For many managed service providers, cybersecurity awareness training began as a compliance requirement. That’s still true today, but more MSPs are now recognizing that effective security awareness training can contribute to business growth as well as improved security outcomes. When implemented properly, it can:
That’s one of the reasons platforms like Phin are gaining attention across the MSP space. The focus is not simply on delivering training content, but helping MSPs provide a service that’s efficient to manage, easy for clients to engage with, and capable of demonstrating measurable results. The combination of those things has a direct impact on profitability.
One of the clearest ways MSPs are increasing revenue with Phin is by reducing the amount of time required to manage cybersecurity awareness training across multiple clients.
Traditionally, security awareness training can become operationally expensive. Campaigns need to be created and maintained, phishing simulations monitored, users managed, and reports prepared for client conversations. When that process is repeated manually across multiple tenants, the time commitment increases quickly.
Phin helps simplify much of that work.
Shared campaign functionality allows MSPs to standardize successful programs and deploy them across clients without rebuilding everything from scratch each time. Automation reduces repetitive administration, while tools such as Phinbox IQ help reduce the manual workload associated with phishing triage and reported email analysis.
For MSPs, this has a commercial impact.
The less time teams spend on repetitive management tasks, the more efficiently the service can be delivered. That improves margins without reducing the quality of the client experience. It also allows MSPs to scale their security awareness offering without needing operational costs to grow at the same pace.
“Phin’s saving us time and money. It allows us to do more with less... If we had scaled with KnowBe4 the way we’ve scaled with Phin, we wouldn’t make nearly as much on the margins.” - Matt Collier, cybersecurity Services Manager at TenHats
Another important factor is client perception. Security awareness training has not always been viewed positively by end users. In many organizations, it has historically been associated with repetitive content, unrealistic phishing simulations, or compliance exercises that employees simply work through as quickly as possible.
That creates a challenge for MSPs. If users dislike the experience, the service can begin to feel like an obligation rather than something valuable. MSPs using Phin often describe a different experience.
“Remember when your science teacher was out and they wheeled in the TV? Phin is that good. People actually want to watch it.” - Debbie Ryan, COO at tekRESCUE
The platform provides varied content from multiple providers, helping training feel less repetitive and more engaging for end users. As engagement improves, users become more willing to participate, more likely to report suspicious activity, and more confident in their ability to recognize threats. That creates a better experience for the client organization as a whole.
From a business perspective, this is significant. Services that clients and end users actively value are far easier to retain. They also create stronger opportunities for long-term account growth because the MSP is no longer defending the existence of the service every renewal period. Instead, the service becomes part of the value the client associates with the MSP relationship.
One of the most important parts of any managed service is being able to demonstrate value clearly. Clients want to understand what is improving, where progress is being made, and why they are continuing to invest in a particular service. Without visibility, even effective cybersecurity awareness training programs can become difficult to justify. This is where reporting becomes extremely important.
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Phin gives MSPs access to reporting that is straightforward, measurable, and easy for clients to understand. Rather than presenting large amounts of technical data with little context, MSPs can clearly show behavioral improvements, phishing trends, engagement levels, and program progress over time, which changes the nature of client conversations.
Instead of discussing whether training has been completed, MSPs can discuss measurable security improvements and user behavior changes. Those are far more valuable conversations to have because they reinforce the impact of the service rather than simply the activity behind it. In practical terms, this helps support retention, renewals, and pricing confidence.
Ultimately, the most valuable security awareness training programs are the ones that genuinely improve user behavior. Clients are investing in cybersecurity awareness training because they want to reduce risk. If users continue clicking suspicious links, ignoring warning signs, or failing to report potential threats, confidence in the program naturally decreases over time.
MSPs need to be able to demonstrate that the training is working. This is another area where many partners have seen strong results with Phin. Better engagement, realistic phishing simulations, and consistent reinforcement help create measurable behavioral improvements rather than simple compliance completion.
When clients can see those improvements clearly, their confidence in the service increases, making them more likely to maintain or expand their investment over time.
Several case studies with current MSP partners highlight how these operational and security improvements translate into commercial benefits.
Each MSP environment is different, but the overall pattern is consistent. When cybersecurity awareness training becomes easier to manage, more engaging for users, and more effective at changing behavior, it becomes significantly easier for MSPs to deliver it profitably.
For MSPs, cybersecurity awareness training is no longer just a service to fulfill a requirement.
When approached strategically, it can become a meaningful contributor to business growth. Reducing operational overhead improves service profitability. Better user engagement strengthens client relationships. Clear reporting supports retention and pricing confidence. Demonstrable behavior change reinforces the long-term value of the service. Taken together, those things create a stronger offering for both the MSP and the client.
That’s why more MSPs are viewing platforms like Phin not simply as cybersecurity awareness training tools, but as part of a broader strategy to improve efficiency, strengthen client trust, and increase recurring revenue over time.
If you would like to see how other managed service providers are using Phin to improve security outcomes and grow revenue, explore the latest MSP case studies from Phin Security.