{"id":4732,"date":"2025-10-07T08:54:09","date_gmt":"2025-10-07T08:54:09","guid":{"rendered":"https:\/\/www.purevpn.com\/white-label\/?p=4732"},"modified":"2025-10-14T06:56:43","modified_gmt":"2025-10-14T06:56:43","slug":"msp-security-pricing","status":"publish","type":"post","link":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/","title":{"rendered":"MSP Security Pricing Strategies to Maximize MRR &amp; Client Retention"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_71 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#How_MSPs_Price_Security_Services\" title=\"How MSPs Price Security Services?\">How MSPs Price Security Services?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Building_a_Cost_and_Margin_Framework\" title=\"Building a Cost and Margin Framework\">Building a Cost and Margin Framework<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Structuring_Tiered_Security_Packages\" title=\"Structuring Tiered Security Packages\">Structuring Tiered Security Packages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Increasing_Prices_Without_Losing_Clients\" title=\"Increasing Prices Without Losing Clients\">Increasing Prices Without Losing Clients<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Using_ROI_and_Cost-Avoidance_Calculators\" title=\"Using ROI and Cost-Avoidance Calculators\">Using ROI and Cost-Avoidance Calculators<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Positioning_Security_as_a_Business_Enabler\" title=\"Positioning Security as a Business Enabler\">Positioning Security as a Business Enabler<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Adjusting_Pricing_for_Market_Shifts\" title=\"Adjusting Pricing for Market Shifts\">Adjusting Pricing for Market Shifts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Increasing_ARPU_with_White-Label_VPN_and_Security_Add-Ons\" title=\"Increasing ARPU with White-Label VPN and Security Add-Ons\">Increasing ARPU with White-Label VPN and Security Add-Ons<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<p>Managed Service Providers (MSPs) face a critical pricing challenge. Security is now a non-negotiable part of every managed IT agreement, yet margins are shrinking as tool costs rise and clients demand predictable fees. The right pricing strategy determines whether an MSP grows Monthly Recurring Revenue (MRR) and retains clients long term or stays stuck in low-margin work.<\/p>\n\n\n\n<p>This guide examines proven <a href=\"https:\/\/www.purewl.com\/industries\/managed-service-providers\/\" target=\"_blank\" rel=\"noreferrer noopener\">MSP <\/a>security pricing models, explains how to calculate true margins, and outlines tactics to increase revenue per client without sacrificing trust.<\/p>\n\n\n\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Poppins:wght@500;600&#038;display=swap\" rel=\"stylesheet\">\n\n<style>\n  .tldr-box {\n    font-family: 'Poppins', sans-serif;\n    max-width: 800px;\n    margin: 40px auto;\n    background: #F9F7FF;\n    border: 1px solid #D9D2F5;\n    border-radius: 12px;\n    box-shadow: 0 8px 25px rgba(166, 143, 239, 0.08);\n    padding: 25px 30px;\n    display: flex;\n    align-items: flex-start;\n  }\n\n  .tldr-title {\n    font-weight: 700;\n    font-size: 28px;\n    color: #4D3B7A;\n    margin-right: 20px;\n    min-width: 90px;\n    text-align: right;\n  }\n\n  .tldr-content ul {\n    margin: 0;\n    padding-left: 20px;\n    color: #4D3B7A;\n    font-size: 15px;\n    line-height: 1.7;\n  }\n\n  .tldr-content li {\n    margin-bottom: 8px;\n  }\n<\/style>\n\n<div class=\"tldr-box\">\n  <div class=\"tldr-title\">TL;DR<\/div>\n  <div class=\"tldr-content\">\n    <ul>\n      <li>MSP security pricing directly impacts Monthly Recurring Revenue (MRR) and client retention.<\/li>\n      <li>Common pricing models include per-user, per-device, tiered bundles, value-based, and monitoring-only approaches.<\/li>\n      <li>Accurate pricing requires calculating all delivery costs (labor, tools, support, onboarding) and aiming for <strong>60\u201370% gross margin.<\/strong><\/li>\n      <li>Tiered packages (Basic, Standard, Premium) help upsell while keeping margins predictable.<\/li>\n      <li>Price increases work best when tied to measurable risk reduction and presented at contract renewals.<\/li>\n      <li>ROI calculators help demonstrate the financial value of security services by showing breach cost avoidance and compliance savings.