What the fastest-growing MSPs will do in 2026

What the fastest-growing MSPs will do in 2026 (and how to copy them)

Paul GreenUncategorized

This is what fast-growing MSPs are doing… and here's how you can copy every single one of their advantages.

Jeez, I'm tired. Need some time off to sleep, eat, drink and watch 10 hours of Stranger Things. You too? We're nearly there, just hang in a few more days...

First... here’s something I’ve noticed after spending my 9th year in a row talking to hundreds and hundreds of MSPs (yes, I'm celebrating a decade in the channel next year).

I noticed this... the gap between the MSPs who grow consistently and the MSPs who stay stuck is getting WIDER.

And this is nothing to do with the size of the MSP or their budgets or resources.

It's about what growth-focused MSPs do that most other MSPs don't. And as we head into 2026, I believe that these differences will matter more than ever.

Right now, let’s look at what fast-growing MSPs are doing… and how you can copy every single one of their advantages.

They educate rather than sell

Growth-focused MSPs don't just fire off sales messages randomly. They take time to build audiences of business owners and managers. And then educate those audiences about how technology can help them grow their businesses.

They demonstrate:

  • Why security layers matter
  • How they prevent downtime
  • What “good” looks like in IT
  • And how pricing works (using an MSP-specific price estimator)

They publish guides. They share client stories. They seek and display social proof.

The old sales tactic was: “Book a call to find out more”. The modern approach is: “Let us teach you everything first”.

Prospects get to know them, which makes it possible for them to like them, which makes it possible for them to trust them.

Understand this: The MSP who becomes the most trusted educator in their market… is the MSP who wins the most deals.

They're as transparent as possible

Growth-focused MSPs remove the mystery of choosing a new technology partner. Which means...

  • Transparent pricing
  • Clear service tiers
  • Fully explained processes
  • Straight talking guidance
  • Real world examples
  • Zero jargon

Because transparency reduces prospect anxiety. And anxiety kills sales.

Buyers today want to do their research and be on the edge of an informed choice before they talk to you. The MSPs who recognise that are getting ahead.

They pick and commit to a vertical

Sure, growth-focused MSPs will deal with any business in the local area that fits their parameters of an ideal client, but they also have a clear vertical.

Marketing to a vertical is a lot easier than marketing to a general audience. It's easier to...

  • Find people to market to
  • Get your message in front of them
  • Make that message seem relevant to them, and
  • Dramatically increase your perceived expertise

And no, you don’t need to go “all in” on a vertical on day one. You just need to start building your vertical alongside your general business.

Verticals typically favoured by MSPs include:

  • CPAs (accountants)
  • Lawyers
  • Financial advisers
  • Healthcare providers (dentists, veterinarians, doctors)
  • Manufacturers

I also know some MSPs doing well with shops and hospitality (restaurants, bars and hotels).

They treat marketing like a system, not a random series of events

This one is HUGE.

Growth-focused MSPs have a marketing rhythm following a clear cadence. Along the lines of...

  • Daily: Posting on LinkedIn. Text posts, images, videos, PDF carousels, and infographics
  • Weekly: Posting a LinkedIn newsletter
  • Weekly: Posting a blog and video on your website
  • Weekly: Posting the same blog and video on your Google Business Profile
  • Monthly: Sending a printed newsletter to your hottest prospects
  • Monthly: Adding new case studies

Most MSPs never get into this kind of rhythm. They do a bit of marketing now and again. Or worse, they do a full-on marketing campaign once and then don't do any other activity for a few more months. They intend to, but they never get around to it.

Which is crazy. People only buy when they're ready to buy, and you have to get the right message in front of the right person at the right time.

Consistency beats intensity every single time.

Question for you then

Which of these four behaviours are you not doing in your MSP? And you know you MUST start doing in 2026?