01
Partners won't carry one small vendor.
They want a portfolio, margin and proof.
What we dobring them a curated portfolio from one accountable source.
The sell-through engine for technology companies
Your customers buy through partners. We get you sold there.
We make your product ready to be sold by others, put it on the routes your customers already buy through — cloud marketplaces, MSPs, systems integrators and distributors — and run the partner motion that turns listings into revenue.
Listed on
Microsoft MarketplaceAWS MarketplaceGoogle Cloud Marketplace
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.
US$163B
hyperscaler marketplace sales by 2030, up from US$30B in 2024.
Source: Omdia, Oct 2025
~60%
of marketplace transactions run through partners by 2030.
Source: Omdia, Oct 2025
71%
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.
02
Being sellable by someone else is an engineering job.
Metering, entitlements, private offers and partner pricing all need building.
What we doour AI-native build team does it.
03
A listing isn't a sale.
Marketplaces are where the transaction happens; partners create the demand.
What we dorun co-sell and partner enablement so listings transact.
04
A growth company can't carry a channel team yet.
Alliance managers, channel managers, a deal desk.
What we doyou get ours, paid mostly on what we sell.
One partner, every route
You publish once. We sell everywhere.
1
You publish
Your listing, your IP, your co-sell eligibility. You keep all three.
2
You authorise BlueParadigm
One agreement makes us your channel partner on every marketplace.
3
We sell everywhere
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.
See where we sellHow it works
From product to partner-sold revenue.
1
Make it sellable
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.
2
Put it on the routes
4 weeks
Listings live on AWS, Microsoft and Google Cloud, private and channel offers set up, co-sell registered, distribution in place.
3
Get partners selling
Ongoing
Partner enablement, joint pursuits with MSPs and integrators, partner marketing.
4
Run the deal desk
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.
Committed-spend drawdown
Customers buy you against cloud commitments they've already signed. Eligible Microsoft Marketplace purchases count toward a customer's MACC.
Co-sell
Opportunities registered with each cloud's field teams, and a path into AWS ISV Accelerate, Microsoft co-sell and Google Cloud's partner programme.
Partner funding
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.
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.
Scale-up
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 to remove scaling bottlenecks.
- After
- PLAYE scaled to US$2M ARR (+2.4× YoY), reached 210 paying brands, and cut project turnaround time by 3×.
New product
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. Set up a structured beta kit so early usage produces real learning, not noise.
- After
- A coherent, beta-ready product and a clear iteration path, supported by ongoing fractional PM oversight through beta.
Spin-out
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 and packaged it into a pilot plan.
- After
- A sharper story and a more intuitive operator experience—ready for partner pilots and a repeatable rollout motion.
A Utiliti Group company
Backed by an operator-investor since 2008.
BlueParadigm is part of Utiliti Group — 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.
FAQ
Questions we get asked.
What does "sell-through" mean?
Selling your product through someone else — a cloud marketplace, an MSP, a systems integrator or a distributor — rather than only through your own sales team. It's where more and more technology is now bought.
Do you only work with software?
No. Software, technology services and hardware-linked offers can all be sold through partners. The routes differ, and we confirm the fit in Assess.
What does "marketplace-ready" mean?
Your product can be bought, provisioned and billed through AWS, Microsoft and Google Cloud marketplaces, passes their technical and security reviews, and is ready for partners to resell. Our standard spells out every requirement.
Which marketplaces do you cover?
All the ones your buyers use: AWS Marketplace, Microsoft Marketplace and Google Cloud Marketplace, plus distributor and MSP marketplaces.
Which hyperscaler incentives can you access?
Committed-spend drawdown, co-sell programmes and partner funding such as marketing development funds and proof-of-concept credits. Eligibility varies by programme; we confirm what applies to you in Assess.
Do you only work with Utiliti portfolio companies?
No. Portfolio companies come first, and we take on outstanding technology companies that meet the standard.
How do you get paid?
Fixed fees to make your product sellable. A retainer plus a share of revenue once we're selling.
Do you compete with MSPs or systems integrators?
No. We supply partners. Every offer runs through the partner route the customer already uses.
Do we have to give up our marketplace listing?
No. You publish and own your listing, IP and co-sell eligibility. You authorise BlueParadigm to resell it — on Microsoft through a resale-enabled offer, on AWS through a resale authorisation, on Google Cloud as a reseller.
How do we get paid when BlueParadigm sells?
The marketplace pays BlueParadigm; we pay you under our agreement. Partners on a multiparty offer get their margin from the marketplace directly.
Who owns the IP and code?
You do.
Can we still book the AI-Native Diagnostic on its own?
Yes. It's now called Assess, and it still works for companies that aren't selling through partners yet.
Listed, but not selling through partners?
A 30-minute call is enough to see how far you are from being sold by others.