<\/li>\n      <li>Positioning security as a business enabler (compliance, insurance qualification, business continuity) improves client buy-in.<\/li>\n      <li>Regularly review and adjust pricing to match vendor cost changes, inflation, and compliance updates.<\/li>\n      <li>Adding white-label VPN services boosts ARPU and retention without building new infrastructure.<\/li>\n    <\/ul>\n  <\/div>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_MSPs_Price_Security_Services\"><\/span>How MSPs Price Security Services?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pricing frameworks vary, but most MSPs rely on one or more of these models:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Pricing Model<\/strong><\/td><td><strong>How It Works<\/strong><\/td><td><strong>Best For<\/strong><\/td><td><strong>Weakness<\/strong><\/td><\/tr><tr><td><strong>Per-User<\/strong><\/td><td>Fixed fee for each user account.<\/td><td>Simple IT stacks, clear headcounts.<\/td><td>Fails when users share devices or usage spikes.<\/td><\/tr><tr><td><strong>Per-Device<\/strong><\/td><td>Fee per workstation, server, or mobile device.<\/td><td>Mixed device environments, remote endpoints.<\/td><td>Harder to scale for IoT and BYOD.<\/td><\/tr><tr><td><strong>Tiered Bundles<\/strong><\/td><td>Bronze\/Silver\/Gold packages with preset tools and support levels.<\/td><td>MSPs that want clear upsell paths.<\/td><td>Requires careful margin analysis per tier.<\/td><\/tr><tr><td><strong>Value-Based<\/strong><\/td><td>Price linked to business risk or compliance demands.<\/td><td>Regulated industries, high-stakes security.<\/td><td>Sales team must justify value clearly.<\/td><\/tr><tr><td><strong>Monitoring-Only<\/strong><\/td><td>Low flat fee for alerting, client handles response.<\/td><td>Price-sensitive SMBs.<\/td><td>Little room for profit or retention.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Many MSPs use a <strong>hybrid<\/strong> approach, starting with per-user or per-device pricing, then adding bundled services such as Managed Detection and Response (MDR), email filtering, or compliance reporting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_a_Cost_and_Margin_Framework\"><\/span>Building a Cost and Margin Framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"493\" src=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084808\/image-18.png\" alt=\"Thermometer-style chart showing MSP security pricing cost breakdown from direct labor to indirect costs like onboarding, support, and tools.\" class=\"wp-image-4733\" srcset=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084808\/image-18.png 876w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084808\/image-18-711x400.png 711w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084808\/image-18-768x432.png 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/figure>\n\n\n\n<p>Accurate pricing starts with understanding the full cost of service delivery:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Labor:<\/strong> Salaries for <a href=\"https:\/\/www.purevpn.com\/white-label\/how-vpn-support-soc-security-teams\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOC analysts<\/a>, engineers, and helpdesk.<br><\/li>\n\n\n\n<li><strong>Tool Stack:<\/strong> Security software licensing (endpoint protection, EDR, SIEM, backup).<br><\/li>\n\n\n\n<li><strong>Support Overhead:<\/strong> Training, ticketing systems, insurance, compliance audits.<br><\/li>\n\n\n\n<li><strong>Onboarding &amp; Offboarding:<\/strong> Time spent integrating clients into systems.<\/li>\n<\/ul>\n\n\n\n<p>Once true costs are clear, add your <strong>target gross margin<\/strong>. Many profitable MSPs aim for <a href=\"https:\/\/www.meetgradient.com\/resources\/gross-margin-gross-profit-the-msp-playbook-for-better-business-health#:~:text=Why%20Gross%20Margin%20Matters%20for,MSP%20with%20room%20for%20scaling.\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>60\u201370% gross margin<\/strong> on security services<\/a>.<\/p>\n\n\n\n<p>Large IT projects historically exceed budget by <a href=\"https:\/\/www.mckinsey.com\/capabilities\/mckinsey-digital\/our-insights\/delivering-large-scale-it-projects-on-time-on-budget-and-on-value#:~:text=focusing%20on%20managing%20strategy%20and,cycles%20and%20rigorous%20quality%20checks\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>45%<\/strong> and deliver <strong>56% less value than predicted<\/strong><\/a>. Pricing with margin buffers prevents losses from unexpected scope creep.