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Channel partner programs allow IT vendors to equip their partners with products, resources, and support for driving business growth, service delivery, and assisting customers.

These partnerships between IT companies and other organizations help businesses access new technologies and attract new clients. Over the past few months, organizations have made key expansions and updates to their partner programs, and several companies have debuted programs for the first time, marking an ongoing interest in utilizing channel partners to drive growth.

Security and cloud storage vendors among new partner program offerings

Over the last several months Channel Insider has reported on several companies adding channel partner programs to their sales strategy. Many of these are security companies, with a few cloud and storage vendors also joining the list. All of these companies look to entice channel partners, including MSPs, VARs, and MSSPs, as well as GSIs, to consider alternatives to some of the long-established channel stalwarts partners have previously relied on.

Kindo’s new channel partner program

Recently, cybersecurity company, Kindo, unveiled a new channel partner program geared towards AI-powered DevSecOps solutions. This new partner program was established to enable VARs, MSPs, and other partners to deliver AI-augmented security operations to DevSecOps teams globally.

Among the benefits of Kindo’s new program include bleeding-edge tools for DevSecOps, margins and performance incentives, sales and marketing enablement, and technical training and certification.

“Partners are essential to our go-to-market strategy, and we are dedicated to providing them with the resources and support they need to thrive in the rapidly evolving DevSecOps landscape,” said Ron Williams, co-founder and CEO at Kindo. “Our channel partner program has been developed in close collaboration with our partners to deliver exceptional value to customers.”

Dashlane launches first partner program

Dashlane, a credential-based threat defender, has launched its first partner program to formalize the benefits for various reseller partners worldwide.

The program is divided into a three-tier structure for rewarding partners at different levels of growth and experience. The three tiers include:

  • Discover: Allows partners, who are just getting started, access to training, sales materials, and initial incentives.
  • Developed: Helps partners accelerate their credential security business, provides access to everything in the Discover tier, a dedicated channel sales manager, and increased incentives.
  • Distinguished: The highest tier, which offers partners scaling their credential security business live training, top-tier incentives, and co-marketing opportunities.

“Our partner program is foundational to our growing investment in the channel and our mission to deliver the credential security that enterprises and their employees need to thrive,” said Dashlane CEO John Bennett. “In this age of identity-based attacks, our program makes it easy for partners to incorporate credential security into their overall enterprise security practice and help their customers prevent breaches.”

Storj launches its Channel First partner program

Storj, a distributed cloud storage and compute vendor, has formalized the company’s Channel First program.

Storj first established a partner portal in 2023 but has since expanded its intentional channel program with more internal resources at its disposal and a vision for future growth.

“You get to a point where you have to go, ‘you know, we’ve got to start taking in this feedback and doing something with it,’ and so as we added new team members, we started to really develop everything we needed for this program,” Storj CEO Colby Winegar told Channel Insider. “We knew we would get a lot of ‘how do I, as a partner, talk about these products and about Storj?’ and we also learned that a lot of partners also really wanted things like white papers to give to their customers directly. We had kind of relied on presentations and conversations internally, so we had to develop a lot of these resources for partners in the program.”

Nasuni makes updates to partner program

Nasuni introduced new changes to its partner program, including a tiered structure and an updated partner portal experience.

The new program now features two tiers, Essential and Advanced, to differentiate between partners who have a “clear and frictionless ability” to resell Nasuni’s solutions (Essential tier) and those who have an “accelerated path to market” to build out a solutions practice with the company (Advanced tier).

“We are fully committed to our partner-driven model as they are integral to our growth. This program is built with them in mind,” said Matthew Grantham, Head of Worldwide Partners at Nasuni. “The new tiering system and value-based incentives provide opportunities for partners of all sizes and capabilities to succeed alongside Nasuni.”

Wave of expansions and additions reflect broader changes to vendor and partner relationships

The last quarter of 2024 and the first month of 2025 also featured program changes from companies with longstanding, global partner programs. As new companies enter the fray, these vendors chose to update tiering structures, enablement resources, and add a focus on specialization in an effort to shape partner bases and stay relevant in a changing landscape.

Cisco launches 360 partner program

Worldwide software giant, Cisco, recently unveiled its new 360 Partner Program, featuring changes and enhancements with a phased rollout to occur throughout 2025.

