The Managed AI Provider System™ · Application-only

Stop Watching.
Start Deploying.

The 12-month AI execution system and fractional AI power team for MSPs ready to deploy, commercialise and scale AI — without building everything from scratch.

Apply for the next cohort → See what Cohort 1 deployed in 90 days
◆ Real MSPs◆ Real deployments ◆ Real revenue◆ Real results
Hear it from Cohort 1

"We've built a complete AI business in 90 days."

Cohort 1 partner
"Fiona and the team have massively over-delivered."
Nick Horner
SL Networks
Cohort 1 · 90 days in

From AI-curious to AI deployed — in 90 days.

Three months ago, a group of MSPs took a leap of faith — in a programme, in my team, and in each other. Ninety days later they're not learning about AI; they're deploying it. Real agents, in real client environments, solving real problems — and every one is IP they own, not a platform they rent.

Over two days together, partners demonstrated the agents we'd built — running live in their clients' businesses. Not slideware. We reviewed 52 agents ready to deploy, and watched each partner make the foundations their own.

MAIP Cohort 1 partners at the two-day event
MAIP Cohort 1 partners with Fiona Challis

The energy in that room — the whiteboards, the demos, the planning, the dinners — is the part photos can only hint at.

"Fiona and the team have massively over-delivered."

— Nick Horner · SL Networks

"I've not felt quite this excited about IT in a while."

— Neil Smith · Reform IT

After 25 years in this industry, watching this group go from AI-curious to deploying in just 90 days has been one of the most rewarding parts of my entire career. I'm beyond proud of every partner in Cohort 1.— Fiona Challis, Founder

Cohort 1 partner
"We've gone from zero to having an AI Factory and AI practice within only 90 days."
Andy Wilkinson
Pronetic
See what happened in the first 90 days

From a standing start to a managed AI practice.

✓ AI workshops launched

✓ AI agents deployed

✓ AI Factory created

✓ Managed AI revenue line launched

✓ 52 agents ready to deploy

✓ Live client deployments

The transformation

Where most MSPs are today → where Cohort 1 is now.

Where most MSPs are today
  • Watching — webinars, articles, waiting
  • Learning — courses and certs, but not deploying
  • Guessing — what to sell, how to price, who delivers
Where Cohort 1 is now
  • Deploying AI agents in live client environments
  • Commercialising — projects and managed AI MRR
  • Owning the IP of everything they deploy
  • Running AI workshops and discovery sessions
  • Operating their own AI Factory
Why they moved so fast

You only have to run the last 20%.

"It's like being in a race where you only have to run the last 20%."
— Andy Wilkinson, Pronetic

Because the other 80% is already done. You step into foundations that normally take a team of specialists and years to build.

◧

Technical foundations

Architecture, build methodology and reusable components — John builds ~80% with you.

◆

The AI Factory

52 agents already built and commercialised, ready to deploy.

£

Commercial playbooks

Fiona gives you the complete go-to-market strategy — pricing, packaging, positioning and the full end-to-end sales process.

✦

Your branded AI Hub

A lead-generating microsite — 30+ sectors and use cases — that plugs into your site.

⎋

Fractional AI Power Team

Architect, commercial, legal and governance expertise — no hiring.

◉

The peer community

A cohort of MSPs deploying and selling in parallel, sharing what works.

Your AI Factory

Agents ready to deploy from day one.

Not agents you have to design — agents already built and commercialised, waiting for you to configure and put in front of clients. 52 in total, including three full-lifecycle agents.

Full Lifecycle Agents✓ Ready Now
✓ Ready Now
◇

Knowledge Agent

Instant answers from across the client's documents and systems.

✓ Ready Now
◇

HR Lifecycle Agent

Full-lifecycle HR support, from onboarding to everyday queries.

✓ Ready Now
◇

Client Onboarding Agent

Orchestrates onboarding across every system the client runs.

AI Action Agents✓ Ready to Deploy
AI Sales Agent
Appointment Booking
Invoice Processing
Service Desk
Proposal Generator
Lead Nurture
Inbox Agent
Meeting Agent
Document Generation
CRM Hygiene
Front-Desk Support
Order Status
Client Feedback
Content Repurposing
Collections Agent
IT Support
Quote & Estimate
Outreach Research
Reconciliation
+ 52 in total

In just 90 days, partners have gone from AI-curious to running AI workshops, deploying agents, and operating their own AI Factory.

