Why MSPs win with embedded security, AI, and strong client relationships

In this interview, Tim Coach, Chief Evangelist of Community and Channels at Cynomi, brings a rare perspective shaped by experience across client, MSP, and vendor roles, exploring how security is evolving from bolt-on tooling into embedded practice. He also returns to a central idea: the most successful MSPs are defined less by their tech stack and more by how well they understand and tailor their services to each client’s business, alongside the strength of the relationships they build along the way.