Zero Trust Gains Traction: MSPs Drive SMB Security Shift

NEW YORK, NY – November 20, 2025

The Rising Tide of Zero Trust

The cybersecurity landscape is undergoing a fundamental shift, moving away from traditional perimeter-based defenses towards a ‘zero trust’ approach. This philosophy, predicated on the principle of ‘never trust, always verify’, is gaining significant momentum, particularly amongst small and medium-sized businesses (SMBs). Once considered a complex and expensive undertaking reserved for large enterprises, zero trust is becoming increasingly accessible, thanks in large part to the critical role played by managed service providers (MSPs). A recent roadshow hosted by WatchGuard Technologies underscored this trend, revealing strong demand for zero-trust solutions and a growing recognition of its importance in mitigating today’s sophisticated cyber threats.

Recent data paints a clear picture: SMBs are increasingly targeted by attackers. In 2024, a staggering 94% faced at least one cyberattack, and concerns about potential business closure due to security breaches are high. This vulnerability, combined with the increasing complexity of IT environments – driven by cloud adoption and remote work – is driving the adoption of zero trust. Approximately 40% of SMBs are now planning to implement zero-trust strategies within the next year, recognizing the limitations of traditional security models.

MSPs: The Engine of SMB Security

The MSP market is booming, and cybersecurity is a key driver of this growth. SMBs frequently lack the internal expertise and resources to effectively manage their security posture, leading them to rely on external partners. This creates a significant opportunity for MSPs to expand their service offerings and deliver value-added security solutions. The global MSP market is currently valued at over $300 billion and is projected to exceed $1 trillion by 2033, with cybersecurity services representing a significant portion of this growth.

“SMBs are realizing that they can’t go it alone when it comes to cybersecurity,” notes one industry analyst. “They need partners who can provide the expertise, tools, and ongoing support to protect their businesses.” MSPs are evolving beyond simply managing infrastructure to offering more sophisticated services like managed detection and response (MDR), threat intelligence, and security awareness training. The ability to deliver these services effectively is becoming a key differentiator for MSPs.

WatchGuard Technologies has strategically positioned itself as a key enabler of this trend, focusing on providing MSPs with the tools and support they need to succeed. Their recent roadshow, attended by hundreds of MSPs from across North America, Latin America, EMEA, and APJ, highlighted the company’s commitment to empowering partners.

Practical Zero Trust: Beyond the Buzzword

While the concept of zero trust has gained considerable traction, many organizations struggle with how to actually implement it. The initial perception that it requires a complete overhaul of existing infrastructure can be daunting. However, a pragmatic approach, focused on incremental improvements and leveraging existing security tools, is proving to be effective.

“Organizations don’t need to rip and replace everything to embrace zero trust,” explains a security consultant. “They can start by implementing multi-factor authentication, segmenting their networks, and enforcing the principle of least privilege.”

The WatchGuard roadshow emphasized this practical approach, showcasing how MSPs can leverage tools like FireCloud and MDR to deliver zero-trust solutions to their clients. Attendees reported receiving valuable hands-on training and actionable insights that they could immediately apply to their businesses.

“The roadshow really hit home for us,” stated a partner attending the event. “Zero trust used to feel like a buzzword, but here it was broken down into real steps we can actually apply with our clients.” The emphasis on practical implementation resonated with attendees, who are eager to deliver tangible security benefits to their clients. The event also highlighted the importance of continuous monitoring and threat detection, as well as the need for a robust incident response plan.

Another partner noted, “We’re seeing a huge demand for managed security services, and zero trust is a key component of that. Clients are looking for partners who can provide comprehensive protection, and we’re confident that we can deliver that with the help of tools like WatchGuard’s FireCloud and MDR.” The focus on providing a holistic security solution, combining technology and expertise, is proving to be a winning formula for MSPs.