For years, MSPs have focused on securing business networks, endpoints, and cloud environments. But a growing number of attacks now start somewhere far less controlled: employees’ personal devices and digital identities.
Roughly 65% of breaches now involve compromised identities, according to Palo Alto Networks’ Global Incidence Response Report 2026. At the same time, more employees are using personal devices for work, creating security gaps that their employers struggle to manage.
That challenge can also create an opportunity for MSPs. Aura Business believes MSPs can address that risk while also creating a new recurring revenue stream.
The company, which built its brand in the consumer identity protection market, has expanded those capabilities into the managed services environment. Its platform combines identity monitoring, personal device protection, and business access controls in a multitenant platform built for MSPs.
“We’ve been around for about 10 years on the consumer side,” Aura Senior Account Manager Chuck Szymczak told ChannelPro in an interview at ChannelPro DEFEND: Chicago. “What we’ve done is brought the individual side and the business side together for the MSPs to keep the individual protected. We also can block out any applications if that device is not up to snuff or up to security settings for them to get into it.”
Aura mobile phone display with critical security alert
A New Service Opportunity for MSPs
Attendees learned about Aura’s offering at ChannelPro’s cybersecurity event in Chicago.
Many MSPs are not currently offering services focused on the individual user outside traditional endpoint protection. This is a big missed opportunity, Szymczak emphasized.
The idea is to help MSPs protect users both inside and outside the workplace. Aura’s platform can connect with Microsoft Entra ID, allowing MSPs to easily manage deployments and user access through existing identity environments.
“They can put in those individual tenants, and then we also gave them some great margin to go after for those customers,” he said. “It’s something that MSPs are not selling right now, so it’s an additional revenue stream for them.”
That message may resonate with MSPs looking for ways to grow recurring revenue beyond crowded security categories like endpoint detection and response or email protection.
Addressing Human-centric Risk
Aura is also positioning its platform as a way to address human behavior, which has become one of cybersecurity’s most significant challenges. Phishing attacks, credential theft and risky user activity drive a large percentage of incidents.
Last month, the company announced the launch of an identity-centric bring-your-own-device security (BYOD) offering. The move reflects growing concern around unmanaged personal devices and compromised identities in hybrid work environments.
Aura’s approach focuses on protecting the individual user before those risks turn into business problems.
Chuck Szymczak
“I’ve been using the solution for about six months now,” Szymczak said. “It’s amazing how much more secure, more protected I feel. And I think MSPs are looking at a business level, keeping them protected. But there’s still that human-centric individual that has the play here.”
Szymczak said better personal protection could also help MSPs reduce support burdens and improve customer security outcomes.
“This is that piece that connects it to them,” he said. “It will lower the amount of tech support calls that they’re getting and make them safe. They’re not going to be selecting the link because they’re not going to get that link to select it to get them vulnerable. That’s a big difference.”
The BYOD Opportunity Is Growing
As hybrid work continues to blur the line between personal and business technology, MSPs may face increasing pressure to secure users beyond the traditional network perimeter.
For MSPs looking to add recurring revenue while addressing identity-based threats, Aura is betting that human-centric security will become a growing part of the managed services conversation.
Anjali Fluker is managing editor of 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: STOATPHOTO — stock.adobe.com, Anjali Fluker/ChannelPro, Aura via PR Newswire
