Five strategies to stand out in a competitive endpoint management service sector

In the rapidly evolving landscape of cybersecurity, Managed Service Providers (MSPs) are stepping up their game by committing to remediate known endpoint vulnerabilities (KEV) within a set timeframe, such as seven days. This proactive approach aims to mitigate potential risks and protect clients effectively.

One of the key strategies MSPs are adopting is the use of independent testing to validate their endpoint solutions. Forward-thinking MSPs understand the importance of this approach, as it provides credibility and assurance to clients. These tests, such as the AV-comparatives enterprise tests, rate solutions based on protection, false positives, and performance.

These outcomes are then mapped to respected frameworks like NIST CSF 2.0 or CIS Controls, further enhancing their credibility. This practice not only ensures that MSPs are adhering to industry best practices but also provides clients with a clear understanding of the level of protection they are receiving.

Patch success rates are another critical aspect of cybersecurity. MSPs are striving for a patch success rate of 92% or higher within Service Level Agreements (SLA). To make this more tangible for clients, a simple one-page scorecard is shared during quarterly business reviews, providing a clear overview of the MSP's performance.

In addition to traditional cybersecurity measures, MSPs are also offering AI security and governance as a service. This includes inventorying "shadow AI" usage, setting access controls, monitoring for AI-assisted phishing attempts, and providing regular AI risk reports. By pairing AI security services with AI-assisted defense, MSPs can help clients protect themselves from AI threats while enabling them to use AI securely.

Consolidation is another value proposition that MSPs are offering. This results in lower costs, faster response times, and simpler reporting for clients. In Germany, for instance, MSPs like Azul’s Channel Partners are integrating SaaS-based AI-driven analysis and security functions into their managed service portfolios, enabling enhanced process automation and secure data insights, particularly for Small and Medium Enterprises (SMEs).

Two sources are particularly effective in validating the performance of MSPs: unspecified independent testing sources. MSPs are also demonstrating their capabilities through MITRE ATT&CK® Evaluations, which show how endpoint solutions detect and respond to specific attack techniques.

MSPs are also focusing on multifactor authentication, ensuring that at least 95% of accounts are covered. To further enhance security, MSPs are triggering emergency patch cycles when new KEV entries drop.

Backups are another crucial aspect of cybersecurity. MSPs are performing backup test restores monthly and documenting these processes. Known Exploited Vulnerabilities (KEV) compliance percentages are tracked and reported every quarter, providing clients with a clear understanding of the MSP's adherence to security best practices.

The 2025 MSP benchmark report highlights the services driving revenue, the prices competitors are charging, and where the market is putting its money. This report can help businesses sharpen their strategy and stand apart with confidence. By embracing AI and independent testing, MSPs are not only enhancing their services but also positioning themselves as leaders in the cybersecurity industry.

Five strategies to stand out in a competitive endpoint management service sector