Craig Bovaird
Technology & Partnerships Ecosystem Professional
Leadership roles across Distribution, Partner Solutions, Government Enterprise, and SaaS Vendors — Craig has seen the channel from every side of the table.
About indyrct
We empower the channel ecosystem by eliminating the silos that hold it back.
Partners, vendors, and distributors all want the same thing - real digital transformation for the customer. We exist to remove the friction between them so the ecosystem can finally deliver it.
Why we exist
The channel has never been more fragmented.
With around 35,000 vendors globally running formal channel programmes - each with their own portal, incentive model and registration workflow - the channel is more fragmented than ever. We're changing that, starting with what matters most: deal registration and partner collaboration.
Source - Jay McBain, Omdia
Why now
Why we think the timing is right to start.
01
Partners are managing more vendor relationships and customer touchpoints than they used to - and the tooling hasn't kept up.
02
AI is finally mature enough to take real work off a channel team's plate, not just surface another dashboard.
03
Industry research (Canalys, Omdia) is pointing at the same fragmentation problem we keep hearing from MSPs.
04
We believe there's room to help - and we'd rather try to contribute to fixing it than wait for someone else to.
The problem we see
The channel's dark-matter problem.
37% of partner-portal activity is deal registration - yet deals still fall through the cracks every day. Because the ecosystem operates in silos:
MSPs
juggle dozens of vendor portals.
Vendors
lack real-time pipeline visibility.
Distributors
struggle with forecast accuracy.
MDF
goes unutilised, year after year.
Partner collaboration
remains stubbornly manual.
The result? Billions in lost opportunity inside the ~$4tn of IT spend the channel now carries every year (Omdia, Jan 2026). We think that's worth fixing.
The solution we envision
A channel where everyone gets to do the work they're best at.
01
MSPs focus on driving customer innovation.
02
Vendors see and support the channel's full potential.
03
Distributors optimise the value they deliver.
04
Marketing funds fuel growth - not frustration.
05
Partners collaborate effortlessly to serve customers better.
What we're building
Three layers, one ecosystem.
01
Automated deal registration
The foundation layer - every qualified opportunity captured, claimed, and tracked across every vendor programme you sell.
02
Intelligence for marketing
The optimisation layer - MDF, co-marketing, and joint demand turned into a system instead of a scramble.
03
Collaboration for partner success
The connective tissue - vendors, distributors, and partners working from a single, shared view of the customer.
Our promise
To everyone we work with.
MSPs
We'll give you time back for what matters.
Vendors
We'll give you the visibility you need.
Distributors
We'll help you optimise your value.
Everyone
We'll help you grow and succeed together.
The people behind indyrct
Built by insiders who've lived both sides of the channel — and seen exactly where value leaks out.
Serhii Serheiev
Strategic Engineering Team Leader
Front-end development lead for B2B2B retail platforms (Officeworks). Serhii builds the systems that turn partner programs into predictable, deterministic revenue.
Vision & commitment
What we stand for - and what we're working toward.
Driving change together
This isn't just about technology. It's about:
- Breaking down silos that limit potential
- Creating transparency that builds trust
- Enabling collaboration that drives innovation
- Building an ecosystem that benefits everyone
- Empowering the next wave of digital transformation
Our promise
To our ecosystem:
- MSPs: We'll give you time back for what matters
- Vendors: We'll give you the visibility you need
- Distributors: We'll help you optimise your value
- Everyone: We'll help you grow and succeed together
The future we see
A channel ecosystem where:
- Administrative friction disappears
- Collaboration happens naturally
- Innovation flows freely
- Everyone grows together
- Digital transformation accelerates
Driving change, together.
This isn't just about technology - it's about breaking silos, building trust, and empowering the next wave of digital transformation. Start with the Health Check, book Partner Compass, or just write to us.