Barracuda Research Survey: Future MSP Growth Will Be Driven by AI Expertise and Cyber Resilience
New Study Finds Organizations Value MSPs That Can Help Them Navigate AI-related Security Challenges, Strengthen
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Barracuda Networks, Inc., the cyber resilience platform leader making security easy for all size business, has released a new report, What MSP Customers Need Next revealing a shift in what customers need from managed service providers (MSPs). Traditional technical services such as a 24/7 SOC remain critical, but organizations also want strategic cybersecurity resilience, guidance and expertise, support with AI-related risks, and partners who can explain risk to business leaders in plain language.
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New Barracuda study finds organizations value MSPs that can help them navigate AI-related security challenges, strengthen resilience, and communicate business risk in clear language.
Barracuda Research’s international survey of 2,000 IT and security leaders found that 66% of organizations already work with an MSP and a further 29% are considering or evaluating providers. The findings highlight significant growth opportunities for MSPs over the next 12 to 18 months.
The Drivers for External Support
The research shows that the decision to look for additional support isn’t driven by higher rates of cyberattacks. Instead, prospective MSP customers are motivated by concerns about their ability to detect, investigate, and respond to threats quickly and effectively. Just 29% of MSP prospects say they can secure compromised accounts and restore operations within hours of an incident.
The research also highlights concerns around AI-enabled threats. Nearly 6 in 10 (59%) MSP prospects say they are concerned about AI-related risks, including AI-generated phishing, AI-powered social engineering, shadow AI, and AI-enabled insider threats.
Cyber resilience gaps are significant. Nearly half of MSP prospects report that many key resilience capabilities such as strong security leadership, an effective security culture, asset visibility, and third-party risk management are either at an early stage or only partially established.
Customer Needs Are Shifting Toward Boardroom-Friendly Risk Support
While technical excellence and security services such as a 24/7 SOC remain essential, organizations value MSPs that can communicate effectively with business leaders. 40% of existing MSP customers say clear, plain-language explanations of risks, incidents, and next steps are an important factor when selecting a provider.
“Organizations today are looking for more than outsourced security operations,” said Michelle Hodges, Senior Vice President, Global Channel and Alliances, Barracuda. “As cyber threats become more sophisticated and AI reshapes both attack techniques and business operations, customers increasingly want trusted partners who can help them understand risk, strengthen resilience, recover quickly from incidents, and make informed decisions. The MSPs best positioned for growth will be those that combine technical excellence with the ability to protect their customers’ businesses, advise their leadership teams, and help organizations navigate an increasingly AI-driven landscape.”
Methodology
Barracuda commissioned independent research agency Arlington Research to survey 2,000 mid- to senior-level IT and security decisionmakers in organizations with 100 to 2,000 employees. Respondents represented a broad range of industries in the United States, United Kingdom, France, DACH (Germany, Austria, and Switzerland), Benelux (Belgium, the Netherlands, and Luxembourg), the Nordics (Denmark, Finland, Norway, and Sweden), Australia, India, and Japan. The research examined security skills and capability challenges experienced over the previous 12 months.
About Barracuda Research
Barracuda Research is the threat intelligence team at Barracuda, delivering actionable insights drawn from trillions of IT events, AI-powered threat detection, real-world security incidents, and more. Its advanced threat intelligence helps IT and security professionals identify emerging threats, recognize warning signs, and implement effective protection strategies that strengthen cyber resilience across their organizations.
About Barracuda
Barracuda is a leading global cybersecurity company delivering complete resilience made easy to buy, deploy, and use through a partner-first model. Our intelligent BarracudaONE® platform provides cyber resilience across email, identities, AI, data, applications, networks, and managed XDR within an open ecosystem. Trusted by hundreds of thousands of organizations and partners worldwide, Barracuda delivers industry-leading solutions and support, powered by people and enhanced by AI, for all size businesses.
Barracuda Networks, Barracuda, BarracudaONE, Barracuda IQ, Bailey with the AI stars logo, and the Barracuda Networks logo are trademarks or registered trademarks of Barracuda Networks, Inc. in the U.S. and/or other countries. All other names and brands may be claimed as the property of their respective owners.
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