Ascentae
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Ascentae does
Ascentae Limited is a UK-based value-added distributor and solution aggregator specialising in hybrid workplace, collaboration, audio-visual and education technology. Founded in 2017 and headquartered in London with a secondary office in Leeds, the company curates a portfolio of more than 15 vendor brands — including MAXHUB, Nureva, Huddly, GoBright, PTZOptics, Jupiter, PointGrab, Utelogy, ActiveFloor, Nialli, ReThink, AirServer and Evoko — and delivers them to end customers through a network of UK and European resellers and system integrators such as Kinly.
The portfolio spans Microsoft Teams Rooms-certified collaboration displays, AI-augmented audio and video (Nureva Microphone Mist, Huddly AI cameras, PTZOptics auto-tracking), smart workplace software (GoBright desk/room booking, Utelogy AV/UC estate management), IoT occupancy sensing (PointGrab CogniPoint), education technology (ActiveFloor interactive projection, NUITEQ) and vertical-specific software such as Nialli for construction Last Planner System workflows. Ascentae also offers professional services including GoBright deployment, commissioning, training, and operates the London Experience Centre in Clerkenwell as a demonstration and enablement facility in partnership with Your Workspace.
The company generates revenue through hardware distribution, deployment and professional services, and reseller training, with quote-based pricing. It serves five primary verticals — corporate, compulsory education, higher education, public sector and construction — and counts Baker McKenzie, CFC Underwriting, University of Chester, The Furniture Practice, Willmott Dixon and SEAT among its named end customers. The company is privately held, led by Managing Director Jon Knight, and has no disclosed external investors or parent entity.
Ascentae firmographics
Firmographics- Name
- Ascentae
- Legal name
- Ascentae Limited
- Website
- https://ascentae.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Ascentae is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Ascentae business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Technology Distribution: Ascentae distributes technology products from vendor partners (audio/video conferencing, displays, booking systems, cameras) to resellers and system integrators across UK and European markets. Acts as value-added distributor providing pre-sales support, demos, consultancy, and end-to-end project support.
- Professional Services: Deployment, configuration, commissioning, and training services for technology implementations. Includes GoBright deployment services (floorplan creation, project management, system commissioning), maintenance services, and installation support.
- Training Services: Comprehensive training offerings including video tutorials, user training sessions (up to 90 minutes), admin training, and digital signage training courses for GoBright platform.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Ascentae product offering
Product offeringCore offering
Ascentae is a UK-based value-added distributor and solution aggregator that distributes workplace, collaboration, audio/video conferencing, and education technology products from a curated portfolio of vendor partners to reseller partners, system integrators, and end-customers across corporate, education, public sector, and construction markets. The company provides pre-sales support, demonstrations, consultancy, deployment, configuration, commissioning, and training services, anchored by a London Experience Centre for hands-on solution showcases.
Product overview
Ascentae is a UK-based value-added distributor specializing in hybrid working and smart workplace technology solutions. The company operates as a solutions aggregator, combining products from multiple vendor partners including MAXHUB (XBoard MTR systems, Video Bars, Raptor LED Walls), Jupiter (21:9 ultra-wide displays for Microsoft Signature Rooms), Nureva (HDL audio conferencing series with Microphone Mist technology), PTZOptics (4K auto-tracking cameras), GoBright (desk/room booking and workplace management platform), Huddly (AI-powered smart cameras), Nialli (construction collaboration software), ActiveFloor (interactive education floor projectors), PointGrab (AI occupancy sensors), Utelogy (AV/UC management), ReThink (BYOM connectivity), AirServer (screen mirroring), and Evoko (room booking). The company also offers GoBright deployment services including floorplan creation, commissioning, and training. Their solutions target corporate, education, public sector, and construction markets, with a flagship London Experience Centre for product demonstrations.
Differentiator
Problem solved
Functional benefit
Products and services
- MAXHUB Collaboration Displays and Video Conferencing Hardware
- Jupiter PANA 21:9 Ultra-Wide Displays
- Nureva HDL Audio Conferencing Systems
- PTZOptics Cameras (Move 4K and Link 4K)
- GoBright Smart Workplace Platform
- ActiveFloor Interactive Floor Projector
- Utelogy AV/UC Management Software
- PointGrab CogniPoint Occupancy Sensors
- Huddly AI-Powered Smart Cameras
- Nialli Digital Planning Platform
- ReThink BYOM Connectivity Solutions
- AirServer Screen Mirroring
- Evoko Room Booking Solutions
- GoBright Deployment and Training Services
Quantifiable outcome
- Improved Planned Percentage Complete from 40% to over 70% with Nialli platform implementation at Willmott Dixon
- +1 more outcomes
Companies that use Ascentae
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Ascentae technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability6 records
Feature6 records
Ascentae partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor, core and strategic.
- NUITEQminorNew partnership announced to expand Ascentae's education technology ecosystem with NUITEQ collaborative learning solutions.
- PointGrabcoreDistribution partnership bringing PointGrab's CogniPoint AI-powered occupancy sensors and open-API smart workplace solutions to UK market. Sensors deliver real-time occupancy data for space utilisation, environmental controls, and workplace analytics.
- UtelogystrategicPartnership integrating Utelogy's technology management software into Ascentae's portfolio. Utelogy provides unified AV/UC estate management, proactive monitoring, self-healing capabilities, and actionable insights for enterprise environments.
- PTZOpticscoreDistribution agreement bringing PTZOptics pan-tilt-zoom cameras and video collaboration equipment to UK and Ireland markets. Partnership includes strategic integration with Nureva for combined audiovisual solutions with camera tracking based on sound location data.
