MSP Buyer Persona Guide

Understand the types of buyers in the MSP market—and how to position your business to attract the right one.

Introduction

When it comes to selling your MSP, not all buyers are created equal. Different acquirers are looking for different things, some want growth engines, others want stability, and some just want your contracts or people.

This guide breaks down the four most common buyer personas in the MSP space, their motivations, what they look for, and how to prepare accordingly.

1. Private Equity (PE)-Backed Platform

Who they are: Mid-sized or large MSPs backed by a PE firm. They’re executing a “buy and build” strategy, acquiring multiple MSPs to consolidate and scale.

What they want:

  • Geographic or vertical expansion
  • Strong MRR and client retention
  • Mature leadership team (founder transition ready)
  • Operational consistency (SOPs, systems, reporting)

How to prepare:

  • Have clean financials and recurring revenue clearly broken out
  • Show leadership can operate independently
  • Position your MSP as “bolt-on ready” (easy to integrate)

2. Strategic Buyer (Trade Buyer)

Who they are: Another MSP, IT consultancy, or technology business looking to expand their capabilities, service areas, or client base.

What they want:

  • Cultural and operational alignment
  • Synergies in tools, team, or geography
  • Strong client relationships
  • Specialists in industries they want to enter

How to prepare:

  • Show how your business complements theirs
  • Be open about tools and platforms you use
  • Emphasise client loyalty and service quality

3. Financial Buyer (Investor / Small PE)

Who they are: Smaller private equity firms or investors looking for stable, cash-generating businesses. Often hands-off and looking to buy the MSP as-is.

What they want:

  • Predictable EBITDA
  • Low risk and steady growth
  • No heavy reliance on founder
  • Operational self-sufficiency

How to prepare:

  • Strengthen recurring revenue and contracts
  • Minimise key-person dependency
  • Document key roles and responsibilities

4. Solo Buyer / Entrepreneurial Operator

Who they are: A former tech exec, MSP leader, or entrepreneur using savings or funding to buy and run their own MSP.

What they want:

  • An MSP with growth potential and a solid team
  • A business where they can step in and add value
  • Clean operations and smooth handover

How to prepare:

  • Be ready to support a full transition period
  • Highlight your team’s capabilities and structure
  • Prepare an “owner’s manual” of your business

5. Platform Companies (e.g. Evergreen, Inspired, etc.)

Who they are: Permanent capital-backed groups that buy MSPs with the intent to hold them long-term, not flip them. They invest in leadership, culture, and operational excellence, often keeping the MSP brand and team intact.

What they want:

  • Founder alignment with long-term vision
  • Strong culture and values
  • Stable financials and low churn
  • Willingness to collaborate within a group of peers

How to prepare:

  • Articulate your long-term vision and values
  • Show how your team and culture are an asset
  • Be transparent about strengths and areas for growth

Final Tips

  • Not every buyer is a fit, know who you want to attract
  • Tailor your exit positioning based on buyer type
  • Ask early-stage questions to qualify interest and alignment

If you’re preparing your MSP for exit, understanding buyer personas is just the start. Combine this with our Exit Readiness Checklist to get fully prepared.

👉 Book a free Exit Review Call with Adelvium to find the right buyer path for your business.

Adelvium: Helping MSPs scale, optimise, and prepare for successful exits.