true blue
True Blue IT Services is a founder-led managed IT provider based in Darwin and Alice Springs, Northern Territory, delivering managed IT, cybersecurity, cloud, websites, and AI-enabled automation to small businesses across tourism, trades, healthcare, and government-adjacent segments.
- Company typePrivate
- Founded-
- HeadquartersDarwin, Australia
- Headcount—
- GTM typeB2B
- OfferingServices
What true blue does
True Blue IT Services Pty Ltd is a privately held, founder-led managed IT services provider operating from Darwin and Alice Springs in the Northern Territory of Australia. The company delivers managed IT support, cybersecurity, cloud services, software solutions, websites, digital marketing, and business process automation to small and medium-sized businesses, sole traders, and community organisations across sectors including tourism, trades, healthcare, and government-adjacent clients.
Its commercial stack combines tier-1 vendor partnerships (Microsoft CSP, AWS Partner, Shopify Partner, ServiceM8 Partner) with a dedicated sub-brand, True Blue Connect, that packages subscription-based software and ongoing management for small operators. Public pricing signals include $120/hour ad-hoc IT support, $99/month website care plans, and a $110 (inc. GST) 5-hour advisory offering, alongside subsidised delivery under the Australian Government's Digital Solutions Program.
The business is also building local capacity through the CodeUp NT internship with NIT and participation in the NIT Professional Year Program, and it was recognised as ICT Business of the Year in 2023. There is no public disclosure of revenue, headcount, or external funding, and the company operates without disclosed executive leadership beyond founder Rifat Mahmud.
true blue firmographics
Firmographics- Name
- true blue
- Legal name
- True Blue IT Services Pty Ltd
- Website
- https://trueblueit.com.au
- Company type
- Private
- Operating status
- Operating
- Short description
- True Blue IT Services is a founder-led managed IT provider based in Darwin and Alice Springs, Northern Territory, delivering managed IT, cybersecurity, cloud, websites, and AI-enabled automation to small businesses across tourism, trades, healthcare, and government-adjacent segments.
- Ownership category
- akta.pro rank
true blue industry classification
Industry- Product category
- Managed IT Services
- NAICS
- Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- ITSM Managed Services (Run/Operate/Optimize) (BPAEAJAN)
- akta.pro secondary industries
- Systems Integration & Implementation Services (BPAEAAAB), AI/ML Engineering & Model Development Services (BPAEAHAF), IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF)
Keywords
Where true blue is headquartered
LocationHeadquarters
- HQ city
- Darwin
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
true blue business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Managed IT Services: Recurring managed IT support services providing 24/7 IT support, cybersecurity, cloud solutions, and network monitoring for businesses across Darwin and Alice Springs
- Custom Software Development: One-time project-based revenue from custom mobile app development, business software, web apps, and client portals
- Website Development & Hosting: Website design, development, and ongoing hosting/care services for small businesses
- Digital Marketing Services: Digital marketing services including Meta Ads, LinkedIn Ads, Google Ads, SEO, content ghostwriting, and Generative Engine Optimization
- Ad-hoc IT Support: Hourly IT support services at $120+GST per hour for hardware, software, and network issues
- Automation Solutions: Business process automation, AI integration, workflow optimization, and chatbot implementation services
- Website Care Plans: Monthly website maintenance and support plans at $99/month including updates, security monitoring, backups, and content changes
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Ad-hoc IT Support - Hourly rate for technical assistance |
| Subscription | Monthly | Website Care & Support - Monthly maintenance plan |
| Unit Pricing | Pay-as-you-go | Digital Advisory - Australian Government Subsidised |
| One time/ perpetual license | Multi-year contract | Custom Software Development - Project-based pricing |
| One time/ perpetual license | Multi-year contract | Mobile App Development - Project-based pricing |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
true blue product offering
Product offeringCore offering
True Blue IT Services provides managed IT support, cybersecurity, cloud solutions, custom business software and mobile app development, website design and hosting, and digital marketing services to small businesses and sole traders across Darwin and Alice Springs in the Northern Territory of Australia. The company also offers business process automation, AI/ML integration, and chatbot solutions, with operations anchored by physical offices in Darwin and Alice Springs.
