A new Kaspersky survey among SMB cybersecurity decision makers shows a little over one-third of small and medium-sized businesses (38 percent) in the United Kingdom want an external partner able to create long-term, sustainable cybersecurity strategies tailored to their business. Just three percent rely on a third party as a core player in shaping and managing their cybersecurity setup. At the same time, SMBs have specific demands for a trusted partner – from ongoing awareness training (32 percent) and 24/7 expertise (22 percent) to honest advice (18 percent). For MSPs and resellers, this is a call to action: the shift from mere product seller to strategic advisor isn’t just coming, it’s overdue.
Businesses face mounting pressure from ever more complex cyber threats, yet many still view external cybersecurity providers as little more than tactical support – quick fixers or tool installers. Despite a lack of resources and limited budgets – common among SMBs – most businesses in the UK as a result are leaning heavily on internal resources. Just over a third (35 percent) assign cybersecurity to their general IT teams, another 35 percent hand the task to in-house specialists, while only three percent trust an external partner to play a central role in designing and managing their security strategy.
The reason behind this decision could be a matter of perception, as 33 percent try to better understand the benefits of outsourcing cybersecurity to external partners. In addition, 20 percent admit they lack the skilled staff to manage the cybersecurity solutions they already own.
More than a reactive provider: the perfect partner
A gap
exists between what companies need and how they act is evident as SMBs outline specific expectations of their perfect partner. SMBs in the UK are looking for someone who can help them build a
long-term, sustainable strategy that fits their business and evolves with it. They
further stress expectations of a true partnership:
- 32 percent emphasize continuous awareness training, meaning they want a partner that can strengthen human defenses, not just digital ones.
- 22 percent look for expert support available 24/7, providing more than just a ticket system that ticks boxes on another system.
- 28 percent want a human in the loop advisor at eye level.
- 18 percent want to know honestly what they need and don’t need versus unnecessary up-selling talks.
Besides a trustworthy, UK SMBs also value technical requirements: 37 percent want security from their partner that runs in the background without slowing down operations – 38 percent expect automated tools that respond immediately to incidents.
“SMBs are facing growing pressure from cyber threats, yet many still see external providers mainly as short-term fixers. Our findings make clear that expectations go far beyond that: companies want awareness training that is ongoing and not a one-off, an outstanding expert who is available 24/7 and knows their environment, an advisor who provides honest answers and acts as part of the team, and even simplicity – a partner willing to say, ‘you don’t need that.’ In short, SMBs are looking for a lasting partnership built on strategic guidance, continuous support, human focus and reliability. Meeting these expectations is a great opportunity for the channel. MSPs and resellers must move beyond product sales and take on the role of trusted advisors, helping companies’ close internal gaps and shift from reactive defense to proactive readiness – they need to make a shift from a security vendor to a strategic partner at eye-level; this shift is overdue,” says Anna Papla, Territory Channel Manager, UK & Ireland at Kaspersky.
With the Kaspersky United Partner Program, resellers and MSPs can build on these expectations and help create trusted partnerships. Advisory sessions, presales support and a comprehensive partner portal provide structured support and a strong community that enable partners to translate SMB expectations into sustainable business growth and position themselves as long-term strategic advisors. The program goes hand in hand with Kaspersky’s technology portfolio – from Kaspersky Small Office Security for very small businesses to Kaspersky Next for more complex SMB environments – ensuring that partners can match services and expertise with the right solutions.
For this survey Kaspersky commissioned Arlington Research to carry out an online self-complete survey with decision makers whose role involves cybersecurity in a significant way, working for organisations with less than 500 employees in Europe and Africa in August and September 2025. Arlington conducted a total of 820 interviews with this audience (Europe: 600; Africa: 280; 60 interviews each: Germany, Austria, Switzerland, UK, France, Italy, Spain, Greece, Romania, Serbia, Morocco, Algeria, Tunisia and Cameroon; 20 interviews each: Senegal and Ivory Coast).
