AffinityMSP
AffinityMSP is a Melbourne-headquartered managed IT services provider delivering 24/7 IT support, cybersecurity, private cloud, Microsoft 365, and 3CX VoIP solutions to SMEs and mid-market organisations across Australia and New Zealand through subscription-based managed services.
- Company typePrivate
- Founded2019
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AffinityMSP does
AffinityMSP (legal entity: Affinity MSP Pty Ltd, ABN 72 636 443 457) is a Melbourne-headquartered managed IT services provider operating across Australia and New Zealand. Founded in October 2019, the company has built a five-city footprint spanning Melbourne (headquarters), Sydney, Brisbane, Perth, and Auckland. It is 100% Australian-owned and privately held under founder-CEO Nick Ower, with no disclosed institutional funding, PE backing, or parent company. The website references '14 years supporting businesses' dating operations to 2011, but the formally stated founding date of October 2019 is used here; the discrepancy likely reflects founder tenure in the IT services industry rather than a second corporate entity.
The company's product portfolio is organised as a platform of interconnected managed services. Core offerings include 24/7 Managed IT Services (helpdesk, proactive monitoring, patching, backups, recovery), Cybersecurity Services (24/7 monitoring, threat detection, endpoint protection, email security, security training) anchored on the proprietary AffinityScan free vulnerability scan tool, Private Cloud management, Microsoft 365 deployment and management, and Microsoft Copilot enablement. Connectivity and communications are delivered through Internet Services (SD-WAN, MPLS, VPLS), 3CX Platinum Partner VoIP/Cloud PBX (including hosted PBX Standard and Corporate plans) with Yealink IP phones as approved endpoints, and managed print services. The stack is supported by strategic vendor partnerships: Microsoft Solutions Partner for Modern Work, AWS, Fortinet Authorised, Pure Storage Elite, Veeam Pro, SentinelOne, Webroot, Juniper, HP, and Lexmark. Adjacent services include Hardware-as-a-Service (Flex Lease), Co-Managed IT for organisations with internal IT teams, Essential 8 framework implementation aligned to the Australian Cyber Security Centre, sector-specific Medical IT, IT Project Management, and Cloud Audit services.
Revenue mechanics are dominated by recurring monthly subscriptions across managed IT, cybersecurity, cloud, VoIP, and hardware-as-a-service streams, supplemented by one-time professional services revenue from IT project work, cloud audits, and IT strategy consulting. Pricing is quote-based and tailored to client scope (users, endpoints, service tiers, infrastructure complexity), with the company emphasising 'no long-term contracts' and transparent predictable monthly billing. GTM is consultative and sales-led, combining enterprise field sales with inside-sales for the SME segment, and amplified by content marketing, case studies, free consultations, and earned media from industry awards. The company reports a 99% client retention rate, supports client revenue exceeding A$1B, and serves a diversified vertical mix including insurance, construction, manufacturing, property consulting, hospitality, healthcare, professional services, finance, and education. In 2026 it was ranked #69 globally and #1 in Australia on the MSP 501 Global Ranking, and named to Fast50 2025 and Smart50 2025, validating its positioning among the leading regional MSPs in the ANZ market.
AffinityMSP firmographics
Firmographics- Name
- AffinityMSP
- Legal name
- Affinity MSP Pty Ltd
- Website
- https://affinitymsp.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AffinityMSP is a Melbourne-headquartered managed IT services provider delivering 24/7 IT support, cybersecurity, private cloud, Microsoft 365, and 3CX VoIP solutions to SMEs and mid-market organisations across Australia and New Zealand through subscription-based managed services.
