What Customers Expect from MSPs in 2026 | Channel Insider

What Customers Expect from MSPs in 2026

Customers expect more than IT support from MSPs. Learn why AI, security, hybrid infrastructure, and strategic guidance define success in 2026.

Jul 8, 2026
1 minute read
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What does it take to be a successful managed service provider in 2026?

After hundreds of conversations with MSPs, vendors, enterprise IT leaders, and channel executives, one trend has become clear: customers aren’t looking for IT support alone. They’re looking for strategic business partners.

In this video, Channel Insider Managing Editor Victoria Durgin breaks down the four biggest expectations customers now have of modern MSPs—from AI strategy and cybersecurity to hybrid infrastructure and ongoing technology advisory services.

Timestamps

00:00 – Why MSP expectations are changing
00:29 – AI expertise is now a business requirement
01:18 – Proactive cybersecurity is table stakes
02:23 – Why hybrid infrastructure still matters
03:12 – Continuous guidance beyond deployment
03:59 – Why the fastest-growing MSPs are trusted advisors
04:22 – What the future holds for channel partners

Victoria Durgin

Victoria Durgin is a technology communications professional and editorial leader specializing in channel technology, cloud marketplaces, managed service providers (MSPs), technology distribution, and partner ecosystems. As Managing Editor of Channel Insider, she oversees editorial strategy and content development focused on helping technology vendors, solution providers, and channel partners navigate an evolving IT landscape. With nearly a decade of experience spanning technology journalism, corporate communications, content strategy, and digital publishing, Victoria has developed deep expertise in the business side of technology. Her work includes creating executive thought leadership content, industry analysis, case studies, and channel-focused reporting that helps organizations better understand market trends, partner relationships, and technology buying decisions. Before leading Channel Insider, Victoria built experience across local journalism, business reporting, social media communications, and corporate marketing. She has worked closely with technology vendors, cloud providers, and managed service organizations to develop content that highlights industry innovation, business growth strategies, and successful channel partnerships. Her portfolio includes case studies featuring mid-sized MSPs across the United States, Canada, and Australia. Victoria's work has appeared in Channel Insider, The Valley Ledger, and Medium. She holds a Bachelor of Arts in Communications and Environmental Studies from Susquehanna University. Through her reporting and editorial leadership, she helps technology professionals stay informed about the trends, challenges, and opportunities shaping the global IT channel.

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