Activate launches new brand and product offering, reflecting its evolution into an identity automation platform.
Auckland, New Zealand - 24 April, 2026
Activate has unveiled a new brand, website and product offering that reflects its evolution into a unified identity automation platform.
The rebrand aligns with a clearer product structure built around three core solutions: Access Automation, Identity Lifecycle, and Identity Operations, plus a suite of Platform Extension packages designed to automate access, workforce lifecycle, and digital workspace operations.
“Organisations don’t need more identity tools, they need identity processes that actually run,” said Ashley Thomas, Activate CEO. “Our new brand reflects what we’ve built: a platform that automates identity operations end-to-end, without forcing organisations to replace their existing systems.”
Activate continues to integrate with platforms such as Microsoft Entra ID, Active Directory, HR systems, and ITSM tools, acting as the automation layer that connects identity events to real outcomes.Together, these capabilities enable organisations to reduce manual identity processes, improve control, and scale automation across their existing systems.
The updated brand and messaging focus on simplicity, clarity, and real operational outcomes, by helping IT, HR, and security teams move beyond ticket-driven identity management to consistent, automated workflows.
This change reflects Activate’s continued growth and its commitment to helping organisations automate identity operations without complexity or disruption.
The new brand and website are effective immediately.
About Activate
Activate is the identity automation platform that automates access, workforce lifecycle, and identity orchestration across the systems organisations already run. It helps organisations reduce manual effort, improve control, and scale identity operations without complexity.
Media Contact
Cathy MacDonald
Head of Marketing
[email protected]