Okta launches new partner programme to capture $80b identity market

Identity and access management specialist Okta has unveiled its new Elevate partner programme, which aims to create more opportunities and accelerate growth for partners.

Launching on 3 April, the Okta Elevate programme introduces simplified deal registration, a broader range of specialisations, a flexible tier structure, as well as a new partner badging model.

The initiative has been designed to better tackle the digital identity market which Okta estimates to be worth around $80 billion. With its changes, the company is repositioning itself to cater to a broader range of partner types, including systems integrators, MSPs, technology partnerships, and cloud service providers.

“Partners want to work with Okta, but every partner is different,” said Warwick Lawson-Syer, director of regional alliances at Okta. “Okta Elevate celebrates this individuality, the potential of identity, and re-establishes the foundation of how we work with our partner community in the UK and across Europe.

“From specialisation to recognition, Okta Elevate allows each and every partner to showcase their expertise and deliver the Okta experience to customers.”

Elevate’s new structure introduces four tiers for partners to move up through, with the entry-level Elevate providing a gateway to the programme's Amplify, Ascend, and Apex tiers.

This framework allows partners to move up when meeting revenue and specialisation requirements, opening up access to various benefits – including new training and tools, market development funds, as well as partner advisory councils.

A new partner badging model also introduces digital badges as a primary way for customers to identify the capabilities that partners provide on behalf of Okta. For example, partners can display their expertise as Tech Champions, Public Sector Experts, or Managed Service Providers.

Okta partners will also now have specialisations to showcase their product capabilities, while simplified deal registration aims to provide improved rewards for finding new customers.

Bill Hustad, Okta’s SVP of global partners and alliances, said the company reached a stage in its growth that required a rethink of its partner strategy.

“We need to recognise and reward partners for the full spectrum of value they can deliver to our customers and Okta – from finding, developing, and influencing to delivering, managing, and transacting,” he explained. “The more of these motions a partner offers, the more value they provide to Okta and our mutual customers.”

He added: “Our partner strategy will revolve around recognising and rewarding our partners for embracing the motions that matter. The good news is that our partner ecosystem is already evolving, with many actively developing a breadth of capabilities.”