You’re not as automated as you think...

Uncover common MSP automation misconceptions and learn to move beyond basic tools to achieve true, seamless automation success.

The year was 2021, and the room had an eerie silence—the kind where you could hear a pin drop. Aharon Chernin, soon to be the CEO and Founder of Rewst, just opened up a dialogue over an idea that he believed would revolutionize the MSP landscape: an automation platform that would link all their tools together, cutting down time on mundane tasks and allowing them to focus on proactive, client-facing initiatives.

Yet, as Aharon concluded his pitch, he was met with a surprising response—many MSPs believed they were already fully automated. The belief was so widespread that starting Rewst seemed like a fool’s errand. However, Aharon’s insights, gathered from conversations with MSPs and observing their operations, revealed a different reality. And so, Rewst was born.

Fast forward to 2024, and you might still believe your MSP is fully automated, with every process running smoothly and effortlessly. However, the reality is that many MSPs are far from achieving the level of automation they imagine. True automation—where technology seamlessly handles complex, multi-step tasks across various tools and systems—is still a distant goal for most.

The illusion of “fully automated.”

What Aharon discovered in 2021, and what many MSPs still believe today, is that being “fully automated” really means automating individual tasks within their tools. You might have scripts that run through your RMM, and perhaps you’ve even automated some routine tasks in your PSA. But, while task automation is helpful, it barely scratches the surface of what’s truly possible.

Relying solely on RMM or PSA tools can lead to several common pitfalls:

• Overreliance on single-purpose tools: By confining your automation efforts to a single platform’s capability, you miss out on opportunities to streamline broader, more complex processes that span multiple tools and systems.
• Overpaying for less: When a solution falls short, the default is to buy another product to fill the gap. This can lead to a bloated and inefficient stack, where tools don’t integrate well, adding complexity instead of reducing it.
• Lack of true automation strategy: Without a comprehensive strategy, MSPs end up with a patchwork of scripts and tools that don’t work together seamlessly. The result is a disjointed tech stack that doesn’t deliver maximum value.

For example, Gabriel Herrera manually wrote PowerShell scripts for his onboarding process, utilizing his RMM to automate agent installs and system configurations on each device. The problem? The process depended on continuous online devices, PowerShell running smoothly, and accurate data-field monitoring to confirm installations. Gabriel was also the only person with expertise in PowerShell, producing a bottleneck for the MSP.

While task-based tools can execute scripts and monitor client environments, relying solely on them limits your automation’s potential. When Gabriel integrated his existing RMM with other tools like Microsoft, Autotask PSA, Datto, SharePoint, Proofpoint, and Bitdefender into Rewst, he reduced the time his onboarding process took from two hours to 10 minutes. This allowed him to leverage multiple tools and install software across various devices at once, streamlining operations and saving valuable technician time.

What we learn from Gabriel is that the most advanced automations often require stepping outside the RMM’s confines, integrating multiple tools, and coordinating complex workflows. Simply put, if your automation strategy is limited to what an RMM can handle, you’re not truly automated—you’re simply using a tool for task management

The reality of automation today

Despite advances in technology like RPA, most MSPs are still in the early stages of their automation journey. As Aharon Chernin, CEO and Founder of Rewst, put it in his FLOW conference keynote speech featured below,

“Only a small percentage of MSPs—perhaps less than 1%—are truly thinking about automation in a strategic, forward-looking way. These are the innovators, the ones who are using automation not just to save time or reduce errors but to transform their business operations and value proposition fundamentally.”

These leading MSPs use the outcomes of their automations to differentiate themselves in the marketplace. Instead of simply telling prospective clients they are automated, they focus on the outcomes that automation delivers. For example, eTop Technology is working with Rewst’s App Platform to automate client onboarding with a portal. The plan is to use the portal to proactively alert clients about inactive users, allowing them to make informed, revenue-focused decisions on underutilized endpoints.

eTop’s example shows us that to get ahead, you must be automation savvy, where you invest time and resources into automation, not just as a means to an end but as a competitive advantage. Clients will no longer be satisfied with the status quo. They will expect their MSPs to offer the same seamless, app-driven experiences they get from other services. Whether scheduling a ride on Uber or ordering from Amazon, clients will want their MSPs to offer the same convenience and efficiency. Recognize that automation is not just about efficiency but differentiation in a crowded market.

The automation future is now

As automation continues to evolve, the gap between those who fully embrace it and those who don’t will widen. To stay competitive, you must start automating now—both within your organization and for your clients. Owen Makenzie, Automation Lead at IT Partners, says best in this video, “The best time to plant a tree was yesterday. The second-best time is now. So, start your automation journey now.”

Start by assessing where you are in your automation journey. Are you still relying heavily on single-purpose tools for task automation, or have you begun to explore more advanced automation platforms like Rewst? Consider where you can create the most value through automation—reducing repetitive tasks, improving service delivery, and/or offering new capabilities to your clients.

In conclusion, you likely aren’t as automated as you think. But with the right strategy, platform, and mindset, you can achieve true automation that transforms your business. It’s time to move beyond the basics and consider how automation can drive your future success.

**Part one of this series explored common misconceptions about automation among MSPs and how overcoming these can pave the way for future success. Join us for part two, where we’ll dive deeper into the various automation solutions available in the MSP market and show you how to leverage full-process automation to transcend the limitations of your current tools.

Joelle Cullimore
Content Marketing Manager