Assurix

I checked 2,636 MSP sites for a specialism. 1,107 didn't show a single vertical. I mean proper evidence. A named client in a case study, a Google review that mentions the industry, a certification that only matters in one world. 42% had none of it on the page. Another 418 named small businesses, which isn't one. Nearly half the MSPs I looked at employ under 10 people, and almost ALL sell to SMEs about that size. I don't think those 1,107 are generalists. I think most of them are quietly good at one or two things and have never written it down anywhere a prospect can get visibility of it. my netstar vertical happened by accident. We won a few financial services clients at Netstar, they referred us to more, and one day I looked at the list and realised we were properly good at it. Same systems, same regulators, the same questions on a call. Nobody sat in a room and made a strategic decision, it was a very happy accident. That's when we started saying it out loud. Claiming it as our narrative.... And the customers kept coming. So for you, it isn't that you haven't got a specialism... It's just your ideal customer can't find you for it if you don't tell them. Someone asking around for a MSP who understands their world does what you'd do. they Ask Claude. then check 4 websites it brings up at 30 seconds of attention each. If it isn't on your page you wouldn't make the cut, and you'd never found out you'd lost. None of this needs a rebrand by the way. Open your PSA. Sort your clients by industry. The top row is where to look. If you've solved the same problems there four or five times over, that's a specialism, whether you picked it or not. Then write one case study about it. A named client, in their words, one page: what they do, what was broken, what changed, and why you were the choice. Writing it takes you a morning. Getting them to sign it off takes longer, so ask early. shouting about the specialism will bring clients. And in a world where winning new clients is a challenge this is one thing that can help. I'm curious what everyone else's turns out to be. I'm running a session on: Winning more clients without being the cheapest next Thursday 24th. Link in comments.

A certificate proves a date. Assurix proves today. Live-measured controls are checked every six hours, and the results are public. Watch Ian Groves, MD of Start Tech explain why proof, not promises, is where MSPs are heading

You send the proposal, then find out they’ve gone with someone cheaper. In this free live session for UK MSP owners, Mit Patel, Founder & CEO of Assurix, covers how to handle a cheaper quote, back up “our service is better” with something prospects can check, and make your proposal explain why you’re worth the difference. You’ll also get a cheat sheet to use with your own prospects.

If you run a high quality MSP, you’ve probably lost deals to cheaper competitors. Not because your service is worse - but because buyers can’t see the difference. Most MSPs sound identical on paper. Buyers don’t know how to judge operational maturity, so they default to price. This checklist breaks down the 7 proof points buyers actually use to decide between MSPs - and how premium providers make those differences visible.

Premium MSPs don’t lose on price because they’re worse. They lose because buyers can’t see the difference - so they default to cost. Take the 7-minute Proof Gap scorecard and see exactly what you’re not proving yet (plus what to fix first).

"When we were looking out on the market, there wasn't really anything that had the depth and breadth that Assurix brings." - Ian Groves, Managing Director, Start Tech