MSP business enabler
Why do MSPs that only sell technology lose?
MSPs that only sell technology lose to MSPs that solve business problems, because mid-sized clients do not want jargon but orchestration of data, security, governance and AI adoption. The role of business enabler calls for roadmaps with clients, not product selling.
MSP Late Night · 20 August 2026
What does an MSP as a business enabler do differently?
The business enabler discusses roadmaps with the client: what is happening in the sector, in legislation such as NIS2, in technology, and how the client adapts to it. The MSP becomes the orchestrator between agentic workforces, vendors and governance, and delivers the base set of measures in language the mid-sized business owner understands, not the IT manager.
From switching on to putting to work?
Switching AI on is the easy step, adoption is the real work. Mid-sized clients often do not know what to do with AI, so the MSP guides data governance and usage before anything comes out of a model.
A complete menu or orchestration?
An MSP does not have to do everything itself, but does have to be able to deliver the base set of measures or be the orchestrator towards a party that can. Think of terms of delivery, ISO or sector-specific regulation beyond NIS2.
Your own IP or pulling vendor data?
Building your own PSA or billing package earns little, the value sits in the data layer underneath. The choice of vendor depends on open APIs and whether you can combine that data in your own warehouse into something clever.
The winner of tomorrow does not have the best tools, but orchestrates data, security, governance and AI.
Frequently asked questions
What is the difference between a traditional IT supplier and an MSP as a business enabler?
A traditional IT supplier sells products and manages infrastructure. A business enabler discusses roadmaps with the client: sector developments, legislation such as NIS2, technology and how the client adapts to it. The enabler speaks the language of the owner, not that of the IT manager, and helps with choices around data, governance and AI adoption.
Should a small MSP specialise vertically or scale horizontally?
Vertical specialisation only works if it is in the DNA of the company, you cannot suddenly decide to pick a niche. Horizontal scale is needed to manage platforms properly and carry the security load. Smaller MSPs often choose to join a larger umbrella, so they can focus on a niche without carrying HR, recruitment and compliance themselves.
How does the MSP role change through agentic AI and autonomous workflows?
The MSP becomes the orchestrator between bots and agentic workforces at clients, comparable to how an overview of the install base used to be kept. Governance around who may access which data and what an AI agent may do becomes the core. Alongside that, clients become more self-sufficient, so MSP resources have to be deployed more selectively.
Why has data governance become more important through AI?
AI makes visible that data governance has not been in order for a while. Before data goes into an AI model it has to be clear what may go in and what may come out. Without that basis, AI adoption creates risk of data leaks, wrong output and compliance problems, certainly around regulation such as NIS2 and sector-specific requirements.
Alon Shkuri
Managing Partner