A Guide to the Alliance Partner Programme

For more than 20 years, Gradwell have been pioneers in VoIP and communication technology.

Having grown fast in recent years through the development of our own IP and the acquisition of The Technology Group, we have embarked on the next phase of growth. To continue on this path, we needed to take a new approach to our channel partners. The Alliance Programme enables our current and future MSP and telco resellers to differentiate themselves and deliver on any scale.

With extensive in-house development resources, Alliance is an innovative partner program that  provides a compelling proposition with high margins and a strong service wrap.

One of the key industry drivers of this change has been the rapid adoption of Microsoft Teams, which has increased due to the growth of remote and hybrid working. This shift in the industry has resulted in loss of market share vs typical cloud PBX products, as customers shift their communications into one platform; despite a significant gap in capability between Teams and industry-standard cloud PBX software. The Alliance Programme was designed to help the channel to regain that market share by providing easy access to next-generation voice and connectivity products, such as Gradwell’s Teams Direct Routing solution, as well as helping to educate the market on the benefits of cloud PBX.

What does the new partner programme mean for the channel?

Gradwell has listened to the feedback of its partners and the market. Broadsoft fatigue is a real issue within the industry; a race to the bottom is commonplace with price often being the only tangible point of difference. In a market dominated by standardised products, Alliance provides the channel with the ability to differentiate themselves, with a host of solutions ensuring sellers can stand out from the crowd.

Key components of Alliance that address this challenge include a dedicated self-service portal, a new partner enablement programme, including education and marketing support, and access to more qualified support staff and engineers.

One of the cornerstones of the programme is the revamped partner portal. The portal empowers partners to get the most out of Gradwell’s products and enable end-to-end management of the customer experience. Built in the Salesforce ecosystem, it functions as a mini-CRM, helpdesk, and library – all in one.

The portal centralises online ordering activity which gives partners the ability to view Gradwell’s online price book, easily order online and create their own bespoke quotes.

Gradwell Alliance Partner portal

Support for partners goes well beyond the point of sale. As well as a comprehensive technical support service available 24/7 and a full library of marketing collateral enabling partners to white-label products, Gradwell has created The Alliance University where partners can access comprehensive training and all the resources needed for success, making this a truly collaborative experience.

Together with an in-house development team as well as dedicated partner managers and a fully UK based team, partners can easily access advice and support.

The Alliance Programme has solutions that are suitable for telephony requirements of all sizes, from small offices needing bespoke telephony, to multinational corporations looking for a hybrid working solution. Alliance partners will be able to choose from a portfolio of industry-leading products and services such as the full offering of voice solutions including 3CX, Microsoft Teams Direct Routing, SIP Trunks and Gradwell’s own feature-rich and cost-effective cloud PBX, Wave. Partners will also be able to provide leased line solutions, through up to ten different carriers, depending on location as well as standard business broadband services.

We now offer a wide range of differentiated and innovative products to members of our Alliance Partner Programme, enabling them to go to market with something different. Not only that, we also actively encourage our partners to engage in product feedback and influence the direction our solutions take.

Darren Standing, Head of Product

Next-generation products for partners


We offer a full range of voice products including our own hosted phone system, Wave. Wave is a cloud PBX that allows you and your colleagues to work collaboratively from anywhere, perfect for businesses who need to keep their phone system running wherever they are. Simple and easy to use, Wave is packed full of tools to help business telephony run smoothly. Wave utilises the latest digital codecs from Opus to bring true HD quality to every call and also means very low latency, particularly important for international and long-distance calling.

Find out more about Wave here

Teams Direct Routing

Gradwell’s Direct Routing service allows partners to connect Teams to the PSTN to make internal and external calls. Gradwell’s direct routing solution are competitively priced per user, saving customers money versus Microsoft’s own calling plans. Partner and end user portals are available along with specialist provisioning support and number porting team on hand. There are also plans to integrate Wave into the platform in early 2022.

Find out more about Teams Direct Routing here

SIP Trunks

Gradwell’s SIP trunks are perfect for any type of business, including high-volume, channelised and specialised 3CX SIP. Our market leading SIP platform allows for more flexibility and at a lower cost than other offerings. What’s more, it comes with an end-user service management portal to manage and review usage, two different models for different customer profiles and use cases as well as a host of other features.

Learn more about Gradwell SIP Trunks here

Leased Lines & Business Connectivity

Our fast & reliable business connectivity products are designed to meet the needs of business of all sizes. Some of the key features include:

  • Easy to provision and manage
  • Industry leading product set & Business Grade Service
  • Online availability checker & quoting tool in the partner portal
  • Unmetered data usage available
  • Enhanced Care Levels 8 or 20-hour SLA
  • 24/7 telephone support

Find out more about the various business connectivity offerings here.

Why partner with Gradwell?

  • Instant access to an extensive suite of products, with sales and marketing collateral
  • We are comprised of people with drive and passion, invested in maintaining our excellent quality of service and in turn, enabling you to elevate yours.
  • We provide you with the sales and provisioning tools to help you manage your customers and services via the portal
  • Get the latest voice and connectivity technology at competitive rates to help you win new business

Partner Models

We have lots of options for partners looking to join the Alliance Programme. For further information, please contact us or download a copy of the Alliance brochure to peruse at your leisure.

Referral Partner

Simply refer leads to us

  • Get paid on the implementation
  • Earn up to £80 per extension
  • No Commitment


Easy commission-based selling

  • Gradwell manage customers
  • Account management
  • Specialist Partner Support
  • Approved & premium tier options


Manage your own customers

  • Set your own pricing
  • Manage your own customers
  • Sell white-labelled products
  • Priority Account Management
  • Approved & premium tier options

As an established business in this market with a strong heritage, we are confident that this programme offers the channel an opportunity to differentiate their offering.
We have developed the Alliance Programme over the last two years as a direct response to the challenges now faced by the channel. Alliance is well placed to attract MSPs and telcos who are looking to add or are looking to move into comms for the first time.

Jamie Ward, CEO

The launch of the Alliance Programme represents a landmark moment for Gradwell and is the culmination of two years of hard work, supported by the valuable feedback of partners. The vision for Alliance is to create something new, unique, and disruptive for the Telecoms Channel. The programme has been developed to guarantee business success for partners and is the first major milestone in Gradwell becoming a channel-first business.

Join The Alliance Programme

Ready to get started or want to know more?

Become a partner

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