20 01732 759725 security and AI as much as they want technical delivery. MSPs that cannot step up to that role will struggle. Our model at FUTERA is built around being that trusted partner. We combine breadth of services with experience and a culture of accountability that ensures customers know we have their back. THE ROLE OF AI TR: AI is dominating the conversation. How do you see adoption playing out over the next 12 months? LM: AI has enormous potential, that is glaringly obvious, but it’s important that businesses take a considered approach. There’s so much that can be done with it, but without the right controls it can become risky. Throwing data into the cloud or using unverified tools may seem harmless, yet no one really knows what’s happening with that data. I believe AI will become more regulated, much like Bitcoin moved from being unregulated to controlled and trusted. MSPs and their customers should be preparing now - developing internal policies on how AI can be used safely, choosing approved platforms and ensuring data is kept within trusted environments. The opportunity is huge, but it must be approached with structure and governance. TR: What does this mean for MSPs who want to stay relevant? LM: MSPs have a real responsibility to guide their customers through this change. Rather than just adopting AI tools, we should be helping businesses understand how to use them safely and effectively. AI can drive real value, but only when Those who succeed will be the ones that can diversify their portfolio and deliver value across IT, print, cloud, cyber and the whole device lifecycle. TR: What are the main challenges MSPs face as they move into this new phase? LM: Profitability and talent are the two big hurdles. With traditional services under price pressure MSPs must find new ways to create margin which is why diversification is so important. At the same time skills shortages in areas like cyber and cloud are making it harder to scale. FUTERA helps bridge that gap by giving partners access to our capabilities, people and infrastructure. That way MSPs can grow without carrying the full cost or risk. CUSTOMER DEMANDS TR: What are customers asking for today that they weren’t five years ago? LM: Simplicity is top of the list. Businesses want fewer suppliers and more joined-up services. They are looking for one partner who can cover the full lifecycle from consultancy to installation and ongoing support. Accountability is the other shift. Technology leaders are expected to prove the value of every investment and need providers who can deliver measurable results. At FUTERA we see this in every conversation - customers want outcomes not just technology. TR: How are customer expectations shaping the way MSPs operate? LM: Customers are expecting MSPs to behave more like strategic partners. They want advice on digital transformation, Technology Reseller speaks to FUTERA CEO Lee Manning about why the MSPs embracing diversification will be the ones winning the biggest opportunities in 2026 Why MSPs Must Diversify in 2026 COVER STORY 2026 MARKET OUTLOOK Tehcnology Reseller (TR): What does the landscape look like in 2026 for Technology MSPs? Lee Manning (LM): The MSP market is reaching a point of real change. Traditional services such as I.T. support, managed print, break fix are being commoditised which is putting pressure on margins. In other words, what once differentiated MSPs is now seen as a basic expectation. These are the core offerings that used to add real value - but many providers now deliver them cheaply, which has driven down prices and made it difficult to maintain healthy profit margins. Customers are also expecting more; they no longer want just a supplier, they want a partner who can take responsibility for outcomes across their whole technology estate. We see consolidation in the market accelerating. Larger MSPs are buying smaller ones while mid-tier businesses are under pressure to either scale or specialise. Lee Manning " Every MSP is talking about AI and cybersecurity, but it’s the forgotten services where even more opportunity sits!"
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