Product & Engineering

Standing out in a crowded MSP market

When security is working, it feels like nothing is happening. No breaches. No headlines. No interruptions. For customers, that quiet can spark doubt: Why are we paying for this? As an MSP, this is your challenge: turning invisible protection into visible progress. Your customers’ leadership doesn’t see the blocked attacks, reduced risks, or avoided breaches. They only see a quiet status quo. Your value lies in making that invisible work tangible, measurable, and trusted.

Here are five ways you can stand out as an MSP with Duo:

1. Position yourself as adaptable to customers' unique needs

No two environments look alike. Customers run a mix of different applications. For MSPs, that creates a challenge of lack of efficiency leading to decreased productivity that frustrates customers. Duo solves this challenge by consolidating scattered identities and sessions into one view. You get one source of truth across environments, so you can scale service efficiently while still tailoring policies to each customer’s unique needs. Duo has a broad set of integrations across cloud, on-premises, and hybrid systems, enabling MSPs to meet diverse needs at scale.

2. Show you can meet budget constraints while still delivering quality

Customers expect security that delivers quality and compliance, but they don’t have unlimited budgets. The challenge is finding enterprise-grade protection at a cost that feels attainable. Duo helps you deliver the balance: a straightforward per-user pricing model with no minimums or commitments paired with a product recognized for top tier protection that supports compliance needs. SE Labs awarded Cisco’s Universal Zero Trust Network Access (UZTNA) its highest AAA rating for “Advanced Security IAM Protection,” proving you can offer both affordability and quality in one package.

Also, by bundling MFA, SSO, device trust, and more into a single platform, Duo gives customers more capabilities for the same spend while helping MSPs simplify delivery with fewer tools to manage.

3. Prove you are available and responsive

Customers expect prompt, effective support to minimize downtime and keep their business moving. But constant password resets and login tickets can drain your resources and slow response times. Duo lightens that load by reducing authentication tickets, enabling fast self-remediation, and cutting support costs. The result: Customers get the responsiveness they expect, and your team gains the efficiency to focus on higher-value issues.

4. Deliver results and report on the behind-the-scenes impact

The MSPs who win long-term trust are the ones who can turn invisible protection into progress customers can see. Leaders don’t just want activity, they want outcomes. Duo makes that easy with dashboards and reports that tie spend directly to risk reduction, blocked threats, and posture improvements. What once looked like “nothing happened” becomes clear, measurable evidence of value.

Number of threats blocked by policies

Identity posture score trends

5. Deliver a partnership that puts security first

While AI has been seen as a way to improve security, it has also made social engineering attacks more convincing, raising customer concerns about new phishing risks. Customers need partners who lead with security, not treat it as an afterthought. Duo enables you to deliver that security-first approach through phishing-resistant MFA, passwordless options, device trust, and unified identity intelligence. Pair that with continuous posture checks and user trust scoring, and you give customers visible proof that their quiet security is proactively preparing them for what’s to come.

The bottom line

In security, quiet is the goal, but quiet doesn’t sell itself. As an MSP, your advantage is turning silence into proof, showing customers not just that you’re keeping them safe, but how. Duo gives you the tools to lead with security, adapt to every environment, fit within budgets, stay responsive, and prove results in ways executives can see and trust.

Want to go deeper? Download the MSPs Guide to Stronger Identity Security to learn how to tame identity sprawl, operationalize continuous posture and trust scoring, cut help desk noise, and package tiered offerings with Duo. Or, become a partner today.