Stronger Together: Why Fortis and Avalara Are Betting on the B2B Ecosystem

Read time: 4 minutes 

The rules of B2B are changing 

For years, the B2B technology landscape operated on a simple premise: find the best tool for each job and figure out how they fit together later. Businesses pieced together separate solutions for every function, one for payments, one for tax, one for ERP. That left their teams manually reconciling data across disconnected systems. 

That model is breaking down. Today’s B2B businesses expect more from the platforms and partners they work with. They want solutions that fit together, not systems they have to force together. The companies best positioned to serve them aren’t trying to do everything. They’re building the right relationships to deliver more than the sum of their parts. 

The partner-first approach to B2B 

Fortis has always believed that success is a team sport. Our model isn’t just about technology. It’s about the relationships we build with the software platforms, channel partners, and service providers that make up the B2B commerce ecosystem. When those relationships are strong, everyone wins: our partners, their customers, and the businesses those customers serve. 

That belief drives us to be intentional about who we partner with. We’re not looking to check a box or expand a logo wall. We’re looking for partners who share our commitment to the B2B market, who bring genuine complementary value, and who approach partnership the way we do: as a long-term investment in mutual success. 

Avalara is exactly that kind of partner.

Payments and tax compliance: one workflow, not two 

Ask any mid-market business what keeps their finance team up at night, and you’ll hear two answers more than any others: getting paid efficiently and staying compliant. These aren’t separate problems. They live inside the same operational workflows, touch the same systems, and affect the same bottom line. 

Payments determine when and how revenue lands. Tax compliance determines whether that revenue is recognized correctly and whether the business is protected from risk. For the B2B businesses at the core of our market, the manufacturers, specialty healthcare providers, construction firms, and field services companies operating across multiple channels, getting both right isn’t a nice-to-have. It’s foundational to growth. 

That shared understanding of the B2B market is what makes Fortis and Avalara a natural fit.

Welcoming Avalara to the Fortis Partner Network 

We’re proud to announce that Fortis has officially partnered with Avalara as a Referral Consulting Partner. Avalara is a recognized leader in tax compliance automation, helping businesses navigate the complexity of sales tax, VAT, and other transaction taxes with cloud-based solutions built to scale. 

For Fortis, this is about deliberate ecosystem building. We operate in the same B2B markets, serve many of the same business types, and share a conviction that the companies building for B2B need partners who truly understand it. Aligning with Avalara is a reflection of that conviction. 

What this means for our partners and customers 

This partnership reflects a broader principle that guides how Fortis grows: the B2B market is best served by companies that are selective about who they align with. The businesses and platforms we serve are navigating real complexity, including payments, compliance, operations, and they deserve a partner network that reflects that reality. 

Aligning with Avalara is a step in that direction. Two companies, serving the same markets, committed to the same customers, building toward the same goal: a stronger, more connected B2B ecosystem. 

As we continue to grow our partner network, we’re guided by the same standard that brought us to Avalara: complementary expertise, shared markets, and a genuine belief that the right alliances make the whole ecosystem stronger.

The ecosystem is the advantage 

The B2B market rewards companies that are intentional about who they grow with. For Fortis, that means building a partner ecosystem where every relationship adds something real for our partners, their customers, and the businesses we serve. 

The Avalara partnership is one expression of that strategy. It won’t be the last. 

Want to learn more about how Fortis can support your business? Contact us.