I’ve had thousands of conversations with MSP leaders over the years, but every once in a while, a discussion cuts through the noise and brings clarity. Not hype. Not trends for the sake of trends. Just truth.
That’s exactly what happened when I sat down with Paul Redding from NinjaOne.
Before the microphones were even officially on, we were already talking about what’s changing in the channel, what MSPs are struggling with, and why the next phase of growth is going to feel very different from anything we’ve experienced before. By the time we wrapped the conversation, one thing was unmistakably clear: the MSP industry is standing at an inflection point, and 2026 will separate those who evolve from those who get left behind.
Why NinjaOne’s Origin Story Still Matters
We began with NinjaOne’s roots, and this is where the story really starts. NinjaOne wasn’t built as a generic SaaS platform trying to retrofit itself into the MSP world. It was born inside the MSP channel. Paul shared how the company evolved from Ninja RMM to Ninja MSP and eventually to NinjaOne: a progression that mirrors the broader shift MSPs themselves have gone through.
What stood out to me most was Paul’s perspective. He isn’t just speaking about MSPs:he was one. Having lived on both sides of the fence gives him a grounded lens that many leaders in the vendor space simply don’t have. That lived experience shows up in how NinjaOne builds, supports, and partners.
NinjaOne’s evolution from a single tool to a full platform wasn’t accidental. It was a direct response to what MSPs actually needed: visibility, control, and the ability to deliver real outcomes, not just manage endpoints.
What really clarified why NinjaOne still matters today is how deliberately they’ve chosen to invest. Paul was very clear about this. NinjaOne spends roughly three times more on product development and support than the industry average. The order matters. Build the product. Support the partners. Then sell.
Historically, we’ve all seen vendors in this space launch a strong product and, once it gains traction, shift the bulk of their investment into sales and marketing. Growth becomes about revenue targets, EBITDA, and scale at all costs.
NinjaOne has taken a different path. Their belief is simple but disciplined: if you consistently deliver what partners actually need, growth becomes a byproduct, not the objective. That mindset shows up not just in the product, but in how they show up for the channel.
The Real Reason NinjaOne Has Grown So Fast
When I asked Paul what allowed NinjaOne to scale so quickly while earning deep respect in the channel, his answer wasn’t a feature list or a go-to-market strategy. It was culture.
Despite being a multi-billion-dollar, privately controlled company with tens of thousands of partners and customers, NinjaOne has managed to maintain a flat, partner-first culture. That doesn’t happen by accident. Leadership protects it.
Paul shared something that really stuck with me: NinjaOne will not go around a partner to steal a customer. Even when it would be easier. Even when internal IT teams push for it. They view the MSP as the partner, and that relationship is non-negotiable.
That’s not marketing.
That’s conviction.
MSPs Are Facing a Challenge Bigger Than Technology
The heart of our conversation centered on what MSPs are facing today. And it isn’t a tooling problem.
Paul explained it perfectly. Years ago, clients just wanted their computers to work. They didn’t want to know how. They didn’t want explanations. They wanted IT to disappear into the background.
That world is gone.
Today, customers are asking entirely different questions. They want to know how AI can improve their business. Whether AI will replace employees. How cybersecurity actually impacts them. And what all of this means for their future. MSPs are being pulled out of the IT closet and into boardroom-level conversations.
This shift requires MSPs to become educators and strategic partners, not just service providers. And that’s uncomfortable territory for many. You’re no longer just managing systems: you’re helping customers think differently about their businesses.
From Break-Fix to Thought Partner: The Evolution MSPs Can’t Avoid
As we talked, I reflected on my own journey starting an MSP in New York City in 2003. Back then, it was all about fixing servers, managing Exchange, and keeping things running. Then came the cloud, predictable pricing models, cybersecurity, and subscription-based services.
Each shift pushed MSPs further upstream.
Now, the next evolution is here. Customers aren’t asking for “all-you-can-eat IT.” They want outcomes. They want efficiency. They want intelligence. They want guidance on how to apply AI to real business problems.
This is where the role of the MSP fundamentally changes. Humans think. Agents act. And MSPs if they choose to, can become the thought partners guiding that thinking.
The MSPs who win will be the ones who ask better questions. Not “Is your computer slow?” but “What are the three most frustrating things in your business right now?” That’s where real value begins.
Why Enablement Is NinjaOne’s Big Bet for 2026
One of the most important moments in the conversation came when I asked Paul where NinjaOne sees friction for its partners. His answer was telling. They don’t believe they have a product-market fit problem. They believe the opportunity lies in partner enablement.
NinjaOne wants to go beyond teaching MSPs how to use a tool. Their focus is on helping partners improve sales, marketing, customer conversations, and the ability to deliver business outcomes. Enablement, not just technology, is the lever that drives long-term success.
Paul shared an example of an MSP helping clients monetize email signatures through seasonal campaigns and embedded promotions. That may not look like “traditional IT work,” but it directly improves business outcomes for the customer. And that is exactly where the channel is headed.
Growth Mindset Will Separate the Winners
The MSPs NinjaOne is most excited to work with are those who want to grow: those thinking about how to go from one million to three, from three to five, and beyond. Growth today isn’t about stacking more tools. It’s about thinking differently about the role MSPs play in their customers’ businesses.
That mindset will matter even more as we move into 2026.
A New Kind of User Conference
Before we wrapped, Paul shared something new and important. NinjaOne is hosting its first large-scale user conference from October 27–29 in Austin, Texas, at the Marriott Austin.
This isn’t designed to be a traditional trade show filled with vendor pitches and back-to-back PowerPoint sessions. The focus is on actionable, role-based content. Engineers, executives, sales, and marketing leaders will all have tracks designed specifically for them.
Even the schedule reflects that mindset. No early-morning punishment sessions. No exhausting final-day scrambles to the airport. Just focused, meaningful time together designed to leave attendees wanting more.
The One Message MSPs Need to Hear Right Now
Paul closed with advice every MSP needs to hear: don’t be the person in 2026 saying, “I thought AI was a fad.” Cloud adoption took nearly a decade. This shift will happen far faster.
AI won’t replace MSPs.
But MSPs who embrace AI will replace those who don’t.
I see it every week in the work I do with MSP leaders. New tools are emerging constantly, but tools alone won’t win.
Thinking wins.
The opportunity in front of the channel is enormous. The MSPs who step into this next phase as educators, thought partners, and outcome-driven leaders won’t just survive 2026: they’ll define it.
And that’s the future I’m betting on.
