Bell Integration at 30: £1bn milestone and AI push

John Davenport, Bell’s long-standing sales director, is set to transition into a new role as the business moves into its next phase of growth

Bell Integration is marking its 30th anniversary this year with the confidence of a £1bn turnover, a growing headcount, and a clear identity as a solutions-led services provider.

Sales director John Davenport, who has been with Bell since the late 1990s, tells CRN that the company’s trajectory has been underpinned by two principles: protecting its people and scaling its capabilities to meet changing customer demands.

A people-first business

“As any company grows, the chief exec and the exec board are beholden to protect those employees and to protect the business,” Davenport says.

“If we've got 1,000 full-time employees today, we're effectively putting food on the table for 1,000 families, and that's a big responsibility.”

This responsibility has shaped Bell’s culture, particularly in times of uncertainty.

“When we went into Covid, people were asking ‘Is my job safe?’” Davenport recalls.

“As an employer, we have a responsibility to protect our people.”

In recent years, Bell has invested heavily in HR, processes and support systems.

“Investment in people comes in many forms: benefits, recognition, HR departments, processes, and policies to attract top talent,” Davenport says.

And while many organisations across the channel and vendor space have seen headcount reductions with the rise of AI, the sales director insists that Bell is bucking the trend.

“Headcount across the board has seen no downturn. We continue to recruit,” Davenport confirms.

The group’s intranet tells the story: “Every time I log on to our intranet, the number of employees seems to have gone up by one or two.”

That steady hiring pace has supported the company’s shift from reseller to full-stack services provider, with revenues passing the £1bn mark.

“We’re a £1bn company now, and that growth is reflective not just of acquisitions but also organic expansion,” Davenport said.

AI investments aim for scale

One of the clearest indicators of Bell’s repositioning is its investment in AI.

Following its purchase of development shop Amelia last year, the company now has the scale to go after enterprise AI work.

“You need scale to have credibility and a right to sit at the table in AI,” Davenport says.

“We’ve established a 350–400 head consulting capability in AI, covering multiple disciplines and geographies.”

The practice spans the US, Europe and India, with partnerships including IBM and NICE.

But while AI is already contributing revenue, Davenport admits profitability will take time to reach full potential.

“AI is profitable, but we’ve made sizable investments that need to pay off over time,” he says.

Cloud and security remain strong growth areas too, with Bell set to launch a new SaaS tool. The launch will be an evolution of its in-house IP used in large-scale datacentre migrations for investment banks and telecoms giants.

“Our cloud infrastructure and security businesses are going well. We’re on the cusp of releasing a new SaaS tool that underpins datacentre migrations,” says Davenport.

After streamlining its portfolio and expanding its footprint into the Middle East and US, Bell is focusing less on M&A and more on execution.

“We’ve simplified our business, and now is the time to really start to drive the sales,” Davenport says.

That shift in focus coincides with Davenport’s own next chapter at Bell. After more than a decade steering the sales engine, he will move into a newly created role.

“I’m transitioning from sales director to technology practice director in the next few weeks, reflecting both personal and business priorities,” he confirms.

Davenport says the move is in line with both the company’s rapid growth and its ambitions in new markets.

Bell already has teams in Dubai and Abu Dhabi and is preparing to establish a presence in Saudi Arabia.

“It’s become a strategic investment area for us,” he says.

Three decades on from its beginnings as a small reseller, Bell now enters its next phase with renewed focus on people, platforms and international expansion.

As Davenport puts it: “What I've really seen in the last 15 years, and it continues to be a core focus, is the investment in our people.”