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Building Your MSP Pricing Model: A Comprehensive Guide

Key takeaways:

  • Pick a pricing model—per-user, tiered, or à la carte—that suits your MSP’s goals and client needs.

  • Tailor offerings to client size and industry; small businesses want simplicity, enterprises need customization.

  • Emphasize your value through success stories rather than competing on price alone.

  • Reevaluate your pricing regularly to reflect service changes and client growth.

  • Set clear boundaries to avoid losses from unlimited support or vague scopes.




Building the right pricing model for your Managed Services Provider (MSP) business can feel like a tall order, but it doesn't have to be. The right approach can help you be more profitable, attract the right clients, and stay competitive in today’s tough market. This guide breaks it all down for you, covering the essentials, like pricing strategies, tips for setting rates, and how to tailor your model to match your business goals. Whether you're just starting or looking to refine your pricing, we've got you covered!

Thinking about leveling up your IT managed services business, but confused about how to price your IT services? Smart move. Nail your pricing model and you're halfway to winning more clients and boosting profits, all with fewer headaches. This guide breaks down the wild world of managed IT services pricing models into something you can actually use. We're talking real-life advice, numbers to know, and how to dodge common pricing potholes.



Building Your MSP Pricing Model: A Comprehensive Guide

Key takeaways:

  • Pick a pricing model—per-user, tiered, or à la carte—that suits your MSP’s goals and client needs.

  • Tailor offerings to client size and industry; small businesses want simplicity, enterprises need customization.

  • Emphasize your value through success stories rather than competing on price alone.

  • Reevaluate your pricing regularly to reflect service changes and client growth.

  • Set clear boundaries to avoid losses from unlimited support or vague scopes.




Building the right pricing model for your Managed Services Provider (MSP) business can feel like a tall order, but it doesn't have to be. The right approach can help you be more profitable, attract the right clients, and stay competitive in today’s tough market. This guide breaks it all down for you, covering the essentials, like pricing strategies, tips for setting rates, and how to tailor your model to match your business goals. Whether you're just starting or looking to refine your pricing, we've got you covered!

Thinking about leveling up your IT managed services business, but confused about how to price your IT services? Smart move. Nail your pricing model and you're halfway to winning more clients and boosting profits, all with fewer headaches. This guide breaks down the wild world of managed IT services pricing models into something you can actually use. We're talking real-life advice, numbers to know, and how to dodge common pricing potholes.



What’s an MSP pricing model?

An MSP pricing model determines how you bill clients for managed IT services. It’s the foundation of your revenue strategy and directly affects your growth while delivering value to clients. MSPs typically choose from a variety of pricing models based on their business goals and customer profiles. 

The managed services model in IT services flips the old-school “break/fix” method on its head. Instead of waiting for tech problems to happen, you offer ongoing, proactive management for your clients’ IT needs. This can cover everything from network monitoring and security to patch management, backup, 24/7 support, compliance, and cloud solutions.

Billing is usually subscription-based. Clients pay a fixed monthly fee, and you keep their tech running smoothly. Less downtime for them, predictable revenue for you—a win-win.




Why an MSP pricing model matters

Getting your MSP pricing model right isn’t just about making a quick buck. It’s about balancing profitability, value, and sustainability for your clients and your business. Go too cheap, and you’re stuck working hard for slim margins. Go too high, and you’ll scare off prospects faster than a ransomware alert at 2 am.

But get it right, and you'll become the go-to for businesses needing rock-solid IT service, and your bottom line will start looking a whole lot healthier.

Before we jump into the different MSP pricing models and what they mean for your business, let's address some common questions.



How much does IT service management cost

Here’s the golden question, and the answer is, “It depends.” (We know—that’s not satisfying, but stay with us!)

Your monthly managed IT cost is influenced by:

  • The client’s environment (number of devices, users, locations)

  • The services included (basic monitoring, full-service, cybersecurity, etc.)

  • Geographic region (prices vary by market)

  • Your company’s expertise level and brand reputation

  • Add-ons for compliance, cloud, or specialized support

Typically, small businesses pay between $100 and $250 per user each month for comprehensive managed IT support, while larger businesses often negotiate custom contracts.




How MSPs make money

MSPs generate revenue by solving their clients’ biggest IT headaches, from cybersecurity to infrastructure monitoring. But where’s the money actually coming from? 

Top revenue streams for MSPs 

  1. Cybersecurity services: Thanks to growing cyber risks, this is where MSPs are truly cashing in. Services like threat detection and compliance management saw major revenue increases in the past year. 

  2. Cloud management: Helping businesses optimize their cloud setups? It’s a win-win. 

  3. Backup and disaster recovery: Companies are willing to pay to sleep easy knowing their data is safe. 

  4. Network support: Infrastructure monitoring, server support, and desktop services are bread-and-butter MSP offerings. 

By choosing the right revenue streams and combining them with a solid pricing model, MSPs can improve their margins while offering unbeatable value to clients.




Maximize MSP profitability

To maximize your profitability, make sure you do your due diligence and follow these steps:

  1. Know your worth: Pricing is not just about covering costs. Highlight the value of your services and use client success stories to justify your rates. 

  2. Bundle strategically: Offer premium packages where high-margin services (like SOCs or compliance) sweeten the deal. 

  3. Scale smartly: Automate processes with tools like IT Process Automation to save time and labor costs. 

  4. Build loyalty: Customer retention always trumps acquisition. Offer subscriber discounts or loyalty perks.


Choosing the right model

This is where the magic happens. There’s no universal “best” model, but there’s a right way to find your best fit.

Know your market

Are your clients mostly small businesses, enterprises, nonprofits, law firms, or healthcare? Different business sizes and industries value different things and have unique budget realities.

  • Small biz: Simple packages, low entry point.

  • Enterprise: Custom contracts, strict SLAs, compliance-heavy add-ons.

Understand your costs

Know your labor, software, tools, and operational expenses. Don’t just guess. Crunch the numbers to avoid “surprise” loss leaders.

Focus on value, not just price

It’s easy to compete on price, but you don’t want to be the bargain-bin MSP. Lead with your expertise, response times, security posture, and the unique value you provide. Clients stick with partners who prove their worth.

Be flexible

Mix and match. Offer a core, all-inclusive plan and allow a la carte add-ons for specialized or seasonal needs.

Talk to real customers

Survey your client base. Find out what they value, what they hate about current IT support pricing models, and what would make them switch to (or stay with) you.




Common MSP pricing gotchas (and how to avoid them)

  • Don’t offer unlimited support without clear boundaries (“All you can eat” shouldn’t mean “all you can abuse”)

  • Bake in regular reviews for your pricing model as clients add devices or grow

  • Use contracts/subscriptions; no month-to-month headaches

  • Spell out the scope in your statements of work (SOW)

  • Watch out for nickel-and-dime strategies that frustrate clients


Future-proof your MSP pricing model

Trying to pick a pricing model is like building a sandwich. Too many toppings? Messy. Not enough? Bland. Here’s your action plan for building a balanced MSP pricing strategy:

  • Audit your costs and service capabilities first (be honest)

  • Research your competitors and see what local rates look like

  • Survey your best clients for honest feedback

  • Start with a base model (per-user, per-device, or tiered) and layer in flexibility as needed

  • Focus on communicating value, not just price

Managed service providers (MSPs) are the unsung heroes of the modern IT world, but even heroes need a pricing model that makes sense! The reality is, your pricing approach can make or break your profitability. Whether you're just starting or looking to refine your strategy, Huntress is here to help defend your clients and elevate your business.


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