions to businesses. The company offers three core leasing products — Flexi (flexible ownership with £1 buyout), Pure (long-term rental), and Devices for Teams (DaaS for larger enterprises) — covering Apple, Windows, and smartphone hardware from manufacturers like Apple, Microsoft, HP, Lenovo, and Dell. Bundled offerings include tiered support plans (Silver, Gold, Platinum), proprietary mobile device management via Shepherd MDM, device protection via SafeGuard, lifecycle management via Boomerang, cloud backup via Flying Squirrel, trade-in and recycling services, and software provisioning for Microsoft 365, Google Workspace, Adobe, and security solutions.

Product overview

HardSoft Computers is a UK-based IT leasing company offering a comprehensive Device as a Service (DaaS) portfolio built around three core leasing solutions: Flexi (flexible ownership with change/cancel options), Pure (affordable long-term rental), and Devices for Teams (scalable DaaS for larger enterprises). The platform provides bundled support through tiered plans (Silver, Gold, Platinum) that include hardware warranty, MDM management via proprietary Shepherd MDM, device protection via SafeGuard, lifecycle management through Boomerang, cloud backup via Flying Squirrel, and Carbon Offset Services. Hardware offerings span Apple devices (MacBook, iMac, iPhone, iPad), Windows PCs (Surface, Dell, Lenovo, HP), smartphones, and accessories with integrated software including Microsoft 365, Google Workspace, Adobe, and security solutions (Sophos, Barracuda). The platform is complemented by self-service portal (Dave), trade-in/recycling services, and loyalty rewards programme.

Differentiator

Problem solved

Functional benefit

Brands

• Devices for Teams: Device as a Service (DaaS) solution for larger businesses providing flexible device management with Switch, Add, or Return options at 12 months.
• Flexi
• Pure
• SafeGuard
• Shepherd MDM
• Boomerang
• Flying Squirrel
• Dave Portal

Products and services

• Flexi
• Pure
• Devices for Teams
• Silver Support Plan
• Gold Support Plan
• Platinum Support Plan
• Shepherd MDM
• Shepherd MDM iOS
• SafeGuard Protection
• Boomerang
• Flying Squirrel
• Carbon Offset Service
• Locate Plus
• Apple Device Leasing
• Windows PC Leasing
• Phones for Teams
• Short-Term Device Hire
• Trade-In Service
• Recycling Service

Quantifiable outcome

• 98% of new clients approved within 24 hours
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• ApplecoreTechnology or IntegrationApple Authorized Reseller and Apple Consultants Network member. Provides MacBooks, iMacs, iPads, iPhones with preferential pricing and supply access. Joint delivery of Apple Business Manager and MDM solutions.
• MicrosoftcoreTechnology or IntegrationMicrosoft Solutions Partner and authorized Surface reseller. Provides Windows devices, Microsoft 365, Azure, and Intune MDM integration. Autopilot enrollment support included in Gold/Platinum plans.
• HPsupportingChannel Partner/ Reseller/ DistributorAuthorized HP reseller providing ZBook mobile workstations and HP laptops for business leasing.
• LenovosupportingChannel Partner/ Reseller/ DistributorAuthorized Lenovo reseller providing ThinkPad business laptops and ThinkStation workstations.
• DellsupportingChannel Partner/ Reseller/ DistributorAuthorized Dell reseller providing XPS and Latitude business laptops for leasing.
• Finance and Leasing Association (FLA)coreStrategic or Co-development PartnerFull member of the FLA ensuring compliance with industry standards for leasing and finance operations. HardSoft Leasing Ltd is FCA-registered.
• SophossupportingTechnology or IntegrationSecurity software partnership for providing cutting-edge security solutions as part of IT services.
• BarracudasupportingTechnology or IntegrationSecurity software partnership for cloud backup and security solutions.
• GooglesupportingTechnology or IntegrationGoogle Workspace distribution partnership providing business productivity software with leased devices.
• AdobesupportingTechnology or IntegrationAdobe software distribution partnership for creative applications with leased devices.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jigsaw24: UK-based IT solutions provider offering hardware leasing, MDM, and managed services for Apple, Microsoft, and other enterprise devices. Highly comparable to HardSoft's integrated DaaS model targeting UK mid-market and enterprise customers.
• Softcat: Major UK IT reseller and leasing partner providing hardware, software licensing, and finance solutions to businesses of all sizes. Comparable on customer segment, B2B GTM motion, and hardware-plus-services bundle.
• Novuna (formerly Hitachi Capital Invoice Finance): UK-based asset finance provider with technology and IT asset leasing offerings. Comparable on UK market focus, FCA-regulated financing, and serving business customers with technology equipment leasing solutions.
• Insight Financial Services: Global IT solutions provider with hardware leasing and lifecycle management services. Comparable on DaaS-style offerings, device provisioning, and bundled support for enterprise customers.

Broad incumbents

• Apple Financial Services: Apple's own leasing and financing arm for business customers, sometimes delivered via partners. Comparable as a competitor and channel partner in the Apple device leasing space, with the advantage of direct OEM backing.
• Siemens Financial Services (SFS): Global financial services arm with technology and IT equipment leasing programs. Comparable on the structured leasing and finance product offering, though operates across multiple equipment verticals at larger scale.
• BNP Paribas Leasing Solutions: One of Europe's largest equipment leasing companies with a dedicated IT leasing business. Comparable on the financing and lease management side of HardSoft's model, though operates at much larger scale with broader geographic reach.
• Lenovo TruScale: OEM-led DaaS offering combining Lenovo hardware, services, and finance with scalable subscription pricing. Comparable on DaaS structure (switch/add/return devices) and Apple/Windows device coverage that overlaps with HardSoft's value prop.
• HP Device as a Service (HP DaaS): OEM-led DaaS delivering HP hardware combined with lifecycle services, analytics, and finance. Comparable as both a channel partner and a competitor offering integrated leasing-plus-support for the same target customers.
• DLL (De Lage Landen): Global vendor finance company with deep IT and technology equipment leasing programs. Comparable on the financial leasing and vendor finance models underpinning HardSoft's HardSoft Leasing Ltd subsidiary.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hardsoft_
• YouTubeyoutube.com/HardSoftComputers
• LinkedInlinkedin.com/company/hardsoft-computers
• Facebookfacebook.com/hardsoftcomputers

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 HardSoft Computers