Samexpert - Independent Microsoft Spend Specialists

What Samexpert - Independent Microsoft Spend Specialists does

SAMexpert is an independent advisory firm specializing in Microsoft licensing optimization, audit defense, and contract negotiation for large enterprises and hosting/cloud providers. Founded in 2009 by Alexander Golev as a Microsoft licensing knowledge platform and later incorporated as SAMexpert LTD in 2024 in England and Wales under parents ITAMin LTD and Ariy Negotiation Technologies, the firm operates from its UK headquarters in Stroud and a North America office in Atlanta. Its service portfolio spans Microsoft Audit Defense, SPLA Audit Defense, Pricing Research and Deal Benchmarking, Azure Cloud Cost Optimisation, Microsoft Enterprise Agreement Negotiation, Microsoft Azure Contract Negotiation (MACC), Microsoft 365 Planning and Optimisation, and Microsoft SPLA Managed Service. The firm's leadership pairs Golev (20+ years Microsoft licensing expertise, $1B+ in career client savings) with Daryl Ullman (25+ years enterprise software negotiation, former Microsoft MEA) as Chief Negotiation Officer and partner.

The firm operates as a services-led consultancy rather than a software product vendor. Its core asset is a proprietary advisory methodology combined with real-time pricing benchmark data accumulated across more than 100 SPLA audits and numerous enterprise agreement and Azure negotiations. Supporting knowledge infrastructure includes the Azure Cost Management portal (Azure Hub), a guides and whitepapers library, the SAMexpert Podcast, and SAMexpert TV video library. In 2025 the firm launched SAMexpert Pulse, a free industry-survey and benchmarking portal opening with the "State of SPLA 2026" report. No APIs, SDKs, or SaaS platform are disclosed, and the firm explicitly does not resell Microsoft licenses or hold Microsoft partnership status.

Revenue is generated through professional services engagements priced on a quote-based or multi-year contract basis. Azure Cloud Cost Optimisation is structured as a performance-based engagement where fees are contingent on realized client savings ("if you don't make savings, you don't pay us"). Distribution relies on direct enterprise sales with senior consultants handling client relationships, supported by a content-led marketing engine comprising a website knowledge library, podcast, YouTube channel, newsletter, and LinkedIn events. Disclosed customer logos include Deutsche Bank, Unilever, Heathrow, IKEA, Capital One, AIG, Teva, BT, Post Office, Swisscom, Wix, Danone, Corning, Vultr, and the Metropolitan Police, spanning financial services, retail, healthcare, telecom, manufacturing, and government verticals.

Name

Samexpert - Independent Microsoft Spend Specialists

Legal name

SAMexpert LTD

Website

https://samexpert.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

SAMexpert is an independent Microsoft spend advisory firm that helps enterprises and hosting/cloud providers reduce Microsoft licensing costs, defend against audits, and negotiate enterprise agreements and Azure contracts across global markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Stroud

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Consulting Services: Fee-based consulting engagements for Microsoft licensing advisory, audit defense, contract negotiation, and Azure cost optimization. Services are tailored to enterprise and provider clients with engagement models including project-based work and retainer arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

SAMexpert provides fee-based independent advisory services for Microsoft licensing, Microsoft compliance audits, Azure cloud cost reduction, and Enterprise Agreement negotiations. It also provides managed SPLA reporting and end-customer billing for hosting and cloud providers, with engagement-based and performance-based pricing models.

