If your pitch to customers includes “we also do cybersecurity,” you’re already behind.
In today’s threat landscape, cybersecurity can’t be an add-on; it must be part of the foundation. Clients, regulators and insurers now expect security at the forefront and not as an afterthought. If it’s treated like a checkbox, then you’re going to weaken trust and reduce your credibility.
It’s time for MSPs to lead with cybersecurity, and I’m going to explain why.
Regulations, risk and increasing expectations
The days when MSPs have minimal oversight are gone. Government and regulators are tightening their grip on cybersecurity accountability, and MSPs are being brought into the spotlight.
We’ve seen this in the Cyber Security and Resilience Bill policy statement, which was released in April. And, the NIS2 framework in Europe, which also explicitly includes MSPs in its scope, with the UK’s Cyber Assessment Framework (CAF) aligning closely as well. The message from these regulations is clear: if you're managing client infrastructure, you're responsible for securing it.
It doesn’t stop there either. Cyber insurance providers are following suit and increasingly demanding proof of proactive security controls before underwriting policies. Clients are also sometimes advised or even required to scrutinise their providers' cybersecurity maturity.
This shift isn’t a theory; it’s happening now, and MSPs who don’t evolve will risk being seen as liabilities, not partners. Basically, the bar is being raised, and a security-first approach is no longer optional; it’s a baseline.
Why security-first MSPs win
What we’re increasingly seeing is MSPs that lead with cybersecurity are more successful.
Taking a security-first approach builds trust, shifting the conversation from just technical support conversations to risk reduction, building resilience and business continuity – outcomes that matter to decision makers.
By leading with security first, you can:
- Demand higher margins with premium, value-driven services like MDR and vulnerability management.
- Reduce churn by becoming an essential partner in compliance, incident response and long-term strategic planning.
- Stand out in the market, where we will increasingly see a high demand for security expertise.
Building your value proposition around cybersecurity
To succeed in today’s market, cybersecurity can’t just be a service you offer; it needs to be the foundation through which you deliver everything.
This means moving beyond bundling antivirus or firewalls and instead embedding security into every part of your stack, from onboarding and endpoint management to identity, compliance, and client reporting.
It also means rethinking how you talk about your business, and this subtle but powerful shift can reframe your value proposition around what clients prioritise the most, like protection, continuity and peace of mind.
MSPs who lead by demonstrating greater maturity and readiness to support regulated or security-conscious clients will attract higher-value accounts with long-term potential, positioning themselves as valuable partners.
The goal shouldn’t be just to sell cybersecurity; it should be to make it inseparable from your core service. That’s what more clients will come to expect, and it’s what will future-proof your business.
Partnering for success
Leading with a security-first model doesn’t have to be something you do alone. At Brigantia, we work with MSPs every day who are evolving their service models, messaging and technical capabilities to lead with security and win bigger business because of it.
Here’s how the right partner can help:
- Enablement & training – access expert, hands-on support from a team that understands the MSP channel inside out.
- Carefully curated cybersecurity – at Brigantia, our carefully selected vendor portfolio is built to meet real-world needs across every area of cybersecurity, from email security and endpoint protection to identity access management, compliance, and more, allowing MSPs to lead successfully with the right tools.
- Services that drive retention and margin – expand your offering with high-value services such as MDR, and services that are ready to deploy, easy to explain and proven to generate strong margins.
- Market positioning – get practical support to position yourself as a trusted cybersecurity provider with marketing resources, end-user toolkits and webinars, and strategic guidance from a team that understands the cybersecurity landscape.
Staying ahead …
Essentially, the market is changing fast, and those who can adapt quickly will lead it. If you want to build a cybersecurity offering to lead with, we're here to help make that transition real, scalable and profitable.
