SD-WAN Reseller Market Guide: Buyers & Resellers
We've provided guidance on joining these reseller programmes and how you can unlock further potential revenue opportunities, providing you a complete guide for starting up SD-WAN reselling.
There is a seemingly constant growth in demand for Software-Defined Wide Area Network (SD-WAN) solutions, as businesses move away from traditional MPLS to a cheaper, more converged solution for all their networking and security capabilities. Combining this demand with the fact that there are numerous providers offering varying features, deployment models and support options, both end users and resellers find it's difficult to differentiate offerings.
Table of Contents
Service Providers (Leading managed service providers offering SD-WAN solutions)
BT (British Telecom)
Overview
BT is the UK's leading fixed and mobile communications provider, with ownership of both fibre-to-the-premises (FTTP) and legacy copper networks, covering more than half of the UK. A trusted name in the telecommunications sector, particularly for businesses seeking reliable connectivity solutions.
BT partners with the likes of Cisco Catalyst, Cisco Meraki, Nuage Networks VNS, Palo Alto Networks Prisma, Fortinet and VMware VeloCloud for its managed SD-WAN services. With over 90% of BT's global WAN customer base already utilising Cisco technology, it's no surprise that the majority of BT's customers shifting towards SD-WAN are continuing to use Cisco's products.
BT handles contracts, billing and customer support, whilst resellers focus on the sales and pre-sales elements. Commissions do vary based on both Sales Order Value (SOV) and contract term, with higher commissions offered for new contracts and competitor winbacks.
Key Highlights
AT&T Business
Overview
AT&T, based in the United States, is the third largest telecommunications company in the world by revenue. They offer managed SD-WAN services through partnerships with multiple vendors, leveraging their global MPLS/IP network and extensive US access.
AT&T Business offers network-based (integrated into AT&T's global backbone) and over-the-top delivery models. They partner with Cisco Catalyst, VMware VeloCloud, Aruba EdgeConnect, FatPipe, Fortinet and Palo Alto Networks Prisma.
AT&T Partner Exchange enables selected partners to resell managed SD-WAN services, with resellers able to design co-branded solutions and maintain control over the complete customer lifecycle.
Key Highlights
Aryaka
Overview
Aryaka launched its SD-WAN service in September 2010, revamped with their SmartServices platform in 2019. The platform delivers SD-WAN as a service over a private network, becoming a key market differentiator compared to competitors.
Aryaka provides fully managed SD-WAN as-a-service over its proprietary global network. The programme is particularly focused on EMEA, leveraging relationships with prominent partners such as Deutsche Telekom and CDW.
Their Aryaka Accelerate partner programme offers 25% to 35% margins depending on deal size, with no upfront investment or revenue commitments, reducing financial risk for partners.
Key Highlights
Technology Vendors (Leading SD-WAN technology providers and platform vendors)
Cato Networks
Overview
Cato Networks offers its SD-WAN solution as part of its cloud-based SASE platform, which is the first SASE platform to achieve PCI DSS v4.0 compliance (February 2025). A leader in the Gartner SD-WAN magic quadrant in 2024.
Operating a 100% channel-centric sales model, Cato offers Professional and Premium tiers, with Professional partners selling SD-WAN as MPLS replacement and Premium partners receiving additional discount layers for pipeline activities.
Partners reportedly win 80% of deals after completing a proof-of-concept, with free demo licenses, equipment and market development funds available to support sales efforts.
Key Highlights
Open Systems
Overview
Open Systems is a Swiss managed Secure SD-WAN and SASE provider, operating since before "SD-WAN" was a term. Sometimes considered the first SD-WAN company, they are security-driven with built-in network security features.
Open Systems has moved to a partner-first approach, aiming for 90% of business driven by the channel. They offer Partner-Sourced, Partner-Influenced, and Partner-Led models for different engagement levels.
Their white-box strategy allows partners to cater to specific enterprise requirements, with customisation and brandability being key focus areas.
Key Highlights
Cisco (Catalyst & Meraki)
Overview
Cisco entered the market through Meraki SD-WAN (acquired 2012) and Viptela (acquired 2017, now Cisco Catalyst SD-WAN). Catalyst is designed for large-scale deployments and complex networks, while Meraki targets ease of deployment.
Cisco's partner program offers financial rewards tailored to reseller roles (Integrator, Provider, Developer, Advisor) at Select, Premier or Gold levels, with different incentive structures for each role and tier.
Both solutions integrate with Cisco's broader portfolio of security products and cloud management tools, benefiting resellers who sell other Cisco products through bundled services.
