AppDirect Targets Energy Opportunity for Tech Advisors

As AI workloads drive new demand for power and infrastructure, AppDirect sees energy procurement becoming a more immediate advisory opportunity for MSPs, resellers, and technology advisors already guiding customers through cloud, software, and connectivity decisions.

In an interview with Channel Insider, Benji Coomer, GM of Energy at AppDirect, said the company’s energy strategy is designed to help partners bring power procurement into customer conversations without requiring every advisor to become an energy-market specialist.

AI demand pushes energy into the IT conversation

The timing is significant for the channel. AI adoption is increasing demand for data center infrastructure, which, in turn, is raising new questions about power availability, energy pricing, and long-term procurement strategy.

For partners already advising customers on cloud, software, connectivity, and infrastructure, Coomer argues that energy is becoming part of the same advisory motion.

“We’re entering a world where energy and technology are really no longer separate industries,” Coomer said. “AI, cloud, telco, software, and electricity are converging into this one infrastructure conversation.”

“Energy is becoming this really important conversation that technology companies, and especially the channel, are saying, ‘How can I help my customers here?’” he continued.

That does not mean every MSP or technology advisor needs to immediately, or ever, build a full energy practice. Coomer said Broker Online Exchange was built around third-party sales, making it a natural fit for a channel-led model.

Broker Online Exchange was acquired by AppDirect in June 2025 and now serves the vast ecosystem of advisors working with AppDirect on a variety of other solutions.

“The technology advisor channel that AppDirect already has is a perfect fit,” Coomer said.

Partners can choose how deeply to engage

For partners, the opportunity may depend on how much they want to own the energy conversation.

Coomer outlined three potential models: 

• Partners can build energy expertise internally 
• Co-sell alongside AppDirect and Broker Online Exchange 
• Introduce the customer and let energy specialists manage the process

“We can manage that at whatever level the technology advisor feels comfortable at,” Coomer said.

That flexibility may be important for MSPs and resellers who see customer demand but lack in-house energy expertise. Coomer said some partners are interested in developing a deeper practice, but many are more likely to rely on AppDirect’s specialists.

“Do they want to become an energy expert? That takes time,” Coomer said. “I think partners are saying, ‘Let’s rely on your expertise.’”

Energy procurement extends beyond pricing

For customers in deregulated energy markets, AppDirect said the near-term opportunity often begins with procurement visibility. 

Partners can help customers understand pricing options across one-, two-, or three-year windows and then bring in specialists to build a longer-term buying strategy.

Coomer cautioned that energy procurement should not be treated as a simple rate-shopping exercise.

“It’s not just about the rate,” Coomer said. “It’s how can we get you the best rate over time.”

The broader opportunity can also include efficiency, carbon reduction, water consumption, renewable energy sourcing, and other energy-related services. 

Why sustainability might re-emerge as a business priority in 2026

While sustainability may not be the loudest customer priority in every current IT conversation, AppDirect expects efficiency to return as a business issue as power demand rises.

Coomer pointed to growing strain on the U.S. energy grid as one example of the shifting market dynamics. He referenced recent activity within PJM, one of the country’s largest energy markets, where natural gas projects led new interconnection requests tied to growing power demand from data centers and other high-consumption operations.

“When there are issues, when there are problems, it creates innovation and creative solutions,” Coomer said.

Read more: We spoke about sustainability as a business practice with Westcon-Comstor ESG Leader Laura Mozden in December 2025.

AppDirect sees AI-enabled advisory opportunities

AppDirect also sees AI playing a role in how partners support energy procurement. Coomer described AI-powered agents that could help customers assess market conditions, evaluate buying opportunities, and make more strategic energy decisions.

He described AI as “a Trojan horse” into existing and ongoing client conversations, particularly when paired with human advisory support.

For MSPs and resellers, that combination could be the difference between relevance in a digital age and loss of client business. AppDirect’s view is that customers increasingly want digital buying experiences but still rely on trusted advisors to interpret options and guide decisions.

“You can, as a non-expert, come in and deliver world-class expertise to your customers using AI and then having a human interaction on the back end,” Coomer said.

For channel partners, the opportunity is less about becoming energy brokers overnight and more about recognizing where energy now intersects with infrastructure, AI demand, and customer procurement strategy.

As Coomer sees it, MSPs, resellers, and technology advisors who can pair trusted customer relationships with AppDirect’s energy expertise may have a new way to expand their advisory role as power becomes a larger part of IT planning.