IT Nation Connect Europe 2025 took place in London on 10-12th March, 2025, and was attended by some of the top Managed Service Providers (MSPs), most innovative vendors and most successful IT professionals from around the globe!
If you missed it, then Team Tubb were in attendance, and here are our highlights. And if you were there, please let us know what you enjoyed!
MC Dan Scott and the Lifetime Achievement Award
The event kicked off on 10th March, 2025 with a set of community meetings, followed by the opening keynote.
Our Master of Ceremonies (MC) for the full three-day event was Dan Scott of ConnectWise, who I interviewed in TubbTalk 117: How to Grow Your Business in an MSP Community Like IT Nation.
There was also a surprise moment when Raja Pagadala was given a Lifetime Achievement Award for his contributions to the Managed Services community.
Raja is the founder of The Final Step, one of London’s oldest and most successful MSPs. Raja is extremely well known and respected for his work in the Evolve peer groups, vendor advisory boards and being a real go-giver in the community. It was a delightful moment to see Raja being acknowledged and honoured!
If you’d like to hear more about Raja’s amazing journey, check out TubbTalk 119: Why Building a White Glove MSP Leads to Better Client Relationships.
Evergreen’s Approach to MSP Growth and Legacy
When you’re a new MSP, or you’re in the thick of exciting growth and scale, it’s hard to imagine a time when you might want to do something else. But for most of us, at some point we’ll think about retirement or just moving on from our business.
And that’s where Evergreen come in. Isobelle Coventry and Craig Fulton took to the stage to explain how it’s a mergers and acquisition firm with a difference. Inspired by Berkshire Hathaway, Evergreen provides a permanent home for MSPs that ensures their legacy without removing the culture, brand or team. As Isobelle explained:
“Our decentralised approach means we’re not rolling up MSPs into a single brand. Instead, we focus on preserving what makes each business unique while driving value through pricing strategies, acquisitions, and vendor management.”
Manny Rivelo: Unlocking MSP Growth with the Right Platform Strategy
ConnectWise’s CEO, Manny Rivello, spoke to the audience about the importance of the MSP community when you need help, support and advice.
Manny explains that for ConnectWise, their strategy has two core pillars, the first of which is community. And the second is platform. 
“Our Asio platform is where real efficiency and profitability come into play. We’re not just building another set of tools; we’re creating a fully integrated platform designed to make life easier for MSPs. And it’s all a single pane of glass, to make managing tools easier.”
Manny explained that Asio lets users manage security, services and backups, make smarter decisions with integrated data and leverage automation and AI to eliminate inefficiencies. They partner with some of the biggest cloud marketplaces, such as Pax8, and are providing more opportunities than ever from MSPs to grow and scale.
How MSPs Can Thrive in the Age of AI and Automation
The IT industry is evolving faster than ever, says Jeff Bishop of ConnectWise, and it’s hard for MSPs to stay ahead and succeed.
He points out that each shift we see creates challenges and opportunities, so to adapt to these, MSPs need efficiency, automation, and the right platform.
He shared that the average MSP relies on 27 different tools to run their business, making training and productivity a minefield. “So that’s where Asio, our all-in-one platform, comes in. We’ve designed it to simplify and centralise everything in one seamless solution.
“Powered by AI, it integrates the RMM and PSA tools MSPs use daily. It includes free security and backup 360 tools, and its streamlined automation will make everything easier. Asio frees your team from mundane tasks so they can focus on high-value work.”
Damien Harrison: Customer-First, Process-Driven: How MSPs Can Build Scalable Success
What can standardisation teach MSPs about customer buy in? Damien Harrison of Bondgate IT says that by learning from companies like Toyota and Amazon, we can flip our approach for scalable success. How? By starting with what the customer wants, and going from there.
“Quality, automation, and customer experience should be at the heart of everything we do, and that’s where standardisation fitss in.
Toyota uses it to refine processes, improve efficiency and boost customer satisfaction. Seamless interactions make customers feel valued.”
But Damien cautions against waste, which is a pitfall for many MSPs in his view. “And that includes time and talent as well as resources. Every inefficiency impacts the bottom line so cut the waste if you can. That leads to faster response times, happier customers, and a more profitable business.”
Boss or Babysitter? How MSPs Can Build a Culture of Accountability
Has your MSP grown to the stage where you need employees? If so, you’ve probably realised that managing people is hard, right?
And do you get frustrated when your team don’t do quite what you want them to? Unfortunately, Peter Melby, the CEO of New Charter Technologies, says that it’s your fault, not theirs.
“Many MSP owners fall into the babysitter trap—micromanaging every decision, which only breeds disengagement and dependency. You’ve not set expectations at the start to help to build trust and create a culture of accountability. And the more you babysit, the less your team is able to take ownership of anything.
