‘We’re obsessed about helping partners scale’: Smart CT CEO

Andy Morgan talks worldwide operations, renewed growth and channel network

Reading-based lifecycle services firm Smart CT has recently increased its operations worldwide and aims to bring its partners along on the journey.

Andy Morgan, CEO, tells CRN the organisation works with MSPs, VARs and system integrators to deliver projects and support customers across the UK, Europe and further afield.

“We’re obsessed about helping partners scale,” says Morgan.

“We help them deploy technology, maintain it and sustain it.”

The business supports around 100 channel firms, who in turn serve between 3,000 and 3,500 end customers.

Smaller organisations can leverage Smart CT to expand their geographic reach, while it helps large partners deliver services across various countries.

“We help medium MSPs expand nationally,” highlights Morgan.

“For larger MSPs or system integrators, they need consistent service across every region. We help them deliver the same service across Europe as in the UK.”

The company also works with vendors and distributors, often providing capabilities behind the scenes as part of broader channel offerings.

“Distributors are looking at value-added services now,” notes Morgan.

“We help distributors fill those gaps in the background on their behalf.”

Worldwide footprint

Its core markets are the UK, Germany and France, although it now operates in 57 countries.

It also runs 50 storage and distribution facilities globally.

These include 18 in the UK and 29 across mainland Europe, alongside additional sites in the US.

The company holds around 40,000 spare parts across its sites and operates a network of pickup and drop-off locations for engineers.

“We’re obsessed internally with service performance,” notes Morgan, citing 99 per cent on-time maintenance delivery.

While Europe remains its main focus, Smart CT has expanded into APAC and North America and is exploring opportunities in regions such as the Middle East, where it is currently actively working with a partner.

“We see opportunity, but our core focus is helping businesses scale in Europe,” he says.

The organisation has recently extended into Australia through a contract involving 5,000 routers, switches and Wi-Fi access points for a soft drinks company.

It also reinforced its presence across the UK this year through a new arrangement with a global manufacturer to provide maintenance and support for 32 UK high street retailers.

Driving back on the path to growth

Due to what the business described as worsening macroeconomic conditions, the UK and US elections and the impact of tariffs, customer confidence has decreased contributing to a near two per cent turnover drop for the year ended 30 April 2025.

Revenue landed at £12m compared with £12.2m the year prior.

Morgan says demand is now improving.

“The market has been tricky with low growth but we’re seeing an uptick this year.”

Its growth strategy centres on expanding service capabilities, increasing its European presence and investing in digital tools to improve service delivery.

Workflow automation and digital tools are reportedly helping ensure consistent delivery across large-scale projects involving multiple engineers and locations.

“Workflow technology ensures consistency and evidence across all sites,” Morgan tells CRN.

Maintenance, which represents 80 per cent of the company’s activity, continues to progress steadily, while project work is increasing at a faster rate.

It currently supports nearly 600,000 devices worldwide, providing break-fix and ongoing support services.

The remaining 20 per cent is split between deployment and lifecycle services, including staging, distribution, installation and asset management.

Deployment projects often involve large multi-site environments such as SD-WAN rollouts, where equipment is staged centrally before being distributed and installed across hundreds or thousands of locations.

“We can take the equipment in, stage it, do surveys, deploy it and support it through engineers across Europe.”

Smart CT’s repair and disposal services are aimed at extending device lifecycles and supporting sustainability goals.

“One thing we focus on is extending the life of critical IT infrastructure,” he explains.

“We can be on site rapidly, within four hours, sometimes two.”