Dear Vendors,
We appreciate you. Truly. Without your tools, roadmaps, and support teams, our businesses wouldn’t be able to protect and power the clients who rely on us every day. But as we close the book on 2025 and look toward the opportunities and chaos that 2026 promises, we wanted to share a few IT channel needs for 2026 from the MSP trenches.
Think of this as a friendly note passed across the table, part constructive feedback, part heartfelt wish list, part group therapy.
Here’s what MSPs everywhere hope you’ll take to heart in 2026.
Show Us Real AI Value — Not Marketing Gloss
Here are a few things MSPs are looking for from vendors as we head into 2026:
“More MDF Support: MDF truly makes a difference in helping MSPs grow. It allows us to invest in marketing, education, and outreach that ultimately benefits both the vendor and the partner. More consistent and accessible MDF programs would go a long way.
Real AI Value, Not Just the Label: AI is here to stay, and we appreciate meaningful innovation. But we’re looking for vendors to focus on delivering real AI-driven improvements rather than relying on the buzzword. Give us features that genuinely help technicians and improve outcomes.
Reliable, Secure Products: MSPs need tools we can trust — products that are stable, secure, and built with strong internal processes behind them. When vendors prioritize reliability and transparency, it strengthens our ability to protect clients and build confidence in the solutions we recommend.” — Mike Bloomfield, president geek, Tekie Geek
Pricing, Contracts, and Predictability Matter More Than Ever
“One thing I think that’s killing MSP’s is the contract lengths that these vendors want. … Give us better pricing without expecting a multiyear contract. Give us an out if the product doesn’t perform as advertised. Partner with us for a three-way success. Client/MSP and vendor.” — Esteban Blanco, chief geek officer, Blanco I.T.
“Flexible pricing models that respect our margins and adapt to market realities … Shift toward incentives that reward sustained partnerships without punitive traps, enabling deals that endure through fairness and mutual resilience. For 2026, let’s forge agreements that support our agility, not constrain it.” — Brian J. Weiss, CEO and chief AI officer, ITECH Solutions
“Here’s No. 1 on my list to vendors: STOP B.S. BILLING.” — Anthony Oren, CEO, Nero Consulting
Communicate Clearly, Consistently, and with Context
“Honestly, we want more collaboration on potential new customers. … Also, perhaps less ‘check-ins’ and more actionable updates and collaboration from vendors would be refreshing.” — Sean Maguire, president, Synivate
“Communication. Vendors often assume MSPs live in their world, but the reality is the opposite. We juggle dozens of platforms, tools, and integrations every single day. Clear, timely, and consistent communication helps us avoid surprises and better support our clients.” — Nate Sheen, president; and Mathew Schleef, vice president of MSP, Astoria
“Streamlined account management. … Companies with bad account management don’t sit well with me.” — Matt Rose, CXO, Tech Rage IT
Respect the Human Side of the Channel
“I’d like less cold calls because someone bought a list/got a list, etc. If your booth people are being lazy by not putting any notes into the event app. Please, please, please, DO NOT have your cold callers lie to our people. If you pitch from the stage, I’m going to open my laptop or phone and tune you out. If you have someone at the booth that can’t answer questions … the convo is dead.” — Dawn Sizer, CEO, 3rd Element Consulting
“The future of the channel is human, not automated.” — Paul Knittle, founder and president, MTMG Inc.
Reduce Operational Friction. Don’t Add to It.
“One of the most important things that MSPs need from vendors is guidance on what a great deployment for our target market clients looks like. … Tools that work well are very sticky. Tools that go mostly unconfigured or poorly deployed eventually roll out and become churn.” — Steve Meek, CISSP and founder, The Fulcrum Group
“If your portal requires training to use the training… we have a problem.” — Knittle
Help MSPs Win New Business and Deliver Great Outcomes
“Our success with opening doors via network assessments has declined. Does your tool have a lite version that could offer a new capability to the equation?” — Meek
“Stop giving MSPs more tools—give them more revenue.” — Knittle
“More ‘partner-first’ roadmaps, less spreadsheet-driven surprises. … This collaborative foundation isn’t optional; it’s the difference between reactive firefighting and proactive leadership.” — Weiss
In Closing
Dear Vendors, we’re rooting for you. We need you. Our success is tied together more than ever, especially with economic uncertainty, cyberattacks climbing, and AI reshaping the landscape.
Please consider our IT channel needs for 2026. We want this to be the year we build healthier, more transparent, more collaborative partnerships.
If you help us win, we’ll help you win. Let’s grow the channel — together.
Sincerely,
Your MSP Community
P.S. …
Vendors, we would love to hear your responses to the MSP asks. Send us an email at editors@channelpronetwork.com.
Featured image: iStock
