Bitdefender Expands Channel Program with New Tiering, NFR Access, and Deal Registration Enhancements for MSPs and Resellers

Bitdefender has announced a significant refresh of its Partner Advantage Network, targeting both resellers and managed service providers (MSPs) with updates that focus on driving profitability, easing operational friction, and deepening access to its cybersecurity solutions. These changes come at a time when partners are looking for more streamlined ways to deliver security services and differentiate themselves in an increasingly competitive market.

At the core of the refresh is the introduction of a new Platinum tier, created to recognize and reward top-performing partners. This tier offers enhanced benefits such as priority support, exclusive go-to-market opportunities, and increased visibility within Bitdefender’s partner ecosystem. It provides a pathway for resellers and MSPs to elevate their status as trusted advisors by unlocking additional resources and engagement opportunities that scale with their performance.

According to Dan Russell, Senior Director of Channel, North America at Bitdefender, the Platinum tier was introduced to recognize partners who demonstrate not just revenue performance, but deeper alignment with Bitdefender’s strategy and a strong track record of customer impact. “This exclusive, by-approval tier reflects a more granular approach to partner tiering, taking into account not just revenue, but also a partner's level of engagement, performance, and specialization,” said Russell. Platinum partners benefit from enhanced support, faster deal execution, and more co-marketing opportunities, helping them scale efficiently and stand out in their markets.

The update also brings changes to Bitdefender’s Not-for-Resale (NFR) program, particularly beneficial for MSPs. Partners now have tier-based access to Bitdefender’s full suite of business security products, including advanced tools like Managed Detection and Response (MDR) and Extended Detection and Response (XDR). This not only allows partners to use the solutions internally but also helps them run more effective client demos and deepen their technical familiarity with the products they sell and manage. With internal access to these tools, MSPs are better positioned to tailor services to their clients' evolving security needs.

“The NFR program was modified to be more impactful and aligned with how MSP partners operate today,” Russell noted. In addition to free internal-use licenses, discounted access to advanced services is now part of the mix—helping partners build hands-on experience and confidently translate Bitdefender technologies into client-ready offerings.

Another major improvement is the streamlining of the deal registration process. Bitdefender has removed the requirement for detailed product configurations at the point of registration, and deal approvals will no longer need to be reprocessed if key elements change. This simplification addresses a frequent pain point among channel partners, significantly cutting down administrative effort and helping partners move faster in competitive sales environments.

By focusing on operational efficiency, product access, and performance-based rewards, Bitdefender is now equipping MSPs and resellers with a more agile framework to grow their business and deliver stronger value to customers. The updated program reflects direct feedback from the channel and aims to position Bitdefender’s partners for long-term success in a fast-moving cybersecurity landscape.