If you're an MSP reselling email signature management, you've probably sold it one of two ways: as a services-heavy deployment project, or bundled into a Microsoft 365 contract at a fixed license cost. Both break the same way. Every hour you spend on deployment eats into your margin. And every license you buy upfront turns into dead weight the moment a customer's headcount shrinks, churns, or only needs the service seasonally.
"An MSP is a business within a business. It needs to manage hundreds of customer environments without adding operational drag. If getting one customer live requires a long sales process or a services project, the economics stop working."
Louise TaylorVP Channel, Exclaimer
Exclaimer's answer is MSP Connect, a partner program built around that exact constraint. The stakes for Exclaimer are real too: partners already generate roughly 30% of annual recurring revenue across a global network of about 5,000 partners.
Billing that actually matches how you run your business
“MSPs have been clear about what they need from us: a platform that is easy to provision at scale, a commercial model that flexes with their customers and commercial support that helps them grow.
“We also heard clearly where our previous MSP offering fell short. It was not easy enough to use, and the billing model did not reflect how MSPs run their businesses. MSP Connect is the reset. It removes unnecessary steps, gives partners more control through self-service, and aligns billing with what their customers use.”
MSP Connect replaces fixed licensing with consumption-based billing. You pay a monthly fee tied to actual customer usage, and your costs adjust automatically when customers add users, scale down, leave, or operate seasonally. So you stop paying for seats nobody's using.
Faster deployment, less admin work
The other half of the fix is operational. Exclaimer pulls from directory data to populate approved email signature attributes automatically across Microsoft 365 and Google Workspace. That means you can get a customer live in under an hour, depending on their setup, without a services project or lengthy integration work.
A redesigned partner portal gives you one place to provision and manage email signatures across every customer, cutting the number of routine support tickets you need to raise. Professional Services Automation (PSA) integrations connect Exclaimer to the platforms you already run your operations on, so you're not managing yet another disconnected tool.
What you can build on top of it
MSP Connect also includes not-for-resale (NFR) licensing, so you and your team can use the product and demonstrate it yourselves. You also get a dedicated channel account manager to help with onboarding, positioning, and growth.
Beyond the platform itself, you can package email signature design and template catalogs as a service line of your own, or fold Exclaimer into a broader managed service bundle. Your customers' marketing teams get access to approved campaign banners, engagement analytics, and rules-based email signature content, while their IT keeps centralized control over deployment and governance.
Larry Lodge has spent 20 years in B2B sales, almost all of it in the channel. He started at Mimecast as an inside sales rep when the US team was three people, and eventually led a team of 45 reps and four managers through the company's NASDAQ IPO in 2015.
Before joining Exclaimer, Larry helped build the channel motion at Unify Square from scratch, stayed through its acquisition by Unisys, and then ran global alliances. He was also one of the first 100 employees at Klaviyo, now publicly traded, where he built the GTM sales motion and grew the team 4x in under a year.
At Exclaimer, Larry leads North American channel: MSPs, VARs, regional resellers, and distributors. When he joined in 2024, channel represented around 14% of US revenue. Since then, the team has delivered 30%+ year-over-year growth through the channel.
