In an increasingly fragmented and threatening digital panorama, companies are resorting to technological partners who not only act as suppliers, but as authentic strategic allies in the defense of their assets. This is confirmed by the new MSP Customer Insight Report 2025 Prepared by Barracuda Networks, in collaboration with the Vanson Bourne research firm, which analyzes the growing role of managed service providers (MSP) in business cybersecurity.
From a survey conducted to 2,000 managers of technology and security from Europe, America and Asia-Pacific, the report highlights that MSP have ceased to be an exclusive resource for SMEs. Today, companies of all sizes, resort to them to face complex challenges such as the proliferation of unconnected security tools, regulatory compliance or the implementation of advanced solutions based on AI.
“Managed service providers are in the front line helping companies navigate in the current complexity of cybersecurity,” says Brian Downey, vice president of product management in Barracuda. “They face a demanding environment, with a combination of technical challenges and high expectations by customers, and our mission is to facilitate the path with innovation, 24/7 support and a fully integrated security platform.”
96% of companies already work or are considering collaborating with a managed service provider
More than suppliers, partners to grow
Among the main motivations that lead companies to trust a MSP, the report stands out: 52% seek support to manage their security solutions, increasingly fragmented, while 51% need expert guidance to adapt its cybersecurity strategy to the rhythm of business growth.
The customer profile has also evolved: 85% of organizations between 1,000 and 2,000 employees already depend on an MSP for their safety, compared to 61% in the segment of 50 to 100 employees. This market expansion reflects the growing value that companies grant to specialized outsourcing.
Up to rise expectations (and little error tolerance)
The report emphasizes that, in addition to seeking support, companies increasingly raise the bar. 45% of respondents ensure that it would change MSP if this cannot offer 24/7 assistance or lack sufficient experience to respond effectively to a cyber attack.
The resilience of the supplier itself also matters: companies want guarantees not only that they will be protected, but that MSP itself has robust mechanisms to protect itself.
AI, Zero Trust and Premium support, in the spotlight
In the face of the next two years, expectations point to a strong increase in the demand for MSP services focused on artificial intelligence, automatic learning and network safety based on Zero Trust. Organizations are also willing to support that demand with a budget: 92% say they would pay more for specialized support that allows them to integrate their safety solutions, and it is estimated that this increase could be around 25%.
The report concludes that MSP that wish to stay competitive must evolve quickly, combining toe technology with an advisory approach and impeccable customer service. A capital challenge, but also an unprecedented opportunity.
