Building Scalable, Trust-Driven Partner Ecosystems In this insightful episode of the ZINFI Partner Ecosystem Podcast, Sugata Sanyal, Founder & CEO of ZINFI, is joined by Bryn Jones, Co-founder and CEO of PartnerStack. Together, they explore the evolution of partner ecosystems and how trust, transparency, and scalable infrastructure redefine the future of B2B partnerships. Bryn shares PartnerStack’s 10-year journey—from building a basic affiliate tool to becoming a global ecosystem platform that powers modern partner relationship management (PRM). He discusses the shift in market perception, especially post-COVID, the rise of partner onboarding networks, the complexity of partner incentives, and how PartnerStack uses AI and data to match the right vendors with the right partners. With compelling insights into the challenges of fraud, global payments, and network-building, this episode is a must-listen for partnership leaders. Tune in to discover how modern PRM platforms are scaling trust and driving partner-led growth. Related Guidebook The Definitive Guide to Modern Partner Relationship Management & Ecosystem Best Practices Unlock Exponential Revenue & Resilient Growth Through Strategic Channel Partnerships. Download your COMPLIMENTARY COPY of The Definitive Guide to Modern Partner Relationship Management & Ecosystem Guide. Unlock Exponential Revenue & Resilient Growth Through Strategic Channel Partnerships. Download for FREE Video Podcast: Building Scalable, Trust-Driven Partner Ecosystems ✔ Chapter 1: The Genesis of a Partner Ecosystem Bryn Jones’s path to Partner Relationship Management was anything but typical. Starting as a competitive swimmer on Canada’s national team, Bryn shifted gears during graduate school when he discovered a passion for technology and entrepreneurship. His first venture, a nonprofit collaboration platform called Pod, unintentionally led him to the world of partnerships. A simple “refer-a-friend” feature became that business's most effective growth tool—prompting him to realize the untapped potential of affiliate-driven go-to-market models. In 2015, after conversations with Shopify’s early partnerships team and a successful pitch to Y Combinator, Bryn co-founded PartnerStack with a mission to transform how software is sold. The platform began as a basic referral tool but evolved into a full-fledged ecosystem management solution, addressing critical gaps in partner tracking, payout integrity, and top-of-funnel enablement. Today, Bryn leads PartnerStack as it powers thousands of B2B SaaS partner programs with scalable affiliate marketing infrastructure. His approach has been rooted in trust, transparency, and the belief that partner ecosystems are not just a sales channel—but a strategic, data-driven growth engine. From athlete to ecosystem architect, Bryn’s journey underscores the importance of curiosity, resilience, and long-term vision in building the future of PRM. ✔ Chapter 2: The Evolution of SaaS Partnerships and Ecosystem Management PartnerStack’s early launch in 2015, tagged “get paid for recommending products you love,” quickly revealed a deeper market gap: B2B companies lacked infrastructure to support partner relationships. A turning point came when a partner reported $60,000 in unpaid commissions, highlighting the urgent need for financial transparency. This led PartnerStack to evolve beyond simple referrals, integrating affiliate marketing technology into a robust, commission-based platform that prioritized cash payouts and partner trust—distinguishing it from competitors focused on gift card incentives. From 2015 to 2020,