We Built What Resellers Actually Need
ResellerOS was founded on a simple observation from 20+ years working alongside IT resellers: the tools they rely on were never designed for how they actually make money.
Resellers don’t sell their own products. They don’t set their own prices. They don’t control their own margins. Yet every platform they’ve been handed — CRM, CPQ, spreadsheets — assumes they do. The result is margin leakage, missed incentives, and growth that requires more headcount instead of better systems.
We know this because we’ve lived it alongside resellers for nearly two decades. We were there when the first quoting systems were cobbled together from spreadsheets. We built deal registration workflows when vendor portals barely existed. We watched great resellers grow into industry leaders — and we watched others stall out because the tools couldn’t keep up.
We built ResellerOS to close that gap — a revenue operations platform purpose-built for VARs, Systems Integrators, and MSPs. AI-first. Designed from the reseller business model outward. Not a better CRM. The operational foundation resellers were never given.
Nearly 20 Years in the Channel
ResellerOS didn’t start in 2023. It started the first time we realized the tools resellers were handed weren’t built for them.
Channel roots.
One of the first five inaugural Salesforce.com partners. Consulted over 1,000 organizations on digital transformation and learned what the channel's biggest platforms were missing.
First reseller quoting system.
Built the first version of a purpose-built quoting system for True North Solutions — because no existing tool was designed for how product resellers actually price and sell.
The system that fueled an acquisition.
Fishnet adopted the quoting system and used it to scale — growing fast enough to be acquired, eventually becoming Fishnet Security (FNS).
Scaled to category leaders.
FNS merged with Accuvant to form Optiv, one of the largest cybersecurity resellers in the country. Separately, deployed v.2 of the quoting system for Guidepoint Security.
Deal registration, built from scratch.
Implemented Salesforce for Sirius Computer Solutions (now part of CDW) and built their deal registration system — the first time we automated a workflow that every reseller does manually.
ResellerOS is born.
After working with 40+ resellers to optimize quoting, deal registration, order management, and renewals, we invested in building ResellerOS — a first-of-its-kind intelligent RevOps platform for the IT channel.
Shaped by the industry.
Evolved ResellerOS through our Channel Advantage Program, with direct input from over 70 resellers. Every feature reflects what channel professionals actually need — not what we assumed.
What Drives Us
Build for the Business Model.
We don't build generic tools and bolt on reseller features. Every capability starts with how resellers actually operate — their vendors, their distributors, their margins, their workflows.
Purposeful AI.
We took an AI-first approach to product design so the platform can support whatever vendors, distributors, and partner programs our customers throw at it — without pre-built integrations for every one of them.
Resellers First, Always.
Our customers are the IT channel — the people who keep businesses running on the right technology. They deserve tools as sophisticated as the ecosystems they navigate.
Margin improvement that gives back.
We believe that when technology makes a business more profitable, there’s an opportunity to do more than grow the bottom line.
Operating in the Margins is our commitment to channeling a portion of the margin improvement ResellerOS creates into communities that need it most. It’s not CSR. It’s not a donation button. It’s a structural model built into how we do business — and we start with ourselves, pledging 10% of our own revenue to the same fund.
Learn more about our Impact modelMeet the Founder
Keith Traweek
CEO & Founder
Keith has spent nearly 20 years building the systems that power IT channel revenue — quoting engines, deal registration workflows, and order automation for some of the fastest-growing resellers in the country. He was one of the first five inaugural Salesforce.com partners, has consulted over 1,000 organizations on digital transformation, and has worked hands-on with 40+ resellers on the exact workflows ResellerOS automates today.
His customers have included businesses that grew into category leaders — including companies in the lineage of Optiv and Guidepoint Security — and he built the deal registration infrastructure for Sirius Computer Solutions before it became part of CDW. ResellerOS is the platform he wished had existed for every one of them.
Built for resellers. By people who know the business.
See what AI-powered quoting and operations can do for your team.