The MSP Customer Insight Report 2025 reveals organisations are now relying on MSPs and channel partners not just for technical expertise, but for strategic guidance and long-term resilience.
The survey, undertaken by Barracuda with Vanson Bourne, gathered insights from 2,000 IT and security decision makers across the Americas, Europe and Asia-Pacific. The findings highlight a universal need for MSPs’ security expertise and managed solutions – extending well beyond their traditional SMB customer base.
The research highlighted that:
- 77% of Australian organisations already rely on MSPs to manage the growing security challenges as they expand.
- 54% of Australian organisations want MSPs to help them manage a spiraling number of disconnected security tools and vendors.
- 92% of organisations globally are willing to pay a premium for advanced MSP support in integrating their security tools, with some saying they would pay up to 25% more.
- When choosing an MSP, organisations are mostly considering MSPs ability to help them remediate and recover from a cyberattack, and the MSPs own security resilience.
- 48% of Australian organisations would switch MSPs if their provider cannot deliver 24/7 security support.
- Over the next two years, there will be increasing demand for MSPs to provide expertise in AI and machine learning applications, as well as zero trust and managed security operations.
These findings highlight a universal need for MSP’s security expertise and managed solutions, who play a pivotal role in how organisations navigate the complexities of modern cybersecurity. From addressing disconnected security tools to meeting high customer expectations for resilience and advanced support, it is evident that MSPs face both unprecedented opportunities and significant challenges.
Dan McLean, Country Manager ANZ at Barracuda said, “The channel has always been close to the customer, but the role it plays now is more consultative, more embedded, and more critical than ever. This is especially true for organisations navigating hybrid environments with constrained internal resources. The opportunity for channel partners in this moment isn’t just to sell security solutions, it’s to solve systemic complexity.”
You can read the full report here.