<\/p>\n\n\n\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Poppins:wght@500;600&#038;display=swap\" rel=\"stylesheet\">\n\n<style>\n  .luxury-cta-container {\n    text-align: center;\n    margin: 40px 0;\n  }\n\n  .luxury-cta-button {\n    background: linear-gradient(135deg, #8B70D6, #A68FEF);\n    color: #fff;\n    padding: 16px 40px;\n    border: none;\n    border-radius: 12px;\n    font-family: 'Poppins', sans-serif;\n    font-weight: 600;\n    font-size: 18px;\n    cursor: pointer;\n    text-decoration: none;\n    display: inline-block;\n    box-shadow: 0 10px 30px rgba(166, 143, 239, 0.25);\n    transition: transform 0.3s ease, box-shadow 0.3s ease;\n  }\n\n  .luxury-cta-button:hover {\n    transform: translateY(-2px);\n    box-shadow: 0 15px 35px rgba(166, 143, 239, 0.35);\n  }\n<\/style>\n\n<div class=\"luxury-cta-container\">\n  <a href=\"https:\/\/chat.openai.com\/?q=Summarize%20this%20article%20from%20https:\/\/www.purevpn.com\/white-label\/MSP-security-pricing\/\"\n     target=\"_blank\"\n     class=\"luxury-cta-button\">\n    Summarize This Article On ChatGPT\n  <\/a>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Structuring_Tiered_Security_Packages\"><\/span>Structuring Tiered Security Packages<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"493\" src=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084852\/image-19.png\" alt=\"Pyramid diagram breaking down MSP security pricing into basic, standard, and premium security packages for service profitability.\" class=\"wp-image-4734\" srcset=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084852\/image-19.png 876w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084852\/image-19-711x400.png 711w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084852\/image-19-768x432.png 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/figure>\n\n\n\n<p>Tiered models help sell security at different price points while keeping high-value add-ons profitable.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Basic:<\/strong> Antivirus, patching, firewall monitoring.<br><\/li>\n\n\n\n<li><strong>Standard:<\/strong> Add EDR, DNS filtering, email security.<br><\/li>\n\n\n\n<li><strong>Premium:<\/strong> Add 24\/7 SOC monitoring, threat hunting, compliance dashboards, VPN.<\/li>\n<\/ul>\n\n\n\n<p>Each tier should have clear feature separation and documented Service Level Agreements (SLAs). Avoid giving enterprise-level support inside entry-level packages.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Increasing_Prices_Without_Losing_Clients\"><\/span>Increasing Prices Without Losing Clients<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"493\" src=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-21.png\" alt=\"Roadmap graphic showing MSP security pricing transformation from underpriced services to premium rates with value demonstration and reviews.\" class=\"wp-image-4736\" srcset=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-21.png 876w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-21-711x400.png 711w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-21-768x432.png 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/figure>\n\n\n\n<p>Many <a href=\"https:\/\/www.purevpn.com\/white-label\/managed-service-providers\/\" target=\"_blank\" rel=\"noreferrer noopener\">MSPs <\/a>underprice initially and struggle to raise rates. Successful providers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Introduce increases at contract renewal, with <strong>90-day notice<\/strong>.<br><\/li>\n\n\n\n<li>Show measurable improvements: response time reductions, compliance achievements, reduced incidents.<br><\/li>\n\n\n\n<li>Use annual review meetings to demonstrate value delivered.<br><\/li>\n\n\n\n<li>Bundle additional services (MFA rollout, vulnerability scanning) to justify a higher rate.<\/li>\n<\/ul>\n\n\n\n<p>Retention improves when clients see price increases tied to stronger risk protection rather than unexplained markups.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Using_ROI_and_Cost-Avoidance_Calculators\"><\/span>Using ROI and Cost-Avoidance Calculators<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"493\" src=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-22.png\" alt=\"Circular ROI calculator diagram illustrating how MSP security pricing shows value by reducing downtime, avoiding fines, and lowering breach costs.