The new program offers two designations– Cisco Partner and Cisco Preferred Partner– that can be earned for each portfolio, meaning partners aiming for security recognition, for example, can be recognized as a Cisco Preferred Security Partner, with the same being true of other portfolio types, including networking.

“The new program will continue to shift from traditional Architecture Specializations to Solution-based Specializations, and ultimately to next generation specializations that will be accessible to Preferred Partners only,” the company said in a statement announcing the program.

Additionally, the program displays continuing interest by Cisco in encouraging partners to pursue specialization and expertise within a portfolio.

ServiceNow expands its partner program

Cloud computing software company, ServiceNow, recently announced changes to its global partner program.

Among those changes include quadrupling its investment in new incentives and specializations for assisting partners seeking to capitalize on the growth of ServiceNow AI solutions.

“Over the past two years, we have completely transformed our Partner Program, cultivating an ecosystem of specialized, industry-leading capabilities and services for our customers,” said Erica Volini, the executive vice president of worldwide industries, partners, and go-to-market at ServiceNow. “Our continued investment is focused on empowering our partners with the resources they need to grow their business, expand their AI expertise, and deliver incredible outcomes for our shared customers.”

The new opportunities for the partner program from ServiceNow include:

  • Additional Product Line Achievements (PLA) for Now Assist to boost credibility and support market positioning as a validated and trusted advisor with expertise in ServiceNow AI solutions.
  • Expanded specializations to assist partners in showcasing their sales, product, and customer success across GenAI and industries, such as Customer Experience GenAI, Employee Experience GenAI, ServiceOps GenAI, cybersecurity, and tech risk.
  • The new GenAI Customer Value Partner of the Year award to honor partners successfully leveraging GenAI to drive customer value.

Nucleus Security expands partner program

Nucleus Security, a vulnerability risk management vendor, recently announced that it would be expanding its existing channel partner program.

The expansion of the program is due to growing demand and the potential for significant growth for partners in vulnerability and risk management offerings. Further, the program will now operate on a three-tier system with requirements and related benefits available at each tier.

“From day one, we’ve been a channel-first organization, and now we’re doubling down on that,” said Jeff Beavin, vice president of channel at Nucleus Security. “We’ve expanded our expertise, our reach, and our ability to provide trusted resources to empower partners to sell and successfully implement the Nucleus Security platform to grow their business and revenues.”

Ingram Micro to launch partner loyalty program

Recently, Ingram Micro announced a new loyalty program that will track provider’s available and potential rewards, incentives, and resources from all vendors in one consolidated view.

The partner loyalty program will have a three-tiered system in addition to new growth tracks set to debut over the next year– the first of which launched in Q4 of 2024.

“Ingram Micro Ultra is harnessing the transformative power of human ingenuity and artificial intelligence to create a more connected ecosystem and centralize all the business and technology activity and resources our customers and vendors want and need on a single screen,” said Sanjib Sahoo, president of the global platform group at Ingram Micro. “Through continuous innovation on and within our Ingram Micro Xvantage platform, we’re making it easier to generate and capture value, realize opportunity, simplify scale, and reward success.”

Flexera increases investment in global partner program

Leading technology spend and risk management organization, Flexera, has recently made a significant investment in its global partner program to streamline the program and bring together Flexera and Snow Software benefits.

Flexera’s investment will expand the focus on MSPs with additional capabilities offered in the FinOps area, enhanced ITAM features, and plans to expand into SaaS management.

“According to industry analyst estimates, organizations will spend more than $5 trillion on technology in 2024,” said Brian Hibner, the senior vice president of alliances and services at Flexera. “Yet, we find many organizations still asking basic questions like ‘what technology do we own’ and ‘what’s being used and what’s being wasted.’ We want to empower our customers and partners with a system of insight that can unite the tools they love with a common set of data that offers actionable insights to drive value. Flexera’s partners play a critical role in helping customers navigate this ever-changing technology landscape, providing a full panoramic view of their IT ecosystem. Our increased investment in our channel is vital to our customers’ success– and the future of Flexera.”

As we enter the second month of 2025, we are keeping an eye on the future of the partner program, including what partners actually want to get from participating in one (or several), and how vendors are adjusting expectations and opportunities in this new year.

The MSP and IT vendor space relies heavily on organizations working together via programs or through merging together in an effort to provide improved and innovative services to their customers. Read more about the latest mergers and acquisitions reshaping the industry.

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