You know, in this fast-moving MSP world, it’s not often you meet someone who truly stands out—not just for their business success, but for their values and the way they treat people. Recently, I had an incredible conversation with Bill McLaughlin, a powerhouse behind the extraordinary journey of Thrive.
Right from the start, I could see that Bill’s strength wasn’t just in his sharp business mind—it was in his grounded, intentional focus on holistic well-being. It’s rare to find leaders who balance both so effortlessly in the tech world. When I shared my admiration, Bill responded simply: it’s about “doing the right thing” and surrounding yourself with like-minded people. That set the tone for our entire discussion—a conversation that reminded me that the MSP business, at its heart, is all about service and people. Not just technology.
It quickly became clear to me why Thrive isn’t just surviving but transforming the MSP landscape. They’re not adapting—they’re leading. And as we dug deeper into their story, I asked Bill to share the high-level journey that’s fueled Thrive’s rise.
He spoke about Rob Stephenson, who is a senior consultant now and his bold vision—“Thrive 2.0”—kicked off about eight years ago. This was a turning point, where Thrive redefined itself as a true “next-gen service provider,” focused on delivering business outcomes rather than just IT services. Their foundation? A security-first approach, robust cloud solutions (private, public, and increasingly hybrid), and traditional managed services—all intentionally evolved to drive client success.
One thing that really impressed me was how Thrive strategically leveraged ServiceNow as a unified platform. Bill shared that they now have over 20 developers working full-time to constantly enhance it. Their CTO, Mike Gray, played a huge role in building and customizing this platform to empower their technical teams. This isn’t something you see every day—it’s a serious differentiator.
We also dove into the topic of private equity and its role in scaling Thrive’s success. Backed by Court Square Capital and Berkshire Partners, Thrive has executed about 18 acquisitions in just the last four years, with plans for more. What’s smart is that they built a dedicated integration team to ensure growth never comes at the cost of their operational excellence.
And I couldn’t help but say it: Winners don’t do different things; they do things differently.
The Core Pillars Behind Thrive’s Growth
The real magic? It’s in the team. Thrive’s success is fueled by real strategies, executed consistently by strong teams, all while pushing innovation forward. As we talked, a few powerful lessons emerged:
- Leadership is Foundational: Hire the right leaders, empower them, and ensure absolute clarity on the mission and vision.
- Strategic Standardization: Standardize around your service delivery and technology stack to drive scalability and a consistent customer experience.
- Customer Success is Paramount: Don’t just chase new logos—nurture your existing customers and build lasting happiness.
- Focused Go-to-Market: Stay away from being everything to everyone. Thrive wins by focusing on specific verticals and building deep expertise.
- Investing in Internal Talent: Train, develop, and continuously empower your employees.
- Mastering the Basics: No shortcuts—just consistent execution of the fundamentals that drive real, sustainable growth.
Hearing Bill talk about these principles, I couldn’t agree more! Execution is everything—and that starts with having the right leaders to drive the vision. Without the right people, even the best strategies remain executed the wrong way.
One thing Bill said really resonated with me: the power of growing within your existing accounts. Thrive doesn’t just focus on net new business—they unlock new opportunities through cross-sells and upsells by consistently delivering value. And they do it without compromising trust. Being a “promise keeper,” as Bill put it, isn’t just about ethics—it’s the foundation of long-term success.
We also talked about the priceless value of reputation and organic referrals. In a world saturated with marketing noise, nothing beats a strong referral from a happy customer. I couldn’t agree more: your reputation is your ultimate brand.
Building the Future: Lessons for Every MSP Leader
When we moved to the topic of Thrive’s Ideal Customer Profile (ICP), Bill shared that they focus on organizations which view technology as a strategic business enabler—especially in professional services and regulated industries. It’s not just about the technological fit; cultural and leadership alignment come first in both customer relationships and M&A targets.
Bill then shared some valuable advice for CEOs, based on his experience as a COO: find diverse mentors. Surround yourself with advisors and peers who can give you an outside perspective. Stay plugged into market trends—using resources like Gartner—and most importantly, hire doers. Hire leaders who aren’t just strategists but are relentless executors.
He also reminded me that true competitive advantage often lies in what others aren’t doing. Thrive’s focus on developing AI-driven solutions is a great example of that forward-thinking approach.
As Bill pulled back the curtain on Thrive’s success, what shined through was simple yet profound: It’s all about the people.
It’s about building a team brave enough to challenge the status quo, committed enough to innovate fearlessly, and disciplined enough to stay focused on client outcomes. Thrive’s journey is a masterclass for all of us in the MSP space—a blueprint built on strategic clarity, visionary leadership, deep customer relationships, and a culture that never stops evolving.
Talking to Bill wasn’t just an interview. It was a glimpse into the DNA of a company that’s reshaping what’s possible in our channel. And it left me energized with one clear reminder:
Together, as an interconnected MSP village, we have the power to drive extraordinary progress.
For more such game-changing takeaways and insights, please subscribe to our YouTube channel.