\" class=\"wp-image-4737\" srcset=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-22.png 876w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-22-711x400.png 711w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-22-768x432.png 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/figure>\n\n\n\n<p>Security is easier to sell when tied to <strong>financial impact<\/strong>. A well-designed ROI calculator can show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Potential breach cost avoided<\/strong> (industry averages often exceed $4.8M per incident for mid-size firms).<br><\/li>\n\n\n\n<li><strong>Compliance fine avoidance<\/strong> (<a href=\"https:\/\/www.purevpn.com\/white-label\/gdpr-compliance-quick-start-guide-for-saas-providers\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDPR<\/a>, HIPAA, PCI).<br><\/li>\n\n\n\n<li><strong>Downtime reduction<\/strong> due to ransomware or <a href=\"https:\/\/www.purevpn.com\/white-label\/dos-vs-ddos\/\" target=\"_blank\" rel=\"noreferrer noopener\">DDoS<\/a>.<br><\/li>\n<\/ul>\n\n\n\n<p>MSPs can present calculators during renewals or new proposals, framing services as <strong>risk cost savings<\/strong> rather than an expense.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Positioning_Security_as_a_Business_Enabler\"><\/span>Positioning Security as a Business Enabler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"493\" src=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-20.png\" alt=\"Circular ROI calculator diagram illustrating how MSP security pricing shows value by reducing downtime, avoiding fines, and lowering breach costs.\" class=\"wp-image-4735\" srcset=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-20.png 876w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-20-711x400.png 711w, https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03084854\/image-20-768x432.png 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/figure>\n\n\n\n<p>Clients rarely buy security for its own sake. MSPs who succeed at premium pricing focus on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Compliance readiness:<\/strong> Demonstrate how services support frameworks like ISO 27001, SOC 2, HIPAA.<br><\/li>\n\n\n\n<li><strong>Business continuity:<\/strong> Show reduced downtime and data loss.<br><\/li>\n\n\n\n<li><strong>Insurance qualification:<\/strong> Cyber insurance premiums can rise <strong>40\u201370%<\/strong> without documented controls.<\/li>\n<\/ul>\n\n\n\n<p>By framing security as an enabler of revenue continuity, MSPs reduce pricing objections.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Adjusting_Pricing_for_Market_Shifts\"><\/span>Adjusting Pricing for Market Shifts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Threat complexity and vendor costs change yearly. High-performing MSPs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Review tool spend and margins <strong>annually<\/strong>.<br><\/li>\n\n\n\n<li>Include <strong>inflation and vendor cost clauses<\/strong> in contracts.<br><\/li>\n\n\n\n<li>Track competitors but avoid racing to the lowest price.<br><\/li>\n\n\n\n<li>Monitor compliance changes that demand new services (e.g., mandatory MFA, endpoint logging).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Increasing_ARPU_with_White-Label_VPN_and_Security_Add-Ons\"><\/span>Increasing ARPU with White-Label VPN and Security Add-Ons<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the fastest ways to increase revenue per user without heavy engineering is to add <strong>white-label VPN services<\/strong>.<\/p>\n\n\n\n<p>By bundling a <strong>branded VPN<\/strong> with security packages, MSPs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Provide encrypted remote access to SMB and enterprise clients.<br><\/li>\n\n\n\n<li>Differentiate from basic IT providers.<br><\/li>\n\n\n\n<li>Increase stickiness and retention with a single secure access platform.<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/www.purevpn.com\/white-label\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>PureVPN White Label<\/strong><\/a> lets MSPs launch a fully branded VPN platform under their own name without building network infrastructure. This approach allows faster go-to-market and better control over user experience while adding high-margin recurring revenue.