What happens when an MSP owner steps across the table to lead channel strategy for one of the fastest-growing platforms in the space? That’s the question ChannelE2E brought to Paul Redding, Head of MSP Partnerships at NinjaOne. Paul’s journey started with a bootstrapped MSP - and that experience shaped how he sees partners today: resilient, resource-constrained, and always under pressure to balance growth with complexity. Now at NinjaOne, he’s focused on helping MSPs cut through platform sprawl, adapt to new compliance demands, and embrace a role that’s shifting from trusted advisor to educator.In this conversation, Paul shares why support and simplicity remain the foundation for MSP success, how feedback loops inside the NinjaOne community shape the product, and what the company’s $500 million raise means for partners looking for real growth opportunities.
ChannelE2E: You’ve been on both sides of the table. You’ve had your own MSP and now you’re leading channel strategy at NinjaOne. Plus, you have a lot of experience in regulated industries. How is that experience shaping your perspective here at NinjaOne and in the partnerships you’re going to build?Paul Redding: My experience as an MSP shapes everything I do. Once you’ve lived that life - mine was very bootstrap, starting in the basement of a concert hall with no plan, no funding - you drag yourself up. It was a fight for a long time, and that doesn’t leave you. It makes you scrappier and hyper aware of the pain MSPs go through. That shapes how I view the vendor I work for - our products, our culture, and the way we do things - from the partner’s perspective. NinjaOne is a powerful platform with an amazing culture. I hope to add my experience to that.ChannelE2E: MSPs are under pressure with platform sprawl and tool sprawl. What do you think is their most urgent challenge today beyond tools? AI is part of it, but how are you going to help them solve problems at scale?Paul Redding: Being an MSP has evolved. From break-fix to subscription, to trusted advisor, and now to educator.
With AI, compliance standards, cyber insurance - all of this is new for SMB and mid-market owners. Instead of “make this work,” they now ask, “how does this work, how do I use it?” That’s new. For me, clients didn’t want to touch tech. Now the most powerful tech is in their hands and they’re using it like a toy. It’s a different world.ChannelE2E: So, how is NinjaOne going to help MSPs scale, whether they’re new or mature?Paul Redding: What drew me to NinjaOne is the partner-first approach. It’s not just about product features but about helping partners have conversations with clients, educating them, giving them resources, collateral, training, and community. Yes, we consolidate tools into one platform, but beyond that, we empower MSPs through education, materials, and our channel program.ChannelE2E: Let me go back to automation and endpoint management. It’s a basic hygiene factor that drives MSP growth. How are you making it essential without adding cost? What does NinjaOne actually offer - efficiency gains, integrated bundles, or something else?Paul Redding: NinjaOne is a modern, cloud-first platform with little tech debt. Automation is built in and easy to adopt, unlike legacy RMMs that are complex and proprietary.With us, time to value is in days or weeks, not months. Even large environments can deploy quickly. Partners don’t need a full-time employee just to manage the tool. It becomes the foundation everything else is built on - and it’s simple to use. "I am not very technical, but I could deploy it myself" - that’s how simple it is.ChannelE2E: NinjaOne is known for simplicity. But as platforms grow and add more features, complexity often creeps in. With AI and new tech coming, how will you preserve simplicity?Paul Redding: Our goal is to stay partner-driven. With 14,000 members in our Discord community, feedback is constant. If something is too complex, we fix it. Listening to partners helps us build a secure, powerful platform that isn’t a science experiment to manage.ChannelE2E: Speaking of feedback, what tops the list at NinjaOne since you’ve joined?Paul Redding: I’ve been here three weeks and dug into Reddit, Discord, partner feedback. We have raving fans. Not perfect, but overwhelmingly positive. The number one feedback is about support. We invest about 3x the industry average in support. We’re 24/7, with incredibly fast response times. MSPs don’t wait—they get immediate help. Partners consistently say our support is fabulous.ChannelE2E: NinjaOne also partnered with Blackpoint Cyber recently. Do you think this partnership will deliver economic benefits to MSPs - help with pricing, bundling, or value delivery?Paul Redding: Absolutely. Blackpoint shares our passion for MSP success. I was an early adopter when I ran my MSP, working in healthcare and DoD supply chains. Blackpoint lifted a lot of pressure off me. Together, NinjaOne and Blackpoint deliver seamless integrations and an unimpeachable platform.ChannelE2E: And NinjaOne just raised $500M at a $5B valuation. From a partner perspective, how will that capital translate into growth or opportunities?Paul Redding: It lets us expand our partner program, educational content, community building, regional and local events, and MDF programs. You’ll see us everywhere that matters with a message that helps MSPs grow.ChannelE2E:Last question: what can MSPs expect now that you lead partnerships?Paul Redding: You’ll see NinjaOne everywhere - not just at big conferences but in regional communities and peer groups. We’ll invest heavily worldwide in building those local connections At its core, NinjaOne’s culture is partner success above all else. That’s the vision I admire and carry forward.ChannelE2E: Anything else you’d like to add for partners?Paul Redding: NinjaOne isn’t just about computers. We manage endpoints across the stack: MDM, phones, laptops, tablets, point-of-sale, IoT. Even microwaves connect now. We help MSPs manage it all securely, audibly, and at scale. Good endpoint management is the foundation of compliance and everything else.
Suparna is the Senior Managing Editor for CyberRisk Alliance’s Channel Brands, including MSSP Alert and ChannelE2E. She manages content development, sharpens editorial workflows, and ensures storytelling is tightly aligned with audience needs. With a background in technology, media, and education, she combines strategic insight with creative execution.