- ActiveFloorcoreStrategic partnership bringing ActiveFloor interactive floor solutions to UK education customers through Ascentae's extensive partner network. Danish-based ActiveFloor provides dynamic interactive floor technology for education, retail, museums, and corporate spaces that encourages movement and collaborative learning.
- Your WorkspacecorePartnership with smart storage providers Your Workspace to create the London Experience Centre in Clerkenwell. The two-floor space showcases smart workplace technology from global collaboration brands.
- MAXHUBcoreDistribution partnership for MAXHUB LED solutions to UK systems integrators and resellers. MAXHUB products include XBoard Series with Microsoft Teams Rooms integration, video bars, and Raptor LED walls ranging from 110 to 220 inches.
- KinlystrategicImplementation partnership for smart building solutions. Kinly delivered AV environment for CFC Underwriting headquarters including Crestron-controlled meeting rooms, executive boardrooms, and remote monitoring services.
- NurevacoreDistribution partnership for Nureva audio conferencing solutions including HDL series soundbars with Microphone Mist technology. Solutions include HDL200, HDL300, HDL310, HDL410, and HDL Pro Series certified for Microsoft Teams.
- HuddlycoreDistribution of Huddly AI-powered meeting room cameras including Crew multi-camera system with Microsoft Teams certification and real-time AI director capabilities.
- GoBrightcoreDistribution of GoBright smart workplace platform including desk booking, room booking, visitor management, digital signage, and locker integration solutions.
- JupitercoreDistribution of Jupiter 21:9 ultra-wide displays including PANA series. Jupiter is Microsoft's chosen ultra-wide display partner for Microsoft Signature Teams Rooms.
- ReThinkstrategicStrategic partnership for BYOM (Bring Your Own Meeting) workspaces and smarter connectivity solutions. Announced October 2025.
Scale indicators1 record
Recent moves7 records
Expansion highlights6 records
Ascentae competitors and assessment
Company assessmentDirect peers
- Sahara AV (Sahara Presentation Systems): UK-based AV/UC value-added distributor serving corporate and education markets through a reseller channel. Highly comparable in scale, model, and vertical mix to Ascentae.
- Midwich Group: UK-listed specialist AV/IT distributor with overlapping vendor relationships (Nureva, Huddly, MAXHUB-adjacent brands) and a reseller channel-led model. The closest direct comparison to Ascentae's value-added distribution business, though at materially larger scale.
- PSCo (Midwich Group): Specialist UK distributor of large-format displays, LED walls, and ProAV solutions — directly comparable to Ascentae's MAXHUB, Jupiter, and ReThink offerings. Operates within the same vendor-curation playbook.
- Northamber: UK AIM-listed specialist technology distributor focused on AV, collaboration, and networking solutions. Comparable channel-driven distribution model with corporate and education verticals overlapping Ascentae's.
- Visavvi: UK specialist AV/UC integrator and solutions provider focused on corporate, education, and public sector — overlapping Ascentae's vertical mix and Microsoft Teams Rooms positioning. Comparable in scale and customer profile.
- CIE Group: UK-based AV and audio distributor with a curated brand portfolio and reseller-led model. Smaller specialist peer sharing the value-added distribution thesis with Ascentae.
Broad incumbents
- RM Education (RM plc): UK-listed education technology specialist supplying schools, colleges, and universities with hardware, software, and content. Comparable in the compulsory and higher education vertical, particularly for ActiveFloor and NUITEQ-style learning solutions.
- Westcoast (Westcoast Holdings): UK volume distributor spanning IT, mobile, and AV/UC categories. Targets the same reseller base that Ascentae enables, though at a much broader scale and with more volume-driven economics.
- Exertis (DCC Technology): One of the largest UK and European technology distributors, carrying broad AV/UC categories alongside consumer electronics. Ascentae competes for the same vendor franchises and reseller mindshare, but Exertis is far larger and broader in scope.
Regional players
- Kinly: European AV integrator and managed services provider with a strong UK/Nordic footprint. Ascentae already partners with Kinly for implementations (e.g., CFC Underwriting), but Kinly also operates in adjacent distribution-style smart-workplace services. Comparable European scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Ascentae social profiles
Digital presenceAscentae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ascentae leadership team
Management profileNumber of profiles
Profiles1 record
Ascentae funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ascentae 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 Ascentae
What does Ascentae do?
Ascentae is a UK-based value-added distributor and solution aggregator that distributes workplace, collaboration, audio/video conferencing, and education technology products from a curated portfolio of vendor partners to reseller partners, system integrators, and end-customers across corporate, education, public sector, and construction markets. The company provides pre-sales support, demonstrations, consultancy, deployment, configuration, commissioning, and training services, anchored by a London Experience Centre for hands-on solution showcases.
Is Ascentae a public or private company?
Ascentae is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ascentae founded?
Ascentae was founded in 2017. It employs 1 to 10 people.
Where is Ascentae based?
Ascentae is headquartered in London, United Kingdom, in the Europe region.
How does Ascentae make money?
Three revenue lines are on record. Technology Distribution is the primary driver. The others are professional Services and training Services.
Who are Ascentae's main competitors?
Direct peers on record are Sahara AV (Sahara Presentation Systems), Midwich Group, PSCo (Midwich Group), Northamber, Visavvi and CIE Group. Broad incumbents are RM Education (RM plc), Westcoast (Westcoast Holdings) and Exertis (DCC Technology). Kinly is listed as a regional player.
Does Ascentae have an API?
No public API is recorded for Ascentae.