The good news, though, Peter says, is that there is a solution and it’s known as directed autonomy. “People want freedom, but they also need clarity on expectations and a framework for success. They need to feel safe asking questions or admitting things have gone wrong. If they don’t they’ll hide problems. So a culture of honest feedback being the norm reduces problems down the line.”
Integrating AI and Automation for Business Success
James Allen from Pia, an AI-powered helpdesk, shared his view on how MSPs can leverage AI for business growth and success. “For us, the real opportunity lies in how businesses integrate it with automation.”
James went on to explain: “Think of AI as the “brain”—it understands problems, generates insights, and processes data—while automation is the “body” that executes tasks. Together, they create a seamless workflow that reduces inefficiencies and optimises service delivery.”
James went on to give an example of an American MSP who used AI to analyse and categorise late-night tickets. By automating resolutions, the response times are faster and a higher standard of service. Even better, work-life balance has improved for the employees, who no longer have to work late.
Robotics and the Future of Managed Services
One of our favourite talks was delivered by Phylip Morgan of Pax8, who highlighted a rapidly approaching future shaped by robotics, AI, and digital-first interactions.
Phylip urged MSPs to adapt quickly. He emphasised that MSP owners need to shift their mindset to managing endpoints beyond traditional laptops and mobiles—anticipating software-driven, autonomous devices like Tesla cars or drones.
Further, Phylip also stressed the importance of becoming digitally accessible 24/7, cautioning that MSPs who fail to offer online, anytime transactions risk becoming obsolete.
To prepare for this, MSPs should move from basic security towards deeper automation and embrace AI tools like Microsoft’s Copilot to streamline internal operations.
Ultimately, his message was clear: embrace technology-driven change, or risk being left behind.
I had the opportunity to speak with Phylip after his session to find out more, which you can view on the video below and on our YouTube channel.
Daniel Priestley: How to Have Clients Chase You so You’re Oversubscribed
The closing keynote was given by author, speaker and marketing expert Daniel Priestley. He explained that rather than MSPs chasing potential clients, you should get them to chase you.
Daniel shared his five principles to make this happen so your business becomes oversubscribed.
First, he introduced the concept of demand and supply tension. Daniel explained this by showing that Rolex limit supply and build anticipation, whereas airlines offer their services more broadly – there’s no exclusivity. Next, he emphasised the need for a strong personal brand and the importance of visibility.
Third, MSP owners need to look for buying signals. This means that potential clients indicate their interest in your offers before you try to sell to them. Fourth, add tension by asking about their frustrations and goals.
Help them see your solution as part of that desired future. And finally, create urgency to encourage them to make a decision. When they realise your solution is credible but scarce, they’ll buy.
I had the opportunity to sit down with Daniel and record an hour+ of conversation for TubbTalk – The Podcast for MSPs, so keep an eye out for that podcast episode (released soon).
Travelogue: IT Nation Connect Europe 2025
As the event was winding down, we hosted a special travelogue edition of our podcast, with me, my Team Tubb colleagues, Gudrun Lauret and Lenka Koppova, and Sean Lardo of ConnectWise.
As you’ll hear, this was a really fun conversation, with a lot of great thoughts from the 3-days in London.
So, have a listen to Travelogue: IT Nation Connect Europe 2025 for some more insights into the event!
Angels for Animals
Finally, we have to give a shout out to ConnectWise for supporting their chosen charity for IT Nation Connect Europe 25: Angels for Animals, a volunteer-led foundation dedicated to rescuing and caring for dogs in need.
As part of IT Nation Gives, attendees rallied behind the cause, surpassing the initial £3,000 fundraising goal to provide essential resources for rescued dogs.
This initiative highlights IT Nation’s commitment to making a meaningful impact beyond the tech industry, showing that even in a conference setting, collective generosity can create real change for animals in need.
If you’d like to continue supporting this wonderful cause, you can still donate and help make a difference—every contribution goes a long way in providing care and shelter for dogs in need.
And for an extra dose of joy, check out our short video featuring some of the adorable pups Angels for Animals have helped—watch it now over on LinkedIn!
Conclusion
IT Nation Connect Europe 25 was a great opportunity for MSPs, vendors and suppliers to meet, find collaboration opportunities and hear from some of the industry’s best experts.
This is one event that Team Tubb highly recommends for MSPs looking to grow their business. And the good news is, it’s an annual event, and tickets for the 2026 conference are already on sale!
We’d love to know what you thought of the event, and which of our highlights you enjoyed. Let us know in the comments!
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Richard Tubb is one of the best-known experts within the global IT Managed Service Provider (MSP) community. He launched and sold his own MSP business before creating a leading MSP media and consultancy practice. Richard helps IT business owner’s take back control by freeing up their time and building a business that can run without them. He’s the author of the book “The IT Business Owner’s Survival Guide” and writer of the award-winning blog www.tubblog.co.uk
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