Green IT
Green IT is an Estonian Device as a Service provider offering subscription-based IT equipment rental, lifecycle management, and certified e-waste recycling to large enterprises and public-sector clients, operating as a subsidiary of Telia Eesti.
- Company typePrivate
- Founded2006
- HeadquartersTallinn, Estonia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Green IT does
Green IT OÜ is an Estonian Device as a Service (DaaS) provider founded in 2006 in Tallinn and operating as a subsidiary of Telia Eesti. The company offers subscription-based computer equipment rental covering the full device lifecycle — needs assessment, procurement, software installation, delivery, insurance, asset management, periodic replacement, certified data deletion (via partner Blancco), and end-of-life refurbishment or sustainable disposal. Its core proprietary technology is a 24/7 online asset management portal (varahaldus.greenit.ee) that gives customers real-time visibility into their device fleets, supplemented by a carbon footprint calculator that estimates kgCO2e/year per fleet.
The company serves more than 200 large commercial and public-sector clients in Estonia, managing 70,000+ IT devices and claiming market leadership in the Estonian DaaS segment. Named customers include Ekspress Grupp (media), Nordecon AS (construction), and Coop Eesti Keskühistu (retail/cooperative). The product set includes a standard multi-year rental, short-term rentals from one month, an equipment buyback service, a penalty-free 'Return when you want' rental option, and a refurbished-equipment sub-brand called Green IT renew. Roughly 95% of retired equipment is reused or redirected (e.g., to educational institutions), reinforcing the company's sustainability positioning.
Green IT makes money primarily through fixed monthly subscription fees per device, with revenue also generated from equipment buybacks, short-term rentals, and refurbished hardware sales. Pricing is quote-based and not publicly disclosed. The go-to-market is enterprise field sales, supported by Telia Estonia's distribution, a content and SEO-led website, the interactive carbon calculator as a top-of-funnel lead generation tool, and a self-service customer portal for warranty and insurance claims. Operations are exclusively domestic — Estonia — with 11-50 employees.
Green IT firmographics
Firmographics- Name
- Green IT
- Legal name
- Green IT OÜ
- Website
- https://greenit.ee
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Green IT is an Estonian Device as a Service provider offering subscription-based IT equipment rental, lifecycle management, and certified e-waste recycling to large enterprises and public-sector clients, operating as a subsidiary of Telia Eesti.
- Ownership category
- akta.pro rank
Green IT industry classification
Industry- Product category
- Device as a Service (IT Equipment Rental)
- NAICS
- Office Machinery and Equipment Rental and Leasing (53242), Consumer Electronics and Appliances Rental (532210)
- SIC
- Services-Computer Rental & Leasing (7377), Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Leasing, Rental & Product-as-a-Service (PaaS) Enablement (EUAIANAI)
- akta.pro secondary industries
- IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF), ITAD, Electronics Recycling & Parts Harvesting Retail (CRACAJAF), Enterprise Hardware Recycling (Servers, Storage, Networking) (BPALAIAI)
Keywords
Where Green IT is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Green IT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- IT Equipment Rental: Monthly fee-based rental service for computer equipment covering the entire device lifecycle. Customers pay a fixed monthly fee for equipment usage, which includes procurement, preparation, insurance, asset management, replacement, data deletion, and disposal services. This is a recurring revenue model with stable monthly payments replacing large upfront capital expenditures.
- Short-term Equipment Rental: Short-term rental options available, including 1-month rentals, for companies with temporary or seasonal IT equipment needs. Provides flexibility for large quantities of computers on demand.
- IT Equipment Buyback: Before starting Green IT rental, the company makes an offer to buy the customer's existing old computer equipment, providing an exit path for owned hardware.
- Green IT Renew (Refurbished Equipment): Refurbished business-class computers sold with at least 12-month warranty, extending equipment lifecycle and generating revenue from equipment that has completed its primary rental lifecycle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Fixed monthly fee for comprehensive IT equipment rental service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Green IT product offering
Product offeringCore offering
Green IT provides Device as a Service (DaaS) for business and public-sector clients in Estonia, offering computer equipment rental on a fixed monthly fee that covers the full device lifecycle: needs assessment, procurement, software installation, delivery, insurance, asset management, regular replacement with new devices, secure data deletion, and sustainable disposal or refurbishment. Complementary offerings include a 24/7 asset management information system, short-term rental options, buyback of legacy equipment, and refurbished business-class computer sales under the Green IT Renew sub-brand.
Product overview
Green IT is a Device as a Service (DaaS) provider offering flexible computer equipment rental. The core product is Arvutipargi rent (Computer equipment rental), which manages the entire IT equipment lifecycle from needs assessment through software installation, IT support, and sustainable disposal. This core service is complemented by several add-on modules: Lühiajaline arvutite rent (short-term rental from 1 month), IT-seadmete tagasiost/Buyback (old equipment buyback), Varahalduse infosüsteem (24/7 asset management portal), and "Tagasta millal tahad" rent (flexible return-anytime option). The company also operates a sub-brand called Green IT renew for refurbished computers with minimum 12-month warranties. Green IT also provides warranty registration and insurance claim registration portals for customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Arvutipargi rent (Computer equipment rental) Core Device as a Service offering for Estonian business and public-sector clients. A fixed monthly fee covers procurement of business-class PCs, transport, software installation, data migration from old devices, a 24/7 asset management information system, insurance, secure data deletion, and disposal or refurbishment. Includes flexible options such as short-term rental and a 'Return when you want' clause.
