ScalePad Finds MSP Optimism Rising Despite Market Pressure

New research from ScalePad shows MSPs entering 2026 with strong growth optimism, even as budget pressure and competition persist across the channel.

We spoke with CEO Chris Day ahead of the release about some of the key findings and why he believes 2026 is a year full of opportunity for channel partners who can build for the future.

ScalePad data shows MSP growth optimism despite uncertainty

The report is based on anonymous survey responses from over 1,100 MSPs located in North America. The respondents included CEOs, owners, technicians, service managers, and other roles across leadership types and responsibilities.

The report focuses on everything from operations and financials to the technology and customer success trends MSPs are thinking about this year. Overwhelmingly, ScalePad says, partners in North America are thinking about growth.

A few of the key data points from the report include:

• 55% of respondents project double-digit growth in 2026
• 87% of MSPs are very or somewhat optimistic about the channel’s future growth potential

CEO Chris Day: research makes our roadmap and understanding of the industry stronger

To Day, the report is a way for ScalePad to better understand the industry it supports and identify ways its technology roadmap can meet the needs of its partners.

“We have a lot of MSP DNA inside ScalePad, and while that makes us stronger, it also introduces a level of bias where we sometimes just think we know what’s going on,” Day said, adding that ScalePad’s research shows its internal teams where potential gaps and opportunities might exist.

“It’s immensely useful for us, and I hope the MSPs get a lot out of it, too,” Day continued.

AI adoption accelerates as MSPs plan for scale

In what will come as a surprise to virtually no one in the channel, most MSPs have AI in mind as they plan for 2026 and subsequent years. 

Over half of those surveyed for the report said they either have a plan in place and are executing it or have at least drafted the plan to do so.

Only five percent of MSPs told ScalePad they have no AI plan with no goal to build such a plan this year.

“We’ve experienced a lot of shifts in tech and in the channel, but this one probably has the most potential impact for MSPs,” said Day.

“These are people-heavy businesses in many ways, and the opportunities to scale services and other processes without needing to add headcount at the same rate is comforting for people, I think,” Day added.

The report suggests some MSPs are already finding AI valuable enough to replace previously human-led processes. 43% of MSPs surveyed said that AI already has or will fully replace roles in their businesses.

Why Day remains bullish on value ScalePad brings to partners

Day describes ScalePad’s platform offering as a “customer success platform purpose-built for MSPs.” The various modules and technical solutions within the platform address lifecycle management, compliance and security, and a QBR automation offering that promises to help MSPs deliver higher-value meetings at scale.

“If you want to bring AI to an SMB, you better lead with impact,” Day said. “Plus, the MSPs who are going to be successful moving forward are those who are growing their existing customers, not just attracting new ones.”

“To do that, you need to be able to see and understand the full lifecycle of a customer, from sign to churn. I think everyone’s going to have a real aha moment about this soon,” Day continued.

The 2026 trends report suggests that more partners are beginning to see the value in existing client expansion. 49% of those surveyed ranked “growing existing client accounts” as a key way by which they will achieve growth this year.

This is likely also being driven by another trend identified in the report: shrinking client budgets are a top challenge for 39% of those surveyed, followed by competition underpricing them (35%) and too much competition from other MSPs in the market (33%).

How the shift to strategic consulting can unlock growth for MSPs

Day is one of several channel leaders that strongly asserts MSPs need to shift from technical services delivery to strategic business consulting with technology as a core offering. 

To him, the AI-enabled future and generally more complex landscape means customers need more from their MSPs to unlock the value technology presents to business.

Day also says most MSPs have typically not excelled at the types of consulting services larger integrators like Deloitte or PwC, just to name a few, have done at the enterprise level for decades.

“I talk to some of the largest MSPs in the world and some of the smallest MSPs in the world,” Day said. “Across the board, some are really good at this kind of work, and some are not, and size doesn’t necessarily determine that.”

Day said he remains optimistic MSPs can adjust their businesses to meet modern needs, and as the report shows, many MSPs share that confidence.