While your customers may not care why your application stopped working, your business partners absolutely do. When a payment platform, logistics provider, marketplace, communications service, or SaaS application becomes unavailable, partners need to understand what happened, manage the consequences, and ultimately decide whether they can continue to depend on you.

Trust is Earned: PwC’s 2024 Trust Survey found that 93% of business executives believe building and maintaining trust improves the bottom line.¹ More recently, McKinsey’s 2026 survey of 3,000 B2B technology and telecommunications decision-makers found that loyalty is increasingly conditional: trusted delivery relationships strengthen customer “stickiness,” while failure to meet expectations creates opportunities for competing providers.² Service continuity is becoming increasingly critical in building that trust, especially for transnational organizations operating in contested and fragmented networks, and vulnerable to disruption.

Trust is Operational: Access Now documented 313 internet shutdowns across 52 countries in 2025, including significant disruptions within Africa, the Middle East, Asia and Eurasia.⁵ The World Bank recently highlighted Mozambique’s 2018 national payment-system failure as an example: hospitals, schools, hotels and small businesses were suddenly unable to process electronic payments, leaving patients unable to pay medical fees, motorists unable to purchase fuel and travellers unable to settle bills.³ Pakistan offers a different example. Freedom House documented degraded connectivity and disruptions affecting WhatsApp and Signal during 2024–25, and recurring restrictions during periods of political unrest.⁴ For a business partner, these aren’t abstract network events. They’re failed transactions, incomplete workflows, missed service commitments and support calls, and eventually a question: For business partners, this results in one key question: “Can we rely on this enterprise when conditions get difficult?”

Trust Can be Embedded: This is where Psiphon Forge changes the resilience equation. Forge embeds adaptive network continuity directly into an organization’s application, allowing selected traffic to transparently use Psiphon’s multi-protocol network when conventional connectivity is disrupted or restricted. Integration is performed once, while the underlying connectivity capabilities continue to evolve as network conditions and blocking techniques change. Forge provides an embedded, adaptive connectivity layer specifically designed for fragmented, censored and degraded networks.

Ultimately, customers rely on your services working; business partners demand it. In markets where disruption is increasingly part of the operating environment, being the partner that planned for continuity rather than explaining its absence afterward is a key cornerstone to keeping and building the trust relationship.

References & Sources

1. PwC. 2024 Trust Survey (2024). Finds that 93% of surveyed business executives agree that the ability to build and maintain trust improves the bottom line.

2. McKinsey & Company. Winning B2B Customers in Technology and Telecommunications (2026). Survey of 3,000 enterprise decision-makers across 18 countries examining B2B loyalty, switching behaviour, trusted delivery relationships and customer retention.

3. McKinsey & Company. Taking a Business-Critical Approach to Supplier Nth-Party IT Risk Management (2025). Recommends evaluating the operational, financial and reputational consequences of critical suppliers going offline, including revenue at risk and customer trust.

4. Gartner. Supplier Relationship Management: Three Keys to Partnering with Strategic Suppliers Amid Supply Chain Disruption (current). Examines supplier trust, collaboration and performance during disruptive operating conditions.

5. Access Now & the #KeepItOn Coalition. Rising Repression Meets Global Resistance: Internet Shutdowns in 2025 (2026). Documents 313 internet shutdowns across 52 countries and their effects across Africa, the Middle East, Asia and Eurasia.

6. PwC Canada. Third Party and Supply Chain Risk Management (current). Examines how mitigating service-interruption and third-party risks can strengthen relationships, maintain stakeholder trust and enable greater organizational confidence and agility.