<\/p>\n\n\n\n<div class=\"wp-block-buttons text-center is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.purevpn.com\/white-label\" style=\"color:#fdfafa;background-color:#b15aff\">Join PureVPN&#8217;s White Label Program<\/a><\/div>\n<\/div>\n\n\n\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Poppins:wght@500;600&#038;display=swap\" rel=\"stylesheet\">\n\n<style>\n  .faq-container {\n    font-family: 'Poppins', sans-serif;\n    max-width: 700px;\n    margin: 40px auto;\n    background: #F9F7FF;\n    border: 1px solid #D9D2F5;\n    border-radius: 18px;\n    box-shadow: 0 10px 30px rgba(166, 143, 239, 0.12);\n    padding: 30px;\n  }\n\n  .faq-title {\n    font-size: 20px;\n    font-weight: 600;\n    color: #4D3B7A;\n    margin-bottom: 20px;\n    text-align: center;\n  }\n\n  .faq-item {\n    background: #FFFFFF;\n    border: 1px solid #E2DAFA;\n    border-radius: 12px;\n    margin-bottom: 12px;\n    overflow: hidden;\n    box-shadow: 0 5px 20px rgba(166, 143, 239, 0.08);\n  }\n\n  .faq-question {\n    background: #F3EEFF;\n    padding: 15px;\n    cursor: pointer;\n    font-weight: 500;\n    color: #4D3B7A;\n    display: flex;\n    justify-content: space-between;\n    align-items: center;\n    font-size: 15px;\n  }\n\n  .faq-question:hover {\n    background: #EDE6FF;\n  }\n\n  .faq-answer {\n    display: none;\n    padding: 15px;\n    color: #5a4b85;\n    font-size: 14px;\n    line-height: 1.6;\n    border-top: 1px solid #E2DAFA;\n  }\n\n  .faq-icon {\n    font-weight: 600;\n    font-size: 18px;\n    transition: transform 0.3s ease;\n  }\n\n  .faq-item.active .faq-icon {\n    transform: rotate(45deg);\n  }\n<\/style>\n\n<div class=\"faq-container\">\n  <div class=\"faq-title\">Frequently Asked Questions<\/div>\n\n  <div class=\"faq-item\">\n    <div class=\"faq-question\">\n      What is MSP pricing?\n      <span class=\"faq-icon\">+<\/span>\n    <\/div>\n    <div class=\"faq-answer\">\n      MSP pricing is the structured fee model used by Managed Service Providers to bill for IT and security services. It can be per user, per device, tiered, or value-based.\n    <\/div>\n  <\/div>\n\n  <div class=\"faq-item\">\n    <div class=\"faq-question\">\n      How much do MSP services cost per month?\n      <span class=\"faq-icon\">+<\/span>\n    <\/div>\n    <div class=\"faq-answer\">\n      MSP security pricing per month ranges widely. SMB clients often pay <strong>$100\u2013$300<\/strong> per user for full security coverage, while enterprise packages can cost more depending on SOC and compliance needs.\n    <\/div>\n  <\/div>\n\n  <div class=\"faq-item\">\n    <div class=\"faq-question\">\n      How do I price my MSP services?\n      <span class=\"faq-icon\">+<\/span>\n    <\/div>\n    <div class=\"faq-answer\">\n      Calculate your delivery cost (labor, tools, overhead), add a target gross margin of <strong>60\u201370%<\/strong>, then decide whether to price per user, per device, or in bundled tiers. Include room for renewals and tool price changes.\n    <\/div>\n  <\/div>\n\n  <div class=\"faq-item\">\n    <div class=\"faq-question\">\n      How much does MSP security cost per user or device?\n      <span class=\"faq-icon\">+<\/span>\n    <\/div>\n    <div class=\"faq-answer\">\n      Basic per-user security may start near <strong>$30\u2013$50<\/strong> monthly. Advanced SOC-driven bundles can reach <strong>$150\u2013$300<\/strong> per user depending on response and compliance features.\n    <\/div>\n  <\/div>\n<\/div>\n\n<script>\n  document.querySelectorAll('.faq-question').forEach(question => {\n    question.addEventListener('click', () => {\n      const item = question.parentElement;\n      const answer = question.nextElementSibling;\n      item.classList.toggle('active');\n\n      if (answer.style.display === 'block') {\n        answer.style.display = 'none';\n      } else {\n        document.querySelectorAll('.faq-answer').forEach(ans => ans.style.display = 'none');\n        document.querySelectorAll('.faq-item').forEach(it => it.classList.remove('active'));\n        item.classList.add('active');\n        answer.style.display = 'block';\n      }\n    });\n  });\n<\/script>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>MSP security pricing now determines long-term growth. Providers who combine <strong>accurate cost modeling, margin-smart tiered packaging, and ROI-driven client conversations<\/strong> achieve stronger MRR and higher retention.<\/p>\n\n\n\n<p>Strategic add-ons like white-label VPN services create new revenue layers without expensive infrastructure, helping MSPs compete at scale.