How MSPs can add AI services without hiring
Your clients are asking about AI. Some want a chatbot, some want help with admin, and some just want to know they're not falling behind. If you can't offer it, someone else will. But hiring AI engineers, building and supporting your own system, and keeping it safe is a big bet for a managed service provider.
- Clients want outcomes: enquiries answered, bookings taken, admin done, problems spotted early, and their tech watched.
- You can resell ready-built AI agents under your own brand, set clients up yourself, and keep a monthly margin on every client.
- Done properly, the client's data stays the client's, and you only see it when they allow it.
What your clients actually want
| They say | What it means | Lagoona team member |
|---|---|---|
| "We miss calls and emails" | Every customer answered, 24/7, in any language | Pearl |
| "We lose bookings" | Enquiries turned into confirmed bookings, checked against the real diary | Marina |
| "Our costs keep creeping up" | Price rises, double charges and renewals found in invoices and contracts | Coral |
| "We drown in admin" | Routine emails read and replies drafted, sent only with their OK | Manta |
| "We only find out at month-end" | Early warnings for each site: staffing, stock, sales | Horizon |
| "Is our website even up?" | Their systems watched 24/7, with the cause and the fix in plain English | Reef |
Three ways to offer AI
| Option | Upside | Downside |
|---|---|---|
| Build your own | Full control | AI engineers, months of building, and you own every bug and security risk |
| Refer clients to a vendor | No work | A small referral fee at best, and the vendor owns the relationship |
| Resell under your brand | Your brand, your price, your client relationship, a monthly margin | You need a partner you trust with your clients |
What good reselling looks like
- Your brand. Your name, logo and colours on what your clients see. The agents still always say they're AI.
- You set clients up yourself. Add a client, add their locations, invite their staff with the right roles, and switch on the team members they need. Each one is ready the same day; the client connects their own systems with self-setup tools, or you do it for them.
- The client's data stays theirs. You manage the account, but you only see a client's data when their owner allows it: view or edit, for 30 days, 90 days or until switched off. Every change is logged and emailed to both sides.
- Proof for the client. Each team member has a dashboard showing what it did, so your monthly review shows value, not just a bill.
The numbers
Lagoona partners pay 25% to 35% less than our published prices, depending on how many active clients they have, and 20% less for Reef. You set your own prices. Here's an example using our published prices as your selling price:
| Example: 10 clients, each with Pearl and Marina | Per client, per month | 10 clients, per month |
|---|---|---|
| Your clients pay you (published prices: £99 + £179) | £278 | £2,780 |
| You pay Lagoona (partner price at 10–24 clients: £69 + £125) | £194 | £1,940 |
| Your margin | £84 | £840 |
Prices exclude VAT. There's no platform fee; from the fourth month there's a £300 monthly minimum. Try your own numbers in the margin calculator on the partner page.
How to start
- Pick two or three clients who already ask about AI.
- Try the team members live on our site, with them, in a meeting.
- Start each client with one team member, usually Pearl or Reef, and add more when the dashboard shows it's paying for itself.
See the partner prices
Partner discounts, white label, and a margin calculator for your own numbers.
Partner pricing