Product overview
True Blue IT Services is a Darwin and Alice Springs-based IT services company offering a comprehensive portfolio of technology services. The core offerings include IT Support (24/7 managed services, cyber security, network monitoring, disaster recovery), Website Design & Development (custom sites, Shopify e-commerce, SEO), Digital Marketing (Meta Ads, LinkedIn Ads, Google Ads, SEO, Generative Engine Optimisation), App & Software Development (mobile apps, custom business software, web portals, cloud applications), and Automation (business process automation, AI/ML integration, chatbots). The company also offers a government-subsidised Digital Solutions program for eligible small businesses. Services are delivered locally from Darwin and Alice Springs offices, with an emphasis on plain-English communication rather than technical jargon.
Differentiator
Problem solved
Functional benefit
Brands
- True Blue Connect: Software subscription management platform helping businesses save money on software subscriptions
Products and services
- IT Support 24/7 IT support services including hardware and software installations, network monitoring, server maintenance, cybersecurity, and disaster recovery for Darwin and Alice Springs businesses.
- Website Design & Development Custom website design, e-commerce development, SEO-optimised builds, and mobile-responsive design for small businesses in Darwin and Alice Springs.
- Digital Marketing Digital marketing services including Meta Ads, LinkedIn Ads, Google Ads, SEO, content ghostwriting, and Generative Engine Optimisation for AI search.
- App & Software Development Custom mobile app development for iOS and Android, custom business software, web apps, client portals, and cloud-based applications built on AWS and Azure.
- Automation Services Business process automation, AI and machine learning integration, workflow optimisation, CRM and ERP automation, and chatbots for customer service.
- Website Care & Support $99/month website maintenance including updates, security monitoring, backups, SSL, uptime checks, and content changes. Minimum 12-month agreement.
- Digital Solutions Program Advisory Australian Government-subsidised advisory service for small businesses with fewer than 20 staff offering free workshops, webinars, and $110 inc. GST one-on-one advisory on apps, software, AI tools, cyber security and digital workflows.
- True Blue Connect Software subscription management platform under the True Blue Connect sub-brand helping Darwin businesses save money on software subscriptions.
- Ad-hoc IT Support Hourly IT support services at $120+GST per hour for hardware, software, and network issues.
- UX/UI Design Interface design services designed around the people who will actually use the software, including staff and customers.
Quantifiable outcome
- Customers report saving over $20,000 on software costs annually
- +1 more outcomes
Companies that use true blue
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles5 records
true blue technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability9 records
Feature8 records
true blue partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, moderate and minor.
- National Institute of Technology (NIT)coreCollaboration through Professional Year Program (PY) offering opportunities for recent ICT graduates. Partnership bridges education and industry, helping students build skills for ICT careers while supporting the Northern Territory tech sector.
- Darwin Innovation HubcorePartnership to launch CodeUp NT internship program running December 2024 to February 2025, providing hands-on training in app development, websites, and automation tools with mentorship from True Blue IT Services experts. Located at Darwin Innovation Hub facilities.
- Business Enterprise Centre NT (BECNT)moderatePartnership to support local businesses with expert advice and services. BECNT has supported over 25,000 Territory businesses since 2000 with free mentorship and best practice guidance. True Blue provides technical expertise to complement BECNT's business advisory services.
- GovHackmoderateTrue Blue served as Australian National Tech Partner of GovHack 2024 with 73 teams participating in 3 dynamic challenges. Event featured inspiring speakers and celebrated innovation with open data in the Northern Territory.
- NavitasminorCollaboration with global education leader to support next generation of professionals with growth and development opportunities in digital and technology sectors. Navitas has partnerships across 39 universities globally.
- NT Digital Excellence AwardsminorTrue Blue sponsored the NT Digital Excellence Awards 2024, an event celebrating the best and brightest in digital innovation across the Northern Territory recognizing technology, digital transformation, and IT solutions.
- MicrosoftcoreAuthorised Microsoft reseller and Cloud Solution Provider (CSP). Supplies and administers Microsoft 365, cloud solutions, and software licensing. Provides setup, support, and optimisation for Microsoft 365 environments.