Why MSPs are perfectly positioned

This isn't a threat to your business. It's the biggest opportunity it's ever had.

While AI "experts" obsess over models and prompts, they overlook the hard part — deploying AI safely, securely and accountably in the real world. That's not a gap for you. That's your home turf.

01

Identity & Access

You already control who and what can access systems — so AI integrates securely and compliantly.

02

Security & Compliance

Your governance, risk and regulatory expertise is exactly what responsible AI demands.

03

Infrastructure & Workflows

You understand how real businesses run, so AI fits existing processes instead of fighting them.

04

Trusted Advisor Status

You already own client risk, data and accountability. You're the natural partner for AI outcomes.

70%

of AI agents fail in production — not because the AI is weak, but because of poor governance, dirty data, weak access control, insecure workflows and no auditability. Those aren't AI problems. They're operational problems — and MSPs solve operational problems for a living. It's your core competence. You're already the unicorn — we just hand you the AI.

Why we built this

The problem was never enthusiasm. It was execution.

Every MSP has the same issues — limited time, skills, capacity and resources. Every MSP I spoke to was asking the same questions: how do we make money from AI? What do we sell? How do we build it? How do we resource it? How do we make it recurring? Some have even hired a new resource purely for AI, but their time gets soaked up with expensive POCs and very little deployment.

The enthusiasm was there. The execution wasn't. MSPs didn't need another AI course — they needed a way to actually launch and scale a Managed AI business.

That's why we created the Managed AI Provider System™.

— Fiona Challis, Founder
Why MSPs join

You're not buying a programme. You're plugging in an AI department.

Building a Managed AI practice the normal way means hiring a team most MSPs can't justify — six specialist roles, six salaries, and months of recruitment, before you've deployed a single agent or signed a single deal.

AI Solutions Architect

Designs safe, agentic architecture.

AI Engineer

Builds, tests and ships the agents.

Commercial Lead

Pricing, packaging and go-to-market.

Product Lead

Turns builds into sellable products.

Legal & IP Expertise

Contracts, liability and ownership.

AI Governance

Safe, compliant, auditable deployment.

So we built that team for you — a fractional AI department you plug into from day one. You don't hire it. You don't manage it. You direct it.

Fractional AI Team & Guest Experts

The experts who remove the time, skills, capacity, resources and delivery risk.

PhotoFiona Challis
Fiona Challis
Founder · Commercial Lead & Strategy
Turns builds into project revenue and Managed AI MRR.
PhotoJohn Guilfoyle
John Guilfoyle
Senior AI Solutions Architect & Technical Lead
Golden Samples, Azure templates and SOPs — build safely, without starting from scratch.
PhotoKim Simmonds
Kim Simmonds
Legal, Contracts & Risk
AI-ready contracts, clear liability and IP. Founder of the legal AI solution for tech businesses.
PhotoKen Roulston
Ken Roulston
M&A · Valuation
Build a defensible moat, balance project revenue with 70%+ recurring income, and convert Managed AI into EBITDA uplift.
PhotoStuart Warwick
Stuart Warwick
Growth Strategy · Leadership
Structure and clarity so growth doesn't create chaos or burnout.
PhotoIan Luckett
Ian Luckett
Leadership · Sales & Team Performance
Builds confident leaders and high-performing teams to execute the plan.
How you work

Two tracks, running in parallel — so you deploy and sell at the same time.

⌁

Technical Lead

How the agents and automations get configured and deployed.

John, our AI Solutions Architect, does around 80% of the build with you — so you never start from a blank page or tie up your own resource. Already have Copilot Studio and Azure Foundry skills in-house? That time goes into bespoke builds instead.

£

Commercial Lead

Fiona takes everything built on the tech track to market.

She gives you the commercial playbooks, go-to-market strategy, pricing and packaging, client positioning, and the full end-to-end sales process — discovery sessions, client challenge decks, workshops and workflow mapping. The layer that's usually missing when the tech is there but the deals aren't landing.

Included · MSP Peer Community

You're not doing this alone.

A peer group of ambitious MSPs building, deploying and commercialising AI alongside you — sharing real pricing, real objection handling and real technical breakthroughs. The collective intelligence that moves everyone faster.

A dedicated daily support channel across both tracks means you're never stuck for long.

