Because the demand is structural, not a trend. 61% of MSPs say most or all of their clients turn to them for cybersecurity advice, and 44% reported at least one client suffering a cyberattack in 2025.
Not the offer. The proof. The share of MSPs struggling to demonstrate value to clients nearly doubled. Security is the worst category to be vague about, because the client cannot see any of it until it fails.
Report security outcomes to the client monthly in their language, not raw tool output. Get an independent party to verify your controls are met now. Price the assurance as its own line, not buried inside the managed services fee.
Security revenue is growing faster than anything else MSPs sell, and the buyers are more sceptical than they have ever been. The MSPs that win the security budget are the ones who can prove the security, not just deliver it.