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About us

Unifyr builds the partner relationship management platform vendors run their channel programs on, from Cary, Oxford, Munich, Singapore and Tokyo.

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Partners carry trust a vendor cannot buy

The obvious benefit of a channel program is a larger, more distributed sales team, with commercial, geographical and cultural reach no vendor matches alone. The more valuable one is trust: a partner brings a seat at the table that was reserved long before you arrived.

Over 20 years ago, Unifyr recognized the power of partnerships and set out to help businesses harness it with technology that shaped the industry. That experience now drives a platform built on a new, cloud-native architecture, designed to help companies grow through their partners. It runs programs of any size, up to global, and gives each partner the right resources to market and sell.

Today, we’re still pushing what partner software can do. With AI at its core, the platform helps our customers work more efficiently, deliver more personalized content and experiences, and grow revenue together with their partners. The result is better partnerships.

Twenty years of channel experience, built cloud-native for today

  1. Zift Solutions founded

    Ken Romley and Lionel Farr start in Cary, NC, with through-channel marketing.

  2. Relayware merger

    Adds PRM expertise and a European base in Oxford, UK. HQ moves to Cary’s Weston Parkway.

  3. Elastic Grid acquired

    Through-channel demand generation joins the platform in November.

  4. ITP becomes majority owner

    Investcorp Technology Partners leads a deal worth over $70M.

  5. Zift becomes Unifyr

    New brand; Zift evolves into Unifyr. A new era, built cloud-native.

  6. IDC names us a Leader

    Leader in the IDC MarketScape for worldwide PRM.

  7. New CEO

    Michael Kugler joins as Chief Executive Officer.

  8. $20M to scale

    In January, Investcorp leads a $20 million investment.

  9. Agentic and global

    Three regions, an agentic AI platform, and the Activate, Grow and Scale plans.

The executives who run Unifyr

Michael Kugler

Chief Executive Officer

Michael Kugler

Photo of Michael Kugler

Chief Executive Officer

Michael is a committed leader, fully convinced that building a strong team and creating a shared vision is key to drive Unifyr's success. He joins Unifyr following a highly successful period where he spearheaded a major company transformation, repositioned the product with an AI-first strategy, expanded the international presence, and drove the company's ultimate sale to a strategic investor.

Earlier in his career, Michael co-founded and scaled a customer experience consulting business that was part of a larger group and later acquired by a global systems integrator. He has also held various leadership positions in high-growth SaaS and technology firms, focusing on product innovation, commercial acceleration, and organizational change. Michael holds a diploma in business administration and engineering with focus on tech and management.

David Winkens

Chief Operating Officer

David Winkens

Photo of David Winkens

Chief Operating Officer

David has a passion for strategy execution and tech. Before joining Unifyr, he held various positions in SaaS and Consulting businesses. Having covered very technical roles as well as roles in Sales and Consulting in Technology & Marketing, David is a true all-rounder. As COO, David's mission is to create internal alignment and promote customer value wherever possible. David holds a master's degree in Philosophy, bachelor's degrees in Philosophy and Economics, and an MBA.

Lionel Farr

Co-Chief Technology Officer

Lionel Farr

Photo of Lionel Farr

Co-Chief Technology Officer

Lionel has a passion for new technology and a strong background in building and leading agile software development teams.

As Unifyr's Chief Technology Officer, he is responsible for the development of all Unifyr technologies, products and services. Before founding Zift Solutions, he served as Senior Engineer at DoubleClick where he played a key role in a major product redesign to ensure quality and scalability for such online giants as eBay, AOL and Orbitz. Prior to DoubleClick, Lionel spent more than three years as a Senior Engineer and Developer for IBM. He holds a BS in Computer Science from James Madison University.

Philip Juchert

Co-Chief Technology Officer

Philip Juchert

Photo of Philip Juchert

Co-Chief Technology Officer

Philip is passionate about product strategy, emerging technologies, and user experience. Over the past 20 years, prior to joining Unifyr, he held various leadership positions across the software delivery lifecycle - leading Product Management, Development, and Product Support teams. As Co-CTO, Philip's mission is to build a best-in-class organization and offerings driven by customer feedback and continuous innovation. Philip holds a degree in Software Engineering for Application Development.

Holger Schneider

Chief Product Officer

Holger Schneider

Photo of Holger Schneider

Chief Product Officer

Holger combines visionary product thinking with pragmatic execution. With a strong focus on customer value, sustainable innovation, and scalable SaaS architectures, he consistently transforms product strategies into high-performing solutions, leveraging modern AI-enabled capabilities to solve complex business challenges and deliver measurable impact.

Throughout his career, he has worked with mid-sized and large enterprise clients worldwide in consulting and business-critical application management, and has taken responsibility for the development and operation of Software as a Service (SaaS) platforms. He believes that lasting success starts with listening: understanding the customer's business, constraints, and strategic objectives, before translating it into effective product outcomes.

Product marketing, pricing strategy, and go-to-market execution have been integral parts of his leadership responsibilities, ensuring clear market positioning and sustainable revenue growth.

Holger holds a diploma in business informatics.

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