Barracuda Report: MSPs Now Critical for APAC Businesses That Want to Grow Securely

Barracuda Networks, Inc., a leading cybersecurity company providing complete protection against complex threats for all sized businesses, has published the MSP Customer Insight Report 2025. The Barracuda report details the findings of an international survey showing how managed service providers (MSPs) have become critical partners for businesses that want to grow securely.

The survey, undertaken by Barracuda with Vanson Bourne, gathered insights from 2,000 IT and security decision-makers across the Americas, Europe and Asia-Pacific (Australia, India, and Japan). The findings highlight a universal need for MSPs’ security expertise and managed solutions —extending well beyond their traditional SMB customer base.

Barracuda Uncovers Some Interesting Findings

The Barracuda research shows that:

• MSPs are vital growth partners. 52% of the APAC organisations surveyed want MSPs to help them manage a spiraling number of disconnected security tools and vendors, and 51% turn to MSPs to evolve their security strategies as the business expands. Just under half (48%) say they rely on MSPs for around-the-clock security coverage. These figures underscore the indispensable role MSPs play in modern cybersecurity landscapes.
• Most APAC organisations partner or want to partner with an MSP. 73% of respondents say they already work with an MSP—and this figure rises to 96% if you add those evaluating or considering collaboration.  
• The MSP client base has expanded significantly. MSPs have traditionally been seen as a resource for smaller businesses, but the survey found that 85% of APAC organisations with 1,000 to 2,000 employees now depend on MSPs for security support, compared to 61% of smaller companies with 50 to 100 employees.
• Over the next two years, there will be high demand for MSP expertise in AI and machine learning applications, as well as for network security measures such as zero trust and managed security operations.
• Customers in APAC are prepared to pay MSPs up to 25% more for the services and support they need. As many as 92% of APAC organisations are willing to pay a premium for advanced support in integrating their security tools.
• In return, customer expectations are high. Customers in APAC will consider switching providers if their current MSP fails to meet key expectations. Concerns include the MSP’s ability to help them remediate and recover from a cyberattack, and the MSP’s own security resilience. 45% of customers would switch if their MSP cannot demonstrate the skills and expertise required to deliver 24/7 security support.

“These findings highlight the pivotal role MSPs play in helping customers navigate the complexities of modern cybersecurity,” said Brian Downey, VP of Product Management at Barracuda. “From addressing disconnected security tools to meeting high customer expectations for resilience and advanced support, MSPs face both unprecedented opportunities and significant challenges. At Barracuda, we are committed to empowering MSPs with the integrated security platform, 24/7 expert monitoring and support and product innovations they need to not only meet these demands but also thrive in an evolving landscape.”

“In APAC, more mid-sized organisations are turning to MSPs as they grapple with increasingly complex cybersecurity needs. The truth is, most IT teams simply don’t have the time, budget or in-house expertise to manage the increasing complexity we are seeing. That’s why MSPs are becoming such critical partners, especially as demand for advanced services like AI integration and 24/7 monitoring continues to rise. Organisations aren’t just looking for support – they’re looking for MSPs who can lead and evolve with them,” added Mark Lukie, Director of Solution Architects, APAC, at Barracuda.

What Partners Say

 “As the research shows, MSPs are going through a period of transition. Today’s MSPs need to be more than just service providers; they need to be strategic partners, able to address customer demand for deep, multi-layered protection and provide both technical and business support. We’re seeing companies with 1,000 plus users looking for ‘co-managed’ services and skills to provide an effective protective shield 24/7. This can be a great starting point for additional business opportunities. MSPs that can’t adapt to this new reality will struggle to survive,” noted Richard Flanders, Commercial Director at Aura Technology.

“The findings underscore the importance of AI and advanced security measures for both MSPs and their customers. MSPs need these capabilities to remain relevant and provide unparalleled value to clients. We are seeing ever larger organizations seeking the assistance of MSPs to help them with specific and complex IT security challenges,” added Roy de Bruijn, Commercial Director at Tredion.