- AWS (Amazon Web Services)coreAWS Partner Network member providing scalable cloud application hosting. Cloud applications hosted on AWS with data backup and security for businesses.
- ShopifycoreOfficial Shopify Partner providing end-to-end e-commerce store setup including products, payment gateways, shipping, and stock management.
- ServiceM8coreCertified ServiceM8 Partner implementing job management, quoting, and field service automation solutions for tradies and service businesses.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
true blue competitors and assessment
Company assessmentDirect peers
- Datacom: Australia and New Zealand's largest home-grown IT services company, providing managed IT, cloud, cybersecurity, software development, and digital services across enterprise and mid-market. Closely comparable as a multi-service ANZ MSP; differs by serving larger customers and broader geography.
- CyberCX: Australia's largest independent cybersecurity and managed security services provider with full-stack IT services. Comparable in cybersecurity plus managed IT focus, though CyberCX operates nationally at much larger scale and is more security-led.
- The Missing Link: Australian managed IT services and cybersecurity firm targeting SMB and mid-market across multiple states. Highly aligned with True Blue in offering bundled managed IT, security, and cloud services to growing Australian businesses.
- Intalock: Australia-based cybersecurity and managed IT services provider serving mid-market and enterprise. Similar service portfolio (managed IT, security, advisory) with deeper cyber specialization and ANZ-wide delivery.
- Loop Secure: Australian cybersecurity and managed services firm focused on SMB and mid-market. Directly comparable in service mix, target customer segment, and partner-led go-to-market.
Broad incumbents
- DXC Technology Australia: Global IT services giant with a substantial ANZ managed services, cloud, and digital practice. Overlaps with True Blue's full-service IT offerings but at far larger enterprise scale and brand recognition.
- Fujitsu Australia: Major ANZ IT services provider offering managed services, cloud, digital, and cybersecurity. Comparable in managed IT and digital transformation delivery, but serves large enterprise and government accounts rather than SMB.
- ThoughtWorks Australia: Global technology consultancy with deep ANZ presence offering custom software, digital strategy, and managed services. Comparable in custom software development and digital service delivery, but at larger scale and enterprise customer focus.
- Avanade Australia: Accenture-Microsoft joint venture providing managed services, cloud, AI, and digital transformation. Comparable in technology partnership-driven go-to-market and managed service model, though focused on mid-market and enterprise.
- Slalom Australia: Global consulting firm with ANZ presence offering technology, AI, and digital services. Comparable in custom software, AI integration, and digital transformation focus, but at much larger consulting scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
true blue social profiles
Digital presencetrue blue financial estimates
Financial estimateRevenue estimate
Valuation estimate
true blue leadership team
Management profileNumber of profiles
Profiles1 record
true blue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
true blue 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 true blue
What does true blue do?
True Blue IT Services provides managed IT support, cybersecurity, cloud solutions, custom business software and mobile app development, website design and hosting, and digital marketing services to small businesses and sole traders across Darwin and Alice Springs in the Northern Territory of Australia. The company also offers business process automation, AI/ML integration, and chatbot solutions, with operations anchored by physical offices in Darwin and Alice Springs.
Is true blue a public or private company?
true blue is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was true blue founded?
true blue was founded in -1.
Where is true blue based?
true blue is headquartered in Darwin, Australia, in the Oceania region.
How does true blue make money?
Seven revenue lines are on record. Managed IT Services are the primary driver. The others are custom Software Development, website Development & Hosting, digital Marketing Services, ad-hoc IT Support, automation Solutions and website Care Plans.
Who are true blue's main competitors?
Direct peers on record are Datacom, CyberCX, The Missing Link, Intalock and Loop Secure. Broad incumbents are DXC Technology Australia, Fujitsu Australia, ThoughtWorks Australia, Avanade Australia and Slalom Australia.
Does true blue have an API?
No public API is recorded for true blue.
What industry is true blue in?
true blue's product category is Managed IT Services. Its primary akta.pro industry code is BPAEAJAN, ITSM Managed Services (Run/Operate/Optimize), with a secondary code of BPAEAAAB, Systems Integration & Implementation Services. Its NAICS code is 54151 and its SIC code is 7370.