Counterparts Technology
Counterparts Technology is an Australian privately held value-added reseller and systems integrator, founded in 1994 and operating across seven offices nationwide. It delivers cybersecurity, workforce mobilization, software licensing, and data center solutions to enterprise and mid-market customers via consultative sales and vendor partnerships.
- Company typePrivate
- Founded1994
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Counterparts Technology does
Counterparts Technology (legal entity Double Youjay Investments Pty Ltd, ABN 68 087 468 380) is an Australian privately held technology solutions provider founded in 1994, operating as a value-added reseller and systems integrator. The company is headquartered in Sydney with seven offices spanning New South Wales, Victoria, Queensland, Western Australia, South Australia, and the Northern Territory. It is led by Director Matt Wynn-Jones and has operated continuously for over thirty years without disclosed external funding, acquisitions, or institutional investment.
Its core offering spans four solution pillars: Cyber Security Solutions (threat detection, incident response, and security strategy), Mobilised Workforce Solutions (Desktop-as-a-Service, BYOD strategy, and cradle-to-grave device lifecycle management), Software Licensing Solutions (four-stage discovery, optimization, procurement, and ongoing management), and Data Center Optimisation. Supporting services include Workplace Enablement, Consulting & Advisory, Procurement Management, Project & Managed Services, and an Energy Transition Advisory practice. The technology stack is built primarily on partnerships with leading global vendors (e.g., HP, Intel) rather than proprietary IP; no patents, trademarks, APIs, or AI/ML capabilities are evidenced.
The business model combines hardware sales (offered under both CAPEX and OPEX purchasing models), software licensing resale, professional services, and managed services. Go-to-market is sales-led and consultative, targeting enterprise and mid-market customers, supplemented by a self-service e-commerce storefront (Counterparts Express). Revenue, headcount, and customer concentration are not publicly disclosed, and pricing is quotation-based with no published rates.
Counterparts Technology firmographics
Firmographics- Name
- Counterparts Technology
- Legal name
- Double Youjay Investments Pty Ltd
- Website
- https://counterparts.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Counterparts Technology is an Australian privately held value-added reseller and systems integrator, founded in 1994 and operating across seven offices nationwide. It delivers cybersecurity, workforce mobilization, software licensing, and data center solutions to enterprise and mid-market customers via consultative sales and vendor partnerships.
- Ownership category
- akta.pro rank
Counterparts Technology industry classification
Industry- Product category
- IT Services and Technology Solutions
- NAICS
- Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- T&E and Corporate Card Administration Support (BPAAAJAL)
- akta.pro secondary industry
- Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)
Keywords
Where Counterparts Technology is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices7 records
Markets served
Counterparts Technology business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Technology Hardware Sales: Procurement and sale of physical technology assets including notebooks, workstations, and infrastructure equipment. The company offers both CAPEX and OPEX purchasing models to provide flexibility for customers.
- Software Licensing: Software procurement, licensing management, and compliance advisory services. The company guides organizations through discovery, optimization, procurement, and ongoing management of software assets.
- Professional Services: Consulting, advisory, project management, and managed services including cradle-to-grave services covering ordering, warehousing, staging, deployment, data migration, and asset disposal.
- Managed Services: Ongoing software licensing management and technology support services providing continuous optimization and compliance management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quotation-based pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Counterparts Technology product offering
Product offeringCore offering
Counterparts Technology is an Australian value-added technology reseller and solutions provider delivering consulting, advisory, procurement, and managed services across cybersecurity, workforce mobilisation, software licensing, data centre optimisation, and workplace enablement. The company aggregates purchasing power with leading technology vendors to deliver consistent best pricing, and provides cradle-to-grave services from ordering and staging through deployment, data migration, and asset disposal.
Product overview
Counterparts Technology operates as a technology solutions provider offering a portfolio of interconnected services rather than a single unified product. The core offering spans three solution areas: Cyber Security Solutions (providing threat detection and incident resolution), Mobilised Workforce Solutions (enabling mobile/remote work through DaaS and device management), and Software Licensing Solutions (covering discovery, optimization, procurement, and management). Supporting these are Data Center Optimisation, Workplace Enablement, Consulting & Advisory, Procurement Management, and Project & Managed Services. The company positions itself as a technology partner connecting leading vendors with customers to deliver best pricing and technology advice.
