Listed on
[CONFIRM: all three listings live — replace with official badges per provider guidelines once live]
Trusted by teams at
THE SHIFT
Selling to a customer and selling through a partner are different motions.
Most technology companies have built the first. The second is where buying has moved — cloud marketplaces, MSPs, systems integrators and distributors — and it needs things a direct sales team doesn’t have.
Hyperscaler marketplace sales by 2030, up from US$30B in 2024.
Source: Omdia, Oct 2025
Of marketplace transactions run through partners by 2030.
Source: Omdia, Oct 2025
Of software companies say cloud requirements rose this year, while support held flat.
Source: Tackle, 2026 State of Cloud GTM
Getting listed is easy. Getting sold through partners is not.
WHY SELL-THROUGH STALLS
Four things a technology company can’t do on its own.
Partners won’t carry one small vendor.
They want a portfolio, margin and proof.
What we do: bring them a curated portfolio from one accountable source.
Being sellable by someone else is an engineering job.
Metering, entitlements, private offers and partner pricing all need building.
What we do: our AI-native build team does it.
A listing isn’t a sale.
Marketplaces are where the transaction happens; partners create the demand.
What we do: run co-sell and partner enablement so listings transact.
A growth company can’t carry a channel team yet.
Alliance managers, channel managers, a deal desk.
What we do: you get ours, paid mostly on what we sell.
ONE PARTNER, EVERY ROUTE
You publish once. We sell everywhere.
Your listing, your IP, your co-sell eligibility. You keep all three.
One agreement makes us your channel partner on every marketplace.
Private and multiparty offers on Microsoft, channel offers and bundles on AWS, reseller offers on Google Cloud, plus distributors, MSPs, systems integrators and GSIs.
One supplier for partners. One channel partner for you. A portfolio that gets stronger with every company we add.
[CONFIRM: Zaptz approval to name before publishing] Zaptz · EzyGenome — first portfolio company on the model, heading to Microsoft Marketplace through BlueParadigm.
HOW IT WORKS
From product to partner-sold revenue.
Assess (2 weeks) and Build Sprint (8–12 weeks). We score your product against the Marketplace-Ready standard and close the gaps: metering, private offers, partner pricing, security evidence.
4 weeks. Listings live on AWS, Microsoft and Google Cloud, private and channel offers set up, co-sell registered, distribution in place.
Ongoing. Partner enablement, joint pursuits with MSPs and integrators, partner marketing.
Ongoing. Offers, deal registration, renewals and incentive claims.
HYPERSCALER INCENTIVES
Every incentive, put to work.
AWS, Microsoft and Google pay to grow their marketplaces. Most technology companies leave that money on the table. We register, qualify and claim on your behalf, so each deal costs less to win.
Customers buy you against cloud commitments they’ve already signed. Eligible Microsoft Marketplace purchases count toward a customer’s MACC.
Opportunities registered with each cloud’s field teams, and a path into AWS ISV Accelerate, Microsoft co-sell and Google Cloud’s partner programme.
Marketing development funds, proof-of-concept and migration credits, and marketplace promotions where you’re eligible.
Eligibility and amounts vary by programme and change often. We confirm what applies in Assess.
WHY US
We’ve sat on the other side of the table.
Our team has built and run the businesses that resell technology — BlueFire (acquired by Dimension Data), a decade inside Dimension Data and NTT, Orro and ASE. We know what makes a partner pick up a product, and what makes them drop it.
[CONFIRM: OK to name NTT publicly] Utiliti portfolio companies already sell through NTT, MSPs and integrators.
FOR PARTNERS
A curated portfolio of technology, ready to sell.
One agreement, real margin, local support. MSPs, systems integrators, distributors and cloud teams get technology that already meets the bar — listed on your marketplace, priced for the channel, with incentives that flow to the partner. We supply partners. We never sell around them.
WHAT WE’VE SHIPPED
The build behind the sell-through.
Built for traction, not yet for scale
Before: PLAYE had strong momentum, but product friction and operational overhead were limiting scale.
We did: Simplified how customers got started, redesigned onboarding and pricing, launched Early Pay, and automated global payouts.
85k community → first custom app
Before: Strong demand signals, but no product experience — just a dev scope.
We did: Designed the full app end-to-end and led delivery with founders + dev team from vision to MVP.
Internal capability to commercial product
Before: Strong internal proof of value, but the wedge and day-0 experience weren’t tight enough to sell and deploy consistently.
We did: Defined the right initial wedge, then redesigned the core front-end flows around that wedge.
A UTILITI GROUP COMPANY
Backed by an operator-investor since 2008.
BlueParadigm is part of Utiliti Group — [CONFIRM: 50+ investments, 13+ exits] and deep channel relationships across MSPs, systems integrators and the major vendors. We keep our own brand and our own focus: getting great technology sold.
Frequently asked questions
What does “sell-through” mean?
Do you only work with software?
What does “marketplace-ready” mean?
Which marketplaces do you cover?
Which hyperscaler incentives can you access?
Do you only work with Utiliti portfolio companies?
How do you get paid?
Do you compete with MSPs or systems integrators?
Do we have to give up our marketplace listing?
How do we get paid when BlueParadigm sells?
Who owns the IP and code?
Can we still book the AI-Native Diagnostic on its own?
Listed, but not selling through partners?
A 30-minute call is enough to see how far you are from being sold by others.