This study addresses the rationale of using partners in relationship initiation with potential buyers and how relationship initiation takes place in triadic settings. As the authors have identified relationship initiation as an under-researched area, further research in this field is needed in order to enhance knowledge regarding the use of partners in the relationship initiation with potential buyers. Based on a case study, the authors investigate a company, their partners and potential buyers during the relationship initiation process. The data was collected through semi-structured interviews, observations and analysis of documents. A model was developed based on existing literature in order to allow the authors to analyse the data. The analysis provides an overview of how and why companies use partners to initiate relationships with buyers and how relationship initiation occurs in triadic settings. A new conceptual model was developed suggesting that any actor within this triadic setting can trigger the relationship initiation and that this process shouldn’t necessarily be regarded as sequential. This study also shows that the degree of brand awareness that a company possess can influence their relationship initiation processes.