Cotillion: Built by Partners, for Partners
We think partners deserve to know who’s building the tools they rely on. Cotillion comes from a team that’s worked on both sides of the vendor relationship, inside partner programs and inside engineering. Here’s our story, and where Cotillion stands today.
Currently available to ANZ-based MSPs and IT partners
Our Mission
Cotillion connects MSPs and IT partners to the vendor programs they already work with, starting with AWS. It automates deal registration, checks your program status against live vendor data, and keeps everything in sync with your PSA.
Our Reason
Every MSP working with AWS or other vendor programs is entitled to funding, rebates, and co-sell support. Much of it goes unclaimed. Getting it usually means logging into a different portal for every vendor, re-entering the same deal more than once, and manually tracking certifications to make sure programs don’t lapse.
That adds up to valuable time lost every month — time that has nothing to do with closing deals or serving customers.
Cotillion removes that admin, including:
- Switching between separate vendor portals just to register a deal
- Re-entering the same deal into a PSA and then again into each vendor system
- Manually checking that certifications and program tiers are still current
- Losing track of a deal’s status until someone logs in to check
Our Story
Craig Bovaird spent 20 years working across the channel, in distribution, partner solutions, and SaaS vendors, across New Zealand, APAC, MENA, and LATAM. Wherever he worked, he saw partners doing the same manual, repetitive admin just to stay compliant and get paid.
Serhii Serheiev brought the engineering background to build something different. When Craig and Serhii started working together, they saw an opportunity to turn that admin into something automatic instead of manual. That partnership became indyrct.
Cotillion is indyrct’s first product for the channel, built to give partners the vendor strategy and automation that was once only available to teams large enough to build it themselves.
Craig Bovaird
Co-Founder
Craig has worked across every side of the channel, in distribution, partner solutions, government enterprise, and SaaS vendors. He started in technology distribution in New Zealand and has since worked with organisations including Ingram Micro, Microsoft, and Procore, running MSP programs across APAC, MENA, and LATAM.
Serhii Serheiev
Co-Founder
Serhii leads engineering at indyrct. His background includes building front-end systems for large-scale B2B2B retail platforms, including Officeworks. At Cotillion, he leads the team turning manual partner program admin into something automatic.
Our Progress
Stage: Early & Deliberate
Cotillion is an early stage, bootstrapped company. We’re building carefully, with a small group of partners, rather than rushing to add every feature at once.
Funding: Backed in Part by AWS
Cotillion has received funding support through AWS partner programs. This doesn’t limit which vendors or partners we work with. Our platform is built to support MSPs across all their vendor programs.
Approach: Built on Your Existing Stack
Cotillion connects to the PSA and vendor portals partners already use, rather than asking them to switch to something new. This depth of PSA integration is what sets Cotillion apart from broader partner marketing platforms.
Roadmap: MDF & Rebates Next
Deal registration and program status tracking are live today. MDF and rebate tracking is next, built on the same deal and credential data Cotillion already automates.
Our Principles
Trust is Earned
We’re a young company asking MSPs, vendors, and system integrators to share sensitive data with us. We know that trust has to be built before it’s requested.
People Stay in the Loop
Every deal registration Cotillion submits is reviewed and approved by a person first. Automation handles the busy work, not the decision.
Data is Handled Carefully
Deal and company data is only processed as needed to register an opportunity. Credentials are encrypted with per-customer keys that Cotillion itself cannot access. We don’t sell or share data with third parties.
Partners Shape the Future
Early access partners get a direct line to our team and a real say in what we build next. Cotillion is still young enough that partner feedback directly shapes the roadmap.
Our Invitation
Cotillion is now in early access for MSPs and IT partners based in Australia and New Zealand. If you’re working with AWS or another vendor program and want to see how deal registration and program tracking can run without the manual admin, get in touch and we’ll set you up.
Currently available to ANZ-based MSPs and IT partners