The Story of Avanue

Gary explains why his team saw untapped potential in the office equipment reseller market, the challenges of adapting a traditional ERP to meet unique hybrid business models (recurring revenues, leasing, managed print services), and the need to “unlearn” conventional ERP design.

He highlights Avanue’s transformation into a cloud-first, modular, integration-friendly platform built with simplicity, flexibility, and dealer input at its core. Features such as ConnectWise integration, online ticketing, CRM tools, and mobile accessibility are being shaped in close collaboration with partners, who Gary calls “co-creators” of the solution.

The rebrand from Forza to Avanue signals a fresh direction and renewed purpose: delivering a nimble, intuitive, SAP-powered backbone that empowers dealers rather than forcing them to conform. Gary emphasizes that Avanue’s differentiation lies in its deep vertical focus, ease of use, and real-time accessibility, positioning it as the trusted alternative to bloated, generic ERP systems.

Looking ahead, Gary sees major opportunities to help dealers modernize and preserve their competitive edge while stressing that success depends on careful rollouts, strong onboarding, and continuous partner feedback.