MSPs looking to cut complexity without compromising protection are turning to ThreatDown, powered by Malwarebytes. Since late 2023, this platform has evolved to deliver enterprise-grade defense with MSP-friendly simplicity.
“We’re that one-stop shop for endpoint security,” Brian Kane, global vice president for MSP channels at ThreatDown, told ChannelPro in an interview. “It’s simple. It’s easy to manage. We do it with one agent.”
For many MSPs, that simplicity is the differentiator. ThreatDown’s unified console brings together endpoint detection and response (EDR), vulnerability assessment, and email protection in one view. Partners can onboard clients, monitor threats, and consolidate billing across environments through a single dashboard. With that, MSPs can “work smarter and grow faster,” Kane said, by cutting out the friction of managing multiple tools.
From Consumer Roots to Channel Reach
ThreatDown’s simplicity is rooted in a strategic shift.
When Malwarebytes introduced the ThreatDown brand two years ago this month, it was positioned as the business-focused side of the company. Malwarebytes CEO Marcin Kleczynski told ChannelPro shortly thereafter that the decision to separate its consumer and business offerings allowed each to focus on its core audience. “Consumers care about privacy and identity,” he said. “MSPs care about EDR and MDR. It was really hard to do all of that under one umbrella.”
Malwarebytes debuted its ThreatDown brand in late 2023.
Since its public debut at IT Nation 2023, ThreatDown has sharpened its channel focus through distributors and marketplaces while maintaining a personal touch, Kane told ChannelPro in the recent interview. ThreatDown also made a conscious shift away from direct business transactions. Instead, it focused efforts on transacting all business through a partner, Kane said. “We’ve truly been able to reach MSPs in a different way. We’re bringing in the right distributors and showing people that we’re here to work with you.”
Listening and Adapting to MSP Needs
ThreatDown’s evolution hasn’t happened in a vacuum. Rather, partner input has played a major role in how ThreatDown develops its roadmap. Integration requests have been a major driver. “When we start pulling in customers from different walks of life, they say, ‘We need to integrate with this or that,’” Kane noted. “Luckily, we’re pretty nimble.”
A recent example is the addition of email security. In July, the company announced ThreatDown Email Security, powered by IRONSCALES’ award-winning adaptive AI technology. “We’re not traditionally an email security company,” Kane said. “So instead of home-growing it ourselves, we partnered with a strong player in that space … It’s worked out really well.”
Plus, in September, ThreatDown announced an integration that enables MSPs to purchase and provision its solutions in the Syncro Marketplace. “Our partnership with Syncro reflects our channel-first commitment, providing MSPs with scalable cybersecurity solutions and the resources they need to confidently protect their clients,” ThreatDown General Manager Kendra Krause said in a prepared statement.
A Realistic Look at AI’s Promise and Risk
When it comes to the hottest topic these days, AI, Kane acknowledged that it is changing the way all MSPs operate. However, while embracing its advantages, it’s important to keep its risks in mind, he cautioned. “AI doesn’t have instincts. It doesn’t have a gut.”
Additionally, generative tools can make bad actors more capable. “Back in the day, to be a hacker, you had to be smart. Now, AI makes stupid people smarter. If you have some logical, critical thinking, you can get AI to do a lot of things for you. That can make people dangerous.”
Still, he sees opportunity for MSPs to harness AI safely. His advice: start small and focus on efficiency. “Take a look at your business holistically. Where do you see inefficiencies? Maybe your team spends hours in spreadsheets or struggles with ticket management. Find a place where AI can automate or simplify something.”
Brian Kane
Advice for MSPs: Know Your Value
On the business side of things, Kane said many MSPs make a major mistake: Underpricing.
Not only is that a top profitability risk, it also undermines the service provider’s overall value to clients as a trusted advisor. “Eighty-five percent of the time when I talk to MSPs who aren’t profitable, they’re not charging enough,” Kane said. “If you’re just reselling tools, you might as well be a reseller. Focus on the service — that’s the ‘S’ in MSP.”
Competing solely on price, he added, is not sustainable. “They feel like they need to be the cheapest one in town to win business. But if the only way you’re winning business is by being cheap, that runway runs out. Your plane doesn’t take off after that.”
Empowering MSPs for What’s Next
As cyberthreats grow more sophisticated and client expectations rise, MSPs need solutions that simplify operations without compromising protection. ThreatDown’s evolution reflects that reality. It is built on partner feedback, streamlined tools, and a clear commitment to the channel.
The message is clear for MSPs who are ready to scale smarter, protect better, and charge what they’re worth. More than just a feature, simplicity is a strategy.
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: iStock, Anjali Fluker/ChannelPro, ThreatDown