MAIP Cohort 1 partners together
Included · Two Day In-person Events

Three times a year, two days in the room together.

Where partners demo live client deployments, map opportunities and plan the next quarter side by side.

This is where the whiteboards, the breakthroughs and the momentum happen. The part a webinar can never replicate.

MAIP partners working together at the two-day event
Why this system works

A complete operating system — not a course bolted onto your week.

◆Built for the MSP channelDesigned for MSPs, fitting your existing service model.
◆Governance & security firstIdentity-first and compliant, protecting client data from the outset.
◆Outcome Architecture™Engineered for tangible business results, not abstract ideas.
◆Tech & commercial executionCutting-edge builds paired with clear commercial strategy.
◆Creates your IPProprietary assets that reduce vendor dependence.
◆Real deploymentsFunctional AI in client environments — not POCs that die on the shelf.
◆Drives retentionDeep stickiness and recurring revenue from long-term partnerships.
◆Upskills engineersTurns your existing team into AI specialists — no data-science hires.
ROI before you sell a thing

Before you sell AI, become Customer Zero.

The fastest way to sell managed AI with conviction is to run it in your own MSP first. So that's where we start — deploying agents inside your business before you take them to a single client.

◆Service Desk AgentTriage tickets and recover engineer hours.
◆Knowledge AgentInstant answers across your own documentation and systems.
◆Client Onboarding AgentOnboard new starters and clients end to end.
◆HR AgentAnswer policy questions and cut HR admin.

Immediate, measurable ROI inside your own walls — before you've earned a penny of client revenue. You don't pitch AI. You demonstrate it.

What you own

You don't build somebody else's business. You build your own.

Your client relationships

The relationship stays yours — not the vendor's.

Your commercial model

Your pricing, your packaging, your margins.

Your AI practice

A managed AI revenue line built inside your MSP.

The IP of every agent

You own the intellectual property of every solution you deploy.

Recurring revenue

Compounding MRR that you own and grow.

A defensible moat

If a client leaves, their digital workforce stops working.

This isn't about becoming an AI reseller. It's about becoming a Managed AI Provider.

The bigger prize

Most MSPs think revenue. We want you thinking valuation.

A managed AI revenue line doesn't just add income — it changes what your business is worth. Owned IP, recurring revenue and embedded digital workforces lift your multiple, not just your monthly.

↗ Revenue

A new income line

Managed AI project fees plus compounding MRR.

↗ EBITDA

Higher-margin services

Outcome-priced work that drops to the bottom line.

↗ Valuation

A stronger multiple

Proprietary IP and 70%+ recurring income lift your worth.

↗ Strategic asset

A defensible moat

An acquisition target — not a price-comparison casualty.

You're not just earning more — you're building an asset.

The journey you'll grow through

From assistants to a digital workforce — in 12 months.

The same journey your clients and the whole market are taking. Built for ambitious MSPs who want into AI but don't have the time, resources, skills or capacity to get there alone. We close every one of those gaps.

First 6 months · Foundation to live agents
1
Foundation

Copilot

Assistive AI, productivity and trust.

2
Productised Utility

Automated Workflows & AI Apps

One-purpose, high-value tools that solve specific problems.

3
Autonomy & Action

Agents

AI that takes actions via APIs — not just answers questions.

4
Process

Agentic Workflows

End-to-end workflows wired with AI, from trigger to outcome.

Second 6 months · Teams to transformation
5
Team

Multi-Agent Systems

A manager plus specialist agents working as a digital team.

6
Org Chart

Digital Workforce

AI "employees" with roles, KPIs, responsibilities and reporting.

7
Strategy

AI-Driven Business

AI embedded as an operating model, not a bolt-on tool.

£
The outcome

Managed AI Revenue

A compounding recurring revenue line you own.

The real transformation

This isn't a new service. It's a new identity.

The shift isn't "MSP plus an AI practice." It's becoming something the market doesn't have a category for yet — and being first.

Fixing IT→Transforming your clients' business
Managing technology→Managing digital workers
Supporting systems→Delivering business outcomes
Reselling licences→Owning AI intellectual property
MSP→Managed AI Provider

The MSP model is changing. Will you watch it happen — or become the thing everyone else is about to chase?

The wait is over.

