MSPs don’t win business by listing tools. They win it by instilling trust, the kind that keeps clients from second-guessing your invoice, questioning your value, or shopping around when renewal time comes.
It’s why packaging matters. And it’s why many providers are taking a closer look at what’s already in their stack and asking: Are we surfacing the value we deliver, or are we burying it inside bundled infrastructure?
DNS filtering is a prime example. It’s in nearly every environment. Yet in many cases, it’s underleveraged, invisible to the client, and too rigid to fit the way MSPs actually operate today.
That’s leading a growing number of providers to reassess their approach, not because DNS filtering is new, but because it could be working a lot harder for them.
The Role DNS Filtering Could Play in Your Packages
Most MSPs don’t sell DNS filtering directly. It’s usually part of a firewall, bundled into an endpoint product, or passed through a security suite.
And that’s the problem.
When DNS protection is buried:
- Clients don’t see it
- Providers can’t easily customize it
- Reporting is limited (or nonexistent)
- Remote users are often unprotected
- It becomes just another background process, not a differentiator
But reframed properly, DNS filtering supports some of the most valuable things clients care about:
- Reducing malware, phishing, and other cyberattacks
- Enforcing acceptable use policies
- Controlling distractions
- Supporting compliance frameworks
- Extending protection to hybrid users
These are outcomes clients can feel, and ones that translate directly into perceived value, but only if you have a platform that allows you to show it.
Real-World Example: When “Built-In” Isn’t Good Enough
Roy Thomson Hall and Massey Hall—two of Canada’s busiest performance venues—experienced exactly this.
Their DNS filtering had been handled through a firewall, bundled with other network controls. It functioned, but when they took a closer look, they realized it wasn’t giving them what they needed:
- Policy customization was limited
- Threat visibility was shallow
- Guest Wi-Fi controls were frustrating to configure
- Remote access filtering required extra overhead
- And it was expensive for what they were getting
They replaced it with the Control D DNS service, and the shift was immediate.
- Guest Wi-Fi protections were applied with a simple toggle—no complex rule sets
- Usage reporting surfaced crypto mining and torrent activity that they never knew was happening
- Remote user deployment in a matter of minutes via Intune integration
- They cut costs and gained better control across the board
What mattered most wasn’t the DNS filtering itself, but how easy it became to manage, report, and act on.
Packaging That Builds Trust (And Margin)
When your DNS filtering solution supports multitenant management, per-client policies, branded block pages, and client-friendly reporting, it stops being just another security layer. It becomes a packaged service you can include in:
- Security tiers (Basic / Premium)
- Remote workforce bundles
- Productivity or compliance add-ons
- Education and nonprofit filtering policies
- Or as a simple, standalone line item for high-risk clients
It also becomes easier to explain:
“We block threats and enforce policy before anything reaches your network—and here’s what that looked like this month.”
That’s not a technical conversation. That’s a trust conversation. And it’s one clients actually understand.
Quietly Delivering Visible Value
The most effective managed services are the ones where clients feel protected, even if they don’t fully understand the mechanisms behind it.
DNS filtering has that potential, but only if it’s flexible enough to match the client’s context and visible enough to show its worth. MSPs should look for a tool that doesn’t require new hardware, new agents, or added complexity.
It’s time to rethink how DNS filtering fits into your packaging strategy, and whether your current tool is holding back the value you’re already providing.
Ready to Show Your Value?
You’re already offering DNS filtering. The question is whether your current solution makes it easier or harder to show value, scale service, and build trust.
If it’s time to take a second look, Control D for MSPs offers a multitenant, policy-first DNS filtering platform designed with clean reporting, easy deployment, remote-user coverage, and pricing that supports your service margins.
Book your complimentary demo of Control D here.
