Softchoice – Unleashing the Power of People and Technology in the AI-Driven Digital Era

Softchoice is a renowned name in the global technology landscape, recognised for its innovative approach to cloud computing, software solutions, and digital workplace transformation. Headquartered in Toronto, Ontario, and founded in 1989 by David Holgate and Jone Panavas, Softchoice has evolved into one of North America’s most trusted IT solutions providers. Today, it stands proudly as a World Wide Technology (WWT) company, uniting its people-centred culture with WWT’s global scale, resources, and cutting-edge technology ecosystem.

For over three decades, Softchoice has built its identity around one simple mission — to unleash the potential in people and technology. This philosophy has shaped every solution, partnership, and innovation the company has delivered, making it an integral player in helping organisations transition into secure, AI-powered, cloud-first enterprises.

The Evolution of Softchoice

A Humble Beginning with a Bold Vision

The journey of Softchoice began in 1989 when founders David Holgate and Jone Panavas identified a market gap in sourcing and managing software for businesses. They envisioned a company that would make it easier for organisations to access hard-to-find software while maintaining a strong, values-driven culture. Their guiding principle was to create a different kind of technology company — one that prioritised people, innovation, and doing the right thing for customers.

By 1997, Softchoice expanded into the United States, strengthening its North American footprint. In the early 2000s, the company strategically acquired several smaller firms, enhancing its expertise in cloud services, asset management, and enterprise solutions. These moves laid the foundation for what would later become one of the continent’s leading technology solutions and managed services providers.

Softchoice Today: A WWT Company Transforming the Future

On 13 March 2025, Soft choice officially became part of World Wide Technology (WWT), a global leader in digital transformation, AI, and cloud innovation. This acquisition, valued at approximately US$1.25 billion, positioned Soft choice within a broader ecosystem that includes WWT’s Advanced Technology Center (ATC) — a collaborative hub for testing, validating, and deploying innovative solutions.

Through this partnership, Soft choice now gives its customers access to WWT’s global integration, logistics, and supply chain capabilities. The result is an organisation that not only serves clients across Canada and the United States but also delivers at a global scale, combining human ingenuity with world-class infrastructure and technology.

Softchoice’s Core Mission and Values

Soft choice’s mission is clear: to unleash the potential in people and technology. The company’s philosophy centres on enabling customers to harness digital transformation without losing sight of the human experience.

Core Values That Drive Success

We Grow Our People First

Soft choice believes professional and personal growth is at the heart of success. The company invests heavily in learning, leadership, and career development to ensure its team remains at the forefront of technological and business innovation.

We Have Customer Passion

Customer success defines Soft choice’s success. The organisation measures its impact not just by delivering projects but by ensuring customers achieve lasting business outcomes.

We Take Care of Each Other

The company nurtures a culture of empathy, diversity, and inclusion. Every employee is encouraged to bring their authentic self to work and to contribute to a collective purpose.

We Own the End Result

Accountability and integrity are cornerstones of Soft choice’s operations. When challenges arise, the company learns, adapts, and emerges stronger.

We Stay Ahead of the Industry Curve

Innovation has been a defining characteristic of Softchoice since its inception. By embracing emerging technologies such as AI, data analytics, cloud computing, and cybersecurity, the company ensures its clients remain competitive in an evolving marketplace.

Softchoice’s Comprehensive Range of Solutions

Soft choice offers a holistic portfolio of services designed to empower organisations to modernise, secure, and scale their operations. Its solutions cover every stage of digital transformation, from consultation and assessment to deployment and managed services.

AI and Data Solutions

Softchoice integrates artificial intelligence and data analytics into business processes, helping companies make smarter decisions and execute effective AI mandates. The company combines consulting expertise, technology implementation, and cybersecurity to ensure responsible and secure AI adoption.