- Ownership category
- akta.pro rank
AffinityMSP industry classification
Industry- Product category
- Managed IT Services
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Cloud Managed Services (M365/Azure/AWS/GCP) (BPAEABAE)
- akta.pro secondary industries
- Helpdesk & End-User Support Services (BPAEABAB), Cloud Operations Outsourcing (Cloud Managed Operations) (BPAEAMAC), Network Management (LAN/WAN/Wi‑Fi) Services (BPAEABAD), VoIP Access & ITSP Services (HDAIAHAD)
Keywords
Where AffinityMSP is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
AffinityMSP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Managed IT Services: Recurring monthly/annual contracts for day-to-day IT management, proactive monitoring, maintenance, and support. Includes 24/7 helpdesk, infrastructure management, security monitoring, and endpoint protection. Revenue is predictable and recurring based on agreed SLAs and service tiers.
- Cybersecurity Services: Ongoing cybersecurity protection including 24/7 monitoring, threat detection, endpoint protection, email security, and security training. Delivered as part of managed services or as standalone security engagements.
- Hardware as a Service (Flex Lease): Business-grade hardware provided through a predictable monthly model without large upfront costs. Hardware is refreshed as part of the service, protecting cash flow while keeping technology current.
- Cloud Solutions & Microsoft 365: Private cloud management, Microsoft 365 implementation and management, Azure services, and cloud migrations. May include one-time implementation fees plus recurring management fees.
- Telecommunications & VoIP: Business VoIP and 3CX phone systems including cloud PBX, hosted PBX plans (Standard and Corporate), and unified communications. Revenue from per-user/monthly subscriptions plus setup fees.
- Professional Services & IT Projects: IT project management, cloud audits, IT strategy consulting, and technology roadmaps. Typically one-time project-based engagements or consultative engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Quote-based managed IT pricing tailored to client requirements |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
AffinityMSP product offering
Product offeringCore offering
AffinityMSP delivers managed IT services, cybersecurity, cloud (Microsoft 365, Azure, private cloud), and business telecommunications (3CX VoIP) to small and mid-sized organisations across Australia and New Zealand. Services include 24/7 proactive monitoring, helpdesk support, endpoint protection, and Essential 8 cybersecurity framework implementation, sold on a recurring subscription model with no long-term contracts.
Product overview
AffinityMSP is a managed IT services provider offering a comprehensive portfolio of IT services organized as a platform of interconnected offerings. The core offerings include Managed IT Services (24/7 support desk and proactive infrastructure management), Cybersecurity Services (monitoring, protection, and the free AffinityScan vulnerability tool), and Private Cloud solutions. These are complemented by productivity tools including Microsoft 365 Management and Microsoft Copilot deployment, unified communications via 3CX Phone Systems, and Internet/WAN Services (SD-WAN, MPLS, VPLS). Additional value-add services include Hardware as a Service (Flex Lease), Co-Managed IT for organizations with internal teams, Essential 8 Framework implementation, Medical IT for healthcare clients, IT Project Management, Cloud Audit services, and Managed Print. The portfolio is designed for scalability and targets growing businesses across Australia and New Zealand, with the company emphasizing its Microsoft Solutions Partner status and cybersecurity-first approach.
Differentiator
Problem solved
Functional benefit
Products and services
- Managed IT Services Recurring day-to-day IT management for businesses, including 24/7 helpdesk support, proactive monitoring, maintenance, system administration, and resolution across endpoints, servers, networks, and cloud infrastructure. Targeted at small and mid-sized organisations that cannot afford IT disruption.
- Cybersecurity Services Managed cybersecurity services including 24/7 security monitoring, threat detection, endpoint protection, email security, and security training, delivered with cybersecurity-aligned frameworks for Australian businesses.
- Private Cloud Secure, high-performance private cloud environment managed by AffinityMSP, providing control, compliance, and reliable access for multi-location organisations without the cost of owning servers.
- Microsoft 365 Management Deployment, configuration, and ongoing management of Microsoft 365 productivity suite including Teams, SharePoint, and Exchange Online, covering licensing, security configuration, and user management for business clients.
- Microsoft Copilot Deployment Deployment and enablement services for the Microsoft Copilot AI assistant, helping businesses integrate and use AI-powered productivity features within the Microsoft 365 environment.
