I’ll be honest — when we started building out our partner program, the thing I kept coming back to wasn’t features or pricing. It was a simpler question: what does an SI need to be able to walk into a customer conversation and win?
Because that’s the job, right? Our partners aren’t just resellers. They’re the ones sitting across from a CTO or a VP of Engineering, trying to figure out what’s broken and whether they have something that fixes it. If what we’re giving them doesn’t hold up in that room, none of the rest of it matters.
So when we expanded our SI network — we’re at 10 partners now across North America and Europe — we built the program around two products we genuinely believe fit that test. Flow and Wayfinder.
Flow is the one I get asked about most.
The short version: it’s a telemetry pipeline. But the reason it resonates with SIs is that it isn’t a narrow solution. It works whether a customer is trying to cut their Splunk bill, move off a legacy platform without downtime, route security logs to their SIEM, or get their AI agents clean observability data. Same product, different problem, and it handles all of it.
That’s what makes it repeatable for partners. You’re not selling something that works for one type of customer. You’re bringing something into a conversation that almost always applies.
The OpenTelemetry piece matters too, more than it might sound. OTel is the open-source standard the whole industry is converging on. It’s backed by Google, Microsoft, AWS — basically everyone. Because Flow is OTel-native, it plugs into whatever a customer already has. Our partners don’t have to talk them out of their existing infrastructure. They’re not coming in and saying, “You need to rip this out.” They’re saying, “Here’s how you get more out of what you’ve already got.” That’s a much easier conversation.
We’ve got 200+ integrations built in — Splunk, Datadog, Elastic, Kafka, Prometheus, Loki — and new ones can go live in about a week. The data loss guarantee is real: we call it Never Block, Never Drop. InstaStore™ handles the spikes. When customers are running AI workloads and telemetry volume is jumping 10x overnight, that stuff matters a lot.
Wayfinder is the second practice area we’re giving partners, and I think it’s underappreciated.
Test data is genuinely painful for enterprise development teams. They wait days, sometimes weeks, for test data from centralized data teams. Their non-production environments are full of production copies that create compliance exposure. The cycle slows down right where it needs to move fast.
Wayfinder fixes that. Self-service, AI-assisted, provisions synthetic data with real referential integrity. No coding required. Teams get what they need in minutes instead of weeks, and you’re not dragging a full production copy into a non-production environment in the process. Storage costs drop 60–80%. Compliance exposure shrinks dramatically.
For an SI, that’s a repeatable story across almost any enterprise running complex testing environments — financial services, healthcare, retail, it doesn’t matter. Any customer running pre-production at scale is a Wayfinder conversation.
The commercial structure is simple. Partners earn commissions on new ACV, renewals, and professional services. Annual subscription model, so there’s recurring revenue, not just a one-time close. We’ve set it up to be as frictionless as possible to build a practice around, with dedicated partner managers and technical enablement included.
We’re not asking partners to take a bet on something speculative here. The use cases are real, and the ROI numbers hold up under scrutiny. Up to 40% TCO reduction on observability costs is a number we stand behind, and the products work in production environments at scale.
The reason we keep growing this network is because the demand is there. Enterprises are trying to figure out how to manage exploding telemetry volumes without their costs exploding with them. That’s the problem we built for. And the right way to reach those customers at scale is through partners who are already in those rooms.
If you’re an SI thinking about where to invest in building a practice, I’d genuinely like to have that conversation. Start at apica.io/partners or reach out directly.
Matt Wilkinson is Chief Operating Officer at Apica.
