We connect the right vendors, products and services
with resellers and end-users on the frontlines of risk

About Alpha Gen

At Alpha Gen, we bring the right vendors from IT security and software asset management to our established network of resellers. All underpinned by our own expertise and professional services.

As a specialist, value-added distributor, we use our UK channel expertise to help vendors succeed. We give resellers the latest technology, as well as the sales know-how, marketing tools and technical support it takes to sell it.

And, through it all, we help end-user businesses perform, compete and grow by removing the risks they’re exposed to every day.

Alpha Gen Icon

We reduce risk through


Our carefully chosen vendors are at the forefront of risk, whether it comes from non-compliance, software sprawl or cybercrime.

Individually, they’re industry leaders. Together, they create a multi-layered stack that’s greater than the sum of its parts.


Our people combine channel, sales and marketing expertise with deep technical know-how that our partners can use as their own.

We make that expertise available in any way we can, from day-to-day support to ready-made marketing resources and professional services.


We’ve built a strong network of resellers including VARs, MSPs and MSSPs – the right partner and product for every customer.

As a result, we help vendors cut through the channel, resellers do more business and end-users find their ideal partner.

Thinking beyond technology

Our vendors and resellers trust us for our practical knowledge and channel expertise.
Above all else, it’s our people that set us apart – their skills, their experience and their
ability to bring products, resellers and business together.

From the Alpha Gen blog

Our expertise

IT Security

Keep your data, systems and people safe with a complete stack of industry-leading technologies from across the world of cyber security.

Software Licensing

Achieve licence compliance and eliminate waste with Software Asset Management (SAM) and proactive licence optimisation.

Pro Services

Use our specialist know-how as your own – a way to maximise the benefits of IT security and SAM, without bringing costly skills in-house.