Faced with resource-heavy US competitors in the direct market, uSecure identified the Managed Service Provider (MSP) channel as an underserved green space. They executed a hard pivot, rebuilding their product and licensing specifically for MSPs, which created a key differentiator that fueled their growth.
uSecure supports 1,800 partners with few account managers by focusing on scalable systems, not headcount. This includes a product designed for automation, deep initial training for repeatable processes, and shifting from constant hand-holding to strategic quarterly check-ins supported by a robust knowledge base.
uSecure initially underestimated how resource-constrained MSPs are. Their breakthrough came when they moved beyond simple PDF guides and built a white-labeled sales prospecting tool. This tool helped partners automatically build a data-driven business case for their own clients, proving uSecure understood their challenges and driving scale.
MSPs often avoid selling compliance services due to their complexity and perceived liability. However, 'human risk' is a required part of most frameworks and is far more tangible and easier to sell than technical controls. It acts as a wedge, allowing MSPs to enter the lucrative compliance market with a simpler, more relatable offering.
To master the channel model without prior experience, uSecure's team attended MSP-focused educational sessions at industry events, rather than just working the vendor booth. This immersion, combined with monitoring online communities like Reddit, provided deep, firsthand insight into partner pain points and desired vendor behaviors.
A common vendor mistake is attempting to apply a direct sales model to the channel. uSecure found success by truly adapting its business model, citing specific examples like moving from annualized to flexible monthly billing and eliminating minimum purchases. These concessions signal a genuine, partner-first commitment rather than just paying lip service.