<\/p>\n\n\n\n<p>If you want to expand your portfolio with a <strong>fully branded VPN solution that integrates into your security stack<\/strong>, PureVPN \u2013 White Label provides the platform to launch quickly and increase recurring revenue while retaining full brand control.<\/p>\n\n\n\n<div class=\"wp-block-buttons text-center is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-2 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.purevpn.com\/white-label\" style=\"color:#fdfafa;background-color:#b15aff\">Join PureVPN&#8217;s White Label Program<\/a><\/div>\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is MSP pricing?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"MSP pricing is the structured fee model used by Managed Service Providers to bill for IT and security services. It can be per user, per device, tiered, or value-based.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How much do MSP services cost per month?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"MSP security pricing per month ranges widely. SMB clients often pay $100\u2013$300 per user for full security coverage, while enterprise packages can cost more depending on SOC and compliance needs.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How do I price my MSP services?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Calculate your delivery cost (labor, tools, overhead), add a target gross margin of 60\u201370%, then decide whether to price per user, per device, or in bundled tiers. Include room for renewals and tool price changes.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How much does MSP security cost per user or device?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Basic per-user security may start near $30\u2013$50 monthly. Advanced SOC-driven bundles can reach $150\u2013$300 per user depending on response and compliance features.\"\n      }\n    }\n  ]\n}\n<\/script>\n\n","protected":false},"excerpt":{"rendered":"<p>Managed Service Providers (MSPs) face a critical pricing challenge. Security is now a non-negotiable part of every managed IT agreement, yet margins are shrinking as tool costs rise and clients demand predictable fees. The right pricing strategy determines whether an MSP grows Monthly Recurring Revenue (MRR) and retains clients long term or stays stuck in&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[321],"tags":[800],"class_list":["post-4732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-managed-service-provider","tag-msp-security-pricing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MSP Security Pricing Strategies to Maximize MRR<\/title>\n<meta name=\"description\" content=\"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MSP Security Pricing Strategies to Maximize MRR\" \/>\n<meta property=\"og:description\" content=\"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/\" \/>\n<meta property=\"og:site_name\" content=\"PureVPN White label\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T08:54:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-14T06:56:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png\" \/>\n\t<meta property=\"og:image:width\" content=\"876\" \/>\n\t<meta property=\"og:image:height\" content=\"493\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"duresham\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"duresham\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/\",\"url\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/\",\"name\":\"MSP Security Pricing Strategies to Maximize MRR\",\"isPartOf\":{\"@id\":\"https:\/\/www.purevpn.com\/white-label\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png\",\"datePublished\":\"2025-10-07T08:54:09+00:00\",\"dateModified\":\"2025-10-14T06:56:43+00:00\",\"author\":{\"@id\":\"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/d75943d96d9bdd3277bc60adaf00f44c\"},\"description\":\"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage\",\"url\":\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png\",\"contentUrl\":\"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png\",\"width\":876,\"height\":493,\"caption\":\"Minimal illustration of MSP security pricing strategies showing a shield, price tag, percentage sign, and checklist for managed service providers.