Episode #835 of the MSPi PrimeCast
Efficiency isn’t just about cutting costs—it’s about creating the capacity to grow. During a conversation with Evan Rice, President of Rev.io, several themes emerged around automation, profitability, technology, and accountability. Rice’s perspective was shaped by years of working with MSPs and seeing the challenges they face when trying to scale. For providers looking to improve operations without adding unnecessary complexity, these lessons are worth considering.
1. Automate Repetitive Work Whenever Possible
Rice discussed how MSPs often spend valuable time on routine administrative tasks that could be automated. As technology evolves, automation can help reduce manual effort and free technicians from work that doesn’t require their expertise. With many providers struggling to find qualified talent, increasing efficiency through automation can help teams handle more work without immediately adding staff.
MSP Action: Review your daily operations and identify one repetitive task that could be automated.
2. Focus on Productivity Before Adding Headcount
One challenge Rice highlighted is that many MSPs have more demand than they can support because they lack the technicians to keep up. Rather than viewing hiring as the only solution, he believes technology can help existing employees become more productive. Improving efficiency can help MSPs take on additional opportunities while making better use of the team they already have.
MSP Action: Identify workflow bottlenecks that limit technician productivity.
3. Understand Which Clients Are Most Profitable
Rice noted that profitability is a common challenge because many MSPs operate across multiple systems and don’t always have a clear view of their data. Without visibility, it’s difficult to know which customers, projects, or services are generating the strongest returns. Understanding profitability allows MSPs to make more informed decisions about where to invest time and resources.
MSP Action: Review your customer base and identify which accounts generate the highest profitability.
4. Take a Fresh Look at Your Technology Stack
According to Rice, many businesses remain with technology platforms simply because they believe changing would be too difficult. He challenged MSPs to ask whether the tools they use today are truly helping them operate at their best. With advances in technology and AI, the barriers to modernizing systems may not be as high as they once were.
MSP Action: Evaluate whether your current platforms are supporting your long-term business goals.
5. Use AI as a Tool for Learning
One of Rice’s most interesting observations was that AI can be much more than a productivity tool. He believes MSPs can use AI to learn new skills, improve knowledge, and become more effective in their roles. Rather than simply asking AI to complete tasks, he encouraged people to use it as a tutor that helps them improve professionally.
MSP Action: Use AI to help learn a new technical or business skill this month.
6. Learn from Other MSPs
Rice spoke about the value of community and the importance of sharing ideas. He noted that many MSPs do not view one another as direct competitors and can benefit from exchanging knowledge and best practices. Learning from peers can provide valuable insights and help providers discover new ways to improve their businesses.
MSP Action: Participate in an MSP community, peer group, or industry event this quarter.
7. Measure What Matters
Toward the end of the conversation, Rice discussed the relationship between discipline, measurement, and accountability. He believes it’s difficult to improve anything if it isn’t being measured. Whether in business or personal goals, having data helps create accountability and allows people to make more objective decisions.
MSP Action: Choose three key metrics that you will consistently track and review each month.
What This Means for MSPs
The common thread throughout Evan Rice’s insights is that efficiency creates opportunity. MSPs don’t always need more employees, more tools, or more complexity to grow. Often, the biggest gains come from improving processes, leveraging automation, understanding profitability, and making better use of available data. As AI and modern technologies continue to evolve, MSPs that embrace continuous improvement will be better positioned to scale, serve customers effectively, and remain competitive. The providers that focus on working smarter—not simply working harder—will have a stronger foundation for long-term success.
  Catch the full conversation on MSPi PrimeCast Episode #835 and connect with Evan at https://www.linkedin.com/in/evanrice/