Brand story · 2026
Over 100,000 active devices in its rental portfolio – Green IT has been growing for 20 years
English translation of the original Estonian article. Original headline: Üle 100 000 aktiivse seadme rendiportfellis – Green IT kasvab juba 20 aastat
See the original design in the magazineWho remembers what was happening 20 years ago? It was a time when companies had large IT teams and everyone still firmly believed in owning things, including their computer fleet. Green IT OÜ, founded in 2006 by an enthusiastic Estonian, seemed from a distance to start swimming against the current.
Celebrating its 20th year in business, we talk with the company's current management about how Green IT is not just an IT partner for companies and organisations. Among other things, it has all along been a trailblazer in showing how technology can be used more sustainably.
One of Estonia's oldest and largest builders of computer fleets and technology rental providers has become a market leader and a trusted partner to whom a large share of the companies in Äripäev's TOP rankings, ministries and other state organisations and their units have entrusted the solving of their IT problems.
Victory came from the courage to be different
Twenty years ago, the idea of renting computers was unfamiliar to many. Green IT, however, seemed to foresee a future in which value lies not in owning hardware, but in its reliability and in fast, professional solutions. It was understood early on that the rapid ageing of technology creates enormous waste and, in fact, an inefficient use of resources for every company.
Today Green IT's business model has fully proven itself. It has been a journey full of challenges, learning and adaptation, but above all of building trust. The company currently has over 100,000 devices in active use in its client portfolio and has served over 1,000 companies over the years.
Changes in clients
In its early years, Green IT focused on smaller companies, thinking that was where the pain point lay. Over time, however, the focus shifted: more and more large companies appeared, with hundreds or thousands of computer workstations. They needed a large-scale comprehensive service, which the growth-oriented Green IT was ready to provide.
"In the early years, a full-service device rental was a new service on the market. Changing companies' mindset took time and commitment, but by now it has become a standard solution for many, especially large companies," explains Lennart Leht, key account sales manager at Green IT OÜ.
In 2015 Telia became the company's sole owner, which further expanded Green IT's ability to offer solutions and fulfil large orders. This strengthened its position on the Estonian market and opened up prospects for new markets.
Pioneers of the circular economy for electronic devices
Sustainability has always been at the heart of Green IT's journey. For the company it has not been a trendy buzzword but an everyday reality. Renting essentially means a circular economy: a device that has served its time for one company is checked, cleaned, refreshed and sent on to a new round.
This model has helped save thousands of tonnes of carbon footprint and prevent a huge amount of electronic waste from ending up in warehouses. Green IT has shown that environmental friendliness and economic sense can go hand in hand: when a company doesn't have to worry about disposing of or ageing equipment, it can focus more on its core business.
Thanks to Green IT's work, the lifespan of devices is extended to as much as 10–11 years and the amount of electronic waste is reduced. Valuable components such as chips, lithium batteries and the like all go into reuse at the end of the product's life cycle.
"In the electronics industry, waste recycling really works. Up to 96% of the collected materials find a new purpose in one way or another," board member Asko Pukk gives a concrete figure. While clients used to have to be told about the importance of reusing devices, it has now become an essential part of the service, and clients themselves are increasingly interested in it.
Over the years, besides offering solutions related to computer fleets, the company has also supported partner companies in sending outdated hardware for recycling. One might think everyone is already very aware of the circular economy, but as recently as 2025 Green IT helped one large company empty a big warehouse of old computers and send them for reuse.
Security first
An important part of the service is erasing data from devices returned from rental using licensed software. A Green IT client knows that the hardware and the data on their device will not leak or accidentally fall into the hands of a malicious user. That is exactly why many clients have preferred to bring their used equipment to Green IT.
With the arrival of artificial intelligence, Green IT has also adapted its operations
The ever-accelerating development of technology, especially the adoption of artificial intelligence, has changed the usage cycle of devices for Green IT's partners. Demands on speed and performance keep growing, and in some positions there is a need to replace devices faster than usual.
While the usual product cycle agreed with clients used to be about 3–4 years, today a maximum of three years is preferred. As a result, Green IT has also had to adapt its service processes.
When computers that have already gone through a few rounds are no longer wanted in large companies, they can become, for example, computers for young people. After all, every successful company eventually wants to give something back to the community. Green IT has made it its mission to contribute to young people's education by supporting educational institutions and other youth organisations in equipping computer fleets and computer classrooms.
Humorous incidents, from the chip crisis to running out of thread
A lot can happen in one company over two decades. The truth has become ever clearer that only very fast adaptation and skilful communication ensure success. Green IT has had to resolve quite complicated situations such as supply problems, the chip crisis, thefts, car accidents and other surprises, some of which seem rather humorous in hindsight.
There have even been absurd moments: after a 3.5-hour drive, it turns out on arrival that the tender documents were submitted 30 seconds too late and participation is impossible. During the coronavirus crisis there were no containers to transport products, and the manufacturer ran out of the thread used to sew laptop bags, so the entire delivery was delayed.
There have also been incidents where a truck carrying the necessary products was stolen, the manufacturer's factory was flooded, a truck couldn't move because of an unexpectedly heavy snowstorm in Germany, computers had no headphone jacks or adapters, and so on.
Volumes will grow even further in the future
Twenty years is a long time, especially in the technology sector, where one year often equals several in other fields. Although Green IT now manages huge computer fleets, it has managed to keep something it had in its early years too: caring, solution-oriented communication. As its place as market leader at home is secured, it is working on ever greater expansion into the Baltic states and Scandinavia.
Green IT's story is inspiring for all entrepreneurs: "Success doesn't always come from selling the most things, but from offering solutions that make many people's lives easier and the world a little better," Asko Pukk contentedly sums up the company's years so far. We look forward with interest to seeing how far the next 20 years will take Green IT.