There is revenue hiding in the value your MSP already provides, and it may have a bigger impact on your profit margin than another complex service add-on.
When planning to build more profitable service offerings, MSPs usually face a familiar question: “What else can we offer clients that is valuable enough to pay for, but practical enough to deliver repeatedly?”
One overlooked place to start is the guidance your team is giving your clients every day.
This could look like a technician explaining why MFA matters, walking a user through a new workflow, or reminding a team how to spot a phishing attempt.
That guidance and that ability to help clients keep up is client education. The problem is that it often happens reactively, informally, and for free. The opportunity is in turning that everyday guidance into a service clients can recognize and pay for.
The same idea applies to the bigger conversations building around AI, automation, and business transformation. Clients are curious about how to stay competitive and efficient as technology changes, but many of them do not know where to start.
MSPs can position themselves as partners who help client teams use technology more effectively over time. The more you help clients keep up, the more valuable and revenue-ready your services become.
Use this article to look at the client education your MSP already provides and rethink what it could become.
For a long time, MSPs earned client trust by keeping the technology running. When something broke, the MSP fixed it. When something needed to be installed, configured, secured, or maintained, the MSP handled it.
That work still matters, but client expectations are expanding.
Many clients are trying to modernize faster than their teams can realistically absorb. They may be adopting new tools, changing internal workflows, tightening cybersecurity policies, or introducing automation across the business. The challenge is that most clients don't have the structure to teach every team how to keep up.
Take a healthcare business rolling out a new secure messaging workflow across its staff. The MSP can configure the platform, secure the accounts, and make sure access is set up correctly. But if the front desk team does not know when to use the tool, billing keeps reverting to old communication habits, or staff members ignore security steps because they do not understand why they matter, the technology will not create the full value it was meant to deliver.
Clients can usually see those friction points, even when they cannot immediately name the root cause. They feel it through mishandled communication, stalled workflows, delays, and frustrating client experiences. What they often lack is a way to address the problem across the organization.
Here's the opening for MSPs. There’s the opportunity to teach technology alongside managing it. Growth becomes easier when clients see the MSP as part of how their business moves forward.
When the MSP helps client teams understand how to use tools, follow processes, and build better technology habits, the relationship becomes more valuable. The client gets smoother adoption, fewer repeated issues, and a team that feels more prepared.
That is a win for everyone.
The need for client education already exists inside most client relationships.
When clients adopt something new, as they naturally always are, they’re constantly subjected to change. Each change creates a learning gap. Across an entire client base, those gaps add quickly.
An MSP may have one client needing help teaching employees how to use Microsoft 365 more effectively, another may be rolling out AI tools and wondering how to set expectations around responsible use, and another may need recurring cybersecurity training because leadership is tired of repeating the same warnings after every phishing attempt.
And at an even higher level, every company feels the strain of simply not marching together in the same direction. Knowledge gaps, tribal knowledge, and undocumented onboarding and upskilling create boat anchors of inefficiency that every business owner feels firsthand.
The revenue potential grows because the same client education offer can often be adapted across multiple accounts. A cybersecurity basics program could help several clients reduce risky user behavior. A Microsoft 365 adoption session could support different departments that use the same tools in different ways. An AI readiness workshop could give leadership, managers, and employees a shared starting point for using new tools responsibly.
This makes client education easier to scale. MSPs can create a repeatable service for common client needs, then tailor delivery to the client’s industry, team structure, or business goals.
Client education has the most revenue potential when clients can clearly understand what they are buying.
That means moving it out of scattered support moments and turning it into a defined offer. MSPs can shape it into a service with clear topics, audiences, outcomes, and reporting.
For example, a client education offer could focus on cybersecurity habits, Microsoft 365 adoption, secure communication workflows, AI usage expectations, or onboarding new employees into the client’s technology environment. Each topic can be organized into a learning path, assigned to the right teams, and revisited as the client’s needs change.
Packaging also makes the value easier to explain.
A client is more likely to invest in education when they can see what the program includes, who it supports, and how it connects to business goals:
MSPs can position client education as a premium service tier, a monthly add-on, a security awareness program, or a broader client enablement service. That structure helps turn everyday guidance into something repeatable and renewable.
For MSPs looking to build more profitable service offerings, the opportunity is making that learning easy to buy.
Empath is a learning and accountability platform that gives MSPs a place to train their teams through courses, role-based learning paths, and progress tracking, all built for the way MSPs work.
Now, there is an opportunity to bring that same approach to the clients MSPs serve.
For MSPs looking for a more scalable way to grow revenue, client education can become more than helpful advice passed along in tickets, onboarding calls, and QBRs. It can become a new revenue stream: a structured service MSPs can offer to help clients keep up with changing technology, strengthen adoption, and build better habits across their teams.
We are working on ways to help MSPs extend Empath-powered learning to their clients, so they can package client education more easily and create recurring value from the guidance they are already providing.
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