DNSFilter expands partner programme with three tiers

DNSFilter has expanded its channel partner programme for resellers, introducing a three-tier structure as demand for secure DNS grows.

The programme includes Select, Accelerator and Strategic tiers, with benefits increasing as partners grow their business. These include higher margins, access to market development funds, dedicated channel support and, at the top tier, executive sponsorship and joint business planning.

DNS filtering is a growing segment of the cybersecurity market because it blocks phishing, malware and ransomware before traffic reaches an endpoint. Resellers are increasingly being asked to source, deploy and support secure DNS at scale, alongside demand for behaviour analytics, AI governance and controls, and encryption and privacy tools.

Under the new structure, Select is aimed at partners starting to build a protective DNS practice. Accelerator is designed for those with an active pipeline and closed business, while Strategic is an invitation-only tier for partners with larger commitments.

Ken Carnesi, Chief Executive Officer and Co-Founder of DNSFilter, said the company wants resellers to build longer-term businesses around the category.

“Our partners have been instrumental in getting protective DNS into the hands of organizations that need it, and demand is only growing. We want resellers to see protective DNS not as another line item, but as a category they can build a durable, profitable practice around. This program puts the margin structure and executive backing behind them to do exactly that,” said Ken Carnesi, Chief Executive Officer and Co-Founder of DNSFilter.

Channel Focus

The expansion is part of a broader push into the partner market. DNSFilter has added channel coverage, established rules of engagement and introduced deal registration protections that apply to renewals as well as new business.

Adam Larrabee, Vice President of Commercial & Channel Sales at DNSFilter, said the programme was built around practical issues for resellers.

“Partners don't need another vendor telling them they're 'channel-first', they need proof. That's what this program is. We've built dedicated channel coverage, clear rules of engagement, and deal registration that actually protects the partner who does the work not just on new deals but at the time of renewal as well. DNSFilter wins when our partners win, and we've structured this program so that's not a slogan, it's how we operate,” said Adam Larrabee, Vice President of Commercial & Channel Sales at DNSFilter.

Several partners said the revised structure reflects how they sell security products and manage customer relationships. They pointed to clearer account ownership, continuity after the initial sale and easier access to vendor support.

“DNSFilter has built a program that reflects how partners actually sell. The product is great, the structure is clear, the rules of engagement are defined up front, and the team they have built is investing real coverage behind it. That combination is great for our partners, and it's why we're excited to bring this to our partner community,” said Jessica Lindof, Regional Vice President at Climb Channel Solutions NA.

“What stands out about DNSFilter isn't just the product - it's the people behind it. Their partner team has been responsive from the first conversation, they've always made us feel like a priority account, and they stay engaged after the sale instead of handing us off. That kind of consistency is why they're one of the easiest vendors in our portfolio to work with,” said Lowry.

GuidePoint Security said the expanded programme formalises access it had already been receiving. “Partnerships work when both sides are building toward the same thing. DNSFilter has been transparent with GuidePoint about where the product is headed, and the expanded program formalizes access we were already benefiting from informally. That kind of visibility lets us plan against the roadmap instead of reacting to it, which is ultimately what our customers feel,” said Thornberry.

Other partners also highlighted deal protection and margins as key factors in where they invest sales effort. “DNSFilter is one of the few products we sell that customers don't have to think about after the first week, which makes it easy for our team to stand behind. Their new Channel Partner Program is just as straightforward - registration protects the work we put into an opportunity, the margin holds, and when we need their team they show up. That combination of ease and follow through is what turns a line item into a practice we believe and invest in,” said Trifone.