Specialism: Microsoft Dynamics
Key vendor: Microsoft
Revenue: £25m (+14%)
Headcount: 15
Active reseller/MSP base: 120
The UK arm of this pan-European Microsoft Dynamics distributor is now a £25m-revenue business, according to VP Will McIntee (see below).
Based in the Netherlands, the wider Companial Group employs nearly 300 staff and itself belongs to a wider group of Dynamics-focused businesses called ‘Novature’.
Asked about Pax8’s recent full-page New York Times, McIntee said he too can “sometimes be a bit prickly about the term ‘distributor’.
“But when you try to describe yourself as a ‘Microsoft Business Applications Partner Services organisation that happens to also distribute Microsoft cloud software’, sometimes it’s just easier to say a single word,” he added, however (see Q&A, below).
“I would be disappointed if we did not achieve another 20% YoY growth”
Quickfire Q&A with VP of Business Development, Will McIntee
What’s your top priority over the next 12 months?
It is impossible to ignore the potential opportunity – and indeed disruption – for our partners around AI and Co-pilot. The Companial eco-system of partners is unique in that they all want to deliver their customers a great biz apps and AI-enabled business process experience. To that end, we are ensuring that Companial is fully prepared to support our channel to become an AI-first channel.
What’s the most under-rated facet of your business?
Focus. We are 100% focused on Microsoft business applications and AI business process partners. This enables us to ensure that we are adding the right values in the right areas and can react quickly to changing needs and demands.
Name a vendor or technology area that’s been a hit for you in 2025
It has to be Co-Pilot Agents. Microsoft seems to be continually upping its AI game and is now building AI capabilities directly.
Are you expecting to grow in this calendar year?
Yes – I would be disappointed if we did not achieve another 20% YoY growth.
What distribution news story most grabbed your attention in 2025?
The number of mergers and acquisitions was interesting, and it will be interesting to see what results of this M&A activity create.
3 of the 4 largest companies in this report have changed ownership in the last 12 months (or are about to). What does that say about the market?
It’s a great place to be: especially those with a Microsoft focus. Potential investors seem to be paying a lot more attention to the value-add distributors in the market.
How do you feel that one company featured in this report took out a full-page New York Times ad in March blasting the term ‘distributor’?
It did make me laugh. I can sometimes be a bit prickly about the term “distributor”, but when you try to describe yourself as a “Microsoft Business Applications Partner Services organisation that happens to also distribute Microsoft cloud software”, sometimes it’s just easier to say a single word! 🙂
On a scale of 1-10, how optimistic are you about the IT distribution market right now?
10: that’s a combination of a few things… My personal belief that partners are awesome, that our community of like-minded partners is awesome and that we will always strive to create real value for our partners. Align that with the changes Microsoft are making in terms of their Indirect Provider program and revenue authorisation levels for both “disti” and reseller, I think more and more resellers will be looking for an organisation like Companial to work with.
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