Product overview

SAMexpert is an independent Microsoft spend advisory firm offering a portfolio of consulting and managed services for both enterprises and cloud/service providers. For enterprises, the core offerings include Microsoft Audit Defense, Pricing Research and Deal Benchmarking, Microsoft Azure Cloud Cost Optimisation, Microsoft Enterprise Agreement Negotiation, Microsoft Azure Contract Negotiation, and Microsoft 365 Planning and Optimisation. For hosting and cloud providers, services include SPLA Audit Defense and Microsoft SPLA Managed Service. Supporting resources include the Azure Hub portal, Guides & Whitepapers, the SAMexpert Podcast, and SAMexpert TV video library. The company positions itself as fully independent from Microsoft, meaning it does not sell licenses or partner with Microsoft, focusing exclusively on optimizing client outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• Microsoft Audit Defense Advisory and negotiation support service that helps enterprises navigate and defend against Microsoft compliance audits, providing visibility into auditor and Microsoft motivations and processes.
• SPLA Audit Defense Audit defense methodology for service providers facing Microsoft SPLA compliance audits, designed to minimize penalties and consequential damage.
• Pricing Research and Deal Benchmarking Real-time pricing data service that provides Microsoft licensing benchmark pricing to strengthen negotiations and ensure fair deals for licenses and services.
• Microsoft Azure Cloud Cost Optimisation Azure cost reduction service billed on a performance-based model where the firm is paid only if the client achieves cost savings.
• Microsoft Enterprise Agreement Negotiation Advisory support for Microsoft Enterprise Agreement renewals designed to deliver business outcomes without cost escalation, regardless of complexity.
• Microsoft Azure Contract Negotiation Negotiation support for Azure agreements, including the Microsoft Azure Contract (MACC), to secure optimal terms and maximize Azure benefits.
• Microsoft 365 Planning and Optimisation Methodology-driven Microsoft 365 planning and optimization service that supports digital transformation and user productivity without losing control of budget and goals.
• Microsoft SPLA Managed Service Fully managed SPLA and CSP-hosting reporting and end-customer billing service that removes costly errors and non-compliance risks for service providers.

Quantifiable outcome

• Over $1 billion saved for customers in licensing costs and audit penalties over career
• +1 more outcomes

Named customers20 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• SHI International: Large IT solutions provider and Microsoft LSP offering licensing advisory, managed licensing services and cloud cost optimisation. Overlaps with SAMexpert in enterprise Microsoft engagement, but bundles resold Microsoft licences.
• Deloitte (Microsoft Licensing Practice): Global consulting firm with a Microsoft-focused licensing and FinOps advisory practice. Targets the same enterprise Microsoft-spend optimisation budget as SAMexpert, often as part of broader digital transformation engagements.
• KPMG (Microsoft Licensing Practice): Big 4 advisory with a dedicated Microsoft licensing and software asset management practice serving large enterprises. Competes with SAMexpert for enterprise Microsoft engagement mandates, leveraging broader transformation and audit capabilities.

Others

• FinOps Foundation: Industry body advancing FinOps practices and standards for cloud spend management. Not a competitor, but a key ecosystem institution whose growth amplifies demand for SAMexpert's Azure cost optimisation services.

Direct peers

• Crayon: Global software asset management and cloud economics advisory with a heavy Microsoft licensing practice. Closest like-for-like peer to SAMexpert, offering licensing optimisation, audit defence and FinOps services to enterprises and service providers across multiple geographies.
• Flexera (incl. Snow Software): Leading software asset management (SAM) software vendor whose products underpin enterprise Microsoft licensing compliance and audit defence. Competes with SAMexpert's advisory methodology by offering a software-led alternative for ITAM functions.
• SoftwareOne: Swiss-headquartered software licensing and cloud services specialist with a dedicated Microsoft practice spanning licensing advisory, Azure optimisation and audit support. Significantly larger than SAMexpert but competes for the same enterprise Microsoft-spend mandate.
• Insight Enterprises: Large Microsoft LSP and IT solutions provider that offers Microsoft licensing advisory and cloud cost optimisation services. While it also resells Microsoft licences (unlike SAMexpert), it competes for the same enterprise Microsoft-spend optimisation wallet.

Emerging players

• msg global solutions: Specialist advisory and software firm with deep Microsoft and SAP licensing expertise, including audit defence and contract negotiation. Comparable niche focus to SAMexpert but with a heavier SAP angle.
• Apptio (an IBM company): Cloud and IT financial management (FinOps) technology provider that competes with SAMexpert's Azure cost optimisation offering through a software-led, enterprise-grade platform approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/samexperttv
• LinkedInlinkedin.com/company/samexpert

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Samexpert - Independent Microsoft Spend Specialists