From AI-powered threat detection to major partner program overhauls, this week’s channel news highlights how vendors, distributors, and MSPs alike are doubling down on innovation, integration, and strategic growth. The industry continues to evolve fast—and those staying in the know are staying ahead. That’s why MSP Success wants to make sure you don’t miss a thing!
In this week’s channel news roundup, we’ve got the latest M&A moves and partner incentives, new products and solutions to keep clients safe and streamline your workflows, deets on familiar channel faces making exits and entries, and some good news/bad news industry research. Here’s a hint: Your smallest customers are not spending enough on advanced cybersecurity tools (but you knew that), and despite revenue slowing industry-wide, profitability is on a winning streak. Read all the way to the end for the details.
Plus, check out our stories from earlier in the week on Coro’s new security awareness Training module and how SonicWall is advances its platform strategy.
Happy reading!
Products & Solutions
Barracuda Boosts Threat Detection with Multimodal AI
Barracuda Networks unveiled next-generation threat detection capabilities fueled by multimodal AI that correlates and analyzes diverse text and visual data types, including URLs, documents, images, QR codes, and more.
The new capabilities build on Barracuda’s existing AI and machine learning, integrating multimodal AI with its machine learning classifiers and purpose-built sandbox engine. According to Barracuda, this creates a faster, smarter, and more adaptive defense layer, empowering the ability to detect more than three times as many malicious files at eight times the speed of previous models.
“As cybercriminals increasingly weaponize AI to launch targeted, sophisticated, and evasive attacks, businesses need security that’s equally intelligent and adaptive,” said Sunil Kumar, vice president of advanced technology at Barracuda, in a press statement. “By leveraging multimodal AI, we’re taking a holistic approach to analyze different data types to identify attacks that bypass traditional models. It’s a transformative step forward in proactive cybersecurity.”
The multimodal AI capabilities strengthen Barracuda Advanced Threat Protection, which provides layered security across the Barracuda platform. Capabilities also enhance Barracuda LinkProtect, which inspects URLs for hidden threats, malicious scripts, suspicious redirects, and other attacks using a virtual sandbox and secure, isolated browser environment. Real-time threat intelligence is continuously shared across the entire Barracuda platform, enabling automated, adaptive defense at every layer.
GoTo Delivers More Mobile, AI Capabilities for Its Connect Solution
GoTo announced over 100 new features for its GoTo Connect cloud-based business communication solution that combine omnichannel customer experience, AI solutions, and streamlined management.
The new features include:
- Enhanced mobile functionality, newly added channels, and upgraded unified inbox performance and design to seamlessly manage all communications, from email to WhatsApp and beyond.
- AI capabilities manage calls 24/7, analyze agent conversations, and identify key phrases and speaker insights.
- New admin tools allow organizations to add products, edit audio clips, safeguard sensitive conversations, and manage SMS messaging.
Partner Programs
Axonius Enhances Its Correlated Partner Program
Axonius, a cyber asset management provider, has expanded its Correlated Partner Program. New features and benefits to the program include a new tier system of Authorized, Premier, and Elite Partners; and scalable discounts for not-for-resale (NFR) use in a production environment, with ongoing support and development opportunities across customer tier levels.
In addition, Axonius introduced SPIFFs in the partner portal, Partner Xchange, designed to reward members as they hit critical junctures throughout the sales cycle. Plus, members will also have access to the partner marketing team, with access across partner tiers to assets like co-branded collateral, marketing development funds, digital campaigns, and access to the Axonius Partner Xchange.
Cato Networks Makes It Easier for Partners to Do Business
Cato Networks, a SASE vendor, introduced enhancements to its Channel First Partner Program, including specialization tracks, tiers, and zero upfront financial commitment. Additionally, the Cato Managed SASE (MSASE) Partner Platform—introduced in June 2024—will continue to serve as a core framework of the new program to simplify, accelerate, and scale SASE delivery for partners, according to the company.
Additionally, partners can earn a “Powered by Cato” designation when adopting Cato as their SASE platform. Cato will continue to offer the existing Cato Distinguished Support Provider (CDSP) accreditation, which recognizes partners with the technical expertise to deliver high-quality support independently—with less need for direct involvement from Cato.
According to the company, the Channel First Partner Program is built on three core principles: transparency, predictable revenue with scalable growth, and maximized gross profit.
“Our partners asked, and we listened. When designing a best-in-class partner program, we landed on four key tenants: predictable profitability, flexibility, simplicity, and differentiation. Put simply, our program reflects how partners want to work today,” said Karl Soderlund, global channel chief at Cato Networks, in a press statement.
Distribution/Cloud Marketplaces
D&H Distributing, SonicWall Offer MXDR Solutions for MSPs
D&H Distributing and cybersecurity company SonicWall announced a new program for North American MSPs. Only available through D&H, the new program leverages SonicWall’s SonicSentry Services, a complete suite of managed extended detection and response (MXDR) services, and offers access to a dedicated team of specialists
Sectigo Joins Pax8 Marketplace
Sectigo, a provider of digital certificates and certificate lifecycle management (CLM), has joined the Pax8 Marketplace. With Sectigo’s automated, cloud-native CLM solution, Sectigo Certificate Manager for Partners, MSPs in the Pax8 network can now discover, manage, and automate their customers’ SSL/TLS certificates within a single dashboard. SSL/TLS digital certificates authenticate the identity of a website and enable encrypted connections, ensuring secure communication between a user’s browser and the web server.
