Rook Advisors

What Rook Advisors does

Rook Advisors LLC is a privately held business and technology consulting firm founded in 2017 and headquartered in Albuquerque, New Mexico. The company operates as a managed services provider (MSP) and professional services firm, delivering proactive monitoring, cybersecurity, backup and restore testing, scheduled site visits, concierge-style help desk support, business transition consulting (including M&A due diligence and interim leadership), IT project consulting, and an emerging Business AI advisory offering for clients navigating AI adoption. Its core technology stack is operational rather than proprietary: managed services with security monitoring and continuity planning, supported by remote support tooling (Splashtop for remote help). The firm employs 1-10 staff and operates from four U.S. offices in Albuquerque, Dallas, Denver, and Phoenix, serving small and mid-sized businesses as well as owners, executives, and investors across the Southwestern United States.

The company pursues a sales-led go-to-market motion, relying on direct outreach, a website contact form, phone inquiries at 505-938-9520, email newsletters, content marketing through blog posts and whitepapers, and social media presence across Facebook, Twitter, LinkedIn, Reddit, Tumblr, and Pinterest. Revenue is generated through two streams: recurring managed services subscriptions (proactive monitoring, security, backup/restore, scheduled site visits, compliance updates) and project-based professional services for IT consulting, due diligence, and transition engagements. Pricing is quote-based with free consultations offered; no public pricing is disclosed.

Rook Advisors positions itself around differentiated service quality ('concierge,' 'five-star,' 'peace-of-mind') and proactive monitoring, with named customers including a Veterinary Emergency Hospital and a non-profit organization. Founder and CEO Joel Long has led the firm since inception, supported by a small field services management team. Strategic community partnerships, including a recognized relationship with Girl Scouts of New Mexico Trails, are used to reinforce regional brand trust in a relationship-driven SMB segment.

Name

Rook Advisors

Legal name

Rook Advisors LLC

Website

https://rookadvisors.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Rook Advisors LLC is an Albuquerque-based IT consulting and managed services firm serving small and mid-sized businesses across the Southwestern US with managed IT, cybersecurity, business transition consulting, and concierge help desk support through offices in four cities.

Ownership category

akta.pro rank

Product category

Managed IT Services

NAICS

Management Consulting Services (54161), Computer Systems Design and Related Services (54151)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

M&A Advisory (Buy-Side & Sell-Side) (BPAHAOAA)

akta.pro secondary industries

Sell-Side M&A Advisory (FSAEAGAA), Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG)

Keywords

• Managed IT services
• Business technology consulting
• Cybersecurity services
• Business transition consulting
• IT help desk support

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Managed Technology Services: Ongoing managed IT services providing proactive monitoring, security, backup and restore testing, scheduled site visits, and security compliance and updates. Delivered as recurring subscription services.
2. Business Technology Consulting: Consulting services including due diligence projects, interim leadership engagements, and business continuity planning. Services include leadership coaching, project management, team hiring and assessments, transitional migration services, and divestiture advisory.
3. IT Consulting: IT team support for big projects including designing and executing new projects, helping businesses navigate an AI powered world with expertise, policies, and security.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Rook Advisors is a Managed Services Provider (MSP) and business technology consultancy that delivers recurring managed IT services, a concierge help desk, proactive cyber security monitoring, and business transition support (including M&A due diligence, interim leadership, and business continuity planning) to small and mid-sized businesses in the Southwestern United States. The firm bundles technology management, security audits, backup/restore testing, scheduled site visits, and AI-readiness consulting into subscription-based engagements that act as the client's outsourced IT function.

