Assured Data Protection at 10: How Focus Built a Global Cyber Resilience Business

Ten years ago, Assured Data Protection (Assured) was founded by a group of five friends with deep experience, a shared vision, and a clear view of the market opportunity ahead.

Assured was born global, with operations in the UK and US from day one. That cross-Atlantic foundation shaped the company’s culture and partner-led go-to-market strategy. It also gave rise to an ambition to build a specialist business focused solely on helping organizations protect their data, recover from disruption and build greater cyber resilience.

A decade later, Assured has grown into a global organization supporting around 1000 customers, with deployments in approximately 70 countries. The team now includes almost 300 people across Assured and its extended support operations, with offices in Leeds, Herndon, Denver, and Paris, and a growing presence across Canada, Latin America, Costa Rica, and Tunisia.

Single-Minded Focus Fundamental to Assured’s Success

Looking back on our combined achievements, it’s fair to say we’re very proud. However, the most important part of our story so far is not simply how much Assured has grown. It’s how we have grown without losing focus – a major challenge for any rapidly scaling business. 

Many businesses reach a point where they broaden their portfolios, move into adjacent services, and risk becoming generalists. Assured has taken a different path. We’ve remained deliberately focused on data protection, disaster recovery, and cyber resilience. That inch-wide, mile-deep approach has become one of our clearest differentiators.

The goal has always been to be the best at operating the technologies customers and partners depend on every day. That means understanding not only what a platform can do in theory, but how it performs in the real world, under pressure, at scale, and during recovery.

An Evolving, Channel-First Strategy

This operational depth has shaped Assured’s relationships with its technology and channel partners. Our message has evolved from being a leading MSP for a single vendor to a broader, outcome-led proposition. Rubrik remains central to the story, but partnerships with companies such as Nutanix, Zerto, BackBox, and others now help Assured deliver the right recovery outcomes for different customer needs.

What hasn’t changed is the channel-first strategy. From early relationships with partners such as CDW to today’s broader global partner ecosystem, Assured has always focused on helping partners deliver specialist data protection and resilience services without needing to build those capabilities themselves. For partners, Assured acts as the specialist practice behind the scenes, helping them create consistent value, margin, and customer confidence.

This model depends on more than technology. It depends on people, automation, and service quality.

Investment in R&D and People Sets Assured Apart in the Market

From the beginning, Assured invested in automation through what became AssuredView, giving us the ability to scale without compromising service. Combined with 24/7/365 support, strong customer success, and deep operational expertise, that investment has helped Assured build high levels of customer satisfaction and retention.

It has also helped create a culture where people stay, grow, and build careers. All five founders remain in the business 10 years later, which is rare in any company. But the next phase of Assured’s growth is about much more than the founders. It is about the wider leadership team, long-serving employees, new senior hires, and the next generation of talent coming through the business.

That includes people who have joined to lead key areas of the company, as well as those who have grown into global roles from within. It reflects a wider investment in people, offices, training, and infrastructure, from the new UK and EMEA headquarters in Leeds to expanded operations in the US and Europe.

Looking to the Future

As Assured looks ahead, the strategy is remarkably simple – stay focused. The next 10 years will not be defined by adding dozens of new services or chasing every opportunity that emerges. Instead, Assured will continue to specialize in data protection, disaster recovery, and cyber resilience, which has been the cornerstone of our success to date. 

We believe that customers and partners increasingly value deep expertise over broad portfolios. While many providers continue to expand into adjacent markets, Assured remains committed to being the specialist that organizations turn to when resilience matters most. The focus is not on doing more things. It is on doing the same things deeper, better, and at greater scale.

That means continuing to invest in the technologies, automation, people, and partnerships that help customers recover faster, reduce risk, and strengthen resilience. It means deepening relationships with existing technology and channel partners, while welcoming new partners that share the same commitment to customer outcomes.

Growth will continue, driven by purpose. Assured plans to expand further within the markets where we already operate. Rather than pursuing new geographies for the sake of expansion, the priority is to strengthen capabilities, increase market presence, and deliver even greater value in the regions where customers and partners already rely on the business.

Recent investment from Oakley Capital has accelerated that journey, enabling Assured to move fast, while remaining true to its founding principles. We continue to deliver strong double-digit year-on-year growth, but success will not be measured by size alone. It will be measured by customer outcomes, partner success, and the ability to remain the trusted specialist in a rapidly changing market.

To everyone who has been part of this journey so far, including our team, customers, technology and channel partners, thank you. Your trust, commitment and support have helped shape the company we are today.