Pure, unbiased software management advice—driven by expertise, never by incentives
The Story of Appstrato
Appstrato was born from the shared vision of Steven Davison and Gerhard Behr — two recognised leaders in Microsoft licensing and SAM.
Together, they saw that the SAM landscape had increasingly been shaped by reseller-driven agendas, where services often served as pathways to more software sales. Appstrato was founded to help redress that imbalance — offering organisations truly independent guidance, clear visibility and meaningful control over their Microsoft and wider software ecosystem.
In 2025, the rapid rise of AI is empowering specialist service providers in new ways, enabling smaller, expert-led organisations like Appstrato to deliver smarter insights, faster analysis and greater value than ever before. Our mission is to combine that capability with genuine independence, helping customers make confident, well-informed decisions that optimise performance end to end.
Our
Journey
2021
2023
2024
2025
Our
Values
The principles that guide our partnership with you.
Client-first
Your success is our barometer. We are deeply committed to delivering measurable value and ROI. So you won’t always see us lead with SAM technology or 3 year managed services.
Integrity & Independence
We provide unbiased, transparent advice that always serves your best interests, free from vendor influence.
Unrivalled Expertise
Our team comprises industry veterans with decades of hands-on experience in the SAM ecosystem.