“Sectigo and Pax8 recognize that expired certificates due to manual tracking or human error can expose businesses to security risks, downtime, loss of customer trust, and financial and reputational damage,” said Jairo Fraile, vice president of global partner sales at Sectigo, in a press statement. “We are proud to have been fast-tracked as the first automated Certificate Lifecycle Management solution available in the Pax8 Marketplace.”
Integrations & Partnerships
Pia, an AI-led help desk automation platform for MSPs, is now integrated with CloudRadial’s client services automation platform for MSPs.
This integration allows MSPs to fully automate ticket resolution by leveraging Pia’s SmartForms, which provide real-time data integration and intelligent automation, while continuing to use CloudRadial’s client-facing form system. When clients submit issues through CloudRadial’s forms, Pia’s AI-powered automation processes and prioritizes the generated ticket, eliminating manual data entry and accelerating resolution times.
“This collaboration with CloudRadial is another example of our commitment to removing operational barriers for MSPs,” said Pia’s chief revenue officer, Nic Ferraro, in a press statement. “By automating workflows and eliminating inefficiencies, this integration transforms how MSPs manage service requests, improving both technician productivity and client satisfaction.”
M&A – MSPs
Evergreen, a holding company that acquires and operates technology services companies, acquired Sterling Technology Solutions, a 22-year-old MSP based in Charlotte, North Carolina, and founded by Tom Blanchard in 2003. Through Evergreen’s executive placement program for founders who do not want to stay with the company, Evergreen appointed Solei Dyment as the new CEO. She previously served as director of business development at MSPCFO and led peer groups for Evolve.
The company will operate under Evergreen’s Lyra Technology Group. Details of the deal were not disclosed.
People
The Global Technology Industry Association (GTIA), formerly the community organization of CompTIA, appointed Dan Wesley as CEO. Wesley has been the CEO of ScalePad for the last six years and operating advisor for Top Down Ventures and was a previous board member of CompTIA … WatchGuard Technologies, a provider of unified cybersecurity for MSPs, announced a planned leadership transition. CEO Prakash Panjwani will transition to board member and strategic advisor. Vats Srivatsan, a cybersecurity industry veteran and operating partner at Vector Capital, WatchGuard’s majority owner, has been named Interim CEO effective May 14. He is also joining WatchGuard’s board of directors … MSPAlliance, an association for cloud and managed service providers, appointed David Kubick as a strategic advisor. Kubick has held sales, MSP channel, and executive roles for companies like LogMeIn, Iron Mountain, and Computershare … Juan Fernandez is stepping down as channel chief of SuperOps, writing in a LinkedIn post that he will reveal his next venture soon. He stressed that he is not leaving the channel … NinjaOne, an RMM/endpoint management platform, appointed Aaron Kinworthy vice president of public sector and Egon Rinderer senior vice president of federal and enterprise growth. Previously, Kinworthy was VP of federal sales at Databricks, and before that held various sales leadership positions across ServiceNow’s federal civilian, DoD, and intelligence teams. Prior to joining NinjaOne, Rinderer served as CTO at defense technology startup Shift5 and as global VP of technology and president of federal business at Tanium.
By the Numbers
Service Leadership Report: IT Solution Provider Industry Continues a 5-Year Winning Streak
Revenue may have slowed last year, but profitability was strong for the IT solution provider (TPS) industry, according to the just-released Service Leadership Index 2025 Annual IT Solution Provider Industry Profitability Report from Service Leadership, a ConnectWise company.
The benchmarking report, now in its 20th year, finds that 2024 marked a record fifth consecutive year—the longest run in industry history—of 19%+ adjusted EBITDA profitability for the best-in-class (achieving top quartile profitability and shareholder value) TSPs. These best-in-class TSP also saw valuations increase 22% increase from 2023.
In addition, while total revenue growth for MSPs was slower than in previous years at 7.1%, it was outpaced by stronger growth in adjusted EBITDA at 13.0%.
And while VARs experienced a significant drop in revenue growth from 14.1% in 2023 to 1.8% in 2024, they were able to maintain an adjusted EBITDA dollar growth of 3.4%.
“Despite revenue growth slowing last year, continued strong profitability in 2024 demonstrated the maturation of TSPs and the continued health of the TSP industry,” stated Peter Kujawa, EVP and GM of Service Leadership and IT Nation, in a press statement. “TSPs benefited in 2024 from continued lower wage inflation, and the focus on efficiency improvements is leading to higher service gross margin output for the top performers.”
SMBs Face a Gap Between Cybersecurity Awareness and Readiness
SMBs are getting more cybersecurity savvy, but their limited investments in advanced technologies are leaving them exposed, according to new research from CrowdStrike. The 2025 State of SMB Cybersecurity Report finds that while 93% of SMBs are knowledgeable of cyber risk and 83% have plans in place, just 36% are investing in new tools—and only 11% have adopted AI-powered defenses.
The research reveals that despite rising awareness, most SMBs still lack the budget, tools, and in-house expertise to stop modern threats.
Other key highlights from the report:
- Among SMBs with fewer than 50 employees, only 47% report having a security plan in place, and more than half allocate less than 1% of their annual budget to cybersecurity.
- 67% of SMBs prioritize affordability when selecting a cybersecurity solution, yet just 57% say they prioritize protection against advanced threats. Only 6.5% believe their current cybersecurity budget is sufficient.
- 50% of SMBs feel overwhelmed by the number of cybersecurity tools on the market, and nearly 70% rely on third-party guidance to inform buying decisions.
- Among SMBs under 25 employees that experienced a cyber incident in the past year, 29% reported ransomware compared to 19% among larger SMBs.
