**Editor’s Note: Click here for a list of February’s important channel-program changes you should know.**

SecureAuth on Wednesday said it has revamped its channel program to help partners capture a greater share of the growing authentication security market.

The invitation-only program provides the benefits, incentives and resources “necessary for partners to uncover new opportunities, drive revenue and maximize profitability – while reinforcing their position with customers as trusted advisors,” according to the company.

Larry Kraft, SecureAuth’s vice president of worldwide channels, tells Channel Partners he’s “very big” on keeping the company’s focus on “having the right partnerships with the right companies.” It has about 150 partners globally, including VARs, system integrators and service partners, he said.

“We don’t necessarily prevent prospective partners from reaching out and inquiring about joining [the SecureAuth Partner Program], but with that said, we are very active in the profiling of prospective partners to ensure that partners we invite to join the program provide a business value that makes sense,” he said. “This ties closely with tightly managing the quantity of partners we enroll. I’m keen on minimizing channel conflict and one way to do this is to ensure there is a definable reason and value proposition for each and every partner we invite to join.”

SecureAuth provides a single platform to enable access from any device to any app, with more than 500 customers globally.

“The (partner) program is a framework that allows SecureAuth to maximize the channel as a critical aspect of our go-to-market strategy in a much more predictable, reliable and sustainable way,” Kraft said. “My top goal is for us to be viewed as easy to do business with; with a culture focused on responsiveness, and a program that is both easy to understand and delivers real value for our partners.”{ad}

Previously, SecureAuth’s margin structure wasn’t appropriately incenting partners and therefore, “we were lacking a real motivation and enthusiasm within our ecosystem of partners,” he said. Additionally, the program didn’t offer the proper protection mechanisms to ensure minimal conflict, he said.

“We have very aggressive growth targets for our business and our channel is an absolutely vital aspect of our go-to-market strategy,” Kraft said. “Simply stated, our growth objectives as a business can’t be achieved without our partners. Our focus is on ensuring we enable our partners to deliver a world-class adaptive authentication solution for our customers.”

“Cyberattacks are impacting nearly every organization, placing cybersecurity as a top priority for senior executives and boards of directors,” said Andy Welsh, vice president of partner management for Optiv, a SecureAuth partner. “By combining the right technologies through our partnerships with providers such as SecureAuth with the optimal people and processes, Optiv is able to help clients solve their broader security challenges.”