Azul Shifting Channel Program to Value-Focused Model

Java-focused company Azul is making a shift in its Java Channel Program, elevating its strategic leadership as it tracks towards 30 percent year-over-year growth in channel-sourced and channel-involved new and upsell bookings.

Azul reports ‘significant growth’ in its channel leading to expansion in 2026

Azul has seen significant growth in its channel program across deal value, partner quality, and new and upsell bookings. 

The growth has resulted in measurable increases in revenue contribution, deal size, partner performance, and services expansion.

Among the key highlights for Azul’s Channel Program include:

• Strong bookings contributions: Azul’s channel-involved business is currently seven percent ahead of the plan for its current fiscal year and up 17 percent year-over-year on the partner-generated funnel, with one quarter remaining.
• Higher-value, better-qualified deals: An increased size of channel deals by nearly 46 percent, driven by stricter early-stage deal qualifications, improved visibility into customer environments, and updated pricing.
• Surge in high-value partners: Azul expects 10 global partners to drive over $1 million in new and upsell bookings and funnel each this year, a 50 percent increase over the prior year.
• Major milestone potential: Azul is on track to secure its first-ever $3.5 million+ in new and upsell bookings from one partner.

Program milestones and operational highlights for Azul include:

• Compliance framework adoption: The company has implemented a new global compliance model based on partner tiers (Platinum, Gold, and Silver) and specific subregional requirements. The channel program drives consistency across bookings, pipeline, and training expectations, enabling more predictable partner performance worldwide.
• Technical alliance commercialization: Azul is commercializing strategic technical alliances and transitioning them from awareness partnerships to revenue-generating referral relationships.
• Systems integrator expansion: Azul has broadened its base of global system integrators and regional service partners, including organizations that provide JDK migration, WebLogic, and JBoss migrations, and cloud modernization and advisory services to support Azul’s customers across AWS and hybrid-cloud environments. Current partners include: OpenValue, Silverleaf, SmartMigrator, IBM TLS, CrowdCode, and OpsGuru.
• Managed services momentum: Azul has completed its first managed services deal in North America since launching its IC Managed Services program. It anticipates additional activity in EMEA and APAC.
• Accelerated training and certification: In October 2025, Azul updated its compliance and training materials, enabling more than 30 partners to complete the new training in the first couple of months.

In July 2025, Azul debuted its managed services program for Java-focused partners. Learn more about how the program was designed to enable MSPs to embed Azul Intelligence Cloud’s Java inventory, vulnerability, and code use analytics.