Cybersecurity MSP Pricing Guide with Built-In Revenue Calculator

Every MSP owner knows pricing can make or break the business. Set it too low and margins dry up, support tickets pile in, and your team burns out. Charge too much and clients walk. Finding that sweet spot is tough, especially now, when MSP pricing must cover advanced cybersecurity, remote support, compliance headaches, and profit margins that actually grow.

It’s 2025. Cyberattacks keep getting nastier and clients demand more protection for less money. In fact, the average MSP pricing margin tightens by 5–10% each year if you don’t adjust your model. Meanwhile, healthy MSPs aim for gross profit margins of 50–70%, but hitting that target is getting harder.

So how do you protect your margin and build recurring revenue? A smart MSP pricing structure and the right add-ons. This MSP pricing guide breaks it down: how to pick the right pricing models, what real MSP pricing examples look like, how to charge for advanced services like backup and cybersecurity, and a pricing calculator to check your numbers on the fly. Let’s dig in.

What Is MSP Pricing?

Every day, owners search for this: “What is MSP pricing?”

It’s simple — but critical. MSP pricing is how you charge clients for managed IT, support, security, and compliance. It covers everything from per-device monitoring to SOC services. The structure you choose determines your profit and how easily you can scale.

A solid MSP pricing structure usually mixes:

• MSP per device pricing (e.g., $50–$150/device)
  
• MSP per user pricing ($100–$300/user)
  
• Tiered bundles
  
• A la carte add-ons for things like MSP backup pricing or advanced security.

Get this part right and you’ll have predictable cash flow — and no surprise losses when a client’s needs shift overnight.

Popular MSP Pricing Models (With Real Examples)

Not every client needs the same level of support, so smart MSPs build flexible pricing models. Here are four tried-and-true approaches that work in 2025:

1. Per Device Pricing

This is the classic entry point. You charge a flat fee for each device you manage — desktops, laptops, firewalls, printers. It’s simple to quote and easy for clients to understand.

Example: $50–$150 per device each month.
Best for: Small businesses with clear, limited assets.

2. Per User Pricing

This model covers all the devices each user owns under one predictable rate — whether that’s a laptop, tablet, or phone. It’s especially popular with clients that have hybrid or fully remote teams.

Example: $100–$300 per user monthly.
Best for: SMBs with distributed teams or multiple endpoints per user.

3. Tiered Packages

The tiered approach gives clients bundled service levels — Bronze, Silver, Gold. It encourages them to choose more value, not just the lowest price. Use a clear MSP pricing chart to highlight what each level includes.

Example:

• Bronze: Basic monitoring and patch management.
  
• Silver: Everything in Bronze plus 24/7 help desk.
  
• Gold: All Silver features plus SOC security services, compliance, and proactive threat hunting.

Best for: Clients who prefer an all-in-one solution.

4. A La Carte Services

This option lets clients add services individually. Some providers use it for upselling extra features like password manager add-ons, advanced backups, or security awareness training. It’s flexible, but you need tight controls to avoid scope creep.

Best for: Upselling to existing clients who want customized add-ons.

Pro Tip: No matter which MSP pricing model you use, test it regularly. The best pricing adapts as client needs, security threats, and market conditions change.

Quick MSP Pricing Chart for Reference

Pricing Model	Typical Cost	Good For	Example
Per Device Pricing	$50–$150/device/month	Small businesses, clear count	20 devices = $1,000–$3,000/month
Per User Pricing	$100–$300/user/month	SMBs with remote work	15 users = $1,500–$4,500/month
Tiered Packages	$500–$5,000+ per package	Clients needing full coverage	Bronze, Silver, Gold – more services, higher price
A La Carte	Varies widely	Upsells, custom needs	Add SOC, backup, white label VPN, etc.

How to Adjust Your MSP Pricing Model Over Time?

Your MSP pricing shouldn’t stand still. Costs change. Clients’ needs shift. Your value grows — so should your rates.

Track real usage.

Look at support tickets, hours spent, and tool costs. If you’re bleeding time on one client, your MSP pricing structure needs an update.

Add value, then raise rates.

Don’t raise prices just because your bills go up. Layer in better security, new tools, or stronger SLAs first. That makes your MSP pricing guide easy to defend.

Review quarterly.

Meet with clients regularly. Show them what they’re getting — and where you’re adding value. It’s the best way to justify an increase without surprises.

Use your data.

Use your MSP pricing calculator to model new scenarios. Tweak MSP per user pricing, test MSP per device pricing, and see where you land before talking to clients.

Key Cost Factors That Influence MSP Pricing

Your MSP pricing structure should never be guesswork. Knowing what drives costs helps you set profitable rates — and justify them to clients. Here’s what to keep in mind:

Client Size and Scope

The bigger the company, the more endpoints, users, and complexities you’re managing. More devices mean more time, more potential issues, and higher costs.