- IT-seadmete tagasiost (IT equipment buyback)
- Green IT Renew (Refurbished business-class computers) Refurbished business-class computers sold with at least a 12-month warranty, extending equipment lifecycle. Equipment that cannot be reused is disposed of as a last resort; most redeployed devices are donated to educational institutions.
Quantifiable outcome
- Companies save time on IT equipment management and can focus on core business activities
- +2 more outcomes
Companies that use Green IT
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Green IT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Green IT partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Telia Eesti (Telia Estonia)coreGreen IT is part of the Telia Eesti group, benefiting from Telia's established enterprise customer base, infrastructure, and distribution channels. This parent-subsidiary relationship is fundamental to Green IT's go-to-market strategy and market positioning in Estonia.
- BlanccocoreSecurity partner for secure data deletion. Blancco provides certified data erasure technology that completely wipes information from old computers and smartphones, ensuring data security compliance for Green IT's clients during equipment lifecycle transitions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Green IT competitors and assessment
Company assessmentDirect peers
- Foxway: Nordic provider of circular IT services including device rental, refurbishment, and resale to enterprises and public sector — overlaps directly with Green IT's rental-plus-renew model and is the most relevant Nordic reference point.
- Circular IT Group: Dutch IT lifecycle and DaaS provider offering device-as-a-service, asset management, and certified ITAD for enterprise customers — operates the same procure-to-retire playbook as Green IT in an adjacent European geography.
- CHG-MERIDIAN: German-headquartered IT leasing, rental, and lifecycle services firm with a strong enterprise customer base across Europe — directly comparable DaaS-style offering with similar ITAD/refurbishment capabilities.
- Econocom: Large European DaaS and IT lifecycle services provider offering device rental, managed services, and refurbishment to enterprises — the closest direct comparison to Green IT's full-lifecycle DaaS model, just at significantly greater scale.
- Tier1 Capital: UK-based IT asset finance, rental, and lifecycle services firm serving enterprise clients — comparable business model combining rental, asset management, and end-of-life disposition.
Broad incumbents
- Dell APEX: Dell's enterprise device-as-a-service and infrastructure-as-a-service portfolio — competes with Green IT for OEM-direct enterprise contracts, especially with Dell-fleet customers.
- Lenovo Device as a Service: Lenovo's managed DaaS offering for PCs and tablets — competes in the same enterprise rental category and represents both a partner (hardware source) and a competitive threat to pure-play DaaS providers.
- HP Device as a Service: OEM-launched enterprise DaaS program from HP — directly competes for the same enterprise PC-rental wallet, leveraging HP's hardware advantage and bundled services; a key competitive threat rather than a partner-only relationship.
Emerging players
- Grover: German consumer electronics subscription rental company — adjacent in offering electronics-as-a-service but focused on consumers rather than enterprises; useful as a comparable on the PaaS rental business model.
Regional players
- BBR Recycling (Baltic Recycling Group): Lithuanian-headquartered e-waste recycling and IT asset disposition company active in the Baltic states — comparable to Green IT's e-waste/ITAD activities within the same regional ecosystem, though focused more on disposition than rental.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Green IT social profiles
Digital presenceGreen IT financial estimates
Financial estimateRevenue estimate
Valuation estimate
Green IT leadership team
Management profileNumber of profiles
Green IT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Green 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 Green IT
What does Green IT do?
Green IT provides Device as a Service (DaaS) for business and public-sector clients in Estonia, offering computer equipment rental on a fixed monthly fee that covers the full device lifecycle: needs assessment, procurement, software installation, delivery, insurance, asset management, regular replacement with new devices, secure data deletion, and sustainable disposal or refurbishment. Complementary offerings include a 24/7 asset management information system, short-term rental options, buyback of legacy equipment, and refurbished business-class computer sales under the Green IT Renew sub-brand.
Is Green IT a public or private company?
Green IT is a private company. It is classified as corporate owned and is currently operating.
When was Green IT founded?
Green IT was founded in 2006. It employs 11 to 50 people.
Where is Green IT based?
Green IT is headquartered in Tallinn, Estonia, in the Europe region.
How does Green IT make money?
Four revenue lines are on record. IT Equipment Rental is the primary driver. The others are short-term Equipment Rental, IT Equipment Buyback and green IT Renew (Refurbished Equipment).
Who are Green IT's main competitors?
Direct peers on record are Foxway, Circular IT Group, CHG-MERIDIAN, Econocom and Tier1 Capital. Broad incumbents are Dell APEX, Lenovo Device as a Service and HP Device as a Service. Grover is listed as an emerging player. BBR Recycling (Baltic Recycling Group) is listed as a regional player.
Does Green IT have an API?
No public API is recorded for Green IT.
What industry is Green IT in?
Green IT's product category is Device as a Service (IT Equipment Rental). Its primary akta.pro industry code is EUAIANAI, Leasing, Rental & Product-as-a-Service (PaaS) Enablement, with a secondary code of BPAEAOAF, IT Asset Lifecycle Services (Procure-to-Retire). Its NAICS code is 53242 and its SIC code is 7377.