MSP Growth and Sales
Growth is the problem most MSP owners name first. This hub lays out what the 2026 survey data says about winning clients, where growth is coming from and why retention counts as growth.
MSPCoach Research · Updated · Figures are vendor-published and labelled with who owns the publisher.
The acquisition problem
Kaseya's 2026 survey of MSPs puts customer acquisition at the top of the list, ahead of cybersecurity, revenue growth and profitability. Most new clients are not first-time buyers.
71%
Kaseya, 2026 State of the MSP Report, 2026Vendor surveyn=1,061Verified 2026-10-11
33%
Kaseya, 2026 State of the MSP Report, 2026Vendor surveyn=1,061Verified 2026-10-11
19%
Kaseya, 2026 State of the MSP Report, 2026Vendor surveyn=1,061Verified 2026-10-11
Where growth is coming from
Security and backup are reported growth lines. AI is the opposite case: strong client interest, little revenue so far.
71%
Kaseya, 2026 State of the MSP Report, 2026Vendor surveyn=1,061Verified 2026-10-11
Turning that demand into margin takes packaging and a cost-based price; see packaging and pricing managed security services.
48% vs 13%
Kaseya, 2026 State of the MSP Report, 2026Vendor surveyn=1,061Verified 2026-10-11
The data on where MSPs use AI, what improved and how to test payback is in where AI pays back in MSP service delivery.
Winning clients beyond referrals
Most prospects already have an MSP, and proving value is the fastest-growing obstacle. Read how MSPs win clients without referrals for the data and a simple sales process.
Retention is growth
Retention protects the growth you have already paid to win. A formal customer success programme is common, and many MSPs expect double-digit growth.
60%
ScalePad, 2026 MSP Trends Report, 2026Vendor surveyVerified 2026-10-11
55%
ScalePad, 2026 MSP Trends Report, 2026Vendor surveyVerified 2026-10-11
Plan your first 30 days with a new client using the onboarding checklist. For sales accountability, peer groups exist; the directory of MSP coaches and peer groups shows who owns each one.
Guides in this series
- How MSPs Win Clients Without Referrals (2026 Data)
71% of MSPs say acquiring customers is their biggest challenge, and a third win mostly by taking clients from other MSPs. A data-led playbook for growth beyond word of mouth.
- MSP Client Onboarding Checklist: 30-Day Playbook
A printable 30-day MSP client onboarding checklist covering network audits, documentation, tool deployment, user training, and the systems that set the tone for the relationship.
- MSP Growth Strategies for 2026: What the Data Supports
Eight MSP growth strategies ranked by the evidence: what 1,061 MSPs report on acquisition, security, AI demand and retention, and where each play fits.
Frequently asked questions
What is the fastest way to grow an MSP?
There is no verified single fastest route. The evidence points to a few things: acquisition is the top issue for 71% of MSPs in Kaseya's 2026 survey, so a repeatable way to win clients matters more than any one tactic, and 33% say new clients are mostly switching from another MSP, so you win by being clearly better than the incumbent and showing it quickly.
Where do new MSP clients come from?
In Kaseya's 2026 survey 33% said new clients are mostly switching from another MSP, a larger group reported a mix, and a smaller group said mostly first-time MSP users. That is self-reported and vendor-published, but it suggests most growth is competitive takeaways rather than greenfield.
Is cybersecurity still the biggest growth area?
It is a major one. 71% of MSPs in Kaseya's 2026 survey reported year-over-year revenue growth in cybersecurity, and about half in backup and disaster recovery. Cybersecurity was also the second-most-cited business issue.
Should MSPs sell AI services?
Client interest is ahead of revenue. Kaseya's 2026 survey found 48% vs 13% (top client need versus a meaningful revenue source). Treat AI as something clients ask about now and pay for later, and avoid building a service line before you can price it.
How do MSPs reduce churn?
A formal customer success programme is one common approach: 60% of MSPs in ScalePad's 2026 survey run one. Proving value early and regularly, through onboarding and business reviews, addresses the problem Kaseya's survey found rising: MSPs struggling to demonstrate value to prospects.
Sources
- 2026 State of the MSP Report Kaseya, 2026. Publisher owner: Kaseya (software vendor). Vendor survey Accessed 2026-10-11
- 2026 MSP Trends Report ScalePad, 2026. Publisher owner: ScalePad (software vendor). Vendor survey Accessed 2026-10-11
Most MSP survey data is published by software vendors. We label who published each figure and never present it as neutral. How we source and check figures: Methodology.
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