Managed service providers (MSPs) have become indispensable partners for organizations navigating the security challenges that accompany business growth. These challenges include increased IT complexity, managing a spiraling number of security tools, and adapting security strategies to keep pace with expansion.
According to the new MSP Customer Insight Report 2025, there is a universal need for MSPs’ security expertise and managed solutions — extending well beyond their traditional SMB customer base to include companies with hundreds and even thousands of employees.
The report is based on the insight and experience of 2,000 senior IT and security decision-makers in the U.S., Europe, and Asia-Pacific. Barracuda conducted the research with Vanson Bourne.
Key findings from the research
- MSPs are vital growth partners. 52% of the organizations surveyed want MSPs to help them manage a spiraling number of disconnected security tools and vendors, and 51% turn to MSPs to evolve their security strategies as the business expands. Just under half (48%) say they rely on MSPs for around-the-clock security coverage.
- Most organizations partner or want to partner with an MSP. 73% of respondents say they already work with an MSP — and this figure rises to 96% if you add those evaluating or considering collaboration.
- The MSP client base has expanded significantly. MSPs have traditionally been seen as a resource for smaller businesses, but the survey found that 85% of organizations with 1,000 to 2,000 employees now depend on MSPs for security support, compared to 61% of smaller companies with 50 to 100 employees.
- Over the next two years, there will be high demand for MSP expertise in AI and machine learning applications, as well as for network security measures such as zero trust and managed security operations.
- Customers are prepared to pay more for the services and support they need. As many as 92% of organizations are willing to pay a premium for advanced support in integrating their security tools.
- In return, customer expectations are high. Customers will consider switching providers if their current MSP fails to meet key expectations. Concerns include the MSP’s ability to help them remediate and recover from a cyberattack, and the MSP’s own security resilience. 45% of customers would switch if their MSP cannot demonstrate the skills and expertise required to deliver 24/7 security support.
What this means for MSPs
MSPs are no longer just IT providers; they are strategic partners and pivotal to securing the future of businesses. As the demand for advanced technologies and seamless security solutions grows, MSPs will remain central to the success and resilience of organizations worldwide.
Over the next few years, MSPs will need to focus not just on boosting the strength of their own business, from their talent base and expertise to risk resilience and more — but also on understanding and meeting evolving customer needs.
This is where partnerships with security vendors come in. Vendors can and should alleviate some of the pressure to deliver high quality managed services such as security operations centers and integrated solutions.
Barracuda empowers MSPs with the integrated security platform, 24/7 expert monitoring and support, and product innovations they need to not only meet customer demands but thrive in an evolving landscape.
Methodology
Barracuda and Vanson Bourne surveyed 2,000 senior security decision-makers in IT and business roles in organizations with between 50 and 2,000 employees from a broad range of industries in the U.S., UK, France, DACH (Germany, Austria, Switzerland), Benelux (Belgium, the Netherlands, Luxembourg), the Nordics (Denmark, Finland, Norway, Sweden), Australia, India and Japan. The team conducted the fieldwork in April and May 2025.
For further information and research findings, get the report.
This article was originally published at Barracuda Blog.
Photo: Mr. Ashi. Sae Yang / Shutterstock
This post originally appeared on Smarter MSP.