Insights from SEAA 2025: How ISVs can win against 800-number giants

Discover how leading ISVs are leveraging company culture, rapid support, and customized solutions to outperform national competitors and drive long-term growth.

At the SEAA 2025 conference in Orlando, a packed session tackled one of the most pressing challenges for independent software vendors (ISVs), value-added resellers (VARs), and independent sales organizations (ISOs): how to compete and thrive against the “800-number” point of sale (POS) and payments providers. These national, VC-backed companies have deep pockets and one-size-fits-all solutions. Still, as the panel of industry leaders made clear, local and channel-focused providers possess unique strengths that can’t be easily replicated.

Drawing on the lively discussion led by Jim Roddy, President and CEO of the RSPA, and insights from panelists Dustin Magaziner (PayBright), Brian Booth (Enroll & Pay), and Ashley Naggy (OrderCounter), here’s a deep dive into the three core differentiators that empower ISVs to outpace the giants—and actionable takeaways for your business.

The three differentiators: People, service, and tailored value

1. People and company culture

The consensus from both the session and broader channel research is clear: Your people and culture are your greatest assets. Unlike the transactional approach of large, faceless providers, ISVs can build teams that are mission-driven, empathetic, and invested in customer success.

• Hiring for mission, not just skills: Magaziner emphasized seeking candidates with a “servant’s mindset”—those who genuinely want to help and solve problems. Evidence of this mindset often comes from backgrounds in teaching, military service, or nonprofit work, where purpose and empathy are central. Brian Booth added that while technical skills are vital, initiative and the ability to solve problems independently are just as important. Creative interview questions and scenario-based assessments help uncover these traits.

• Culture that retains talent: Retention goes beyond compensation. Naggy described OrderCounter’s commitment to team cohesion through weekly game nights and annual company retreats that include employees’ families. PayBright hosts events like boat parties and holiday gatherings but also prioritizes transparency and accountability—celebrating wins and openly discussing mistakes so everyone understands their impact on customers and the business.

• Best practices: Regular one-on-one meetings, “stay interviews” to understand why employees remain loyal, and clear communication of both expectations and the company’s mission help foster belonging and engagement. As Roddy noted, “There’s no substitute for a competent manager getting closer to a situation.”

2. Fast, personal customer service

Speed and accessibility are where ISVs can truly shine. The panelists agreed: While big providers may tout 24/7 support, nothing beats a real person who knows your business and answers the phone without delay.

• Accessibility at every level: OrderCounter’s CEO lists his cell phone on the company website, making leadership directly reachable. This level of openness fosters trust and reassures customers that their concerns are taken seriously.

• Proactive support: Enroll & Pay has built systems to detect issues before customers notice them, allowing the team to reach out proactively and resolve problems quickly. This preemptive approach minimizes surprises and demonstrates a commitment to uptime and reliability.

• No hold policy: PayBright enforces a “no hold” policy—customers aren’t left waiting on the line. Instead, staff engage directly, even while looking up answers, ensuring the experience is personal and efficient.

• Transparency and accountability: When mistakes occur, the best ISVs take immediate ownership and focus on a rapid resolution. This honesty builds long-term loyalty, as customers know they’re dealing with real people who care about their success.

3. Tailored value, not one-size-fits-all

National providers often push standardized solutions, but independent software vendors (ISVs) can tailor their offerings to each client’s unique needs.

• Expanding the line card: As discussed during the session and echoed in industry commentary, ISVs should continually broaden their product suite by adding new payment technologies, integrations, and vertical-specific solutions. This flexibility enables true customization, positioning the ISV as a consultative partner rather than just a vendor.

• Discovery-driven sales: The panelists emphasized the importance of conducting in-depth discovery calls to gain a comprehensive understanding of the client’s business, pain points, and objectives. Solutions are then tailored, not just sold off-the-shelf. This consultative approach uncovers opportunities for long-term partnerships and recurring revenue.

• Value over price: Competing on price alone is a losing battle. Instead, ISVs must articulate and deliver value—whether that’s through better support, industry expertise, or innovative features. As Magaziner put it, “We don’t do quotas. It’s about long-term success.”

Actionable takeaways for ISVs

• Double down on what makes you unique: Identify your core strengths—whether it’s customer intimacy, technical agility, or industry expertise—and invest in them relentlessly.

• Build a mission-driven team: Hire for attitude and purpose, not just technical skills. Foster a culture where employees feel valued and accountable.

• Make customer service a competitive weapon: Ensure every customer interaction is fast, personal, and solution-oriented. Track response metrics and share them with your team to drive continuous improvement.

• Tailor your solutions: Expand your product offerings and use discovery-driven sales to deliver bespoke solutions that national providers can’t match.

• Leverage partner networks: Collaboration with other ISVs, VARs, and channel partners can help you tackle complex projects and expand your reach.

Conclusion

In an era where “800-number” giants dominate the airwaves, ISVs and channel-focused providers can win by being everything the big guys aren’t: personal, agile, and deeply invested in customer success. By focusing on people, service, and tailored value, you can build lasting relationships and a resilient business—no matter how crowded the market becomes.

For more resources on building your channel business, contact the RSPA or connect with your peers at industry events like SEAA and RetailNOW. Your edge isn’t just in your technology—it’s in your people, your service, and your commitment to delivering real value.