MSPs are always on the hunt for tools, solutions, platforms, and memberships — not to mention partner relationships — that deliver value. At recent MSP events, vendors spoke with ChannelPro about how they’re carving out a place in the IT channel. Some of these vendors are fresh entrants while others are established players expanding their reach. Each brings a different strength to the table.
From plug-and-play 5G to smart cyber insurance integrations, they’re designed to help MSPs secure real-world efficiency, stand out to clients, and unlock new revenue streams. Here’s a closer look at what they bring to the table (listed in alphabetical order by company name).
Acronis
Alex Ruslyakov
A longtime player in backup and security, Acronis is leaning into integration and automation. The company aims to provide partners with a unified integration tool set that they can utilize to minimize their operational efforts, said Channel Chief Alex Ruslyakov. “Deploy one single thing, manage all the tasks through a single console with a single protection plan.”
Plus, Acronis has added security awareness training, managed detection and response (MDR), Microsoft 365 security posture management, and new AI capabilities that make it easier for MSPs to scale services without adding overhead.
“We are trying to provide them with a single pane of glass to manage all those things and really minimize the complexity for them so they can focus on their customers,” he said.
Cynomi
David Primor
Cynomi is helping MSPs scale cybersecurity services by offering automated virtual CISO (vCISO) functionality designed for SMB clients, CEO David Primor explained. The company enables MSPs with just one security expert to provide services as if they had three people. The platform uses AI to help MSPs quickly deliver compliance and risk assessments, positioning them as trusted security advisors.
“We find that MSPs are looking to provide more services,” he said. “The demand is rising from SMBs to give them this protection and compliance. We give them the tools to do it in a way that scales. We automate the process of assessing risk, building remediation plans, tracking those plans, and showing improvement over time. That’s what allows MSPs to offer this type of service without having to hire multiple experts.”
Global Technology Distribution Council
Frank Vitagliano
While not a traditional solutions vendor, GTDC has evolved into a unique role in strengthening the IT channel ecosystem that MSPs depend on. Demand from channel partners and customers has pushed distributors to expand their service offerings over the years, said CEO Frank Vitagliano.
“Now, they’re actually orchestrators of this entire ecosystem,” Vitagliano explained. “This means they’re going to connect all the dots between the vendors, solution providers, and the customers, and they’re going to do it in a much more efficient way than it’s ever been done before.”
For example, GTDC provides free reports, guides, and educational resources to help vendors — especially emerging ones — better leverage distribution. That work often translates into more enabled vendor partners for MSPs.
Distributors also have decades of transactional data that they are now enhancing with AI and analytics. Using this, they can identify new opportunities for technology refreshes or upgrades, Vitagliano noted. “The distributors can then go back to the vendor and say, ‘Here’s a list of customers you should be talking to about this.’ That trickles down to the MSP community.”
Heymarket
Heymarket brings a modern messaging platform to MSPs, with a focus on SMS, Facebook Messenger, Instagram Messenger, and more.
Craig Bradley
“We do dabble in e-mail, but it’s not really our core competency. We’ve sort of flipped that to where we focus on messaging as the exclusive channel,” said Craig Bradley, director of sales and customer success. “Our focus on this shared inbox concept, compliance, and being agnostic to use case has really helped us … stand in the space alone. The ability to allow people to adapt messaging to however they would use it is a key differentiator.”
HIPAA compliance makes the platform well-suited for healthcare, but Heymarket also sees strong adoption in logistics, retail, and staffing.
MSPs can use the solution to streamline client communications, such as help desk responses, while ensuring compliance and speed.
Net3 Technology Inc.
Andreas Ambuehl
Private cloud provider Net3 Technology focuses on cloud infrastructure, backup, and disaster recovery.
“As opposed to hypercalers like Azure [or] AWS… we have a fixed cost,” explained Channel Manager Andreas Ambuehl. “We don’t have any egress fees, no surprises on the bill.”