Public Cloud and Modern Infrastructure

As an expert in hybrid and public cloud environments, Softchoice delivers workload-focused infrastructure tailored to each organisation’s specific needs. This enables businesses to optimise performance, reduce costs, and improve scalability.

Software Asset Management

With over 23,600 software and subscription agreements managed, Softchoice is a recognised leader in software asset management. It assists businesses in maximising value from cloud-era licensing models and subscription platforms, ensuring compliance and cost efficiency.

Modern Workplace Solutions

Softchoice helps organisations create a secure, AI-ready workplace by integrating modern collaboration tools, mobility solutions, and digital communication systems. Its focus on people and productivity makes it a key partner for businesses adapting to hybrid work environments.

Comprehensive Security Solutions

Softchoice consolidates multiple security tools into unified, integrated platforms that protect data, networks, and users. By taking a proactive approach to cybersecurity, the company ensures organisations stay resilient in the face of growing digital threats.

Softchoice in Numbers

• Founded: 1989

• Headquarters: Toronto, Ontario, Canada

• Website: www.softchoice.com

• Cloud Projects Delivered: 5,000+

• Technical Assessments Annually: 1,460+

• Software and Subscription Agreements Managed: 23,600+

• Proportion of Business from Software and Cloud: 80%

These figures illustrate the scale, expertise, and consistency with which Softchoice operates, reflecting decades of excellence in IT consulting and cloud services.

Softchoice’s Specialties and Strategic Expertise

Softchoice’s core specialties span multiple domains, showcasing its versatility and depth of technical knowledge. These include:

• Microsoft Enterprise Agreements and software licensing optimisation

• Asset Management and IT Lifecycle Services

• IBM Power Systems and Storage (BURA and De-duplication)

• Cloud Computing and SaaS Integration

• Cisco Unified Communications and Collaboration

• BYOD Enablement and Managed Services

• Workload Consolidation and Virtualisation

This diverse expertise enables Softchoice to serve clients across sectors — from education and public service to healthcare, finance, and enterprise technology.

Softchoice’s Culture and Recognition

Softchoice is consistently recognised as one of the Best Workplaces in Canada, maintaining this distinction for 20 consecutive years. It has also been certified as a Great Place to Work® in both Canada and the United States.

The company attributes this success to its commitment to inclusivity, diversity, and employee empowerment. Softchoice fosters a high-performing, values-driven culture that encourages collaboration, innovation, and social responsibility.

Awards and Industry Recognition

Softchoice’s excellence is consistently celebrated across the IT industry. Some recent achievements include:

• Trend Micro Canada Consulting Partner of the Year (2025)

• Intel Canada Solution Provider of the Year (2025)

• Microsoft Scale Solutions US Americas Partner of the Year (2024)

• Google Cloud Public Sector Partner of the Year – Canada (2024)

• Cisco Canada Commercial Impact Partner of the Year (2024)

• Broadcom VMware Marketing Excellence Partner of the Year – Americas (2024)

These accolades reflect the trust and recognition Softchoice has earned from its technology partners and clients alike.

Commitment to ESG and Supplier Diversity

Softchoice’s corporate responsibility strategy focuses on people, planet, and place. The company actively builds partnerships with diverse suppliers, including small and minority-owned businesses, strengthening its social and economic impact.

Sustainability initiatives are integrated into every layer of its operations, ensuring that innovation and responsibility go hand in hand.

Conclusion: Why Softchoice Stands Out

Softchoice is far more than a traditional IT consultancy — it is a catalyst for transformation. By combining human creativity with advanced technology, it helps organisations unlock their full potential in an increasingly digital and AI-driven world.

From its origins as a software reseller in Canada to becoming a global force under World Wide Technology, Softchoice’s journey demonstrates the enduring power of innovation, integrity, and people-first values.

With a world-class culture, trusted partnerships, and a relentless focus on progress, Softchoice continues to redefine success — empowering customers, IT professionals, and communities to thrive in the digital future.

NewsDip.co.uk