- 3CX Phone Systems (Business VoIP) Cloud PBX and VoIP phone systems delivered through AffinityMSP's 3CX Platinum partnership, including audio/video conferencing, file sharing, call management, and hosted PBX plans (Standard and Corporate) for business clients.
- Internet Services (WAN) WAN connectivity solutions including SD-WAN, MPLS, and VPLS technologies, delivering fast, stable, and secure connectivity between offices, sites, and cloud platforms for Australian businesses.
- Hardware as a Service (Flex Lease) Business-grade hardware provided through a predictable monthly subscription model without large upfront costs, with refresh and support included to keep technology current while protecting cash flow.
- Co-Managed IT IT support model where AffinityMSP complements existing internal IT teams, providing 24/7 monitoring, advanced cybersecurity, backup, disaster recovery, and after-hours escalation coverage for organisations with in-house IT staff.
- Essential 8 Framework Implementation Implementation and management of the Australian Cyber Security Centre's Essential Eight cybersecurity framework, helping organisations strengthen cyber resilience and meet compliance expectations.
- Medical IT Specialised IT services for healthcare and medical practices, including compliance-focused technology solutions for the healthcare sector such as secure patient data management and practice management system support.
- IT Project Management Strategic consulting and project management for IT initiatives including cloud migrations, infrastructure upgrades, and technology transformations, delivered as project-based engagements.
- Cloud Audit Independent assessment of cloud infrastructure analysing effectiveness, security, efficiency, and costs, with recommendations for optimisation and security improvements.
Quantifiable outcome
- 5-second response time with issues typically resolved within 24 hours
- +6 more outcomes
Companies that use AffinityMSP
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
AffinityMSP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
AffinityMSP partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and supporting.
- MicrosoftcoreMicrosoft Solutions Partner for Modern Work. Provides cloud solutions, Microsoft 365 management, Azure services, and Microsoft Copilot deployment. Certified partnership enabling enterprise-grade tools and access to Microsoft's ecosystem.
- GooglecoreGoogle partner providing cloud and productivity solutions integration. Part of the technology ecosystem supporting modern workplace environments.
- 3CXcore3CX Platinum Partner. Provides VoIP and cloud PBX phone systems including hosted PBX plans (Standard and Corporate). Yealink IP Phones supported as approved endpoints. Deployment, management, and training on 3CX systems.
- HPsupportingHP partner providing hardware solutions as part of the managed services ecosystem. Hardware procurement and lifecycle management.
- LexmarksupportingLexmark partner for managed print services. Part of the hardware and peripheral ecosystem.
- Pure StoragesupportingPure Storage Elite Partner. Provides enterprise storage solutions as part of the infrastructure stack.
- AWScoreAWS Certified. Cloud infrastructure services supporting multi-cloud environments. Enables delivery of AWS-based cloud solutions to clients.
- FortinetcoreFortinet Authorised Partner. Provides network security, firewalls, and cybersecurity solutions. Part of the security stack for threat monitoring and protection.
- VeeamsupportingVeeam Pro Partner. Backup and disaster recovery solutions. Supports business continuity and data protection services.
- YealinksupportingApproved IP Phone endpoint for 3CX phone systems. Complete Yealink IP Phones range supported.
- Juniper NetworkssupportingNetworking solutions partner. SD-WAN, switching, and routing capabilities supporting network optimisation.
- WebrootsupportingCybersecurity partner providing endpoint protection and anti-malware solutions.
- DattosupportingBackup, disaster recovery, and business continuity solutions partner. Supports managed backup services.
- SentinelOnesupportingEndpoint protection platform. Advanced cybersecurity and threat detection capabilities.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
AffinityMSP competitors and assessment
Company assessmentDirect peers
- Interactive: Australian managed services and cloud provider serving mid-market businesses with managed IT, Microsoft 365, and cybersecurity. Directly comparable to AffinityMSP in customer profile and core service portfolio.