We no longer have to guess what a Managed AI Provider looks like — we're already building it. The MSP model is changing. The only question is: will you watch it happen — or will you deploy?

August Cohort
Starts 3rd August
September Cohort
Starts 1st September
Apply for the next cohort →

Built to fit around a working MSP — around 4 hours a month on the commercial side and 10 on the technical. We help you deploy an internal service desk agent early, so you see ROI fast, and we'll hold your hand on your first live client deployments.

Real MSPs. Real deployments. Real revenue. Real results.
FAQ

Questions MSPs ask before they apply.

I've already hired someone to focus on AI and automation — is it still worth joining?

Yes. In fact, it makes that hire significantly more valuable.

Without a proven framework, most internal AI hires spend months figuring out what to build, how to deploy it, and how to commercialise it. With the Managed AI Provider System™, 80% of the groundwork is already done.

Instead of starting from a blank page, your AI lead can focus on configuration, deployment, client delivery and creating additional IP. In practice, one person operating inside the system can achieve what would normally require a much larger AI team.

Do I get any 1:1 support, or is everything delivered in a group?

You get both.

Alongside the Technical and Commercial group tracks, you'll have a dedicated monthly 1:1 strategy session with Fiona.

These sessions help you remove bottlenecks, align your go-to-market strategy, review progress and build momentum throughout the programme — so you benefit from both the collective knowledge of the group and personalised guidance tailored to your business.

Can I bring more than one person onto each track?

Absolutely.

Many partners involve multiple team members to accelerate capability building across the business.

Additional participants can join either the Technical or Commercial track at 50% of the standard investment, making it easy to build AI capability across your wider team while ensuring knowledge is shared throughout the organisation.

Do we own the agents and intellectual property we build?

Yes. The agents, services, frameworks and intellectual property you create during the programme belong to your business.

Unlike many vendor-led programmes, you're not building someone else's asset. You're creating your own AI capability, your own service offerings and your own IP that can become a valuable part of your business.

Can I claim R&D tax relief on my investment in the Managed AI Provider System™?

Potentially — but it depends on what you do during the programme.

The Managed AI Provider System™ is designed to help MSPs build and deploy their own AI-powered services, agents, automations and intellectual property. While the programme itself is not a tax relief scheme, many partners use the framework to develop new AI solutions, overcome technical challenges and create proprietary IP within their business.

Where qualifying research and development activities take place, some of the associated development costs may be eligible for UK R&D tax relief. This could include areas such as:

  • Developing proprietary AI agents and automation solutions
  • Creating new AI-powered managed services
  • Solving technical challenges around AI deployment, integration, security or governance
  • Staff time spent on qualifying development activities
  • Certain software, cloud and development costs

As every business and project is different, we recommend speaking with a qualified R&D tax specialist to assess your specific circumstances and determine whether any of your development activities qualify under HMRC guidelines.

Important: We do not provide tax advice or guarantee eligibility for R&D tax relief. Any claim is subject to HMRC rules and your individual circumstances.

Why wouldn't we just build this ourselves?

You can — but most MSPs underestimate the time, cost and expertise required.

Building a Managed AI practice from scratch means developing the strategy, creating the offers, building the agents, designing the delivery framework, producing the sales assets, training the team, and learning through trial and error.

The Managed AI Provider System™ gives you a proven framework, expert guidance, deployment assets and a dedicated support team — so you can accelerate your journey and avoid costly mistakes. Rather than spending years figuring it out alone, you focus on deploying, commercialising and scaling a Managed AI revenue stream much faster.

How quickly can we start generating revenue?

Most partners begin having AI conversations within the first 30 days.

The programme is designed to move you quickly from learning to commercialisation. Many partners start running AI workshops, readiness assessments, AI strategy sessions and discovery engagements early — while simultaneously building their delivery capability.

The partners who see the fastest results are those who start engaging clients early and use the programme to create momentum from day one.

What happens after the first 12 months?

The first 12 months are just the foundation.

AI is evolving rapidly, and we continue expanding the AI Factory, deployment frameworks, agents, automations, commercial assets and best practices available to partners.

Many partners choose to remain part of the ecosystem beyond year one as they scale their Managed AI practice. Alumni incentives and continuation options are available for those who want ongoing access to new developments, support and future innovations. The goal isn't just to help you launch an AI practice — it's to help you build and grow one for the long term.

Still have a question? Book a call →