Dashlane Revamps Partner Program to Drive Growth in Credential Security

Credential theft remains one of the easiest ways into an organization, and attackers aren’t letting up. As demand for identity and access security rises, Dashlane is putting its channel front and center with a refreshed partner program designed to help resellers grow their business while delivering practical protection to their customers.

At the heart of the relaunch is a new points-based structure that rewards partners for driving adoption of Dashlane Omnix, the company’s credential security platform. The more sales milestones, certifications, and campaigns a partner completes, the more program benefits they unlock, ranging from better margins and rebates to marketing funds and deal support.

According to Tom Laffaye, Dashlane’s Director of Channel Sales, the new model is intentionally designed to break from the revenue-first mold. “Rather than a traditional tiered model solely based on revenue, our points-based model unlocks benefits based on participation, giving partners of all sizes the opportunity to build, grow, and learn together with us,” he said. “There are higher margins, more co-marketing opportunities, increased marketing development funds (MDF), and other incentives to ensure shared success.”

A Simpler, Scalable Program Structure

Dashlane’s updated partner framework introduces three tiers: Core, Preferred, and Strategic. Each is built to align with a partner’s current business focus and growth trajectory.

This new structure supports a wide range of partners - from MSSPs and cloud resellers to security -focused VARs - by providing flexibility in how they engage. “We’re looking to work with partners with strong mid-market and enterprise reach with a sharp focus on enablement and go-to-market support,” said Laffaye. “Ideally, they have general knowledge of password and credential management best practices, understand that poor password policies continue to be one of the leading causes of breaches globally, and have a gap in their technology portfolio.”

Addressing Human-Centered Risk

The program is grounded in the belief that credential security must be holistic and proactive, not just a bolt-on. “The central security challenge facing enterprises continues to be human risk,” said Laffaye. “Attackers are still most often going after people, rather than systems, and credential security is one of the major areas impacted as weak and compromised credentials drive these threats, such as AI-driven phishing attempts targeting employees.”

To address this, Dashlane’s Omnix platform delivers protection across the entire workforce, even for users who aren’t actively using a password manager day to day. “We achieve this via Dashlane Omnix, which is the only platform that addresses the entire credential threat lifecycle, from initial detection of a compromised credential to real-time alerting and ongoing management and protection, simply by deploying our Dashlane Smart Extension,” Laffaye added.

Measuring More Than Just Revenue

Another notable shift is how Dashlane measures partner success. “Rather than tying rewards strictly to revenue, the KPIs of our points-based partner program focus on performance across sales, engagement, and customer success,” Laffaye said. “Partners earn points by hitting sales milestones, completing certifications and training, participating in enablement, and running marketing campaigns. For example, if a partner completes our Dashlane Omnix training session, they’ll earn points and unlock additional benefits.”

New Leadership, Renewed Focus

As part of its commitment to channel growth, Dashlane appointed Laffaye to lead partner strategy. He brings experience from Jamf, OneLogin, Okta, and Censys, where he launched and scaled global programs. At Dashlane, he’s tasked with expanding the partner ecosystem and making sure resellers have the support they need to succeed.

With the combination of flexible program tiers, performance-based incentives, and focused leadership, Dashlane is laying the groundwork for long-term, partner-led growth. Resellers looking to grow or diversify their cybersecurity offerings now have a clearer runway to do it - backed by a vendor invested in credential protection that goes beyond passwords.