The company has a program that matches 100% of the billable revenue partners bring to Net3, supported by a dedicated U.S.-based engineering team available 24/7. This approach already has helped MSPs with a small footprint land and expand their accounts, he shared.
“We’re just giving these MSPs maybe backup licensing. … Now, they’re full-blown MSP.”
RYTHMz
Leonard DiMiceli
Designed by channel veterans, RYTHMz offers a net-new revenue stream that MSPs didn’t know they needed: plug-and-play 5G internet in a box. Channel Chief Leonard DiMiceli described it as “wireless to go” in a Pelican case.
“There’s anywhere from 20% to 50% margins by selling something you’re not doing,” he said. “Let me help you monetize something you weren’t even thinking about.”
Whether as backup Internet, event Wi-Fi, or primary access, RYTHMz is proving especially popular in the events vertical.
Read more about RYTHMz in this ChannelPro article.
Sectigo
Sectigo is gaining rapid traction in the channel by educating MSPs about an overlooked opportunity: certificate lifecycle management (CLM).
Mark Bloom
“MSPs don’t realize that their customers are already buying public certificates directly from us or from another certificate authority,” said Mark Bloom, senior director. “Now that we’re in the channel, partners can resell those. We’re giving them the ability to capture that revenue, which they didn’t have before.”
Additionally, MSPs typically don’t handle certificate lifecycle management (CLM) well. Many don’t track expiration dates or don’t even know where all their certificates are, Bloom noted. “When one expires, it can take a system down. Our solution automates that whole process and ensures that they never have an outage because of an expired certificate.”
Sectigo is one of just a few vendors worldwide that provides the certificate authority and CLM together, he added.
UGREEN
UGREEN’s Dhaval Panara (left) talks with an event attendee.
Expanding from its roots as an accessories manufacturer, UGREEN is moving into the SMB and MSP market with its NASync line of network-attached storage (NAS).
“The value proposition for MSPs is we have a great margin, no limit on deal registration, as well as pre-sale support,” said Product Manager Dhaval Panara. “We can help you build BOMs, join sales calls with customers, and support you with anything that you need.”
UGREEN’s hardware stands out with high-end specs, tool-less design, built-in 10G and Thunderbolt ports, and the flexibility to use drives from any manufacturer.
“We are the only NAS manufacturer that allows you to install another operating system,” Panara added. “You can install TrueNAS on your UGREEN device, and you won’t void the warranty.”
UKON + Cork
Dan Candee
This newly aligned duo is taking a fresh approach to financial protection in cybersecurity. “We wanted to disrupt this industry through technology, people, and insights,” said Dan Candee, CEO of Cork.
MSPs can use UKON’s risk reduction platform to assess a customer’s insurability and then access cyber insurance options when ready. Together, the two companies are creating a smoother path between cybersecurity risk, readiness, and insurance underwriting.
usecure
Mathias Zeumer
Fairly new to the U.S. channel, human risk management vendor usecure is actively investing in growth and building on its success in Europe. The company is working with distributors and MSP-focused events to expand its presence and bring its human risk management platform to more partners.
What sets usecure apart is its ability to tailor security awareness training to each user’s weakest areas. “It’s not a one-size-fits-all,” said Mathias Zeumer, North American channel manager. “We tailor the training to each user based on their weakest areas.”
Once MSPs connect to Microsoft or Google Workspace, the usecure platform handles user enrollment, gap analysis, training delivery, phishing simulations, and more.
“We’re heavily automatable. It can be set-it-and-forget-it. That frees MSPs up to scale security awareness across all their clients without adding more manual work.”
Anjali Fluker is senior channel editor for The ChannelPro Network, where she covers news, trends, and best practices for the MSP community. She specializes in telling the stories that matter to IT providers serving the SMB market. When she’s not reporting on the latest in managed services, she’s connecting with channel pros at industry events across the country.
Images: Anjali Fluker/ChannelPro, Acronis, GTDC, Craig Bradley via LinkedIn, RYTHMz, Mark Bloom via LinkedIn, Cork
