Managed Service Providers (MSPs) are facing a more complex market than ever before. Customer environments are fragmented, and rising cybersecurity expectations are putting real pressure on providers. They need to deliver fast, reliable results while protecting margins and maintaining trust. At the same time, new tools in automation, AI, and integrated security are helping MSPs simplify service delivery, reduce operational overhead, and manage risk more effectively.
These challenges and opportunities were the focus of two recent roundtables hosted by NinjaOne. The London session was held on 16 December, followed by the Manchester session on 4 February. The events brought together MSPs from local channel communities to discuss practical strategies, share insights, and explore how to scale operations while integrating AI and security into day-to-day workflows. Hosted in partnership with Angel Business Communications, the sessions provided a rare chance for peers to learn from one another in an open, collaborative environment.
Putting automation first
A clear theme emerged around the importance of standardising processes before attempting automation. MSPs stressed that repeatable workflows are the foundation of scalable automation. “If you can standardise things… it’s repeatable… if it’s repeatable, you can automate it,” one participant explained. High-volume, business-critical tasks such as user onboarding and offboarding were highlighted, with one MSP noting an average user churn of 14% annually—a reminder of the need for both efficiency and security.
Billing and finance automation also featured prominently. Attendees described near end-to-end automation, from vendor bills to invoicing and direct debit, which reduced debtor days from 55 to 12. Platform selection, they agreed, is increasingly guided by automation potential, security integration, and data access rather than ticketing features alone.
AI that complements human expertise
AI was discussed as a tool to handle repetitive tasks and accelerate resolution. “It’ll reduce the mundane repetitive stuff, freeing the team up to tackle the bigger, strategic projects,” one attendee said. Across both events, participants emphasised that AI works best when it supports, rather than replaces, human expertise. Controlled adoption, strong governance, and thoughtful integration into existing workflows were highlighted as essential. “Without strong processes and governance, AI is like trying to run before you can walk,” one MSP added.
Security as a baseline
Security is now considered a baseline expectation rather than an upsell. Frameworks such as Cyber Essentials and continuous vulnerability management are increasingly driven by compliance and insurance requirements, though enforcement varies. Some attendees noted that certain customers achieve certifications without enforceable controls, underscoring the need for ongoing visibility and remediation. Co-managed models, partnerships with MDR/SOC providers, and aligning service delivery with customer needs were all cited as practical ways to embed security effectively.
Positioning in the market
The roundtables also explored whether telecoms or MSPs will dominate IT services in the coming years. One participant argued that telecoms will maintain the lead, while another suggested MSPs are well-positioned to take charge, particularly given their focus on cloud and managed services. The discussion reinforced the importance of designing offerings and delivery models carefully to meet customer expectations and remain competitive.
Key takeaways for MSP leaders
• Automation priorities: Focus on the user lifecycle, billing and collections, and contract-to-PSA handoffs to create workflows that can be automated reliably.
• AI adoption: Keep it human-centric. Build on staff expertise so teams can focus on strategic work, with disciplined governance and workflow integration.
• Security and platform strategy: Treat security as a baseline, embed continuous vulnerability assessment, partner with MDR/SOC providers as needed, and choose platforms that support long-term scalability and operational efficiency.
The roundtables highlighted that MSPs are moving from experimentation to execution. Those who succeed will be the ones who standardise processes, integrate technology thoughtfully, and remain flexible in how they deliver services to meet the ever-evolving needs of their customers.