Security and Compliance Requirements

When you add advanced protection — SOC services, MDR, password manager, zero trust, or white label VPN — your MSP cybersecurity pricing naturally goes up. Compliance-heavy sectors like healthcare or finance push costs higher too.

Remote vs. On-Site Support

If you’re rolling trucks to deliver on-site fixes, you’re adding labor hours, travel costs, and more. Remote-only MSP support is more efficient, but not always enough.

Specialty Needs

Data protection can swing costs dramatically. MSP backup pricing often changes 10–30% depending on data retention policies, disaster recovery time, and recovery point objectives.

Tools and Tech Stack

Some MSPs bundle tool licensing into their base price. Others pass those license fees through. Whether it’s a monitoring platform, endpoint security, or backup solution, your stack affects your cost per user or device.

Service Level Agreements (SLAs)

Clients expect what you promise. If you’re offering 24/7 support, lightning-fast response times, or dedicated SOC analysts, that premium level of service must be reflected in your pricing.

Bottom line: When you build out your MSP pricing model, line up these factors alongside your costs. The more you track them, the easier it is to protect your margins — and prove your value to every client.

How Much Does MSP Service Cost? (Average MSP Pricing)

While MSP pricing can vary significantly, here’s an average breakdown of what MSPs typically charge:

• Per User Pricing: $100–$300 per user/month
  
• Per Device Pricing: $50–$150 per device/month
  
• Tiered Packages: $500–$5,000+ per package (depending on services)
  
• A La Carte Services: Prices vary depending on the service. For example, white label VPNs might be an additional $10–$30 per user/month.
  

Let’s break it down:

If you have an SMB with 25 users, your MSP pricing could range from $2,500 to $7,500 per month for basic services. But add advanced security, backup services, or compliance features like white label VPN or password managers, and the price goes up.

For example, a white label VPN add-on could bring in an additional $10–$20 per user/month, depending on the service package and level of security.

Mistakes MSPs Make with Pricing

Let’s be honest — these are the slip-ups that crush your profit, drain your team, and keep you stuck:

Undercutting just to win the deal.

It feels good at first. But that “low price” anchor is hard to raise later, especially when your costs rise.

Never revisiting your pricing.

If you don’t update your MSP pricing guide every year, you’ll keep absorbing higher tool costs, labor, and compliance without a pay bump.

Over-bundling for too little.

Bundling services is smart — but only if you price each layer properly. Too many MSPs toss in premium security or MSP backup pricing and then wonder why they’re underwater.

Not knowing your break-even.

Do you know your MSP per device pricing vs. MSP per user pricing break-even? If you’re guessing, you’re probably losing money somewhere.

Forgetting overhead.

Your tools, your stack, your 24/7 support — that all costs real dollars. If your MSP pricing structure ignores this, you’ll work harder for less.

Why Cybersecurity Must Be Baked Into Your MSP Pricing?

These days, every MSP pricing model needs a security layer. It’s not optional anymore — it’s expected.

Compliance isn’t cheap.

For regulated clients, compliance can swallow up to 25% of revenue. That’s your signal to price smartly.

Don’t stop at antivirus.

Modern MSP cybersecurity pricing should bundle more than basic tools. Think SOC services, VPNs, patch management, and real threat monitoring.

Bundle it the right way.

Security should be a core line item in your MSP pricing guide, not an add-on. Make it easy for clients to see the value, and hard to strip it out.

How PureVPN White Label Stacks Extra Revenue on Top?

You don’t need more overhead. You need more sticky profit. PureVPN’s White Label program gives you two customer-locking tools — a branded VPN and password manager — that fit neatly into any premium MSP package. No dev cost, no extra licenses.

One of our MSP partners added our VPN to their top-tier plan and saw their per-user ARPU jump by 23% within a quarter. The kicker? Their support tickets dropped because clients had secure remote access they actually trusted. That’s the kind of bundled value that keeps clients from price shopping.

Proof-Backed Recurring Revenue

Recurring security add-ons are what protect your margin from shrinking. While typical MSP pricing margins keep tightening by 5–10% each year, smart operators bake in essential privacy tools like VPNs and password managers, and bill them every month. That’s not a “nice to have.” That’s margin insurance.

Objection? Solved.

“What if I don’t have time to manage another tool?”
You don’t. That’s the point. We run the backend, updates, and infra. You run the client relationship, branded as yours.

Next Step? Run Your Numbers Now

Don’t just skim this. Prove it to yourself. Use our MSP pricing calculator — test your per-user pricing, stack in the new VPN and password manager upsell, and see what your profit could look like by next quarter.

Then talk to us. We’ll show you exactly how other MSPs like you scaled from 10% net profit to 25% — and did it without adding a single engineer.

Conclusion

Setting your MSP pricing isn’t just about survival. It’s about scaling profitably. Use this MSP pricing guide, test your numbers with our MSP pricing calculator, and sell smarter, not cheaper.

Ready to grow? Start adding a PureVPN White Label plan to your stack today.