Differentiator
Problem solved
Functional benefit
Products and services
- Cyber Security Solutions
Quantifiable outcome
- 61% of staff on average work outside the office at least part of the time
- +2 more outcomes
Companies that use Counterparts Technology
Customer profileSegments4 records
Ideal customer profiles2 records
Counterparts Technology technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Counterparts Technology partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Leading Technology Vendors (Strategic Partners)coreCounterparts partners with the world's most innovative technology vendors to enable their full technology and business value for customers. As a result, customers receive better pricing, innovation workshops, regular roadmap and technology updates, deployment services, and custom proof of concepts. These strategic engagements are built on transparency, commitment, and passion for technology.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Counterparts Technology competitors and assessment
Company assessmentDirect peers
- Data#3: ASX-listed Australian IT solutions provider offering hardware, software licensing, managed services, and security across enterprise and mid-market; closest direct peer given overlapping solution portfolio and Australian footprint.
- Outcomex: Australian IT solutions and managed services integrator with vendor partnerships across cloud, security, and infrastructure; comparable as a regional competitor in cybersecurity and workforce mobility solutions.
- Crayon: Global software asset management and cloud economics specialist with strong presence in Australia; comparable on software licensing optimisation, vendor aggregation, and managed SAM services.
- Brennan IT: Australian managed IT services and technology solutions provider serving SMB through enterprise; comparable on managed services, workplace enablement, and security offerings within Australia.
- ASI Solutions: Australian IT hardware, software, and services distributor/wholesaler; comparable for hardware procurement, software licensing distribution, and channel-style technology reselling.
- rhipe (now Crayon): Australian-headquartered cloud and software licensing specialist (acquired by Crayon) with subscription licensing, vendor aggregation, and managed services; directly comparable on software-licensing optimisation and reseller motion.
- Interactive: Australian end-to-end IT services company (managed services, cloud, security, procurement); directly comparable for mid-market and enterprise managed services in the same geography.
Broad incumbents
- Insight Enterprises: Global Fortune 500 IT solutions integrator (hardware, software, services) with deep vendor partnerships; comparable as a broader incumbent playing in the same IT procurement + services category with global scale advantages.
- DXC Technology: Global IT services and solutions giant with Australian operations across enterprise infrastructure, security, and workplace; broad incumbent that overlaps on enterprise IT solutions and managed services at much larger scale.
- Logicalis: Global IT solutions and managed services provider with Australian operations covering data centre, workplace, and security; broad incumbent offering overlapping capabilities at larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Counterparts Technology social profiles
Digital presenceCounterparts Technology compliance and trust
Trust signalCompliance2 records
Counterparts Technology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Counterparts Technology leadership team
Management profileNumber of profiles
Profiles1 record
Counterparts Technology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Counterparts Technology 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 Counterparts Technology
What does Counterparts Technology do?
Counterparts Technology is an Australian value-added technology reseller and solutions provider delivering consulting, advisory, procurement, and managed services across cybersecurity, workforce mobilisation, software licensing, data centre optimisation, and workplace enablement. The company aggregates purchasing power with leading technology vendors to deliver consistent best pricing, and provides cradle-to-grave services from ordering and staging through deployment, data migration, and asset disposal.
Is Counterparts Technology a public or private company?
Counterparts Technology is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Counterparts Technology founded?
Counterparts Technology was founded in 1994. It employs 11 to 50 people.
Where is Counterparts Technology based?
Counterparts Technology is headquartered in Sydney, Australia, in the Oceania region.
How does Counterparts Technology make money?
Four revenue lines are on record. Technology Hardware Sales are the primary driver. The others are software Licensing, professional Services and managed Services.
Who are Counterparts Technology's main competitors?
Direct peers on record are Data#3, Outcomex, Crayon, Brennan IT, ASI Solutions, rhipe (now Crayon) and Interactive. Broad incumbents are Insight Enterprises, DXC Technology and Logicalis.
Does Counterparts Technology have an API?
No public API is recorded for Counterparts Technology.
What industry is Counterparts Technology in?
Counterparts Technology's product category is IT Services and Technology Solutions. Its primary akta.pro industry code is BPAAAJAL, T&E and Corporate Card Administration Support, with a secondary code of CRAFAHAF, Office Supplies, IT & Workplace Procurement Marketplaces. Its NAICS code is 423430 and its SIC code is 7370.