‘We specifically targeted products that are tailored for the SMB market,’ says Michael Slater, head of sales, Microsoft and cybersecurity for Sherweb.

In a strategic move to enhance its offerings and better support MSPs, Sherweb recently announced the addition of multiple new vendors to its marketplace. The move is aimed at expanding the company’s portfolio, particularly in areas of cybersecurity and business continuity, while responding to growing market demands.

“Cybersecurity is now a critical part of how MSPs make money,” Michael Slater, head of sales, Microsoft and cybersecurity for Sherweb, told CRN. “It’s also key to staying compliant, as both businesses and their clients face increasing pressures to meet regulatory standards. The need for cybersecurity isn’t just optional anymore, it’s a must. Our goal is to offer a comprehensive product stack that enables MSPs to address every aspect of cybersecurity, from compliance to operational security and beyond.”

The new vendors Sherweb partners will have access to are Keeper Security; Check Point with Avanan and Perimeter81; KeepIT; Wasabi; USecure; and HacWare.

“Rather than taking enterprise-level solutions and trying to force them into the SMB space, something many vendors do, we handpicked solutions that fit the budget and operational needs of SMBs,” Slater said.

CRN spoke to Slater, named one of CRN’s 2024 Channel Chiefs, about its latest expansion, AI and the Sherbrooke, Quebec-based distributor company’s vision for 2025.

Sherweb recently announced the addition of new vendors to its marketplace. What motivated this expansion and how does it reflect current market needs?

Traditionally, Sherweb has maintained a highly focused marketplace, offering a curated selection of products that we support throughout the full lifecycle, from pre-sales to post-sales, with a white-glove, white-label approach. This has worked well for us and our partners, but we realized that we need to broaden our portfolio to include more solutions, especially in cybersecurity and business continuity.

Cybersecurity is now a critical part of how MSPs make money. It’s also key to staying compliant, as both businesses and their clients face increasing pressures to meet regulatory standards. The need for cybersecurity isn’t just optional anymore, it’s a must. Our goal is to offer a comprehensive product stack that enables MSPs to address every aspect of cybersecurity, from compliance to operational security and beyond. With these new vendors, we can now offer a full array of products that cover every level of security needs.

How will these new additions improve the flexibility and solutions available to MSP partners, particularly those in the SMB sector?

We specifically targeted products that are tailored for the SMB market. Through our partner advisory council and ongoing feedback from our partners, we identified the need for solutions that cater to the unique challenges faced by small and medium-sized businesses.

Rather than taking enterprise-level solutions and trying to force them into the SMB space, something many vendors do, we handpicked solutions that fit the budget and operational needs of SMBs. For instance, Check Point, which is very popular with MSPs, is now available in our marketplace for easy, click-to-deploy email filtering and network security. These are simple solutions that our partners can easily implement without overwhelming their clients. This focus on SMB-specific products helps MSPs scale and meet their customers’ security needs without unnecessary complexity or high costs.

With the rise of AI and automation, how does Sherweb’s strategy evolve, particularly with the new vendors in the marketplace?

AI is definitely a buzzword, but it’s also a tool that can help MSPs improve both their security and operational efficiency. For us, AI plays a key role in our security strategy. We’ve developed an AI security framework that helps our partners deploy Microsoft Copilot safely within the SMB space. Our cybersecurity evangelist has been instrumental in building out resources like webinars and white papers to guide our partners through this process.

On top of that, we’re offering professional services to help our partners deploy AI-driven solutions securely, from proof of concepts to full-scale deployments. We understand that some MSPs may not have the in-house talent to manage these emerging technologies, so we’re here to provide the expertise and support they need to implement AI without exposing themselves to unnecessary risks, like data leakage.

But we’re not just focused on security, automation will be a big part of our future strategy. We want to help MSPs automate more of their business processes, which will help them scale more efficiently and reduce overhead costs. The addition of these seven vendors is just the beginning. We plan to add even more solutions around automation and business process optimization as we move into 2025.

Beyond new products, what additional support does Sherweb provide to help MSPs deploy and manage these solutions effectively?

A key part of our strategy is to ensure that our partners are fully supported, not just with products but with resources and expertise. As we expand our marketplace, we’ve also expanded our support infrastructure. We’ve added sales and technical resources in the U.S. to provide localized support for our American partners. These are security specialists who understand the specific regulatory frameworks that MSPs must navigate in the U.S., and they’re helping our partners build more secure and compliant practices.

In addition, we’ve ramped up our sales team to ensure that our partners have dedicated support when selecting the right products. We now have a team of eight dedicated sales reps in the U.S., and we’re constantly hiring more people to meet demand. Whether it’s guiding a partner through the marketplace or offering personalized consultation on product deployment, we’re committed to offering hands-on support every step of the way.

How does Sherweb differentiate itself from competitors, such as Ingram Micro and Pax8, especially as AI and automation take center stage in the industry?

What sets Sherweb apart from our competitors is our commitment to providing a truly white-glove experience. While some of our competitors may have a large selection of products or focus heavily on automation, Sherweb excels in building long-term, hands-on relationships with our partners. Our approach is not just about selling products, it’s about partnering with MSPs to grow their businesses and solve their specific challenges.

For example, while Ingram Micro and Pax8 have strong marketplaces, we focus on curating a selection of best-in-class solutions for our partners and offering deep, personalized support. We’re also investing in developing our own proprietary solutions, something that sets us apart from being just another distributor. At Sherweb, we’re all about helping MSPs build their businesses, and when our partners win, we win. That’s the fundamental value we offer, a true partnership that’s about mutual success.

Looking ahead to 2025, what are Sherweb’s goals for its partners?

Our primary goal is to ensure that our partners are AI-ready. We’re not expecting every MSP to rush out and start deploying AI across the board, but we do want them to understand AI’s role in the industry and how it can help them optimize both their security and business operations. Being AI conversational is key. If MSPs aren’t aware of AI trends and the risks associated with unmanaged AI tools, they may fall behind or expose their clients to unnecessary risks.

In terms of product offerings, expect Sherweb to continue adding new solutions to our marketplace, driven by market demand. We’re listening closely to our partners and building our product portfolio around their needs. Also, expect more in-person support, whether it’s through local reps or hands-on assistance with implementation.

We’re also committed to growing our team, particularly in the U.S. As we scale up, we’ll continue to offer dedicated, local support, ensuring that our partners get the attention and resources they need to succeed.

Can you tease any big announcements for 2025?

We’ve got some exciting things in the works, but I can’t share too much just yet. Stay tuned for some big developments.

What is your message to partners as we head into the new year?

As we move into 2025, we’re focused on growth, both in terms of our product offerings and our team. Sherweb is committed to staying ahead of the curve, ensuring that our partners have the tools and support they need to thrive in an ever-changing landscape. We’re excited about what’s ahead and look forward to continuing to grow alongside our partners.