Barracuda Networks, Inc. has released a new report, What MSP Customers Need Next revealing a shift in what customers need from managed service providers (MSPs). Traditional technical services such as a 24/7 SOC remain critical, but organizations also want strategic cybersecurity resilience, guidance and expertise, support with AI-related risks, and partners who can explain risk to business leaders in plain language.
Barracuda Research’s international survey of 2,000 IT and security leaders found that 66% of organizations already work with an MSP and a further 29% are considering or evaluating providers. The findings highlight significant growth opportunities for MSPs over the next 12 to 18 months.
The Drivers for External Support
The research shows that the decision to look for additional support isn’t driven by higher rates of cyberattacks. Instead, prospective MSP customers are motivated by concerns about their ability to detect, investigate, and respond to threats quickly and effectively. Just 29% of MSP prospects say they can secure compromised accounts and restore operations within hours of an incident.
The research also highlights concerns around AI-enabled threats. Nearly 6 in 10 (59%) MSP prospects say they are concerned about AI-related risks, including AI-generated phishing, AI-powered social engineering, shadow AI, and AI-enabled insider threats.
Cyber resilience gaps are significant. Nearly half of MSP prospects report that many key resilience capabilities such as strong security leadership, an effective security culture, asset visibility, and third-party risk management are either at an early stage or only partially established.
Customer Needs Are Shifting Toward Boardroom-Friendly Risk Support
While technical excellence and security services such as a 24/7 SOC remain essential, organizations value MSPs that can communicate effectively with business leaders. 40% of existing MSP customers say clear, plain-language explanations of risks, incidents, and next steps are an important factor when selecting a provider.
“Organizations today are looking for more than outsourced security operations,” said Michelle Hodges, Senior Vice President, Global Channel and Alliances, Barracuda. “As cyber threats become more sophisticated and AI reshapes both attack techniques and business operations, customers increasingly want trusted partners who can help them understand risk, strengthen resilience, recover quickly from incidents, and make informed decisions. The MSPs best positioned for growth will be those that combine technical excellence with the ability to protect their customers’ businesses, advise their leadership teams, and help organizations navigate an increasingly AI-driven landscape.”
