Inside the Rebranding of 'Master Agents'

On the CP Expo keynote stage, we heard straight from the major players why a name change was necessary.

Craig Galbraith, Editorial Director

December 2, 2021

The controversy over the name “master agent” reached a peak this year. So the companies that carried that moniker got together to rename themselves “technology solutions brokerages.”

While they acknowledge it will take some time for widespread acceptance, they all say it was the right move. In addition to the negative connotations about race, many feel “master agent” never really accurately described the relationship they have with partners.

We gathered leaders from Intelisys, Telarus and TBI for a keynote panel at this fall’s Channel Partners Conference & Expo. We wanted to hear some of the motivations behind the name change and where the discussion goes from here.

Check out the video from the panel above; then, register for our Spring 2022 channel event, again co-located with the MSP Summit. We’ll host it at the Venetian in Las Vegas, April 11-14, and feature an amazing speaker lineup.

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About the Author(s)

Craig Galbraith

Editorial Director, Channel Futures

Craig Galbraith is the editorial director for Channel Futures, joining the team in 2008. Before that, he spent more than 11 years as an anchor, reporter and managing editor in television newsrooms in North Dakota and Washington state. Craig is a proud Husky, having graduated from the University of Washington. He makes his home in the Phoenix area.

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