About
Our founder sold through CDW — twice.
That's the company in one sentence: built by an operator who lived the channel for years before building the tool for it. The longer version is below.
The story
Built by channel ops, for channel ops.
In a previous life, our founder spent years running a channel program — and kept hitting the same gaps. Every quarter started with a frantic week of pivot tables, every QBR opened with leadership asking “who actually owns this account at SHI?”, and every time someone left CDW the org chart became fiction overnight.
After explaining one too many times why the reseller spreadsheet had four versions and none of them matched the CRM, he started sketching what would become VAR Conduit.
The thesis was simple: every vendor selling through the channel already pays for buyer-intent data — and has no way to see it on the resellers who actually carry their accounts. Intent sits in one tool, the VAR org chart in a spreadsheet, the pipeline in a CRM, and nobody can answer the one question that matters: which in-market accounts do I already own across my channel, and who at CDW or SHI covers them? VAR Conduit overlays your intent on the cleanest org tree of every VAR you sell through, and hands each rep the short list of accounts actually worth their time.
We're a small, deliberate team. We'd rather ship the fundamentals extremely well — Org Tree, Accounts, Intent, Pipeline, Audit — than promise AI-everything and deliver none of it. We're patient about scaling. We're impatient about correctness.
If you sell through CDW, SHI, Insight, Softchoice, Connection, Computacenter, or any combination of the dozens of resellers that move enterprise infrastructure — we built this for you.
How we work
Four operating principles.
Channel-first, always
We build for vendors who sell through resellers — not for resellers, not for direct sales tooling pretending to also do channel. Every feature is decided through one question: would a real channel ops leader use this on a Tuesday?
Earn the trust, then keep it
Your channel data is some of the most sensitive in your business. Every query is scoped to your organization and checked by server-side guards, audit logging is on by default, and our compliance posture is public at /security. We treat security as a product feature, not a checkbox.
Editorial over ornamental
Software for serious work should read like a serious publication — clean typography, restrained color, generous whitespace, prose worth reading. Animation in service of meaning. No emoji-driven onboarding tours.
Ship the boring middle 80%
Most channel software promises AI and delivers half-broken integrations. We'd rather build the boring fundamentals — Org Tree search at 80ms, audit logs that actually export, an import wizard that doesn't lose your data — than chase another buzzword.
Mission
Make the channel legible — to the vendors who depend on it, the customers who rely on it, and the people who run it.
Want to talk?
We read every email. Especially the long ones from channel leaders explaining how they wish their tooling worked.