‘Even at the smaller MSP level, it would drive a lot of value for them to automate tasks that they would otherwise be doing very manually. Anything that they can automate helps them buy back time to go get more business, do more things and ultimately drive a higher EBITDA value to their business as they’re growing,’ says Patrick Leonard, CEO of MSP Process.
MSP Process has acquired Triggr and its related security-awareness product Phishr, in a move that brings Triggr’s MSP-focused automation capabilities into MSP Process’s communication, identity verification and workflow platform.
The deal reflects the New Orleans-based vendor’s bet that the next major opportunity for MSPs is using automation to take entire service requests off a technician’s plate.
“Where we lacked was the middle component,” Patrick Leonard (pictured), MSP Process founder and CEO, told CRN in an exclusive interview. “We could take the inputs, whether that’s a client portal ticket, a Teams ticket or an AI voice chat, and we had really strong output capabilities for the technician. But we didn’t have a mechanism for actually doing the work in an autonomous way.”
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Triggr changes that, he said, by allowing MSPs to move a ticket from intake through resolution without requiring a tech to manually execute every step.
About five employees came over in the deal. Terms of the acquisition were not disclosed.
“Triggr was created to remove the repetitive work that prevents MSP teams from focusing on higher-value problems,” Harvey Copplestone, founder of Triggr and Phishr, said in a statement. “Joining MSP Process gives the technology a larger platform, an established MSP customer base and the resources needed to accelerate what we started. I’m excited about what the combined team can deliver to MSPs.”
Instead of a technician opening multiple systems to purchase a license, create the account and configure permissions, the ticket can be triaged and an automated workflow can execute those steps, Leonard said. MSPs can also put approval gates into the process when they want a technician to review the proposed actions before they happen.
“So it can be either gated or not gated,” he said. “But the process can run autonomously from end to end. That’s really what this solves for MSPs … all the little things that would normally take many clicks.
“Even at the smaller MSP level, it would drive a lot of value for them to automate tasks that they would otherwise be doing very manually,” he added. “Anything that they can automate helps them buy back time to go get more business, do more things and ultimately drive a higher EBITDA value to their business as they’re growing.”
MSP Process COO and Vice President of Corporate Development Greg Celmainis said Triggr’s tools help with some of the most repetitive work MSPs encounter, especially employee on-boarding and off-boarding.
Behzad Faridnia has used Triggr, calling the company “a true design partner” in how his MSP builds and automates internal processes.
“We’re particularly looking forward to making our on-boarding and off-boarding automations available to customers through chat, as well as through our new Teams portal with MSP Process,” Faridnia, founder and chief innovator of Orange County, Calif.-based OC Tech Innovations, told CRN. “The combination feels like a natural fit.”
One Triggr example showed a customer performing new-user on-boarding 14 times a week, each taking 30 minutes to complete.
“That quickly buys back a lot of time for the MSP,” Celmainis told CRN, adding that the vendor’s broader strategy involves reducing the number of separate vendors MSPs have to manage.
He said the acquisition also fits into MSP Process’s broader push to help MSPs consolidate the number of vendors they manage while building the data foundation needed to make AI and automation more useful.
“One of the things that resonates with our clients is that the technology stack they have spans many vendors, and they’re tired of managing those,” he said. “Ultimately, that’s been what our clients have asked us for: ‘Can you do this? If you can do this and it fits into your package, that would be better. I can consolidate the stack.’”
That strategy is not just about bringing more tools under one roof, he said. It is also about capturing more of the activity happening around calls, chats, tickets and technician workflows and pushing that information into an MSP’s PSA.
“Everyone talks about AI and the benefit of AI and what it’s going to do for you, but AI is only as good as the data that you have within your PSA,” Celmainis said. “All of our tools, whether it’s AI Voice Assist, Chat Assist, Call Scribe and all the things that we’re doing, we’re gathering information, transcribing it or putting it into their PSA because ultimately we’re running AI on top of it.”
The vendor is also preparing two major feature pushes for general availability by Oct. 1, Leonard said. Call Scribe lets technicians place outbound calls from within the MSP Process pod, then transcribes the call, creates the time entry and handles related documentation. Schedule Assist lets users book time with technicians, automatically sets up the Teams meeting and feeds scheduling inputs and outputs into MSP Process’s AI-driven workflows.
“This information gathering is very instrumental to how AI and all the automation will work,” Celmainis said. “That’s why we want to have access to the end-to-end data creation for the ticketing and all that information in the PSA.”
