Video: How The 20 MSP is Scaling Without Private Equity

In this episode of Channel Insider: Partner POV, host Katie Bavoso chats with Tim and Crystal Conkle, the married power duo leading The 20 MSP—the largest founder-owned MSP platform in the U.S., according to Tim, the CEO, with 38+ successful acquisitions and zero private equity backing.

Learn how The 20 MSP is revolutionizing the managed services industry by focusing on standardization, community-driven collaboration, and building real wealth for MSP owners. CMO Crystal explains the secret to their success is putting people in their “magic” and letting them do what they do best. Get to know the patented security solutions offered by The 20 MSP, including one Tim says could have helped prevent major breaches at two of the country’s biggest casino companies. Plus, you’ll hear inspiring success stories—including how one member went from working in his mother-in-law’s basement to closing an $800K client deal and expanding his team almost overnight! 

🔗 Learn more at: 

the20msp.com (for customers) 

the20.com (for MSPs interested in joining) 

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⏱ CHAPTERS / TIME CODES

00:00 – Intro to The 20 MSP and the Conkles 

01:29 – What is The 20 MSP? Origin story & business model 

02:14 – Difference between The 20 and The 20 MSP 

03:56 – Why standardization leads to seamless M&A and low attrition 

05:29 – How their model avoids the typical pitfalls of PE roll-ups 

06:46 – Talent acquisition through integration 

08:27 – What makes an ideal MSP acquisition target? 

09:29 – Zero attrition and no earnouts: how they do it 

10:27 – Putting people “in their magic” for success 

11:06 – Patented helpdesk verification tool (post-MGM/Caesars hacks) 

13:25 – How real-time human verification saves millions 

15:04 – Story: From a mother-in-law’s basement to an $800K client deal 

17:21 – How The 20 helps smaller MSPs scale and exit 

18:56 – Visionary thinking vs. business operations 

20:36 – The role of private equity in the MSP space 

23:03 – Strategy: grow, then sell on your terms 

25:00 – Recapping every 3–5 years to build long-term wealth 

27:27 – Why it’s called “The 20” (Pareto Principle) 

28:04 – Leveraging their scale to influence vendors and the channel 

30:33 – Running a business as a married couple 

33:13 – Tech trends they’re watching: AI, automation, cybersecurity 

36:45 – Founder-led vs. PE-backed: preserving agility and trust 

39:02 – Vendors they rely on: Kaseya, ConnectWise, Huntress & more 

41:11 – What’s next: More acquisitions and life-changing opportunities 

42:44 – Where to learn more about The 20 MSP and The 20 

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