Velrada - Comprehensive Analysis Report

Summary

Velrada is a global technology advisory and consulting company, established in Perth, Australia in 2009. Its core mission is to empower businesses to build for tomorrow through Microsoft technology, focusing on digital innovation and transformation. The company emphasizes converting complexity into clarity and ideas into impactful solutions through a collaborative approach. Velrada has evolved from a local consultancy into a trusted global partner for organizations pursuing significant technological change, playing a vital role in helping businesses leverage the full Microsoft stack for digital transformation. After bootstrapping its growth for over a decade, Velrada was acquired by ASG Group (now NRI ANZ) in March 2022, becoming a key part of NRI's global technology and consulting family.

1. Strategic Focus & Objectives

Core Objectives

Velrada's main business objectives revolve around leveraging the entire Microsoft stack to deliver comprehensive digital transformation outcomes for its clients. They aim to help organizations harness the transformative power of AI, embedding intelligence across various technological layers from strategy to execution to drive innovation, efficiency, and long-term value. A key goal is to assist clients in modernizing applications for the cloud and adopting AI-infused solutions.

Specialization Areas

Velrada specializes in:
Business Advisory: Providing strategic guidance for digital transformation.
Microsoft Dynamics 365: Expertise in ERP, CRM, and Field Service solutions.
Office 365 / Modern Work: Building AI-ready digital workplaces, including Microsoft 365 Copilot strategies.
Data & AI: Delivering AI-driven insights and intelligent automation.
Azure Cloud Services: Cloud adoption, infrastructure, digital & app innovation, and integration services.
Power Platform: Focused on low-code innovation and intelligent automation.
Fabric and Copilot: Specializing in new Microsoft offerings, particularly in its fast-growing AI practice.

Their unique value proposition lies in their deep, end-to-end expertise across the entire Microsoft Cloud ecosystem, allowing them to deliver integrated, tailored solutions that solve complex business challenges.

Target Markets

Velrada caters to a diverse range of industries globally, including:
Healthcare
Government
Energy and Utilities
Financial Services
Retail
Mining, Oil & Gas
Facilities Management
Manufacturing
Construction
Education
Not-for-profit organizations

They have a particular focus on asset-intensive industries, aiming to optimize operations and empower workforces within these sectors across North America, the U.K., and Western Europe.

2. Financial Overview

Funding History

Velrada bootstrapped its growth from its founding in 2009 until its acquisition in March 2022, never raising external capital. At the time of its acquisition by ASG Group (now NRI ANZ), Velrada had grown its annual revenue to over $45 million.

Since the acquisition by NRI ANZ in March 2022, Velrada has demonstrated significant growth. As of July 2023, the company reported a 26 percent increase in revenue and a 35 percent increase in staff numbers. Velrada's parent company, Nomura Research Institute (NRI), is a Tokyo-listed global consultancy with over US$4.9 billion in annual revenue, providing a strong financial backing for continued growth and expansion.

3. Product Pipeline

Key Products/Services

Velrada offers a range of proprietary products and services aimed at enhancing field service management, compliance, and overall business operations leveraging the Microsoft ecosystem.

V:Locity:
Description: A mobile field delivery software.
Development Stage: Actively deployed and continuously enhanced.
Target Market/Condition: Field service teams requiring efficient job tracking, stock level management, and operational optimization.
Key Features and Benefits: Provides capabilities for job tracking, stock level management, and enabling predictive maintenance strategies.
V:Forms:
Description: A paperless compliance platform.
Development Stage: Actively deployed and continuously enhanced.
Target Market/Condition: Field teams and organizations needing robust risk assessment and pre-start checklist management for compliance.
Key Features and Benefits: Offers drag-and-drop interfaces for creating forms, facilitates workplace inspections, incident reporting, case management, and safety audits.
Power Worker Suite:
Description: A suite of products designed to empower the modern workforce.
Development Stage: Experiencing significant growth, with over 12 deployments in North America and Europe in the year leading up to July 2023.
Target Market/Condition: Organizations looking to leverage Microsoft's Power Platform for enhanced operational efficiency and workforce productivity.
Key Features and Benefits: Provides capabilities for intelligent automation and streamlined workflows for frontline employees.
PowerRoster and EAM Connect:
Description: Software offerings providing "last mile solutions" for customers on Microsoft's platform.
Development Stage: Actively delivered and integrated with client systems.
Target Market/Condition: Customers utilizing Microsoft platforms who require specialized solutions for rostering and enterprise asset management connectivity.
Key Features and Benefits: Extends the utility of existing Microsoft investments with targeted functionalities.
Accelerators:
Description: Purpose-built tools designed to improve outcomes and streamline delivery across different industries.
Development Stage: Continuously developed and refined to address specific industry challenges.
Target Market/Condition: Various industries seeking to rapidly implement and optimize Microsoft-based solutions.
Key Features and Benefits: Speeds up implementation, reduces development time, and enhances the effectiveness of digital transformation projects.