- Outcomex: Australian managed services and cloud specialist with strong Microsoft, security, and networking practices. Closely comparable to AffinityMSP in Microsoft-centric mid-market managed services positioning within ANZ.
- Trilogy Technologies: Ireland-headquartered managed services provider with Microsoft, cloud, and security practices serving mid-market clients in EMEA and APAC. Comparable to AffinityMSP in technology stack and customer profile, particularly relevant given AffinityMSP's enterprise Microsoft positioning.
- Kaine Mathrick Tech: Australian MSP and cybersecurity provider serving mid-market and SMBs across multiple states. Comparable to AffinityMSP in customer profile, managed services pricing model, and ANZ regional presence.
- The IT Department: Australian MSP focused on small-to-medium businesses with managed IT, cloud, and security services. Closely comparable to AffinityMSP in SMB targeting, recurring managed services model, and ANZ footprint.
- ASI Solutions: Australian managed IT and cloud services provider serving mid-market organizations with Microsoft-centric offerings. Comparable to AffinityMSP in technology stack and customer base, with longer operating history.
- Brennan IT: One of Australia's largest managed IT services providers, offering managed IT, cloud, and cybersecurity to mid-market and enterprise customers across ANZ. Directly comparable to AffinityMSP across the core managed IT, Microsoft 365, and cybersecurity stack, but at significantly larger scale.
Broad incumbents
- Data#3: ASX-listed Australian IT services company offering managed services, cloud, and security across enterprise and government. Broader and larger than AffinityMSP but with overlapping managed IT and Microsoft practices.
- Logicalis Australia: Global IT solutions and managed services provider with ANZ operations, focused on enterprise networking, cloud, and security. Comparable to AffinityMSP at the managed IT and security layer but at materially larger scale.
- Datacom: Major ANZ-headquartered IT services firm offering managed services, cloud, and cybersecurity across Australia and New Zealand. Overlaps directly with AffinityMSP's managed IT and cloud offering but operates at much larger scale and across broader geographies and verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AffinityMSP social profiles
Digital presenceAffinityMSP compliance and trust
Trust signalCompliance4 records
AffinityMSP financial estimates
Financial estimateRevenue estimate
Valuation estimate
AffinityMSP leadership team
Management profileNumber of profiles
Profiles1 record
AffinityMSP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AffinityMSP 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 AffinityMSP
What does AffinityMSP do?
AffinityMSP delivers managed IT services, cybersecurity, cloud (Microsoft 365, Azure, private cloud), and business telecommunications (3CX VoIP) to small and mid-sized organisations across Australia and New Zealand. Services include 24/7 proactive monitoring, helpdesk support, endpoint protection, and Essential 8 cybersecurity framework implementation, sold on a recurring subscription model with no long-term contracts.
Is AffinityMSP a public or private company?
AffinityMSP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AffinityMSP founded?
AffinityMSP was founded in 2019. It employs 11 to 50 people.
Where is AffinityMSP based?
AffinityMSP is headquartered in Melbourne, Australia, in the Oceania region.
How does AffinityMSP make money?
Six revenue lines are on record. Managed IT Services are the primary driver. The others are cybersecurity Services, hardware as a Service (Flex Lease), cloud Solutions & Microsoft 365, telecommunications & VoIP and professional Services & IT Projects.
Who are AffinityMSP's main competitors?
Direct peers on record are Interactive, Outcomex, Trilogy Technologies, Kaine Mathrick Tech, The IT Department, ASI Solutions and Brennan IT. Broad incumbents are Data#3, Logicalis Australia and Datacom.
Does AffinityMSP have an API?
No public API is recorded for AffinityMSP.
What industry is AffinityMSP in?
AffinityMSP's product category is Managed IT Services. Its primary akta.pro industry code is BPAEABAE, Cloud Managed Services (M365/Azure/AWS/GCP), with a secondary code of BPAEABAB, Helpdesk & End-User Support Services. Its NAICS code is 54151 and its SIC code is 7373.