Hi everyone, I’m the Head of Demand Generation at Advania UK, based in London, leading go-to-market programmes across industries like public sector, financial services, insurance, and legal. I’ve been with Advania since May 2024 and am really looking forward to seeing how this Community helps us all stay better connected and informed.
One trend I think MSPs really need to be dialled into is the shift from reactive support to strategic partnership. More organisations, especially in regulated sectors, are now expecting their IT and managed service providers to act as business enablers, not just problem solvers. It’s no longer just about uptime or SLAs; it’s about helping clients modernise, remain secure, and adopt emerging technologies in a sustainable way.
Gartner recently highlighted that “by 2027, 75% of enterprise IT organisations will adopt a digital transformation operating model focused on value stream delivery”, a shift that requires MSPs to think more like business partners than service desks. (Gartner)
At the same time, demand for managed services in key sectors is accelerating:
- Insurance and Financial Services: According to PwC, over 60% of UK insurers are increasing investment in cloud-based platforms and data analytics — a clear signal that strategic MSPs who understand compliance, data sovereignty, and transformation in this space are in high demand.
- Legal Sector: The Law Society reports that legal firms are now prioritising cybersecurity and workflow automation — two areas where MSPs can move from reactive support to value-adding consultancy.
- Public Sector: As noted in the UK Government’s 2024 Digital Strategy Update, there’s a growing focus on “data interoperability, secure cloud adoption, and AI-readiness across local and central government”. Providers that help departments navigate complexity while staying compliant are set to win.
One thing that surprised me recently? How quickly AI-related concerns have jumped from the IT team to the boardroom. A recent BCG study found that 89% of CEOs now feel pressure to implement GenAI strategies, but 67% admit they don’t have a clear plan. That’s a huge opportunity for MSPs to step in with strategic guidance.
Would love to hear what others are seeing, are your clients pushing for more strategic conversations? And how are you adapting your service model or messaging in response?
Looking forward to learning from all of you.