4. Technology & Innovation

Technology Stack

Velrada operates as a global Microsoft Cloud Solution Partner, building its entire technological platform and service delivery around the Microsoft ecosystem.
Power Platform: Employed for low-code innovation, intelligent automation, and creating solutions integrated with AI-driven insights for data collection and reporting.
Dynamics 365: A core focus for Field Service, ERP, and Customer Engagement solutions. Used to provide cloud-based solutions for managing critical assets and personnel, offering unified scheduling and improved service delivery.
Azure: Utilized for comprehensive cloud adoption, infrastructure management, advanced data & AI capabilities, digital & app innovation, and integration services. Velrada uses Azure for secure solution environments, automated build and release pipelines, and resilient environment strategies, adhering to robust governance, security, and compliance.
Modern Work (Microsoft 365): Focused on creating AI-ready digital workplaces, with Microsoft 365 Copilot central to their strategy. They design AI-enabled solutions that embed intelligence into workflows, documents, and decision-making, and assist organizations in establishing an AI & Copilot Centre of Excellence.
Fabric and Copilot: Velrada specializes in delivering outcomes across these newer Microsoft offerings, with a fast-growing AI practice dedicated to implementing Microsoft Copilot solutions across its clients' operations.

Proprietary Developments

Velrada has developed its own intellectual property (IP) to enhance its service offerings and provide specialized solutions:
V:Locity: A mobile field delivery software.
V:Forms: A paperless compliance platform.
Power Worker Suite: A collection of products designed to empower the workforce through Microsoft integration.

Scientific Methodologies

Velrada incorporates AI-driven insights, intelligent automation, and AI-infused processes into its solutions delivery. Their approach includes:
Microsoft Copilot Studio Value Discovery Process: A five-stage process that includes pre-engagement assessment, learning AI fundamentals, building a vision, planning for value, and recommendations with a roadmap.
AI Data & Architecture Readiness Assessments: Workshops conducted to assess an organization's data and systems for AI readiness, reviewing data quality, architecture, privacy, and governance to identify gaps and risks.

These methodologies ensure a structured and data-informed approach to integrating AI into client operations, from strategic planning to practical implementation.

5. Leadership & Management

Executive Team

Tom Fuller: Executive General Manager of the Velrada business (as of August 1, 2023). Formerly Chief Operating Officer. Brings extensive operational leadership to the company.
Dominic Nolan: Co-founder. Continues to contribute to the company's strategic direction and growth after the NRI acquisition.
Saul Sabath: Co-founder and Managing Director. Continues to play a key role in guiding the company's operations and strategic initiatives after the NRI acquisition.

Recent Leadership Changes

Significant leadership changes occurred following Velrada's acquisition by Nomura Research Institute (NRI). Co-founders Robert Evans and Jennifer Evans exited the business on July 31, 2023, approximately 15 months after the acquisition. Following their departure, Tom Fuller, who previously served as Chief Operating Officer, assumed the role of Executive General Manager of the Velrada business starting August 1, 2023. Co-founders Dominic Nolan and Saul Sabath have remained with the company, maintaining continuity in its founding vision and leadership.

6. Talent and Growth Indicators

Hiring Trends and Workforce

As of July 2023, Velrada employed 265 Microsoft-focused staff. The company has demonstrated significant workforce expansion since its acquisition by NRI ANZ in March 2022, with staff numbers increasing by 35 percent. This growth reflects an active hiring trend to support its expanding global operations.

Company Growth Trajectory Indicators:
Velrada's growth trajectory is global, with active operations and engagements across Australia, Europe, and North America. The company has strategically expanded its international presence by establishing Velrada UK in 2020 and Velrada USA in 2025, indicating a strong commitment to global market penetration and talent acquisition in key regions. The continuous increase in staff numbers and opening of international offices are clear indicators of sustained expansion and demand for its specialized services.

