ThreatLocker has rapidly emerged as a leader in endpoint protection, helping businesses fortify their defenses with Zero Trust solutions and other cutting edge cybersecurity strategies. The company has seen explosive growth since its founding in 2017, earning the No. 120 spot on the 2024 Inc. 5000 list of America’s fastest-growing private companies. At the helm is CEO and Co-founder Danny Jenkins, who has led ThreatLocker from a startup to an internationally-recognized brand.
Today, Jenkins is known as an innovator in the tech sector. The company earlier this month hosted its annual Zero Trust World conference, attracting 1,500 attendees from nearly 30 countries. Jenkins attributes this success to focusing on solving real security challenges rather than simply responding to feature requests. ThreatLocker’s recently launched suite of cybersecurity solutions — featuring web access control, patch management, and more — demonstrates the company’s goal to innovate for the IT channel.
ChannelPro recently sat down with Jenkins, who shared his thoughts on how MSPs can position themselves for growth, improve their security posture, and scale their businesses effectively. His advice on positioning and planning for success should resonate with service providers looking to take their business to the next level. Here are some highlights from that interview:
ThreatLocker recently unveiled several new products and enhancements. What drove the development of these tools, and how do they help MSPs with their cybersecurity strategies?
Jenkins: There were two main driving forces behind these new offerings. First, we wanted to expand our product set to cover new areas that businesses were struggling with. For example, many were frustrated with existing web filtering tools that caused false positives and had complex approval processes. We aimed to make it simpler and more user-friendly for MSPs. Our goal was to give them more control without the frustration.
Similarly, patch management is a big area for MSPs, but existing systems don’t always address gaps, especially with portable apps and downloads. Our new approach focuses on filling those gaps and providing a unified platform for reporting vulnerabilities, which is much more effective than relying on registry keys or numbers. This helps MSPs manage their clients’ vulnerabilities better and saves them time.
Danny Jenkins
You’ve mentioned that ThreatLocker Insights is one of the most exciting new features. Why is it so important?
Jenkins: Insights excites me the most. It’s been my dream for five years and my failure for four. This feature is more of a backend improvement that ultimately helps MSPs make better decisions. It allows businesses to gain actionable data, which in turn improves overall performance and security. While it may not be the most noticeable change for customers, the benefit is significant. It helps MSPs provide more effective service while enhancing the security posture of their clients.
For MSPs looking to grow in 2025, what is your advice on improving their cybersecurity posture?
Jenkins: My advice comes from my experience growing ThreatLocker from zero to a $1.5 billion valuation in five years. If you want to grow, focus on creating the best product and solving real problems. Don’t just position yourself as an IT support provider — position yourself as a solution to security risks. If you can demonstrate that you’re offering real value, it becomes easier to justify your pricing and win business.
Many MSPs make the mistake of competing on price, saying, “I’m the cheapest.” Instead, you should say, “I am the best. Here’s how we solve your problems, and here’s the technology we use.” This approach is key to growing your business and providing true value.
What do you think is the biggest challenge for small MSPs today, and what can they do to overcome it?
Jenkins: For small MSPs, the biggest challenge is defining success and setting goals. I didn’t start ThreatLocker thinking about a $10 million valuation. Instead, I acted like I was building a $50 billion company, and I planned accordingly. If you want to build a successful MSP, you need to define your goals — whether it’s endpoints, revenue, or service offerings — and work backwards from there. Once you’ve defined your path, stick to it, and don’t take shortcuts.
The other part of the equation is hard work. If you’re willing to outwork your competition, you’ll see results faster. It’s not just about putting in the hours; it’s about being strategic with those hours.
What advice do you have for MSPs looking to scale their businesses over the long term?
Jenkins: I’d say start by thinking big from Day 1. If you want to scale, you need to position yourself as an enterprise-level service provider, even if you’re a small MSP. Create a roadmap for your growth and make sure you’re offering the right services to meet future demand. A lot of MSPs are hesitant to make large investments in growth, but if you want to become a major player, you need to plan as though you already are one.
And, of course, continue investing in cybersecurity. With threats increasing daily, staying ahead of the curve is vital for protecting your clients and growing your business. I’d love to see more MSPs using ThreatLocker to improve their security posture. Our products are designed to make your life easier, help you deliver better results for your clients, and ultimately, grow your business. Reach out to our team to see how we can assist you.
Photos: Anjali Fluker, ThreatLocker
