Momentum over noise: what MSPs really need from 2026

There is no shortage of noise in the channel right now. Big announcements. Big claims. Big promises about AI, transformation and the next wave of opportunity. What there is less of is patience. That was the unspoken context behind Gamma’s recent Partner Kick Off webinar, hosted by Will Morey and joined by Andrew Belshaw, Group CEO of Gamma, Colin Lees, CTO, John Murphy, CEO of Gamma Business, and Matt Townend from Cavell.

The format was deliberately informal, but the message was not. MSPs are done being sold the future. They want help dealing with the present, and a clear line of sight to what works next. 2026, the panel agreed, is not about hype. It is about momentum. And momentum only comes from delivery.

“Partners are not looking for more promises. They are looking for clarity and certainty.” — Will Morey, Managing Director, Gamma Business

The market has changed. Expectations have too

It was agreed that 2025 had been one of the most uncomfortable years the channel has faced. Economic uncertainty, political instability, the PSTN switch off accelerating, AI complicating technology decisions rather than simplifying them.

Against that backdrop, MSPs are being pulled in multiple directions at once. Protecting existing revenue. Managing migration. Winning new business. Upskilling teams. All while customers expect more and are willing to tolerate less disruption.

What came through clearly is that partners are not asking vendors for inspiration anymore. They are asking for reliability. They want suppliers they can trust to still be here in five years’ time, and platforms they can build around without constantly revisiting decisions. Trust, in this context, is not a brand value. It is commercial risk management.

Why the unglamorous stuff matters more than ever

A recurring theme was the idea of value below the surface. The things customers rarely see but MSPs feel every day. Resilience. Security. Compliance. Service reliability. The operational reality of running platforms at scale.

Anyone can sell features. Far fewer can fund the engineering, infrastructure and support needed to keep those features working properly over time. In a maturing market, that difference is becoming harder to ignore.

“Anybody can talk about what sits above the waterline. What matters is how secure, resilient and consumable it is underneath.” — Andrew Belshaw, Group CEO, Gamma

This matters even more as regulation tightens and AI increases the attack surface. MSPs are being asked harder questions by customers, auditors and, increasingly, potential investors. Platforms that are not secure or compliant by design will be exposed eventually.

AI has moved from excitement to accountability

Perhaps the most important shift discussed was the changing role of AI. Twelve months ago, AI was still a differentiator. Now it is on trial. MSPs are no longer interested in AI for AI’s sake. They want to know whether it reduces tickets, improves response times, helps agents do their jobs better, or creates sellable services without requiring specialist headcount. Anything that adds complexity without delivering operational benefit is quietly being deprioritised. The same applies to CX.

“AI is now at a point where it has to earn its place. It has to make a real difference, not just sound impressive.” — Colin Lees, CTO, Gamma

Choice without chaos

One of the more practical discussions centred on UCaaS and the importance of choice that does not create confusion. Different customers need different outcomes. Some are price-led. Others are security driven. Others want transformation.

MSPs need the flexibility to meet those needs without rebuilding their sales and support model every time. The direction of travel is clear. Lead with a consistent application experience. Fulfil through different platforms underneath depending on the use case. Keep the account management, support and commercial relationship simple. That approach gives MSPs room to grow without multiplying effort.

Migration is still the hardest problem to solve

Despite all the talk of new technology, legacy migration remains the biggest operational challenge for many partners. There is still revenue tied up in services that are changing or disappearing. Managing that transition without damaging customer relationships or overwhelming delivery teams is difficult. What they are looking for now is not encouragement, but practical support. Clear migration paths. Automation. Commercial models that recognise the effort involved. Programmes that allow them to stabilise their base while still focusing on growth.

“Partners need to be able to focus on new business while migration happens in the background, not instead of it.” — John Murphy, CEO, Gamma Business

Predictability changes the conversation

One of the most telling points in the discussion was the emphasis on predictability. Partners have long memories when it comes to missed delivery dates and slipping roadmaps. Confidence is built not by ambition, but by consistency. When a vendor can clearly say what is coming, when it is coming, and how it can be sold, the relationship changes. Planning becomes possible. Sales conversations improve. Partners can speak to customers with confidence rather than caveats. That predictability is now a differentiator in its own right.

An external view: why this matters commercially

Matt Townend from Cavell reinforced many of these themes from an external perspective. Customers are still looking at product and price, but increasingly they are judging partners on expertise, integration capability and their ability to help navigate change. Security and compliance are no longer specialist conversations. They are baseline expectations. For MSPs with an eye on future exit, this matters even more. Platforms that are not secure or compliant will surface during due diligence. Getting it right now protects value later.

“Trust, security and route to market matter hugely when investors look at MSP businesses.” — Matt Townend, Cavell

What momentum really looks like in 2026

The conclusion was not dramatic, but it was clear. The opportunity in the MSP market is real. Demand is there. Customers want more support, better experiences and smarter use of technology. But the winners in 2026 will not be the MSPs chasing every new trend. They will be the ones backing partners who reduce friction, deliver consistently, and make growth easier rather than noisier. Momentum does not come from announcements. It comes from trust, delivery and platforms that stand up to real-world pressure.

That is what MSPs care about now.