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MSPs More Popular Than Ever for Security: Barracuda

Barracuda study: Businesses rely on MSPs for security needs, with most willing to pay more for premium AI, integration, and 24/7 support.

Written By

Franklin Okeke

Jul 16, 2025

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A growing number of businesses now rely on managed service providers (MSPs) to handle cybersecurity complexity, according to a new study from Barracuda Networks.

The 2025 MSP Customer Insight Report, commissioned by Barracuda Networks and conducted by Vanson Bourne, surveyed 2,000 IT and security decision makers across the Americas, Europe, and Asia-Pacific regions.

The findings reveal that an increasing number of organizations are turning to MSPs to address security tool sprawl, with 52% seeking assistance to manage disconnected security tools and vendors.

Enterprise MSP adoption reaches new heights

The survey found that 73% of respondents already work with an MSP, with this figure rising to 96% when including those considering collaboration.

However, the survey highlights that MSP adoption varies by company size, with 85% of organizations employing 1,000 to 2,000 people depending on MSPs for security support, compared to 61% of smaller companies with 50 to 100 employees.

Over the next two years, more organizations are expected to need MSP support, with AI and machine learning applications being the top area of demand. Network security measures, such as zero-trust and managed security operations, also rank high on future requirements.

Barracuda’s VP of Product Management, Brian Downey, said these findings highlight the crucial role of MSPs in helping customers navigate the complexities of modern cybersecurity.

“From addressing disconnected security tools to meeting high customer expectations for resilience and advanced support, MSPs face both unprecedented opportunities and significant challenges, ” he said in a press release.

Customers willing to switch for premium services

While there is notable growth in MSP partnerships, the findings show that customer loyalty remains conditional, with 45% agreeing they’re willing to switch providers if their current MSP cannot demonstrate the skills and expertise required for 24/7 support.

In fact, approximately 92% of organizations are willing to pay MSPs up to 25% more for advanced support related to security tool integration services.

These latest findings offer both opportunities and competitive pressures for channel partners. It shows that providers who can demonstrate clear expertise in emerging technologies, such as AI, while offering integrated security platforms and 24/7 monitoring capabilities, will have an upper hand in the MSP market in the near future.

Barracuda recently unveiled a new unified platform for MSPs seeking an efficient way to manage their security needs. Read more from our June interview with Downey.

Franklin Okeke

Franklin Okeke is an author and tech journalist with over five years of IT experience. Coming from a software development background, his writings span cybersecurity, AI, cloud computing, IoT and software development. In addition to pursuing a Master's degree in Cybersecurity & Human Factors from Bournemouth University, Franklin has two published books and four academic papers to his name. His writing also appears regularly in Enterprise Networking Planet, Techopedia, ServerWatch, The Register and other leading technology publications.

MSPs More Popular Than Ever for Security: Barracuda

Enterprise MSP adoption reaches new heights

Customers willing to switch for premium services

Franklin Okeke

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