Download the framework I use with $10M–$100M MSP owners:

https://brianhoppe.com/blueprint/

A cybersecurity practice that actually sells. Not because the stack is better, but because the client finally understands the risk.

Most MSPs know they need to mature their security offering. The harder part is getting clients to care, getting the team aligned, and turning cybersecurity into a strategic revenue engine instead of another set of tools.

Brian Hoppe sits down with Jesse Miller, founder of Power PSA Consulting and creator of the Power Gryd vCISO system, to unpack what it really takes to build a cybersecurity practice inside an MSP.

This conversation gets into the shift from selling controls to selling risk management, why paid assessments change the entire client conversation, and how strategic advisory can increase client lifetime value. Jesse also shares lessons from scaling an MSP from 5 people to 75, building a cyber program the hard way, navigating internal friction, and why vertical focus will matter even more as AI changes the industry.

In this episode:

• Why cybersecurity practices fail when MSPs lead with tools instead of risk
• How paid risk assessments create better buyers and stronger relationships
• Why vCSO and vCISO should be treated as real advisory services, not bundled extras
• How to align sales, service, and leadership before launching a new practice
• Why specialization, vertical focus, and strategic consulting are becoming harder to avoid

If you’re an MSP owner trying to move beyond reactive IT, build stronger client relationships, and create a more valuable advisory-led business, this is the conversation.

Key Moments

0:00 - Introduction

1:06 - Meet Jesse Miller

2:06 - Why MSP growth is simple, but not easy

4:09 - Jesse’s path from telecom to MSP cybersecurity

10:34 - Selling risk management instead of security tools

18:18 - Why every client needs a paid risk assessment

23:49 - Building true vCISO and vCSO advisory services

33:09 - Leadership lessons from launching a cyber practice

42:35 - Letting go, building smarter teams, and avoiding shiny object decisions

47:49 - AI, specialization, and the future of MSP strategy

56:00 - Jesse’s biggest leadership mistake

57:45 - Rapid-fire questions and closing thoughts

1:01:08 - Where to connect with Jesse

Connect

Brian Hoppe:

https://brianhoppe.com/

https://www.linkedin.com/in/brianhoppe/

Jesse Miller:

https://www.linkedin.com/in/secopswarrior/

https://powerpsa.com/