7. Social Media Presence and Engagement

Digital Footprint

Velrada maintains an active digital footprint across professional and social media platforms, including X (formerly Twitter) and Facebook. Their official website features "News & Insights" sections, showcasing a commitment to thought leadership and content marketing. This content covers a range of topics, including strategic insights into better choices, brighter futures with technology, the application of Dynamics 365 for community care, and the innovation potential of AI-powered low-code solutions.

Community Engagement Strategies:
The company shares case studies, such as successful projects involving the transformation of member experiences with Microsoft Dynamics 365 Contact Centre, to highlight their impact and capabilities. Velrada's brand messaging consistently emphasizes empowering businesses through Microsoft technology and leveraging AI and intelligent agents to enable smarter and faster work processes. Through these channels, Velrada aims to engage with its target audience, share expertise, and reinforce its position as a leader in Microsoft-driven digital transformation.

8. Recognition and Awards

Industry Recognition

Velrada has received consistent industry recognition for its expertise and performance as a leading Microsoft partner, accumulating a total of 12 Microsoft Partner awards.
2018: Microsoft Global Partner of the Year for Dynamics 365 Field Service.
2021: Microsoft's Australian Growth Partner of the Year.
2021: Global runner-up for the Dynamics 365 Field Service Partner of the Year award.
2023: Microsoft Dynamics Partner of the Year for Business Applications.

Additionally, Velrada holds 4 Microsoft Solution Partner competencies and 2 Advanced Specializations, demonstrating deep capabilities across various facets of Microsoft's cloud ecosystem. The company has also been invited into Microsoft's Inner Circle and Partner Advisory Council, signifying its strategic importance in shaping the future of Microsoft Business Applications.

9. Competitive Analysis

Major Competitors

Velrada operates within a dynamic and competitive market for technology advisory and consulting services, particularly within the Microsoft solutions ecosystem. Its listed competitors include:
Yoobic: Focuses on frontline employee experience and operational execution platforms.
BigChange: Specializes in field service management software, offering job scheduling, CRM, and tracking solutions.
BuildOps: Provides cloud-based software for commercial specialty contractors, including field service and project management.
Exigo Tech: An IT solutions provider focused on cloud, security, and managed services, often leveraging Microsoft technologies.
illuminance Solutions: A Microsoft Gold Partner delivering business solutions, including CRM, ERP, and cloud services.
Satalyst: An Australian IT consulting firm specializing in Microsoft cloud services, cybersecurity, and data analytics.

These competitors offer a range of services similar to Velrada's, including field service management software, cloud-based business solutions, and general IT consulting, all vying for market share within the broad digital transformation landscape. Velrada differentiates itself through its deep and end-to-end expertise across the entire Microsoft Cloud ecosystem and its proprietary IP.

10. Market Analysis

Market Overview

The market for IT services, particularly in digital transformation and cloud solutions leveraging platforms like Microsoft, is experiencing robust growth. Total addressable market size continues to expand as businesses globally prioritize digital modernization and efficiency.

Growth Potential:
Velrada's focus on AI-infused solutions, intelligent automation, and modernizing applications for the cloud positions it well within this growing market. The increasing interest and investment in AI technologies, including generative AI applications like Microsoft Copilot and ChatGPT, are significant drivers of market demand. Velrada is actively capitalizing on this trend, reporting increased client interest in its AI-compatible products and services. The company's expansion of its Microsoft Dynamics 365 Field Service and Power Platform capabilities for asset-intensive industries across North America, the U.K., and Western Europe signals a strategic alignment with high-growth segments.

Key Market Trends:
Cloud Adoption: Continued migration of infrastructure and applications to cloud platforms.
AI Integration: Rapid integration of AI and machine learning into business processes for automation, insights, and predictive capabilities.
Digital Transformation: End-to-end modernization of business operations, customer engagement, and workforce enablement.
Low-Code/No-Code Development: Growing demand for platforms like Microsoft Power Platform to accelerate application development and innovation.

Market Challenges and Opportunities:
Challenges include managing the complexity of diverse IT environments, ensuring data security and governance in AI implementations, and a shortage of skilled professionals. However, these challenges also present significant opportunities for Velrada, given its specialized expertise in Microsoft's secure and integrated ecosystem, its focus on AI readiness assessments, and its ability to provide comprehensive, end-to-end solutions that convert complexity into clarity for clients.

11. Strategic Partnerships

Velrada's core strategy is built upon its deep and long-standing partnership with Microsoft.

Partner Organization: Microsoft
Nature of Partnership: Velrada is a multi-award-winning, globally recognized Microsoft partner with extensive expertise across