Every year, ScalePad does a pulse-check on the channel to understand what’s really happening in the industry. For the 2026 MSP Trends Report, we anonymously surveyed 1,100+ MSP professionals in North America, spanning service delivery, sales, and C-suite roles across MSPs of all sizes.
The survey focused on financial performance, economic challenges, where growth is coming from, what’s slowing teams down, and how top performers are adapting in a market that’s anything but predictable. We run this research annually to cut through assumptions and anecdotes — focusing instead on real data and insights straight from MSPs like you.
The goal is simple: to give MSPs clear benchmarks, practical insights, and actionable next steps to help you grow.
Here are a few of the standout trends shaping the year ahead:
1. MSPs Project Growth Despite Market Volatility
Despite ongoing economic uncertainty, higher costs, disruptive AI technologies, and increased competition, MSPs are largely projecting growth in 2026. While growth projections are less aggressive than they were in 2025, optimism remains strong. Several patterns stand out:
- 55% of MSPs project double-digit revenue growth in 2026, driven more by investing in themselves than by cutting costs or pulling back services.
- 60% expect to grow via new client acquisition — a 10% increase compared to last year.
- Top performers are increasing recruitment and hiring, with a focus on sales, security specialists, and general technicians.
- 87% of MSPs are optimistic about the future of the channel, signaling confidence even amid economic uncertainty.
The takeaway: growth is still very much on the table, but it’s being approached intentionally.
2. Strategic Customer Success Initiatives Are Critical Growth Drivers
Strategic services are increasingly separating high performers from the rest of the market. Top performers are significantly more likely to prioritize becoming a strategic partner for clients in 2026. The rise of Customer Success as a key offering illustrates this transition:
- 60% of MSPs have a formal Customer Success program; another 34% would like to build one.
- 42% of top performers offer vCIO services, compared to a baseline of just 29% across all MSPs surveyed.
- Top performers leverage more Customer Success practices (e.g. regular business reviews, technology roadmaps, IT budgets and forecasting, dedicated account management, strategic support / vCIO, structured onboarding).
- Running more Customer Success initiatives with clients is directly tied to higher MRR, stronger CSAT scores, and improved retention rates.
In short, MSPs that invest in advisory and relationship-driven initiatives are building more resilient, scalable businesses.
The shift from ‘technology success’ to ‘customer success’ will define the next 20 years of our industry — it will determine the winners and losers. The market is beginning to admit that what has been working for the past two decades isn’t enough anymore. The new competitive platform is not being brilliant at technology, but being brilliant at achieving customer success.
Ryan Morris
Chief GTM Analyst
Morris Management Partners
3. Cybersecurity is Standard; GRC is a Differentiator
Cybersecurity has officially crossed the threshold from “growth opportunity” to baseline expectation — but GRC remains a largely untapped opportunity.
- Cybersecurity is both the most-delivered service (55%) and the top priority for expansion and growth (41%), establishing it as a standard offering for modern MSPs.
- But only 36% of MSPs offer formal compliance services, illustrating how the GRC market is far from saturated.
- Top revenue earners are significantly more likely to offer more compliance services.
- Compliance-focused MSPs are more likely to project revenue growth of over 50% in 2026.
This approach is most effective when your target market already has compliance needs — such as highly regulated industries, organizations contracting with the U.S. government, or businesses operating in state-specific regulatory environments.
4. Staffing Constraints Continue to Limit Growth
Staffing remains one of the most persistent barriers to growth across the channel. MSPs are struggling to hire skilled technical staff and often lack the capacity to service new clients or roll out new services:
- 26% of MSPs say they don’t have enough staff to service more clients.
- 22% say they can’t find skilled staff to offer new services.
- 21% have a staff utilization over 75% — a key predictor of limited employee bandwidth.
Bandwidth constraints are linked to reduced employee and client satisfaction, increasing the risk of burnout and churn. Limited sales staff and resources are also hindering growth opportunities, even when demand exists. The challenge isn’t just hiring — it’s scaling teams sustainably while maintaining service quality.
5. AI Adoption is Accelerating — But Alignment Across Teams is Lacking
AI usage is increasing rapidly across MSPs, but perceptions and outcomes vary. Top performers are taking a measured approach to AI adoption.
- 39% of MSPs have an AI roadmap and are actively executing it; another 37% have a roadmap but have not yet implemented it.
- The top three use cases for AI include:
- Data and insights (44%), including reporting and analytics,
- Security and monitoring (43%), including system alerts and threat detection,
- Advanced automation and development (39%), such as automating complex tasks or code scripting.
- 43% of MSPs say AI has already or will eventually replace roles within the business, but top performers are more likely to view it as a tool that augments work rather than replaces people.
AI can help address bandwidth constraints when employees are empowered to use it for manual tasks and process automation. When implemented thoughtfully, AI acts as a force multiplier — not a replacement strategy.
AI won’t cause humans to be totally displaced. Instead, AI will handle the heavy lifting — those repeatable processes and manual workflows — while humans supervise and focus on higher-value work. Top MSPs will use AI to make techs more efficient, so they can spend more time with clients, rather than immediately replacing employees.
Kathryn Rose
Founder
channelwise
Resources from the 2026 MSP Trends Report:
Beyond stats and benchmarks, the report contains tools, best practices, and deep dives into several topics and trends, including:
Ready to see how MSPs are navigating these trends, challenges, and growth opportunities in 2026?
Access the MSP Trends Report below.
