Mid-market customers may still trust their MSPs, but Corsica Technologies CEO Brian Harmison says many are increasingly “mentally shopping” for providers better equipped to support AI, data integration, and broader business transformation.
High trust does not guarantee MSP loyalty
That dynamic sits at the center of Corsica’s new MSP Trust Gap report, which found 65% of surveyed IT and security leaders are considering switching providers in the next 12 months even though 95.8% trust their current MSP at least somewhat and 87% are satisfied with the strategic guidance they receive.
In an interview with Channel Insider, Harmison said the switching figure should not necessarily be read as a direct churn forecast.
“It’s like we have a market that’s kind of mentally shopping,” Harmison said, noting that many customers are not necessarily issuing RFPs or actively planning to leave. Instead, he said the data suggests buyers believe there may be more capability available elsewhere.
Data integration emerges as a major MSP opportunity
The finding that most surprised Harmison involved data integration.
The report found 99.7% of respondents consider it important for a technology partner to integrate data across security, infrastructure, cloud, and business systems.
At the same time, 35% expect a partner to own or strongly support data integration in 2026, while 25% cite limited integration support as a current pain point.
“That’s where I see a real opportunity in the market,” Harmison said. “This is an unmet need by a lot of MSPs.”
He tied that demand directly to AI adoption, arguing that customers cannot operationalize AI effectively without first understanding how their data is connected, governed, and secured.
For MSPs, that requires broadening the conversation beyond traditional service metrics.
“So often as an MSP, we spend our time talking about SLAs, metrics, and really the blocking and tackling,” Harmison said. “It’s really critical that we be the ones who are guiding them along that journey of AI readiness.”
AI readiness separates talk from execution
AI and automation also rank among the strongest drivers of provider reassessment. Among respondents considering a switch, 33% cited limited AI or automation support, tied with reactive service as the top reason for considering a change.
Harmison said that creates more risk for MSPs than some previous technology shifts because customers can increasingly seek AI guidance outside the traditional provider relationship.
Harmison also thinks the broader MSP market and tech industry need to spend less time talking about AI itself and more time delivering tangible value for businesses, with AI as one component of the larger strategy.
“What I see now in our space is a lot of talk, not a lot of actual output,” he said.
He expects the market to begin separating providers that have invested in their own AI capabilities, customer use cases, and demonstrable proof points from those still relying primarily on high-level positioning.
MSPs face pressure to deepen customer relationships
Harmison ultimately views the report as more opportunity than warning.
The high level of baseline trust, he said, shows the MSP model itself remains strong. The challenge is turning that trust into a deeper role inside the customer’s business.
“I don’t think that so many people being open-minded about their MSPs is a bad thing,” Harmison said. “I think it’s more of an opportunity for MSPs to deepen their, not just wallet share, but the connection to how a business operates.”
For providers, the next competitive advantage may come less from simply resolving problems and more from proving they can help customers navigate what comes next.
That’s a shift we’ve covered extensively on Channel Insider this year, as MSPs weigh their options in a crowded market where customers are seeking advisory services more frequently than ever. To get those insights sent directly to you every week, sign up for our email newsletter.