At IT Nation, ConnectWise’s annual flagship event, Aubrie Henderson shared powerful insights into how the ConnectWise Marketplace is evolving—and what that evolution means for MSPs today.
As a key voice in building and maintaining the ConnectWise Marketplace, Henderson offers a behind-the-scenes look into how MSPs can leverage new enhancements to better serve clients, scale operations, and remain competitive. Here are five takeaways every MSP should understand:
1. The Marketplace Is Now Built for MSPs, Not Just Vendors
In its earlier iterations, the ConnectWise Marketplace leaned heavily on vendor listings. Today, it’s become a purpose-built ecosystem for MSPs to easily find, vet, and implement integrated tools. Aubrie emphasized that this re-imagined model puts the MSP experience first—providing more intuitive navigation, relevant categories, and solution bundles that solve specific MSP problems.
2. Integration Is No Longer Optional—It’s Expected
MSPs don’t just need tools—they need tools that talk to each other. Henderson explained how ConnectWise is prioritizing seamless integrations across its ecosystem. For MSPs, this translates to less toggling between portals, fewer data silos, and smoother automation workflows—all of which free up technical teams to focus on client success.
3. Cybersecurity Is at the Core of Marketplace Curation
In today’s threat landscape, every vendor and solution must meet minimum security standards. Aubrie discussed how ConnectWise has introduced stronger security validation for marketplace partners. This ensures that MSPs can confidently bring new tools into client environments without compromising compliance or data safety.
4. Vendor Collaboration Is Easier Than Ever
A major improvement to the Marketplace is how it encourages tighter alignment between vendors and MSPs. From co-branded sales enablement resources to technical documentation, vendors now play an active role in supporting MSP success—far beyond the initial sale. Aubrie pointed out that many listings now come with real implementation playbooks.
5. The Future Is About Smart Ecosystems
Looking ahead, Henderson shared ConnectWise’s vision of an “intelligent marketplace”—a platform that proactively recommends tools based on MSP behavior, client needs, and industry shifts. This future-facing strategy allows MSPs to continuously optimize their stack without constant research or guesswork.
The new ConnectWise Marketplace isn’t just a directory—it’s a dynamic platform designed to meet the evolving needs of MSPs. Aubrie Henderson’s insights reveal a future where integration, intelligence, and innovation define how MSPs grow. Those who embrace these tools early will be better positioned to lead in service delivery, profitability, and client trust.
