A look at what MSP leaders should understand about growth, efficiency and client trust in 2026
Key takeaways
- Global MSP Day 2026 focuses on three issues shaping MSP growth: responsible AI, clearer cyber risk communication and lower operational complexity.
- The event is designed to help MSPs connect technology decisions to business outcomes.
- Barracuda’s free virtual event takes place on June 10, 2026, across three global regions.
In 2026, MSPs are being asked to do more with less. They need to adopt AI responsibly, simplify complex security stacks and explain cyber risk in clear business terms — all while protecting margins and delivering results.
That’s why Global MSP Day 2026 matters. Hosted by Barracuda on June 10, this free virtual event brings together three expert perspectives on the issues shaping MSP growth right now: responsible AI, clearer cybersecurity communication and reducing operational complexity.
Taken together, those themes reflect a bigger shift in how successful MSPs operate, communicate and grow.
Why does Global MSP Day 2026 matter for MSPs?
- AI is no longer a future consideration — customers increasingly expect it to improve speed and efficiency.
- Security stacks have grown harder to manage, making operational simplicity a business priority.
- Clients still need help understanding cyber risk in practical, non-technical language.
Those pressures are defining the MSP conversation in 2026 — and they’re at the center of Global MSP Day.
Register for Global MSP Day 2026 →
3 themes shaping the MSP conversation in 2026
1. AI can accelerate operations, but accountability still matters.
For MSPs, the question is no longer whether to use AI. It’s how to use it to move faster without losing control, trust or human judgment. The strongest MSPs are using AI to amplify people, not replace them.
2. Complexity is holding MSPs back.
Fragmented tools create friction, raise costs and slow delivery. In 2026, platform consolidation is becoming a practical way to improve security, speed and scale.
3. Clear communication is a competitive advantage.
MSPs that can explain cyber risk in business terms — without fear, jargon or overload — are better positioned to win trust and deepen client relationships. Clear communication is a competitive edge.
How will Global MSP Day 2026 address those themes?
Michelle Hodges, SVP of Global Channels and Alliances at Barracuda, will explore how MSPs can use AI to build stronger, more profitable practices without losing the accountability strong security still requires.
Her session addresses a challenge many MSPs already face: AI is moving from experiment to expectation, but customers and security teams still want oversight and context. MSPs that pair AI-driven efficiency with human judgment will be better positioned to scale and build trust.
Wes Spencer, co-founder of Empath, will tackle another familiar MSP challenge: Even strong security strategies can fall flat if clients don’t understand the risk. His session will focus on how MSPs, vCIOs and account managers can communicate risk in ways that are clear, credible and tied to business outcomes.
That means moving past fear-based messaging and technical overload. MSPs that frame cybersecurity around resilience, continuity and better decision-making will have an advantage in both client conversations and long-term growth.
Larry Walsh, founder, CEO, and chief analyst at Channelnomics, will make the business case for platform consolidation. As customer expectations rise and costs climb, many MSPs are rethinking whether fragmented stacks can still support efficient growth.
His perspective adds an important business lens. Platform consolidation doesn’t just reduce tool sprawl — it can improve visibility, simplify workflows and create a stronger foundation for automation and scale.
Register for Global MSP Day 2026
In 2026, MSP success depends on more than new tools. It depends on using AI responsibly, reducing complexity and helping clients understand risk in practical business terms.
Global MSP Day 2026 brings those conversations together in one focused event.
Save your spot for Global MSP Day 2026 →
Frequently asked questions
What is Global MSP Day 2026? Global MSP Day 2026 is a free virtual event hosted by Barracuda for MSP leaders who want practical guidance on AI, cybersecurity communication, platform consolidation, and more.
When is Global MSP Day 2026? The event takes place on June 10, 2026, with sessions scheduled for the Americas, Europe and Asia Pacific.
Who should attend Global MSP Day 2026? The event is designed for MSP owners, operators, vCIOs, account managers, security leaders, and channel partners looking for practical insight into where the market is heading.