As a recognized authority in cloud technology, Maryanne Baines has a unique vantage point on the evolving digital landscape. She specializes in evaluating tech stacks and product applications, giving her deep insight into the challenges and opportunities facing Managed Service Providers today. In our conversation, we explored the seismic shifts in cybersecurity, focusing on how MSPs can move beyond being simple service providers to become indispensable security partners. We covered the rise of AI-driven threats, the client demand for consolidated and sophisticated security solutions, and the non-negotiable role of trust and transparency in retaining customers in this high-stakes environment.
Threat actors are now using AI for faster attacks like automated phishing and deepfakes. How should MSPs evolve their own security stack and team skillsets to effectively counter these advanced, AI-driven threats? Please walk us through a specific defensive strategy you would recommend.
That’s the core challenge we’re facing. The game has fundamentally changed. We’re not just fighting automated scripts anymore; we’re up against AI that can adapt and create convincing, highly targeted attacks at scale. The only way to fight fire is with fire. MSPs must integrate AI-powered defensive tools into their own stacks—think next-gen EDR that can spot anomalous behavior indicative of an AI-driven attack, not just a known signature. A key strategy is adopting a “zero trust” architecture internally and for clients. Assume any request could be malicious, especially with convincing deepfakes on the rise. Skill-wise, this means training your team not just on tools, but on threat hunting and data science principles, so they can understand and interpret what the defensive AI is telling them.
Many organizations feel overwhelmed by managing numerous disconnected security tools, which is a key reason they turn to MSPs. What is your strategy for consolidating a client’s security stack, and how do you demonstrate the value of this approach in terms of both cost and improved protection?
The feeling of being overwhelmed is palpable out there. Our research found that the primary reason businesses seek out MSPs is to escape the chaos of managing a sprawling, disconnected set of security tools. My strategy is always to start with a unified security platform approach. Instead of a dozen different dashboards that don’t speak to each other, we implement a solution where endpoint, network, and cloud security data all feed into a single pane of glass. The value demonstration is twofold. First, on cost, we can immediately show them the reduction in subscription fees and the man-hours saved by not having to manage and patch disparate systems. More importantly, for protection, we show them how a consolidated view closes security gaps, reduces alert fatigue for their team, and enables us to spot and shut down a multi-stage attack far faster than they ever could with their siloed tools.
With nearly half of businesses willing to switch providers over a lack of robust security skills or 24/7 support, how can an MSP tangibly demonstrate its advanced expertise? Can you share a few practical, step-by-step methods beyond just listing certifications on a website?
Certifications are just table stakes now; they don’t build deep confidence. You have to actively and continuously demonstrate your expertise. One of the most effective methods is a proactive threat briefing. Instead of just sending a generic newsletter, schedule a quarterly call to walk your clients through the specific threats you’ve mitigated on their behalf and how recent global cyber events could impact their specific industry. Another powerful tool is offering controlled, tabletop incident response exercises. This lets the client experience your team’s expertise firsthand in a simulated crisis, building immense confidence. And finally, offer transparent, detailed reporting from your 24/7 SOC. Don’t just send a summary; provide insights into the trends you’re seeing and the proactive measures you’re taking. When a potential client sees that 45% of their peers would switch for this level of service, these tangible demonstrations become your most powerful sales tool.
A significant number of clients—around 40%—would leave their MSP after a security breach. Given this high-stakes environment, what proactive measures and internal security best practices should every MSP implement to protect their own operations and maintain that hard-won client trust?
That 40% figure is a sobering reminder that we, as MSPs, are prime targets. If we get breached, the blast radius is enormous. The most critical step is for MSPs to get their own house in order and apply the same, if not more stringent, security practices they recommend to clients. This means rigorous internal access controls based on the principle of least privilege, mandatory multi-factor authentication for every employee on every system, and regular, independent third-party penetration testing of your own network. You also need a well-rehearsed incident response plan. It’s not a matter of if you will face an incident, but when. Knowing exactly who to call, how to communicate, and what steps to take to isolate the issue can be the difference between retaining a client and losing them forever. Client trust is your most valuable asset, and it’s earned by demonstrating you take your own security as seriously as you take theirs.
Clients are increasingly concerned about MSPs that lack transparency around their own defenses. How can a provider build trust by being transparent about its security posture without revealing sensitive information? Please provide a few examples of what this communication should look and sound like.
This is a delicate but crucial balance. Our data shows that 38% of decision-makers are genuinely worried about an MSP’s lack of transparency, so you can’t just say, “trust us.” You have to show them. One of the best ways is to share the executive summary of your third-party security audits or attestations like a SOC 2 report. You’re not handing over the detailed findings, but you’re providing independent validation of your controls. The communication should sound confident and proactive. For example, during a client review, you might say, “As part of our commitment to securing your data, we conduct quarterly penetration tests on our own infrastructure. Our latest test, completed last month, identified no critical vulnerabilities, and we’ve already remediated the two medium-level findings. We believe in practicing what we preach.” It’s about being forthcoming about your processes and commitment to security, which builds far more trust than staying silent ever could.
What is your forecast for the future of the MSP cybersecurity landscape over the next three to five years?
I believe we’re at an inflection point. The MSPs that will thrive in the next three to five years are those that transition from being IT generalists to specialized, security-first strategic partners. With threats becoming more sophisticated and a staggering 96% of organizations already using or planning to use an MSP, the demand for true expertise will skyrocket. The future belongs to providers who can offer consolidated, AI-driven security platforms, demonstrate their own cyber resilience transparently, and act as genuine advisors helping clients navigate growth securely. Those who remain simple tool resellers will be left behind, while the security-centric MSPs will become absolutely indispensable to their clients’ survival and success.