Key Highlights
Arista VeloCloud
Overview
VeloCloud was founded in 2012 and since 2017 has been recognised as an SD-WAN market leader. Arista SD-WAN's position is supported by their extensive global network of 3,700+ gateways across 200+ Points of Presence (PoPs).
Following Broadcom's acquisition of Arista, the Titan Partner Program replaced the original VeloCloud program, designed for MSPs to deliver VeloCloud SD-WAN as a managed service with subscription-based licensing.
VeloCloud leads the global market for unified SASE with a 44% market share, integrating SD-WAN with broader SASE security offerings for complete performance and security solutions.
Key Highlights
Fortinet
Overview
Fortinet is primarily a security-driven vendor, with their SD-WAN solution fully integrated into the FortiGate platform. They were the first vendor to combine security and network functionality into a single system.
Deployed globally to over 31,000 customers via FortiGate physical and virtual appliances. Fortinet's Engage Partner Program offers four tiers: Advocate, Select, Advanced and Expert, with increasing benefits at each level.
The key differentiator is their integration of security and SD-WAN functionality into a single system, offering more security capabilities than most other market offerings.
Key Highlights
Summary
Reselling SD-WAN represents a significant opportunity for MSPs and technology resellers to expand their service portfolios and generate recurring revenue streams. However, it's important to acknowledge the challenges that come with entering this market, its competitiveness and the complexity of providing industry-specific implementations.
Resellers must invest in proper training, certification and technical resources to effectively deploy and support SD-WAN solutions. This investment extends beyond initial implementation to include ongoing maintenance and optimisation of customer networks.
Choosing the right vendor partnership can significantly mitigate potential challenges, with vendors offering differing levels of technical support, training and marketing resources. New SD-WAN solutions are typically cloud-based and come pre-packaged with security features, enhancing both performance and security.
For those new to SD-WAN reselling, consider starting with a focused approach. Begin by targeting a specific market segment or use case where you have existing expertise or customer relationships.
Harry holds a BSc (Hons) in Computer Science from the University of East Anglia and serves as a Cybersecurity Writer here at Netify, where he specialises in enterprise networking technologies. With expertise in Software-Defined Wide Area Networks (SD-WAN) and Secure Access Service Edge (SASE) architectures, Harry provides in-depth analysis of leading vendors and network solutions.
Fact-checked by: Robert Sturt - Managing Director, Netify
Frequently Asked Questions
What is an SD-WAN Reseller? ▼
There are two main types of SD-WAN Resellers: Providers and Channel Partners.
Providers can be telecom carriers, managed service providers (MSPs) or value-added resellers (VARs) who implement the SD-WAN technology from vendors on behalf of customers.
Channel Partners directly resell an SD-WAN vendor's product, such as IT companies or integrators that have joined a vendor's reseller programme.
Why would an end-user go via a reseller? ▼
For many end users, the overarching question is - Why not go direct?
• Some providers don't sell directly, requiring the use of a reseller
• Resellers often offer their own engineering and support services
• Value-added bundles create 'end-to-end' solutions
• Single point of contact for SLA accountability and support
How to choose a provider to partner with? ▼
When selecting a provider partnership, align your choice with your pre-existing or target customer market:
• Enterprise-focused: BT, AT&T, Verizon serve large global enterprises
• Regional leaders: Virgin Media O2, Colt cater to UK/European businesses
• Specialised MSPs: Cato Networks, Aryaka target cloud-centric mid-market
• Consider vendor capabilities, revenue structures, and support strength
What are the typical reseller models? ▼
Authorised Resellers/VARs: Partner with SD-WAN vendors to resell solutions and sometimes offer installation and support services.
Managed Service Providers: Offer SD-WAN as a managed service under their own brand, handling level 1/2 support and customer-facing activities.
Telecom/Carrier Wholesale: Integrate SD-WAN solutions into connectivity offerings, leveraging pre-existing infrastructure.
Referral Agents: Bring leads to vendors for commission while the vendor delivers the service directly.
How to join a reseller programme? ▼
1. Assess Your Market & Readiness: Identify customer needs and in-house networking skills
2. Research Vendor Programmes: Use vendor guides to shortlist appropriate partners
3. Compare Programmes: Evaluate training, margins, and support offerings
4. Partner Sign-up: Enroll and sign partner agreements
5. Training & Certification: Get technical team certified on the platform
6. Go-to-Market: Create service offerings and start marketing
7. Pilot Deployment: Start with a friendly client or your own offices