Kong Inc., a developer of API and AI connectivity technologies, has announced a new channel partnership with Unfold, an Australian SaaS distribution and channel activation firm, in a move aimed at strengthening its partner ecosystem across Australia and New Zealand.

The agreement positions Unfold to work closely with Kong’s regional partners to improve how they engage with the vendor’s go-to-market strategy and commercial priorities.

According to the companies, the initiative is intended to help partners identify more consistent revenue opportunities by better aligning their sales activity with Kong’s current product focus and market direction.

At the centre of the partnership is a shared attempt to address a recurring issue in indirect technology sales: limited transparency between vendors and their channel partners.

In many cases, partners struggle to access timely insights into shifting vendor priorities, making it harder to shape sales strategies, position solutions effectively, or respond quickly to emerging demand.

Unfold’s role will be to act as an intermediary layer between Kong and its partner network. The company will deliver structured sales plays, technical positioning guidance, and use-case frameworks tailored to current demand signals.

It will also work to proactively surface and curate opportunities that align with active market trends, rather than relying on partners to independently interpret vendor strategy. For partners, the model is designed to be more proactive than traditional channel enablement approaches.

Instead of self-service portals or passive marketing collateral, Unfold will push contextualised guidance and opportunity mapping directly to partners, to shorten the time between engagement and deal execution, and ultimately improve revenue outcomes across the ecosystem.

Unfold Co-Founder James Cunial said the company was looking forward to putting Kong forward for partners investing in AI and API innovation. 

“Kong sits at the centre of where APIs and AI converge, and that opportunity is playing out right now,” said Cunial

“As AI initiatives materialise and demand accelerates, our focus is to help partners move quickly, position Kong clearly, and convert that opportunity into real pipeline and revenue across ANZ,” he said.

Mark West, Regional Vice President for ANZ at Kong says the partnership would enable a scalable sales multiplier for the company in the region, allowing for greater growth and collaboration opportunities.

“Kong is at the heart of all things AI, serving as the infrastructure and connectivity layer that organisations must consider as the whole agentic AI footprint explodes,” said West

“To match demand and scale as quickly as required in the ANZ market, partnerships such as the one we are embarking on with Unfold are a strategic enabler,” he said