TD SYNNEX is ushering in a new era of partner engagement with its PartnerFirst initiative. This is a unified, intelligent digital portal designed to reduce friction, personalize interactions, and accelerate MSP growth.
Announced at the recent TD SYNNEX Inspire 2025 conference, PartnerFirst unites commerce, enablement, insights, community, loyalty, and performance tracking under a single dashboard. MSPs gain access to intelligent search, AI-driven recommendations, and actionable insights that streamline decision-making. The platform also integrates with everyday tools, from Microsoft 365 to ConnectWise, AutoTask, and ServiceNow, which enables partners to work in the environments they already rely on.
While at TD SYNNEX Inspire, ChannelPro spoke with Nate Herz, senior vice president and North America CIO, about how PartnerFirst changes the game for MSPs.
ChannelPro: What Does PartnerFirst Mean for MSPs In Practical Terms?
Herz: What’s most important is that it creates a single, cohesive experience. It ties together everything from training and enablement to loyalty programs and commerce. It then makes those tools available in the environments MSPs already use every day. That’s what really makes it powerful.
ChannelPro: What New Features Should MSPs Be Excited About Right Now?
Herz: The biggest advancement is the ability to bring hardware, renewals, lifecycle management, and cloud together. You can now place a single order that covers both hardware and cloud services, even with different payment methods. That’s something partners will quickly see the value in.
Nate Herz
ChannelPro: How Does PartnerFirst Simplify Operations Through Automation and Analytics?
Herz: We’ve built more intelligence and insights into the platform so MSPs can better understand their practice. For example, the Partner Health and Fitness application benchmarks performance and highlights areas for growth. From there, Practice Builder helps partners take action.
Looking ahead, we’ll be exposing our AI-ready information through MCP. That will enable MSPs to build their own agentic AI solutions with our support, creating new opportunities for automation and efficiency.
ChannelPro: What’s Your Advice for MSPs Just Starting Their Digital Modernization Journey?
Herz: Get started. If you stand still, you’ll fail. Be comfortable with experimentation and iteration. It doesn’t need to be perfect right away.
How Is TD SYNNEX Helping MSPs Adapt to Constant Change?
Herz: First, we’re focused on reducing friction in day-to-day operations, which frees MSPs to focus on what’s next. Second, through Partner Health and Fitness and Practice Builder, we provide insights that highlight growth opportunities and help partners act on them. And finally, we’re working on AI initiatives like MCP that will open even more possibilities for innovation.
How Is Partner Feedback Shaping TD SYNNEX’s Digital Tools?
Herz: This is something very special. We’re building technology with our partners, not for them. The PartnerLink community gives us a direct line to what MSPs want, and we’re putting that input directly into our roadmap.
Any Final Thoughts for Our ChannelPro Audience?
Herz: We are focused on partnership. We want to innovate with partners, not to them. PartnerFirst is the foundation of that commitment.
More ChannelPro Coverage from TD SYNNEX INSPIRE
Why TD SYNNEX Wants MSPs to Double Down on Skills, Services, and Specialization
How TD SYNNEX Helps MSPs Turn AI Potential Into Real-world Value
Featured image: iStock
