Confluent launches reseller push to boost APAC growth

Confluent has launched a new reseller programme, Sell With Confluent, aimed at system integrators that sell data streaming services and software to business customers.

The programme is designed to simplify how partners quote, seek approvals and access pricing information, and to offer marketing co-investment options for selected activities.

Confluent linked the launch to rising demand for real-time data systems, citing its 2025 Data Streaming Report, which found that data streaming is a strategic priority for 86% of IT leaders.

System integrators often sit between vendors and end customers, designing and implementing technology stacks and managing ongoing operations. In that model, reseller arrangements can add commercial friction, with approvals and discounting routed through vendor processes.

Confluent said Sell With Confluent is intended to reduce that friction, arguing that traditional reseller models can involve complex approvals, unclear incentives and long deal cycles.

"Our partners see the demand every day-businesses need a data streaming platform now," said Kamal Brar, Senior Vice President, Partners and Technology Group, Confluent. "Sell With Confluent removes what's been holding them back: slow approvals, murky pricing, complicated processes. We've made it simple so they can capitalize on the opportunity in front of them."

Programme design

Sell With Confluent has three elements covering partner incentives, sales automation and marketing support.

The first focuses on profitability and rewards. Confluent has restructured its rewards framework for partners that source and close deals, and said it creates opportunities for double-digit discounts.

The second centres on sales automation. Partners will have access to self-service quoting tools that generate quotes instantly and apply programmatic discounts automatically.

Deal protection is also included, intended to protect sourced opportunities and give partners more confidence that early pipeline work will not be displaced later in the sales process.

The third element covers marketing support and what Confluent calls co-investment. Its Business Investment Fund gives partners access to funding for activities including workshops, regional events and customer engagement programmes.

Confluent will also provide pre-built regional playbooks, positioned as a way for partners to tailor campaigns and messaging to local markets.

APAC focus

Confluent highlighted Asia Pacific and Japan as a key region for the reseller push, describing APAC as one of the fastest-growing regions for real-time data and AI.

It also said it wants more in-country experts certified across different markets, citing the varied needs of each country.

"Our new reseller program ensures partners can meet increasing demand with speed and confidence. With APAC being one of the fastest-growing regions for real-time data and AI, we are ensuring there are in-country experts certified to meet the diverse needs of each country. Together, we're enabling more partners to build profitable, full-service streaming practices, helping customers unlock new value and insights," said Sandeep Shirodkar, Regional Head for Asia Pacific & Japan, Partners and Technology Group, Confluent.

Partner reaction

Persistent Systems, which works with enterprise customers on application development, infrastructure and data services, is among the partners commenting on the programme.

"Speed is everything when customers need to modernize their data infrastructure," said Anuj Kaushal, Senior Manager, Global Partnerships, Persistent Systems. "Sell with Confluent helps us scale our streaming business quickly and meet customer demand without delay. This simplicity lets our team focus on what matters: helping customers modernize and innovate with real-time solutions."

Partner Nexus

Sell With Confluent sits within Confluent's broader partner initiative, Partner Nexus, which it describes as a central hub for its partner ecosystem.

Partner Nexus supports more than 1,400 partners worldwide and includes programme details, tools, resources and insights.

Confluent said the reseller programme and the broader hub reflect a greater emphasis on partner-led routes to market, particularly for deployments that require integration work and ongoing operational services. It added that partners play a direct role in customer adoption of streaming platforms and related real-time data architectures.

The programme is available through Partner Nexus and will serve as the basis for deeper collaboration with resellers and system integrators across Confluent's global partner network.