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AppDirect Unifies its Advisor Business Under the AppDirect Brand

January 23, 2023

A unified AppDirect is expected to fuel growth and innovation, and create exceptional value for customers

SAN FRANCISCO, CALIFORNIA, January 23, 2023—AppDirect, the world’s leading B2B subscription commerce platform, today announced the unification of its AppSmart advisor business under the AppDirect brand.

The AppDirect platform powers more than 10,000 advisors and 5 million subscribers with tools to simplify and scale how they sell, buy, and manage technology. More than 1,000 providers offer thousands of products in our AppDirect catalog—the largest and most diverse offering in the industry—and many of them also operate their own custom B2B commerce ecosystem.

“Unifying every key element of our ecosystem is a pivotal stepping stone in achieving our mission to simplify how customers buy, sell, and manage their technology,” said Nicolas Desmarais, Chairman and CEO, AppDirect. “Our advisor support teams will remain consistent through this unification while our company overall will continue to work on ground-breaking approaches and technologies to help our customers grow and thrive,” he added.

For example, AppDirect is working on innovative tools that will allow the 1,000 providers whose products are listed in its catalog to better manage their marketplace offerings, package their products, and expand their routes to market. This is essential for providers who are looking to differentiate themselves and find new ways to monetize their products.

AppDirect has already made significant improvements as a result of its unification, recently launching a unified experience for advisors that gives them access from a single dashboard to every type of service offering—cloud, telco, and energy. This level of integration is unique in the industry and greatly simplifies advisors’ ability to cross-sell services and create solution packages that deliver the ideal technology stack to their customers. From their dashboard, advisors have one-click access to manage every element of their business with providers, customers, and AppDirect, with immediate access to quotes and commissions and to the back-end tools they need.

"AppDirect has proven once again that it will stop at nothing to evolve and innovate in order to meet its customers' needs," said Chris Arsenault, Partner at Inovia Capital, an investor in AppDirect. "Very few players in any industry bring the vision, intensity, and commitment that AppDirect leaders bring to creating value for everyone involved. We're delighted and proud to support AppDirect in its endeavors and are confident in its direction," he added.


AppDirect is a San Francisco-based B2B subscription commerce platform company that brings together technology providers, advisors, and businesses to simplify how they buy, sell and manage technology. More than 1,000 providers, 10,000 advisors and 5 million subscribers rely on the AppDirect ecosystem of subscription marketplaces to power their innovation, growth, and success.


Inovia Capital is a venture capital firm that partners with founders to build impactful and enduring global companies. The team leverages an operator-led mindset to provide founders with multi-stage support, mentorship, and access to a worldwide network. Inovia manages over US$2.2B with operations in Montreal, Toronto, Calgary, San Francisco, and London.

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