Product overview

Rook Advisors is a business and technology consulting firm offering a unified suite of managed technology services. The core offerings include: Concierge Help Desk (a proactive five-star IT support service), Managed Technology Services (MSP) with security monitoring, Business Transition Services (M&A support), Cyber Security services, Business Technology Consulting, IT Consulting with AI integration, and Planning/Integration services. These services work together to provide comprehensive peace-of-mind technology management for business owners, allowing them to focus on their core business while Rook Advisors handles all technical needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Concierge Help Desk A five-star concierge-style IT support desk that quickly resolves problems and often provides solutions before clients experience issues, functioning as a peace-of-mind support service for business users.
• Managed Technology Services (MSP) Recurring managed IT subscription service that delivers proactive monitoring, security audits, security planning, data loss prevention, backup and restore testing, scheduled site visits, and security compliance and updates for small and mid-sized businesses.
• Business Transition Services Engagement-based services for owners, executive teams, and investors during expansions, mergers and acquisitions, relocations, and other transition events, including due diligence projects, interim leadership engagements, transitional migration services, and divestiture advisory.
• Cyber Security Atypical and proactive security monitoring service for business continuity, assets, and security, delivering security audits, planning, and data loss prevention to provide peace-of-mind protection.
• Business Technology Consulting Strategic consulting services that help owners, executive teams, and investors make M&A and other technology decisions more seamless and cost-efficient, covering infrastructure planning, technology direction, disaster planning, capacity planning, and technology cost management.
• Information Technology (IT) Consulting Broad IT consulting engagement that applies Rook Advisors' core skills and experience to help businesses design and execute large projects, including applying AI to business operations for greater efficiencies.
• Planning, Integration & Efficiency Business operations integration engagement that empowers clients to understand the potential, limitations, ramifications, and value of technology in planning future operations.

Quantifiable outcome

• Refurbished computers donated to students for remote learning during COVID-19 pandemic

Named customers2 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

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Girl Scouts of New Mexico TrailsminorStrategic or Co-development Partner · 1 January 2020Partnership supporting Girl Scouts of New Mexico Trails through participation in fundraisers including Enchanted Evening Celebrate Women in STEM and Build it Brigade Challenge. Rook Advisors provided technology support and generous donations during COVID-19 when the organization faced significant fundraising challenges.
• ABQidminorStrategic or Co-development PartnerCommunity partnership supporting ABQid, an organization focused on entrepreneurship and business development in Albuquerque.
• Presbyterian Health FoundationminorStrategic or Co-development PartnerCommunity partnership supporting Presbyterian Health Foundation's healthcare initiatives and fundraising efforts in New Mexico.
• DeliverFundminorStrategic or Co-development PartnerCommunity partnership supporting DeliverFund's mission and charitable activities.
• Cultivating CodersminorStrategic or Co-development PartnerPartnership supporting Cultivating Coders' coding education and workforce development programs, aligning with Rook Advisors' focus on technology education and community improvement.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dataprise: Mid-market managed IT, cloud, and cybersecurity provider with a comparable concierge support model serving SMBs across multiple U.S. regions — the closest direct comparable to Rook Advisors in service breadth, customer segment, and multi-region footprint.
• Impact Networking: Managed IT, document, and security services firm serving SMBs and mid-market across multiple U.S. regions; comparable footprint and service breadth to Rook Advisors.
• Ntiva: Full-service managed IT, cloud, and cybersecurity provider for SMBs and mid-market organizations; nearly identical service portfolio and recurring revenue structure to Rook Advisors.
• Be Structured Technology Group: SMB-focused managed IT, cloud, and cybersecurity provider with a comparable proactive-service and consulting-led model in the Western U.S.
• CMIT Solutions: National managed IT services franchise serving SMBs with managed services, cybersecurity, and business consulting; comparable customer-segment focus and managed-services-plus-advisory mix.
• Corsica Technologies: Managed IT and cybersecurity provider for SMB and mid-market customers emphasizing proactive monitoring and security — comparable service mix and customer base to Rook Advisors.
• BlackPoint IT Services: Regional managed IT and security services provider serving SMBs in the Western U.S., with similar size and proactive-service positioning to Rook Advisors.

Broad incumbents

• ConnectWise: Dominant software platform (PSA, RMM, cybersecurity) serving thousands of MSPs; defines the operating environment and tooling ecosystem in which Rook Advisors and its peers compete.
• Kaseya: Integrated IT management platform for managed service providers; the broader incumbent whose automation and security tools shape competitive dynamics for regional MSPs like Rook Advisors.
• Arctic Wolf: Large-scale managed detection and response (MDR) provider whose outsourced security operations model directly overlaps with Rook's 'Proactive Security Monitoring' and Cyber Security service lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RookAdvisors
• Facebookfacebook.com/100063458951696
• LinkedInlinkedin.com/company/rook-advisors-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Rook Advisors