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.purevpn.com\/white-label\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"MSP Security Pricing Strategies to Maximize MRR &amp; Client Retention\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/#website\",\"url\":\"https:\/\/www.purevpn.com\/white-label\/\",\"name\":\"Purevpn White label\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.purevpn.com\/white-label\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/d75943d96d9bdd3277bc60adaf00f44c\",\"name\":\"duresham\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/676e150b24efe0726f53fef31f98d1da?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/676e150b24efe0726f53fef31f98d1da?s=96&d=mm&r=g\",\"caption\":\"duresham\"},\"url\":\"https:\/\/www.purevpn.com\/white-label\/author\/duresham\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"MSP Security Pricing Strategies to Maximize MRR","description":"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/","og_locale":"en_US","og_type":"article","og_title":"MSP Security Pricing Strategies to Maximize MRR","og_description":"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.","og_url":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/","og_site_name":"PureVPN White label","article_published_time":"2025-10-07T08:54:09+00:00","article_modified_time":"2025-10-14T06:56:43+00:00","og_image":[{"width":876,"height":493,"url":"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png","type":"image\/png"}],"author":"duresham","twitter_card":"summary_large_image","twitter_misc":{"Written by":"duresham","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/","url":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/","name":"MSP Security Pricing Strategies to Maximize MRR","isPartOf":{"@id":"https:\/\/www.purevpn.com\/white-label\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage"},"image":{"@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage"},"thumbnailUrl":"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png","datePublished":"2025-10-07T08:54:09+00:00","dateModified":"2025-10-14T06:56:43+00:00","author":{"@id":"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/d75943d96d9bdd3277bc60adaf00f44c"},"description":"Discover MSP security pricing strategies to maximize MRR, improve profitability and deliver managed security services.","breadcrumb":{"@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#primaryimage","url":"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png","contentUrl":"https:\/\/d1jxermyrliwoo.cloudfront.net\/wp-content\/uploads\/2025\/10\/03085108\/Copy-of-Port-Forwarding-2025-10-03T134442.909.png","width":876,"height":493,"caption":"Minimal illustration of MSP security pricing strategies showing a shield, price tag, percentage sign, and checklist for managed service providers."},{"@type":"BreadcrumbList","@id":"https:\/\/www.purevpn.com\/white-label\/msp-security-pricing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.purevpn.com\/white-label\/"},{"@type":"ListItem","position":2,"name":"MSP Security Pricing Strategies to Maximize MRR &amp; Client Retention"}]},{"@type":"WebSite","@id":"https:\/\/www.purevpn.com\/white-label\/#website","url":"https:\/\/www.purevpn.com\/white-label\/","name":"Purevpn White label","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.purevpn.com\/white-label\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/d75943d96d9bdd3277bc60adaf00f44c","name":"duresham","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.purevpn.com\/white-label\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/676e150b24efe0726f53fef31f98d1da?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/676e150b24efe0726f53fef31f98d1da?s=96&d=mm&r=g","caption":"duresham"},"url":"https:\/\/www.purevpn.com\/white-label\/author\/duresham\/"}]}},"_links":{"self":[{"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/posts\/4732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/comments?post=4732"}],"version-history":[{"count":1,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/posts\/4732\/revisions"}],"predecessor-version":[{"id":4739,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/posts\/4732\/revisions\/4739"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/media\/4738"}],"wp:attachment":[{"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/media?parent=4732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/categories?post=4732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.purevpn.com\/white-label\/wp-json\/wp\/v2\/tags?post=4732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}