Instead of tiering support by revenue, Nord Security provides every new partner with direct, personal attention and assigns a dedicated account manager immediately after their first sale. This fosters loyalty and trust from the very beginning, regardless of the partner's initial size, emulating a successful strategy from Pax8.
For partnerships like the one with CrowdStrike, Nord Security focuses first on creating deep API integrations that automate workflows for MSPs. Marketing efforts are a secondary benefit that follows the established product value, ensuring the partnership delivers tangible efficiency gains rather than just co-branded noise.
While established MSPs may white-label services, new and smaller MSPs use their association with well-known brands like Nord or CrowdStrike as a critical tool for building trust. Mentioning a recognized vendor helps them prove legitimacy and win over their first clients when their own brand is still unknown.
A substantial number of MSPs discover Nord Security's partner program not through traditional B2B marketing, but by starting on the consumer-facing NordVPN website and clicking through to the 'for business' and 'partner' sections. This demonstrates how strong consumer brand equity can create an unconventional but effective B2B lead funnel.
The most prevalent AI-related request from MSPs to Nord Security isn't for threat detection, but for a Management Copilot (MCP). This allows them to manage products—creating projects or pulling reports—using natural language commands, completely bypassing the traditional admin UI for greater efficiency.