JumpCloud’s 2025 MSP performance report reveals bold strategies behind top performers

JumpCloud has released its 2025 MSP Performance Report, offering a detailed look into what separates high-growth managed service providers (MSPs) from the rest of the pack. The report, based on surveys from 300 MSPs in the US and UK, outlines key growth behaviors, tool adoption trends, and emerging security challenges shaping the MSP market.

In a standout finding, 0% of MSPs reported revenue loss in 2024, with 89% experiencing some form of growth. Of these, 22% grew by more than 20%, the benchmark JumpCloud defines as “high-growth.”

Here are the key takeaways from the report:

1. High-growth MSPs embrace variety, especially in SaaS and devices

High-growth MSPs aren’t narrowing their focus. They’re expanding it. 74% of high-growth MSPs said their SaaS app variety increased significantly, compared to just 13% of stable-growth MSPs.

Moreover, the report shows MSPs now manage both Microsoft 365 and Google Workspace, a trend led by high-growth firms. 74% of them manage both platforms.

On the device front, high-growth MSPs are also ahead: 60% report a significant rise in device diversity, including Windows, macOS, Linux, and Chromebooks.

Takeaway: Supporting a broader ecosystem (apps, platforms, and devices) is now a growth enabler, not a complexity risk.

2. Early tech adoption, especially AI, is fueling growth

Success isn’t just about having tools. It’s about how quickly you adopt them:

• 75% of high-growth MSPs use AI in internal operations and client services, compared to only 47% of stable peers.

• Adoption momentum is also rising among moderate-growth MSPs, 76% of whom said they adopt new technologies faster than a year ago.

Takeaway: Waiting to adopt AI could leave you trailing 95% of the market. Only 5% of MSPs have no AI use in place.

3. Complexity is real, but top MSPs have a plan

Variety invites complexity. High performers counter it with structure:

• 82% of high-growth MSPs with rising device diversity enforce strict security policies across all client devices.

• 66% automate device and security management, and 59% have formal BYOD policies.

4. SaaS and AI management are becoming key differentiators

The report highlights growing concerns around shadow IT and AI, with high-growth MSPs responding most proactively:

• 63% of high-growth MSPs use a dedicated SaaS management solution.

• 55% say AI management—not just AI usage—is now a key differentiator, versus only 28% of stable-growth peers.

Takeaway: At a time when AI automation is all the rage, controlling and securing these tools is the next big battleground.

5. Growth has hidden advantages: Hiring, sales, security

High-growth MSPs report unexpected wins beyond the balance sheet:

• Only 31% of high-growth MSPs struggle with recruiting or retention, compared to 44% of stable-growth firms.

• Just 28% feel their tech stack limits hiring flexibility, versus 50% of stable-growth MSPs.

• 75% rate their sales and marketing as effective, more than triple the rate of stable peers.

Takeaway: Tech-forward MSPs attract better talent and run more efficient go-to-market operations.

Conclusion: Bold is the new baseline

The report frames 2025 as a turning point: growth is no longer about choosing the right stack—it’s about managing the breadth of tools clients demand. High-growth MSPs win by embracing variety, adopting early, and investing in the processes and policies that keep complexity in check.

“Growth is well within your grasp,” the report concludes. It’s all about finding the balance between boldness and moderation.