EOTYA 2024 Finalist: Geoff Boreland
Managing Director Geoff Boreland’s unique approach to providing cloud-based managed services has seen the company he founded, Evolution Systems, become an industry leader and earned him a place among the finalists at the 2024 Executive of the Year Awards.
For Geoff Boreland, providing technology solutions to his clients isn’t about business – it’s personal.
In fact, the Founder and Managing Director of Evolution Systems, Australia’s leading provider of cloud and managed services, has been on a mission for the last 22 years to make every aspect of his company as flexible, individually tailored, bespoke and personal as possible.
"Tech can be transformative for businesses and societies, but not if it’s a one-size-fits-all approach. Personalization is absolutely essential as no two customers are alike. IT systems must be built to perfectly align brand values and operational needs," he tells The CEO Magazine.
"By providing managed services based entirely on individual needs, we ensure our customers feel understood and appreciated, and they know we’ve supplied the very best systems to help them achieve their goals."
"Our purpose is to improve lives through technology and, through the business, I’ve realized my own personal purpose is to improve lives."
Or, as Evolution Systems’ website proudly proclaims, ‘Now IT’s personal’.
"Our purpose is to improve lives through technology," Boreland says. "And through the business, I’ve realized my own personal purpose is to improve lives. So, for me, it’s awesome that I can do just that not only for our clients but for my team, their families and the community."
Data-driven optimization
The impressive growth that he’s achieved demonstrates it’s a commitment that’s paying dividends, and has won him a place as a finalist for CEO of the Year IT & Telecommunications at The CEO Magazine’s 2024 Executive of the Year Awards.
Evolution Systems has gained a reputation for excellence in developing cloud environments and then providing ongoing support and monitoring services, which optimize performance and bring enhanced customer experiences through data-driven strategies and constant innovation.
His ever-expanding list of blue-chip clients includes Fuji, Ricoh, Blackmores, LexisNexis and Viewpoint, all of them operating in highly competitive, rapidly evolving markets.
"The IT industry is never static, so we have to adapt our strategies and review our products to stay ahead."
Spending on public cloud services in Australia reached over US$15 billion in 2024, up an astonishing 19 percent in just one year. Research and consulting firm Gartner is predicting that up to three-quarters of companies will use industry cloud platforms by 2027, compared to just 15 percent in 2023, with much of the rise fueled by surges in generative AI and software as a service.
"The IT industry is never static, so we have to adapt our strategies and review our products to stay ahead," Boreland says. "It’s called an ‘X as a service’ approach and whatever ‘X’ is at any one time is what we have to provide on an ongoing basis. We keep an eye on all the emerging trends and quickly spot anything that might improve our service.
"The personal, hands-on approach also means we nurture long-term, trusting relationships that bring genuine value."
Listening to customers
But Boreland takes nothing for granted. Maintaining those relationships must involve a two-way communication flow.
"Transparency and proactive engagement are paramount. They are cornerstones of our brand," he says. "We actively seek regular feedback through surveys, focus groups and open and honest conversations to make sure we understand their expectations, especially during challenging times.
"It’s also critical they know they’re valued and that we’re listening to what they’re saying. The insights we glean from them often directly influence our product development and actively improve our offering."
"We believe in the power of storytelling to connect with our audiences on an emotional level."
In turn, Evolution Services publishes weekly thought leadership posts and shares industry news through its social channels and other media. Its teams are also regulars at technology conferences and other networking events, so they have their fingers on the pulse of the IT world.
"We believe in the power of storytelling to connect with our audiences on an emotional level," Boreland says. "Our content strategy focuses on sharing authentic stories that we think will resonate with them, whether it’s through blogs, videos or social media updates."
It’s about building a strong community around the Evolution brand, so he can genuinely improve lives. To that end, Boreland and his team actively participate in local events, sponsor fundraising initiatives and support causes that sync with their brand values.
"It fosters a sense of loyalty and trust and shows our commitment to social responsibility, which is integral to what we do," he says. "I couldn’t be prouder of my team as they’ve helped me nurture a high-performance and mutually supportive culture that means we all grow as individuals, develop new skills and celebrate our successes."
In other words, when it comes to evaluating success, it’s personal.