Unified communications vendor Wildix is making North America a core growth priority as it brings its 100% channel model across the Atlantic.
Earlier this month, at the company’s analyst day in Venice, Italy, CEO Steve Osler and CCO Jason Uslan said Wildix is seeing strong momentum in the U.S. and U.K. — and is betting that its European-born approach will resonate with managed service providers frustrated by direct-selling vendors.
Established in Italy in 2005 and launching in the U.S. in 2017, the company now has offices in Columbus, Ohio, and operates across three regions: East, Central and West.
Wildix’s expansion is built around its indirect-only model. “We are 100% channel. We are 100% behind and beside our partners, selling with them and helping them grow their businesses,” said Uslan. “We empower our partners to own everything — the customer relationship, the pricing, the billing, the deployment.”
Persistent consistency
Wildix works primarily with MSPs and systems integrators, handing over complete control of the sales motion. “Partners want to own the customer. They want to own that relationship. They want to co-own that roadmap, and we give them that ability,” said Uslan.
The vendor’s growth strategy centers on co-execution, with Wildix teams working alongside partners on deals, enablement and customer delivery. The company’s model allows it to scale quickly without a direct sales force and to adapt to local market needs, said Uslan.
“Co-execution, and that ability to have a vendor and a partner side by side to the customer, we know is a recipe for success,” he said. Wildix is also expanding enablement programs, such as its Sales Academy and technical certifications, to help partners transition from selling products to delivering full business solutions.
Osler positioned Wildix as a quieter, more consistent challenger to U.S. tech giants. “We’re not the loudest, but we’re the most consistent,” he said. “Our aim is not to become a mass market — that part is already done by Microsoft and Google. We are not looking for big numbers. We are looking to focus on the value of communication, to give our customers the best return.”
Wildix’s strategy is aimed squarely at SMBs seeking measurable impact rather than technology for its own sake. “They don’t want products anymore. They need a solution that’s custom and tailor-built for them,” said Uslan. “They don’t want to be put into a box.”
Osler said Wildix partners sell outcomes, not licenses. “Our partners know their customers’ business model very well ... they use communication to interact with their customers. They can automate any kind of interaction — that’s why they are so successful.”
Partner-led growth
Wildix says it has more than 1,000 partners worldwide and over 1.2 million end users. The company grew 33% year over year in 2024 and plans to accelerate that pace through co-selling and joint execution.
Internally, Wildix applies the same philosophy of trust and empowerment that it uses with partners. “We don’t measure working hours anymore because it doesn’t make any sense. What we measure is results,” said Osler. “When people are relaxed, they do their best performance ever.”
After two decades of steady progress, Wildix’s Venetian theme — “The Mask Comes Off” — captured its intent to raise its profile while staying true to its channel DNA.
“After 20 years and having seen the company grow faster and more profitable, we saw that it was overdue time to have this kind of visibility,” said Osler. “We’re not looking for big numbers. We’re looking to focus on the value of communication, to give our customers the best return.”
